SOCIAL MEDIA HAS revolutionized the way businesses connect with consumers. These days, rather than being passive recipients of corporate messaging, people want to feel part of a conversation, interacting with brands in a way that feels personal.
Positioning themselves at the center of this conversation, influencers and content creators have emerged as a marketing force.
Given their ability to create visually appealing product showcases and lively educational content while tapping into the trend-driven nature of eyewear to connect with a highly engaged audience, it should be no surprise that the eyecare and optical retail industry has spawned a thriving community of such creators across many platforms.
So, what exactly is a content creator? Dennis Kirwan, who writes on marketing and technology for FORBES, defines them as “people who have large audiences of followers on their social media accounts, and… leverage this to influence or persuade this following to buy certain products or services.” In the eyecare realm, they range from fashion-forward individuals showcasing stylish eyewear to eye health experts providing valuable tips as well as information on new tech, products and services.
After reaching out to our Brain Squad of eyecare biz owners and managers on this topic, we realized pretty quickly that content creators and “influencer marketing” is a divisive issue. “No, no, and no,” replies an unequivocal Dr. Zachary Dirks of St. Peter and Belle Plaine Eyecare Centers in Saint Peter, MN, when asked if he follows any content creators. “Just not my thing. I try to follow people who gain a reputation by service and experience in their field and it seems like this field lacks that often.” Nicky Griffin, owner of Eyestyles Optical and Boutique in Oakdale, MN, agreed: “I don’t love influencers just because their entire patina comes across as fake.” Many respondents asked why they should accept the views of someone being paid to hawk a product.
But authenticity, it seems, is in the eye of the beholder. In a recent HubspotUBSPOT blog post, Annabelle Nyst, senior content manager at Brand Social, painted a picture of content creator marketing as the 21st century’s answer to word of mouth: “Their followers pay attention to their guidance just as they would that from friends or family. That is far more powerful than some advertising copy.” Christine Howard at Eyes on Plainville in Plainville, MA, is fully on board. “I know they’re advertisements, but there’s just something about influencers that just makes it a bit more personal,” she says. Jenna Gilbertson at McCulley Optix Gallery in Fargo, ND agrees: “I love them! I think it is a more personal way to advertise!”
If you’re struggling to discern an industry — or anything serious at all — going on here, consider that Citigroup expects the overall creator economy to show 9% growth per year from 2022 through this year, when it is expected to see $75 billion in revenue. According to a HUBSPOT report from July 2024, 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months. Serious enough for you?
Keep in mind that a content creator doesn’t have to be a social media celebrity with a nationwide following. It could be a fellow local business owner or a well-known face in your small or rural community. For the past few years, Carl Cameau Jr., owner of Hudson Spectacles in Nyack, NY, has been posting photos of carefully chosen local restaurateurs and other biz owners from around the Hudson Valley on Instagram — fitted with eyewear from his collections — and through them expanding his reach and building a loyal, like-minded clientele. They in turn tag and hashtag him on their social media. The goal is for Hudson Spectacles’ eyewear to be seen “on faces that are genuinely recognized within a 10–25-mile radius,” he says, adding that he’s seen a “huge” return from patrons and their employees. “I’ve had people come in asking what frames the waiter at Hudson House was wearing and follow through with a purchase.”
Having heard from our readers, we reached out to a handful of leading eyewear and eyecare content creators to learn more from them directly. In the profiles below, they discuss what it is they do, how those brand deals really work, and how independent ECPs might make use of creator marketing.
JENNIFER TSAI, OD
INSTAGRAM: @drjenandjuice
TIKTOK: @drjenandjuice
THREADS: @drjenandjuice
YOUTUBE: @drjenandjuice
Manhattan-based optometrist Dr. Jennifer Tsai started off as a travel blogger while still in optometry school, but before long was sharing content on vision and eye health. She quickly developed a following, which has since blossomed to 280,000 on Instagram and 219,000 on TikTok. “Instagram is great to work with brands as well as reaching your community. TikTok is great for short content and reaching a much larger global audience,” she says.
As an optometrist, Tsai says her main aim on social media is to educate people on how to better care for their vision and eye health, while also sharing the latest trends and technology. When it comes to working with brands Tsai seeks partners who share the same values and level of quality as her own brand. (She is the founder of NYC optometry practice and wellness center Line of Sight.) “I prefer to focus on long-term partnerships instead of one-offs because I truly believe in the brand and what they stand for.”
She gets that there may be negative perceptions of influencer marketing but urges social media users to be discriminating. “Following the right creator is important in the message that is conveyed, which is around trustworthiness, transparency, and quality.”
Her message to independent ECPs is that working with influencers can be cost-effective, and creates localized reach to help raise awareness, while establishing trust and authenticity, particularly for healthcare services. “Influencers can really help educate the public about the importance of eye exams and benefits of quality eyewear. Start working with influencers by choosing the right ones to build genuine relationships, leverage user generated content, host local events, and create engaging content.”
KEVIN STIEB, OD
TIKTOK: @eyedocontiktok
INSTAGRAM: @eyedocofftiktok
THREADS: @eyedocofftiktok
Oklahoma optometrist Dr. Kevin Stieb’s @eyedocontiktok account has its origin in the pandemic. With extra time on his hands, he “started perusing TikTok and … figured I should use my time to educate people… I decided to make them funny because I noticed that those posts did well.” His self-described “goofball” charm likely explains his 107K+ followers; there is a down-to-earth quality about his posts on “eye health education, personal stuff, occasional politics (risky I know), humor, and whatever else I want to post.”
His goal is to create “good vibes” and a space where people “laugh, learn about eyes, stop sleeping in their contacts, and feel safe in the little virtual community,” adding that he finds himself drawn to TikTok “because it’s usually ahead of the other platforms. I find that funny videos do best on that compared to Instagram.”
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Stieb will occasionally work with companies on branded content. He serves as an ambassador for a scrubs company and has a pharmaceutical sponsorship in the works. “I look for brands I would support and/or recommend even if they didn’t pay me or give me free stuff,” he says. “I also look for companies that don’t say something like ‘don’t say anything negative’… It’s unethical and I outright refuse those requests.” Sponsored posts are fine as a source for discovering new things, he says, provided people seek confirmation from an “unbiased viewer.”
Candidly, he doesn’t see much benefit for independent or small practices in working with influencers who target a large nationwide following.
“Local lifestyle influencers with a good local audience would probably be the only thing that would be worth pursuing. If you are selling products online that’s definitely a different calculation and I suggest looking for lifestyle and/or fashion influencers.”
KAYLA HEERSINK
INSTAGRAM: @opticali_style
Kayla Heersink didn’t set out to become an influencer; she started @opticali_style in 2016 as a place to share her interests in photography, design, and eyewear, but now posts solely about glasses. Her infectious curiosity about the stories behind some of the world’s finest eyewear, her deep knowledge — she is an optician and has also become something of an eyewear historian — and her championing of independent eyewear design have seen her global audience surpass 18K followers.
Heersink confines herself to Instagram and seeks out partners whose values align with her own — particularly independent designers, as well as agencies promoting good eye health practices. She sees a link between the growth of her audience and her commitment to original, authentic content. “It is in our best interest as creators to be true to who we are.”
There is no typical brand deal, she says. Compensation could range from free product to monetary compensation, to paid travel and accommodations — as is in her arrangement with the MIDO show. “People sometimes forget… creating content is work. It can be fun, but also relies on our creativity and our time. I look for partners who allow me full creative direction, and who can show me they value the work I’m doing, be it monetarily or otherwise.”
She urges independent ECPs looking to engage with a content creator to set clear goals. “Is the goal to create a beautiful image? Is it to sell a particular frame? Is it to reach a new audience? Is it to increase online sales? Influencers can help… but I think it’s important to define the goal of the collaboration.”
AUTIANNA WILSON
INSTAGRAM: @opticalgoddess_
TIKTOK: @theoptical.goddess
Autianna Wilson has been on Instagram “since day one,” but her journey as a content creator really began when she fully immersed herself in the optical industry. Noticing a lack of representation for Black opticians, she made it her mission “to push the narrative of being a Black optician and eyewear stylist. It was about representation and showing that you can embrace your individuality…and still thrive.” Over time, her focus expanded to spotlight independent eyewear brands and encourage others in the industry to think outside the box.
Wilson has amassed a combined following of around 50k across Instagram and TikTok. While Instagram is her main forum, she feels every platform can be valuable. “The key is to differentiate yourself… Trying to mimic others won’t work.”
Treating social media “like a diary,” Wilson believes her followers feel connected because she’s open about her life — both the highs and the struggles. “I aim to inspire others by being real about entrepreneurship, especially as a solo business owner in the optical industry.”
Her relationships with brands have grown more selective; these days she only partners with brands she carries or with major optical conventions. A typical deal involves negotiating rates and timelines, ranging from a single post to a long-term collaboration. “I focus on partnerships that align with my business and provide value to my followers, like promoting international trade shows that help boutique owners diversify their eyewear selections.”
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Ultimately, the public’s trust in a content creator rests on the latter’s integrity, she says. “Many … influencers don’t understand the craftsmanship and quality that go into the eyewear they promote. My advice is to do your own research and follow influencers who have earned your trust through their authenticity, not just their beautifully curated posts.”
Working with local influencers can be a game changer for small boutiques, Wilson believes, adding that offering them a unique experience in your store, whether it’s gifting a pair of Rx glasses or creating content around the customer experience, can drive interest. “But it only works if your store offers something special… an experience that stands out. From the vibe of your store to how you curate and fit glasses, everything needs to be top tier. When done right, this kind of collaboration can elevate your brand and attract new customers.”
SOPHIA VISANJI, OD
INSTAGRAM: @themonoclemuse
TIKTOK: @themonoclemuse
New York optometrist Dr. Sophia Visanji started creating content as a creative outlet outside of patient care. “On the weekends I would practice my photography skills around New York City —shooting the inspiring architecture, my latte art, my outfits that I styled, and post them on social media under the alias of ‘The Monocle Muse.’” Over time, she began to garner an audience and brands began to reach out and offer to pay her. Soon, her motivation evolved into growing an audience on @themonoclemuse to which she could market an eyewear line of her own — a dream she achieved with the launch of Aliana Rose Eyewear in 2022.
Visanji currently has an audience of nearly 20k. Her main platform is Instagram, although she is beginning to post more content on TikTok, Amazon and Pinterest. “All of them can be beneficial for eyewear content creators. TikTok is more raw and authentic while platforms like Pinterest and Instagram are more curated.”
Typically, a client will ask for certain deliverables — sometimes it is just user generated content to be used on their social platforms, and other times they require her to share the content on her platforms as well, to capture the attention of her audience. “Once they provide the deliverables, we negotiate a rate that works within their budget and for what I can offer for my services and social currency.”
Visanji urges social media users to be discerning and seek out creators who feel authentic in everything they share. “At the end of the day, this is a job for us … so we need to get paid for our time and skill set. From my experience, most of the creators I know, me included, would not share a product that they don’t genuinely use and love themselves.”
She urges independent eyecare businesses to start with local creators or influencers in their markets: this could be someone on the local news channel or someone who is prominent in the community. She adds that it could be as simple as having an aesthetic practice where patients are inspired to snap a selfie with their new frames and post it, incentivizing patients or customers to tag your business on their social channels.
“I chose the name The Monocle Muse because my hope was to inspire others. I would encourage brands to do just that. Ensure your business inspires others to share it, and the marketing will be halfway there.”
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ARIAN FARTASH, OD
INSTAGRAM: @glamoptometrist
BLOG: glamoptometrist.com
California optometrist Dr. Arian Fartash emerged as one of the first movers in the eyecare content creation space in 2016, when she took her GlamOptometrist blog onto Instagram. Since then, she has been posting daily about eye health and eyewear style to her fashion-forward audience, which now has over 37,000 followers, mostly ECPs and “those who love fashion and eyewear from around the world.”
Fartash uses IG for “quick content and info,” and maintains the blog for more in-depth thoughts. She works with brands “if our values align and if I personally use their services or products,” she says, with most deals being either yearly or seasonal. She believes she’s built trust because “I’m very, very transparent. If I like something I support it and having my experience and background, people trust my opinion,” adding that her status as an OD lends her credibility on health issues.
Joining forces with a content creator can be a great way for eyecare businesses to market their practice or products, she believes. “Word of mouth and what influencers have to say, or have an opinion on, is the new wave in marketing. People think they know these influencers, because they share their life, they become someone they think are like their friends. And well, you listen to your friends when they recommend something they love. Even if they’re getting paid!”
