How EyeBuyDirect Uses Curated and Created Content through Instagram
As a fellow glasses wearer, I have had my fair share of testing different in-store and online eyeglass companies. There is only one that won my commitment and trust and it is EyeBuyDirect. This online eyewear company was founded by Roy Hessel who realized through his travels around the world the lack of access people had for eyewear making with 2.5 billion people in need of corrected vision. This ignited a firefly determination to provide and create high quality affordable eyewear. Since the beginning of 2015, EyeBuyDirect with its partner charities Feed the Children and The Lions Club have donated 612,420 pairs of eyeglasses and will not stop until all 2.5 billion have a pair of glasses.
How does an online company gain such traction? My answer is the use of curated content and created through social media. By EyeBuyDirect encouraging buyers to show off their new glasses on their social media, this creates a reliable image of the glasses being worn and creates brand awareness. The curated content is not bound to only being seen through social media but also on its website. One handy feature when looking at the specs of a certain pair of glasses, there is a section of photos of people who previously bought and posted their pictures wearing it online with a review. The buyers have an opportunity to gain followers and give reliable reviews of the glasses which leads to genuine insight if EyeBuyDirect produces what it promises.
One of the best places for visual representation of curated content is through the social media platform Instagram. It makes the buyer’s purchase decision much easier when seeing the desired pair of glasses on a human rather computer generated image of the glasses on an uploaded picture of yourself.
Below is EyeBuyDirect’s official Instagram page including created content such as photos of new line of glasses combined with curated content from buyers posing with the glasses.
Here’s an example of a curated photo by the user @itsjustlay who landed a spot being featured on the official page:
And below is an example of the created content by EyeBuyDirect showcasing the bestselling summer frames:
In my opinion, created and curated content work together to not only reveal a more authentic visualization of the product but also verifies the company. My routine when I find a frame that I like, my first action is to search Instagram for real pictures of people wearing the glasses. This clears my curiosity of how the frames appear on various face shapes. Plus, the overall layout on Instagram is a collage making skimming effortless.
Check out EyeBuyDirect’s selection of eyewear:
