How Warby Parker Is Winning with User-Generated Content
Marketing Social Media

How Warby Parker Is Winning with User-Generated Content

Trendy eyeglass company Warby Parker has made waves with its at-home try-on model of selling glasses. But the brand’s success isn’t just about its cost-saving pricing model. Rather, Warby Parker works because it knows how to manage two key things: social media and user-generated content.

As part of the at-home selection journey, Warby encourages customers to take pictures of themselves with different eyewear styles and post them to social media with the hashtag #WarbyHomeTryOn. The social media strategy is a win-win: Consumers get feedback from their social network, and Warby Parker gets free marketing, as Andre Bourque notes on Huffington Post.

Customers can even try on (and, of course, share) their favorite looks virtually. Warby’s virtual mirror allows customers to upload a headshot, adjust the size and angle of the glasses to fit the face, and then share the image via social media. This sharing raises brand awareness while also educating peers on the virtual try-on capability itself. “That’s two big steps in the customer journey taken care of,” says Jordan Con, marketing manager at Inside Social.

The try-on process isn’t the only shareable nugget from the brand. Warby Parker’s blog offers content with tips on what to read, what to listen to, and even where to buy ice cream in Manhattan. The blog also features user-generated content like photos tagged on Instagram by the brand’s legions of fans.

The brand’s tactics sparked the attention of Fast Company, which named Warby Parker No. 1 on its 2015 Most Innovative Companies list.

All this social activity spells major rewards for the company. Research shows consumers are more influenced by recommendations from friends on social media than ads. In fact, the majority of Millennials—that coveted 18-to-34-year-old age group—report they are at least somewhat likely to make a purchase after seeing a post from an online connection, Skyword previously reported.

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