Harnessing Influencer Marketing for Eyewear Brand Growth

As a small business consultant who has helped dozens of eyewear brands expand through digital strategies, I cannot stress enough the immense value of influencer marketing.

Recent studies reveal it is among the fastest growing segments in online promotion, with 86% of marketers now using influencer campaigns. And brands I‘ve worked with have reaped tremendous benefits – one enjoyed a 4X return on ad spend from an influencer collaboration.

Clearly, the proof is in the pudding. But I find many eyewear entrepreneurs still hesitate on leveraging creators. Let me convince you why making influencers part of your marketing mix is non-negotiable today.

The Science Behind An Influencer‘s Influence

Partnering with popular social media personalities works because of simple psychological factors.

As the the mere-exposure effect shows, the more consumers encounter a brand, the more trust and affinity develops towards it.

Seeing cool influencers embrace your eyewear on feeds fans are scrolling daily familiarizes audiences with your products through repeated exposure – bypassing natural defenses against direct selling. Instead of instantly disregarding an ad, they engage with branded content that entertains them from creators they admire.

This built up awareness and familiarity translates directly into purchase decisions. No wonder 49% of audiences admit discovering new products on social platforms through influencers. The numbers speak for themselves.

Now let‘s get into tips for choosing the right creators…

Vetting Influencers Holistically

Many eyewear companies fixate solely on follower count when selecting influencers. But take it from me – tremendous care must be given when reviewing creators across multiple aspects.

I coach clients to study influencers in depth across 3 parameters I call the Reach, Relevance and Resonance framework:

Reach – This evaluates quantitative metrics like followers, views and typical engagement rates. Higher numbers signal wider potential exposure.

Relevance – What is the qualitative alignment between their personal branding and aesthetic to your products and target users? Significant overlap must exist visually and tonally.

Resonance – Analyze comments and reactions to their posts. This shows the depth of connection and loyalty that exists between creator and audience.

Only pursuing creators for sheer size risks partnering with ones making commercialized, inauthentic content not resonating with your niche. Applying this three pronged framework assesses influencers holistically for the best collaborations.

Now onto building winning campaigns…