As an eyecare professional, you are an expert at helping people see more clearly. In today’s digital world, it’s important that your social media channels reflect this level of care so you can engage patients online. When it comes to optician social media marketing, clarity and consistency are key. Many practices know they should be posting, but the question often arises: what to post as an optician to keep patients interested and engaged?
This guide is designed to give you a month of ready-to-use ideas. You will find inspiration that balances patient education with your own business personality, so you can engage patients online while showcasing the best of your practice. Consider it a toolkit for optician social media marketing that you can return to again and again.
Why Social Media for Opticians Matters
Before we get into the content calendar, let’s look at why social media deserves your attention. A recent report conducted by PorchGroupMedia, a marketing data solutions company, found that:
- 63.8% of the world’s population are social media users. That equates to a whopping 5.22 billion people!
- 54% of users utilise social media to research products and businesses, while 71% are more likely to purchase products and book services based on social media referrals.
- The average daily time spent on social media is 2 hours and 20 minutes.
- Around 84% of consumers search for brands on social media before making a purchase or booking appointments or services.
- 90% of people shop from brands they follow on social media.
These statistics show that social media for opticians is no longer optional. It is an essential tool to engage patients online, increase visibility, and remind your community of the care you provide.
How to Use A Social Media Calendar
The following structure outlines four themed weeks, each with three posts. That means twelve posts in total, which is a really strong starting point if you are aiming for consistency without overwhelming your staff, or even your audience. You can of course post more frequently, but this schedule aims to set out a steady and manageable flow. This will always be far more manageable by working with a professional, eyecare-specific digital marketing agency.
Mix formats as you go. Some posts are better suited to short-form video, others to photos or carousel posts. Do not worry about being perfect, authenticity often matters more than polish when it comes to a successful and engaging social media post! If you’re worried about making mistakes with your optician marketing strategy, we’ve got you covered.
Week 1: Introductions and Eyecare Basics
Day 1 – Meet the Team
Share a friendly photo or short video of a staff member. Include their role and one fun fact about them. This humanises your practice and reminds patients that real people are behind the care.
Day 3 – Eye Health Myth Busting
Choose a common misconception, such as “Do carrots really improve eyesight?” and debunk it with a clear explanation. Patients appreciate quick and educational insights!
Day 5 – Behind the Scenes
Post a short video tour of your practice. This could show the equipment you use in practice, the frame displays, or even a cosy waiting area. Transparency helps builds trust.
Suggested CTA: “Curious about the tools we use during your eye exams? Ask us in the comments below!”
Week 2: Eyewear and Education
Day 8 – Frame of the Week
Pick one frame style or brand to highlight. Showcase its features, why you chose to stock it, and who it might suit.
Day 10 – Did You Know?
Share a quick eyecare fact, such as the 20-20-20 rule for reducing digital eye strain. Short, digestible tips perform well and show you are invested in patient wellbeing.
Day 12 – Lens Care Video
Film a short, practical video on contact lens care or how to clean glasses properly. Video content is currently the most engaging format online (taboola.com).
Suggested CTA: “Want advice on choosing frames for your face shape? Message us your selfie and we will give you tips.”
Week 3: Patient Stories and Community Engagement
Day 15 – Patient Testimonial
With permission, share a short story about a patient’s positive experience. Even an anonymised review with an image of new glasses can be powerful.
Day 17 – Selfie Station
Encourage patients to use a selfie station or selfie corner in your practice, so they can tag your account and share their new look. User-generated content can increase brand reach and instil a sense of authenticity amongst prospective patients and customers.
Day 19 – Giveaway or Competition
Offer a free cleaning kit or lens cloth to a random commenter. Simple competitions boost engagement and visibility.
Week 4: Community Spirit and Calls to Action
Day 22 – Local Connection
Post about a community event or charity you support. Patients appreciate knowing their optician is part of the wider neighbourhood.
Day 24 – FAQ Friday
Answer a frequently asked question in a post. For example: “How often should I replace my glasses?” Content like this is helpful, practical, and positions you as an expert.
Day 26 – Style Transformation
Show a before-and-after look with frames on a patient or staff member. Highlight how the right pair of glasses can transform appearance and confidence.
Day 28 – End of Month Recap
Wrap up the month by highlighting your favourite moments or posts, and encourage your followers to engage with you and tell you which content they enjoyed most.
Bringing It All Together
This month-long calendar provides a simple framework for optician social media marketing. By blending educational content, storytelling, and community highlights, you create a mix that resonates with your patients and audience. Over time, you’ll notice which kind of content performs best so you can adjust accordingly.
The most important thing is consistency. Even a few posts a week, if delivered regularly, can transform how patients perceive your practice online. Patients who see you active on social media are more likely to remember you, recommend you to their peers, and return for follow-up appointments.
How OptiCommerce Can Support You
Planning social media content is one thing, but executing it consistently is another. If you would prefer to focus on patient care while a team of eyecare professionals manage your social channels, OptiCommerce can help.
OptiCommerce specialises in digital marketing for optical businesses, combining in-depth knowledge of the optical industry with proven digital marketing expertise. We design tailored content calendars, create engaging posts, and track performance, so you can engage patients online without the stress.
Book a free consultation with our team today and let’s talk about how we can help your practice grow.
