Warby Parker Audit
By Olivia Knott
A look inside Warby Parker’s socials to see how they compare and differ…
Handle: warbyparker
Follower Count: 577K
Verified: Yes
Bio: Glasses, sunglasses, contacts, and eye exams—we’ve got your eyes covered. Shop prescription eyewear starting at $95 online or find a store near you at warbyparker.com
Warby Parker’s Instagram has a posting routine when it comes to their content. They get a lot of their attention through pictures! So with this, a lot of their content contains diverse sets of people wearing all different types of their frames. Some of their content that looked like it was getting a lot of buzz was their recent campaign with Emma Chamberlin. She is popular amongst GenZ and has relevancy that connects well to a lot of Warby Parker’s target audience on social media. They are up to date on posts, like their recent on the solar eclipse. This platform is important to keep because Instagram is a very popular form of social media that reaches many different generations. Some things to consider for Warby Parker would be maybe to link their Instagram with a Threads account to continue to put out more content.
Handle: warbyparker
Follower Count: 770K
Verified: Yes
Bio: Glasses, sunglasses, contacts, and eye exams—we’ve got your eyes covered. Shop prescription eyewear starting at $95 online or find a store near you at
Warby Parker’s Facebook has the largest following across all of their platforms. They get a lot of their attention through pictures but also their Facebook comments/updates. With this, a lot of their content is created for the older generations that tend to come with Facebook. Since this is one of the older platforms, generations like Millennials and older use this platform more than others. With this, a lot of the content was very easy to read and it seems like there is a trend to include some kind of pet. They post a lot of content and stay up to date with their posts. This platform is important to keep because this platform as mentioned has their largest following. As a fun idea, Warby Parker could create a special Facebook group for exclusive offers and promotions to some of their dedicated customers.
X
Handle: warbyparker
Follower Count: 77.1k
Verified: Yes
Bio: Glasses, haikus, errant thoughts, etc.
Warby Parker’s X account has the smallest following across all of their platforms. They post a good bit of tweets that has a combination of professional content promoting the brand. But also has content like “Do people who use proper punctuation in text wear contacts or glasses?”. Since X is a brief way of sharing thoughts, I think Warby Parker has a good model with their X account. They had the typical photographs of people wearing the frames but they balanced it out with their own messages too. They post a lot of content and stay up to date with their posts. This platform is important to keep because even though this platform might not be paid attention to as much, they can continue to promote their brand. Warby Parker has the opportunity to connect to its customers through unique features that X offers like polls. Asking questions about their products could create a special for customers to feel valued for putting in their input.
TikTok
Handle: warbyparker
Follower count: 345.5k
Verified: Yes
Bio: For every pair purchased, a pair of glasses is distributed to someone in need
Warby Parker’s TikTok fits the flow of how other bands promote on the app. Warby Parker gets a good amount of attention through factors like trends on the app, product reviews, and having popular figures promoting. This is because this is what is popular amongst the highest percentage of users on the app, GenZ. Like Instagram, the content that looked like it was getting a lot of buzz was their recent campaign with Emma Chamberlin. They post frequently and stay up to date with their posts. This platform is important to keep because Tiktok is emerging as a very popular form of social media that is counting to grow. I think Warby Parker could pay for more TikTok ads to possibly grow their followers on the platform.
Although these platforms have similarities and differences, each play a role in the branding of Warby Parker.