How to use Instagram if you are an optician

5 things to know to make the best use of it

04/22/25

In 2025, Instagram continues to be a key platform for opticians who want to connect with customers and increase the visibility of their shop. However, trends evolve rapidly, and what worked in the past may no longer be effective today. Here are five up-to-date tips to optimise your presence on Instagram.

1. Authenticity and real content: the new standard

Users are looking for authentic and transparent content. Perfectly curated images are giving way to more genuine and imperfect content that shows the human side of your business. Share behind-the-scenes stories, everyday moments and real customer testimonials. This approach creates a deeper connection with your audience and increases trust in your .

2. Colour palette: from uniformity to creativity

Maintaining a consistent colour palette across posts was a common practice in the past, but in 2025 the trend is to use more creativity. Monochrome or ‘preset’ palettes that make the profile uniform are giving way to bolder, more dynamic combinations. Experiment with bright and contrasting colours to attract attention and stand out in your followers' feed, break out of the norm, get noticed!

3. Reels and short videos: engage with dynamic content

Short videos, such as Reels, have become a powerful tool to increase engagement. Create dynamic content that shows your products in action, such as short tutorials on how to choose the right frames or  make yourself a presentations of the new collections you have in your store. Videos offer an effective way to communicate information in a quick and engaging way, adding your personal touch to a simple description.

4. Extended carousels: tell engaging stories

Instagram now allows you to create sliding carousels with up to 20 images or videos. Use this feature to tell more detailed stories, such as the eyewear manufacturing process, eyecare tips or in-depth product presentations. Carousels increase dwell time on your profile and encourage interaction.

5. Write a bio that converts

The Instagram bio is your business card. In a few seconds, it should explain who you are, what you do and why the customer should follow or contact you. It is not a space to be filled, it is a strategic communication tool.

Here is a simple but effective formula:

  • Who you are: ‘Independent optician since 1985’ 
  • Where you are: ‘In the heart of Bologna’ 
  • What you offer: ‘Custom-made glasses, progressive lenses, personalized consultations’ 
  • Call to Action: ‘Book your free check ’