Social Media Practice of the Year
Winner: CBTR Opticians
Finalists:
• The Spectacle Shop
• Yorkshire Eyewear
• Loxley Opticians and Eyewear
Just a year after opening for business, independent practice CBTR (See Better Opticians) in Beaconsfield won the Social Media Practice of the Year award at the 2024 Optician Awards.
‘The ceremony was an incredible experience – a fantastic evening surrounded by so many brilliantly inspiring people in the industry,’ says founder and optometrist Hayley Brunsden.
‘We were up against such strong competition, so winning felt surreal. I actually burst into tears in the middle of the gym when I found out we were finalists, so you can imagine the emotions on the night. The trophy now has pride of place in our practice window. We want everyone who visits to see it and share in our excitement,’ she says.
Judges praised CBTR’s ‘fantastic, warm and heartfelt entry’, which was ‘informative and fun with lots of personality’. They observed a ‘passion for growing the business, a genuine embracing of platforms and consistent posting, showcasing the team and people behind the brand’.
Brunsden, who has worked in optical practices since 2010 and is also a qualified DO and contact lens optician, opened CBTR in November 2023, alongside dispensing optician Terri Farrant.
The duo prides itself on offering a personalised service in an unrushed environment with a commitment to sustainability, clinical excellence and carefully selected luxury eyewear from brands including Nina Mur, Blackfin and Dita Eyewear.
TikTok and Instagram reels inspire a lot of the practice’s social media content and Brunsden says the duo try to jump on trends quickly before they lose traction. ‘It’s not unusual for us to be sending each other TikToks at 9pm saying, “We need to do this tomorrow.” I personally shoot, edit, and do the voiceovers for our content, while we brainstorm together on things like music choice.
‘We often use trending sounds to help boost engagement, but we also ensure our videos remain relevant to optometry. The key is finding a balance between educational content and light-hearted, engaging videos.’
At the time of writing, CBTR (@cbtropticians) had 868 Instagram followers, 181 followers on LinkedIn, 126 on Facebook, and 141 followers on TikTok with 3,775 likes. Instagram remains CBTR’s biggest driver in terms of engagement, however, Brunsden makes sure the posts go across to Facebook too, as she says they reach a slightly different audience.
‘I keep our content consistent across all platforms. I believe in showing our true personality rather than trying to mould ourselves to different audiences,’ she says.
CBTR posts two to four times a week, depending on what is happening at the practice. Weekly Q&A reels addressing questions posed by followers have now become more of a monthly feature as many of the common questions have been covered, although Brunsden says: ‘They’re still really important for direct engagement and for making sure new followers get to know us.’
Currently, the practice is running an educational and engaging five-part video series called ‘Five Ways an optometrist can save your life’.
‘We always have new ideas in the works, whether it’s showcasing new eyewear collections, sharing behind-the-scenes practice updates, or jumping on the latest social media trends. We’re also planning more collaborations with local businesses, as community engagement is something we’re passionate about,’ says Brunsden.
The practice partners with an independent, award-winning restaurant, for example, and it also works closely with local schools at careers fairs and delivers interactive science lessons.
‘Our goal is to inspire the next generation about optometry, while making eye health education more accessible and engaging for young people,’ she says.
Building a social media presence is not easy, but the optom says it is important not to be shy and to have fun with it. ‘At first, I felt I had to be super-professional, but I soon realised that people engage more when they see the real you. Clients want to get to know the people behind the business and social media is the perfect way to show personality while still being informative,’ she says.
Brunsden also makes a point of showing both the ‘ups and downs’ on the socials because she believes it is important to be realistic. ‘Running your own practice isn’t always sunshine and rainbows, but the reward of doing something you love every day is worth it. Be prepared to put in the work, but be kind to yourself. Learning as you go is part of the journey.’
Since winning an Optician Award, Brunsden says support from the local community has been amazing: ‘We’ve had so many cards, gifts and people popping in just to say congratulations. It’s been a great way to raise awareness of our practice, and I’d absolutely recommend entering. Even being shortlisted is a huge achievement and a fantastic opportunity to reflect on what you’ve built. Independent Practice of the Year, I’m coming for you in 2025!’
