Zeiss releases consumer education videos

Zeiss has launched a new series of videos to answer the common questions consumers have about vision and visual health.

A survey conducted by the company found that 85% of consumers expect lens brands not only to sell to them but also to provide guidance.

As a result, Zeiss Vision Care and Zeiss Medical Technology have created a series of videos for YouTube and TikTok, with the aim of making complex visual health topics “more relatable, clear and entertaining.”

Dr Steve Schallborn, chief medical officer at Zeiss Medical Technology, said: “Better visual health begins with better understanding.”

“By making trusted, clinical-based knowledge more accessible to people through a variety of video formats, we can help empower them to take a more active role in protecting their own vision throughout life,” he added.

Videos will be published to Zeiss Vision’s YouTube and TikTok accounts.

On YouTube, the company plans to release the Clearly Explained series through which Zeiss experts explain overarching topics around vision and eye health, from common eye conditions to astigmatism and cataracts.

The Science Behind videos present interviews with Zeiss experts, university partners and others to connect the science behind products with their real-world impact.

The company is releasing three short-form concepts on TikTok including Vision Answered, which turns real community questions into relaxed conversations between a host and Zeiss experts, ending with a practical takeaway.

The Vision Revision videos aim to turn eye health education into humorous classroom-style sessions to break topics down into memorable points.

Finally, the Make it Zeiss videos use familiar interests such as fashion, beauty or sports as analogies to make complex vision topics easier to understand.

Claudia Rutten, head of brand marketing at Zeiss Vision Care, said: “These videos offer a modern way to bring our mission to life: protecting and improving consumers’ vision and visual health worldwide. They also serve as a timely reminder: When was the last time you had your eyes checked?”

The first episodes of the new video formats are available on Zeiss Vision’s YouTube and TikTok channels, with more to be released over the coming weeks.