How One Optician Uses Social Media to Teach, Sell, and Build Trust

Tom Sasso on opticianry, social media, and making eyewear personal Peter Precht talks with Tom Sasso, an optician and optical manager who has built a strong presence on TikTok and Instagram by teaching, styling, and advocating for better patient experiences. The conversation covers Tom’s path into eye care, how he thinks about frame selection, inventory cleanup, independent eyewear, and why relationships matter more than transactions. They also dig into online ordering, smart eyewear, photochromic options, and how opticians can use social media to educate rather than gatekeep. Key topics • Tom’s path into opticianry • He started in eye care in 2018 after working admin in a family optometry practice in New Jersey. • A move to Michigan led him to a local optometrist hiring an optician in Holland, where he spent nearly seven years. • He later moved into optical management at an optometry practice near Jenison, Michigan, while also working part-time at a boutique shop. • How he got obsessed with eyewear • Tom says meeting reps and designers for independent eyewear changed everything. • He became deeply interested in what frames can do for style, confidence, and self-expression. • His background in fashion, including watching Project Runway, also shaped his approach. • Why opticianry is really about people • Tom describes opticianry as helping provide vision while also building people up. • He emphasizes that many patients dislike glasses because of how they feel about themselves, not just because of the prescription. • He focuses on listening first, then finding frames that fit the person’s lifestyle, wardrobe, and goals. • Inventory cleanup and merchandising • Tom inherited a large backstock problem and worked with reps to exchange dead inventory for better-selling frames. • He stresses that inventory should support the patient experience, not overwhelm the sales floor. • His approach is to clear old stock, create better merchandising, and bring in fresher collection's patients have not seen before. • Frame selection should start with the patient, not the frame board • He argues that opticians often fail by jumping straight to frames without understanding the consumer. • He looks at lifestyle factors like work, hobbies, and whether someone needs polarized lenses, secure fit, or everyday wearability. • He rejects styling every patient based on his own taste. • Gendered frame boards are a bad habit • Tom explains that he reorganized one office’s frames by collection instead of by gender. • He says most frames are unisex and that steering a patient to the men’s or women’s section can undermine dignity and trust. • He uses gender-neutral language and asks pronouns when appropriate. • Social media as education, not gatekeeping • Tom sees TikTok and Instagram as a way to educate other opticians and the public. • His content often debunks myths quickly and visually, especially around fit, A measurements, and frame size. • He believes opticians should share knowledge freely, not hoard it. • Online ordering is a challenge, but also a learning opportunity • Tom has a love-hate relationship with online glasses sales. • He says many people order online because they are anxious, under-served, or budget constrained. • He will gladly help with PDs and adjustments, because good service can build long-term trust even if the sale happens elsewhere. • Independent eyewear and value creation • Tom talks about the difference between mass-produced frames and thoughtfully designed independent lines. • He values craftsmanship, design intent, and supporting actual designers. • He also explains how lenses create value, not just frames. • Smart eyewear and Meta glasses • Tom says he is skeptical of Meta glasses for most patients and is openly not enthusiastic about them. • He sees a place for them in low vision, hearing-related, and certain professional use cases. • His concerns center on privacy, misuse, and whether the product actually fits the customer’s needs. • Photochromic and tints have improved a lot • Tom says photochromic technology has improved dramatically, especially newer generations like Transitions Gen S. • He’s also excited about fashion tints and colored lenses, which are becoming more popular with younger wearers. • His main criticism is that some opticians rely too heavily on technology instead of customizing for the wearer. • Branding as an optician matters • Tom supports opticians branding themselves and building a personal identity. • He points to people in the industry who are known by their style, education, or social presence. • He sees personal branding as a way to create loyalty and c...