According to a survey conducted by ZEISS, 85% of consumers expect lens brands not only to sell to them, but also to provide guidance.1 This is why ZEISS is bringing visual health to life with a series of new video formats on YouTube and TikTok.
Making complex visual health topics more relatable, clear and entertaining
How can consumers best prepare for an eye exam? What are myopia and astigmatism? “Those are real questions people search for online, and we realized that ZEISS has the expertise to answer many of these questions,” explains Claudia Rutten, Head of Brand Marketing at ZEISS Vision Care. “Through new video content, we’re making this knowledge more accessible to consumers.”
The formats give ZEISS a consistent framework for telling visual health stories while adapting the storytelling to how audiences use each platform. The goal is to make relevant information more accessible and available even before consumers actively search for ZEISS solutions, which contributes to strengthening ZEISS’ authority in visual health, building trust through science and expert storytelling, and increasing brand visibility.
“Better visual health begins with better understanding,” says Dr. Steve Schallhorn, Chief Medical Officer, ZEISS Medical Technology. “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.”
Five formats provide a range of different ways to talk about vision
The new content consists of five video formats tailored to the respective audiences on YouTube and TikTok. On YouTube, “Clearly Explained” puts ZEISS experts center stage. In approachable, educational videos, they explain overarching topics around vision and eye health, from common eye conditions to astigmatism and cataracts. The focus is on making complex subjects clear without turning the conversation into a product story.
“Science Behind” takes viewers behind ZEISS innovation. Through authentic interviews with ZEISS experts, university partners and other experts, the format connects the science behind products with their real-world impact.
On TikTok, three short-form concepts bring a faster and more playful approach. “Vision Answered” turns real community questions into relaxed conversations between a host and ZEISS experts, ending with a practical takeaway. “Vision Revision” transforms eye-health education into humorous classroom-style sessions, breaking down a topic into two or three memorable points. And “Make it ZEISS” uses familiar interests such as fashion, beauty or sports as analogies to make more complex vision topics easier and entertaining to understand.
“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?” asks Claudia Rutten.
The first episodes of the new video formats are available on ZEISS Vision’s YouTube and TikTok channels, with more videos to be released in the next weeks.
ZEISS Vision YouTube channel: https://www.youtube.com/@ZEISSVision
ZEISS Vision TikTok channel: https://www.tiktok.com/@zeissvision_
1 ZEISS Vision Care Global Consumer Study (2026). Vision correction users in 30 countries surveyed, n= 47,201
