Posted November 9, 2012 by Steve Young

The Playbook by is a series of how-to videos where entrepreneurs and other experts provide business tips and describe techniques they have practiced and perfected.

One of my favorites is from Jen Rubio, social media manager for Warby Parker. Jen talks about the power of doing the unexpected to double your response on Pinterest and Twitter.

Warby Parker takes a product and creates a life style out of it. The key is to go above and beyond what you are selling or what you are trying to push and really trying to create an aesthetic around it and this also means going beyond using platforms for what you think they are meant for.

For example, people don’t really think of Twitter as a very visual or aesthetic social platform, but one of the most successful things that Warby Parker does on Twitter is reply to people with video responses.

People have a lot of questions about the color or the size and the shape, and instead of just responding to them with a tweet, Warby Parker creates a video that shows them the difference between two frames. Keeping things visual gets people really engaged and creates great content with little to no time or money.

About Steve Young

Steve Young is the Director of Product Marketing at SmartShoot. He enjoys writing about marketing, design and product development. Although he shares the same name as a famous quarterback he unfortunately does not share the same bank account, so please throw him a bone and share or comment on his posts. Connect with him on Twitter and Google+.

Keep in touch: @stevepyoung

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