Why Ray-Ban’s Future Seems So Vibrant 😎 (HBBIP #110)

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The climate may be getting colder, and the solar’s energy may be dimming a tad, however the creator financial system’s future has by no means been brighter. 

Don’t simply take my phrase for it—take the phrase of CreatorIQ at massive! Look no additional than our newest State of Creator Advertising Report, which I’ve already talked about as soon as or twice, in the event you do need to take my phrase on it in any case.

Alternatively, Deloitte is saying these items, too. Simply in case you need to hear it from another person in any case.

This can be a lot of set-up for a comparatively mundane, cliched punchline, so groan together with me as I attain it: the way forward for the creator financial system is so vivid (how vivid is it?) that you just’re going to wish sun shades to take a look at it. 

However not simply any sun shades! Simply because the creator financial system is evolving into the daring new kinds, so too should your eyewear. Why have a look at the long run with sun shades that aren’t constructed for that future?

Luckily for you and me, there’s a model on the market that’s constructing such sun shades. Plus, in an appropriately creator-centric twist, our favourite social media stars have performed a key function in selling that futuristic growth. So put in your favourite pair of augmented reality-inducing but eminently stylish glasses, and dive into the spectacular (spectacle-ular?) progress of…

The Prime Manufacturers of All Time (of the Week): Ray-Ban & Ray-Ban Meta Glasses

If I’ve discovered something in my time writing this text, it’s that typically the numbers don’t inform a transparent story. Granted, in the event you’re a model being featured on this e-newsletter, the story is normally ‘progress.’ What’s typically much less clear is only a matter of ‘why?’ 

The flipside of that’s that typically, the numbers inform an extraordinarily clear story. For instance, some months in the past, after I first flagged Ray-Ban as a model value investigating because of its spectacular progress, I questioned whether or not it had something to do with Ray-Ban’s work with Meta on an array of AI glasses.

Some extent of clarification: each Meta and Ray-Ban tout these glasses on their respective web sites, and their collaboration finally constitutes its personal third factor: a model unto itself. Inside our knowledge methods, we now have each Ray-Ban, which covers all mentions of the enduring glasses in any context, and Ray-Ban Meta Glasses, which covers mentions of, properly, Ray-Ban Meta Glasses particularly. The overwhelming majority of mentions of Ray-Ban Meta Glasses additionally rely in the direction of metrics for Ray-Ban, however mentions of Ray-Ban don’t essentially rely towards Ray-Ban Meta Glasses. It’s form of a sq./rectangle state of affairs.

ANYWAY, caveats apart, the primary level is that this: I suspected that Ray-Ban Meta Glasses had the potential, by way of how we measure progress, to drive some momentum for Ray-Ban at massive. So did it?

Let’s begin, as we so typically do, with creator rely. In spite of everything, the variety of creators who’re speaking about you tends to have a fairly important impression on how content material about you resonates throughout social media.

Ray-Ban & Ray-Ban Meta Glasses Creator Depend, 2020 – 2025

Now look. I’ve inspected numerous graphs over the past 110 weeks, and in my semi-expert opinion, this positive does appear to be Ray-Ban’s creator rely was fairly flat from 2020 to 2023, at which level RBMG began boosting the model’s momentum. Be aware of how the January-to-September 2025 totals for each Ray-Ban and Ray-Ban Meta Glasses are a lot increased than their whole-year 2024 counterparts. That’s a fairly dramatic inflow of recent creators.

Ray-Ban and Ray-Ban Meta Glasses Put up Depend, 2020 – 2025

An analogous pattern performs out for each manufacturers’ submit counts, however on this case the reversal of momentum is much more pronounced. Whereas Ray-Ban’s submit rely fell yearly from 2020 to 2023, it surged to new heights in 2024, and has already bested that whole in 2025. As soon as once more, that progress positive does appear to stem from content material associated to Ray-Ban Meta Glasses.

Ray-Ban and Ray-Ban Meta Glasses Engagements, 2020 – 2025

I’m seeing nothing to complicate that thesis in the case of engagements, with each manufacturers displaying comparable patterns to what’s already been established. What I like is that the 2024 engagements whole for RBMG practically matched the 2023 engagements whole for all of Ray-Ban. In different phrases, RBMG fully reshaped and revitalized creators’ digital engagement with Ray-Ban as a complete.

Ray-Ban and Ray-Ban Meta Glasses Impressions, 2020 – 2025

Impressions is the place the figures begin to get fairly loopy. From 2023 to 2024, we’re a roughly 5x progress in impressions for Ray-Ban over only one yr, corresponding with a roughly 7x (technically a 6.58x, however who’s counting?) progress in RBMG’s impressions. 

Nowhere else was the expansion fairly this stark for the Ray-Ban empire. Whereas each manufacturers haven’t fairly matched their 2024 impressions totals in 2025 but, they’re on tempo to take action, which means that no matter you may consider AI—future, bubble, each?—the glasses are nonetheless fairly fashionable.

So far as the platform breakdown goes, we’re not seeing main variations between Ray-Ban and Ray-Ban Meta Glasses. Right here’s an attribution of Ray-Ban’s impressions from October 2024 to September 2025, and which channels these impressions come from:

Ray-Ban’s Impressions by Channel, Oct 24 – Sep 25

A reasonably even cut up between Instagram and TikTok, although Instagram nonetheless holds a transparent benefit. In the meantime, YouTube isn’t precisely a sliver, however it’s not fairly doing Discord numbers, both.

Although I’ve already informed you that RBMG is analogous, I’m going to point out you the chart anyway, only for completism’s sake:

Ray-Ban Meta Glasses’ Impressions by Channel, Oct 24 – Sep 25

A little bit extra of a skew towards TikTok, rather less for Instagram and YouTube, however general fairly comparable.

But all of this continues to beg the query: simply how a lot of Ray-Ban’s rise could be straight attributed to Ray-Ban Meta Glasses?

To reply that query extra definitively, I took a have a look at the creators who posted about every model from October 2024 to September 2025 after having not carried out so throughout the prior 12 months. What I discovered was a core group of 4.9k creators who generated $59.7M EMV for RBMG and $65.1M EMV for Ray-Ban. These EMV figures accounted for 71% of RBMG’s whole EMV throughout that point interval, alongside 45% of Ray-Ban’s EMV. 

From that, I believe we will draw a number of conclusions:

• The rise of AI glasses is attracting a major variety of new creators for each Ray-Ban and RBMG.
• These newcomers signify a higher general share of RBMG’s totals, however are nonetheless chargeable for a big portion of Ray-Ban’s totals, and for sparking the model’s broader revival.

Equally attention-grabbing, no less than to me, is how content material associated to AI glasses rises to the highest for each manufacturers—in different phrases, how each manufacturers have made positive that this content material options creators entrance and middle.

After I reviewed probably the most impactful content material for each Ray-Ban and RBMG, it was clearer than ever that discourse across the AI glasses was driving progress for Ray-Ban at massive. It was additionally clear that Meta’s experience with social and creator technique was paying off massive time. 

All over the place I appeared, creators have been utilizing the glasses to craft the type of content material that resonated deeply with their audiences. Not solely did the glasses match seamlessly into their on a regular basis routines, however each manufacturers additionally allowed creators the liberty to mess around with the product, and present it off in a means that felt genuine to them—and fascinating to their followers.

This high-performing content material tended to function creators having fun with experiential moments—touring, spending time with household and associates, even doing chores—whereas carrying the glasses. These posts emphasised the product’s seamless integration into on a regular basis life, in addition to its (you already know) augmentation of experiences. 

Whether or not it was Jack’s Eating Room sampling beignets in New Orleans, fashionista Xóchitl Gomez thrifting for outfits together with her mom, life-style creator Giovanna Ramos getting a custom-made sushi-inspired nail design, or quite a few creators making an attempt out the glasses at LA’s Meta Lab pop-up, it was instantly clear how a lot creators liked the product, and the way a lot followers liked the content material that the product helped create.

With immersive, colourful, and extremely experiential content material that helped audiences see life via a brand new lens, Ray-Ban and RBMG sparked an unimaginable turnaround on social media—and in earnings. They did it, after all, by leaning on creators to easily be themselves. All the time a successful technique. 

I’m wanting ahead to seeing the place the wearables business goes from right here, and the way Ray-Ban and Ray-Ban Meta Glasses proceed to leverage creators for spectacular progress. Right here’s one suggestion: possibly RBMG can present people how enjoyable it’s to write down a e-newsletter with the help of augmented actuality glasses? In that case, I do know simply the man to ship them to…

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