U.K. retailers are turning their floor staff into TikTok influencers. Rather than creating mainstream marketing campaigns, retailers such as Marks & Spencer, John Lewis, and Superdrug are creating homespun TikTok videos featuring shop managers and other in-store employees to highlight the benefits of shopping in-store. The videos have been a huge success: a clip about how to use Mark & Spencer’s self-scanning technology attracted more than 1.3 million views, and Superdrug’s staff TikTok stars have more followers than the chain’s brand account. The videos tap the relatability and authenticity Gen Z and Millennials crave—and shine a light on how brands can organically build their presence on social media. (The Guardian)
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