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U.K. retailers are turning their floor staff into TikTok influencers.

Nov 24 2021

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)