Shop workers become TikTok stars with home-spun video clips
Step aside Kim Kardashian and Joe Wicks, retailers are turning shop floor managers into the new influencers, as their home-spun video clips are building a huge fanbase on social media.
Marks & Spencer has Craig Field at its store in Longbridge, whose enthusiastic TikTok clip about how to use self-scanning technology went viral, garnering more than 1.3m views; at the Superdrug White Rose store in Leeds, the staff TikTok stars have more followers than the health and beauty chain’s corporate account, and John Lewis’s team of insiders and personal stylists is making waves on Instagram.
Brands may spend millions of pounds on mainstream advertising but these folksy, unvarnished social media clips and photos are building relationships with customers
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