A decade ago, who would have thought that filming yourself dancing in the middle aisle of your store could turn into a social media sensation? Well, for one retailer, combining convenience with creativity has allowed her to build a social media presence attracting thousands of engagements every month.
Sophie Williams is now the face of Broadway Convenience Store in Oxgangs, Edinburgh, thanks to her innovative approach to social media marketing. The retailer has raised the bar when it comes to social media videos, by incorporating viral songs and dances into the store’s online content.
@broadwayconveniencestore @Harry Jowsey @Rylee arnold distracting me from my work! #dwts #harryjowsey #ryleearnold #familybusiness #smallbusiness ♬ harry and rylee dance - 🪩✨
She joined the family business in 2020 after the pandemic halted her career in musical theatre. Determined not to let her talent go to waste, Sophie adapted her skills to create social media content for the store’s Facebook, TikTok and Instagram feeds.
Sophie explains that due to the pandemic limiting store visits, the business’ social media platforms evolved into a thriving online community. “It was a way to access people we wouldn’t have been able to because some were really vulnerable and staying at home. It let us communicate with them and made them feel part of something even from a distance.”
Taking her customer engagement to the next level, she now dedicates one day a week behind the lens creating content for the 3,000 Facebook followers, and 1000 TikTok followers. From new products and promotions to celebrating staff birthdays and supplier giveaways, she never fails at keeping customers in the loop. They often incorporate a touch of humour and offer a unique and engaging way for customers to discover and interact with the store.
Sophie regularly stars in the social media videos alongside her mum, Linda, and some posts feature special appearances from her dad, Dennis. She also involves other members of the team from time to time, but only those who are comfortable being on camera. “Not everybody has the willingness to embarrass themselves on social media, so we don’t ever force any of the staff to get involved,” she says. “For big events such as our Christmas video or if there’s a big World Cup game or something, they’ll [staff] be more likely to get involved. If it’s your kind of everyday stuff, it’s usually me who does them and then me and my mum do most of the videos on Facebook.”
The Facebook videos appeal to the store’s core audience and can have a direct impact on sales. “I think for sales specifically, Facebook is probably better … we can do a lot when it comes to our Facebook because they’re the mums and the older generation who are the ones who are more likely to come in,” says Sophie. “People will see the video posted in the morning … and buy the product that same day.”
These videos are typically longer than her TikToks, lasting around 30 seconds to a minute, and involve Sophie and Linda telling customers the details of a new product or promotion. Sometimes they involve suppliers too: one recent video showcased the business’s festive spirit, featuring Sophie, Dennis and a representative from Tennents Lager. In the 41 second video, the group donned a Tennents Christmas jumper and presented a special promotion on the lager and encouraged viewers to like and share for a chance to win a hamper.
Sophie reveals that competition posts attract the most attention. “If you can manage to get a few big prizes and then you link them in with some deals that are going on in your shop, that video getting spread around getting so much attention, that is going to do wonders for your business,” she says. “We’ve seen some of our like and share videos have 25,000 views.”
In contrast with her Facebook posts, the store’s TikTok videos are more focussed on raising brand awareness and connecting with viewers. “TikTok is a younger Gen Z audience and they’re more for an entertainment value rather than driving sales,” Sophie explains. The videos embrace content in a fast-paced manner with quick cuts, minimal dialogue and dance routines to trending songs.
She says that she aims to consistently deliver content on Facebook every day while ensuring regular posts on TikTok and Instagram. “I would say our biggest presence is on Facebook - even if it’s just a post saying what lunch specials are in our deli that day, we always will have a presence on Facebook every day of the week … but our TikTok is growing all the time.”
The key to success on social media is to be yourself, explains Sophie. “People want to get to know you for who you are. I think being able to take the mick out of yourself is a huge bonus because if you’re laughing at yourself, you then give other people permission to laugh at you too,” she says.
She encourages retailers to use social media platforms to gather inspiration and to see what other people are doing. “Listen to what sounds are trending and just have fun with it. It’s one of my favourite parts of my role, I get paid to dance about and be silly on a TikTok. It makes you seem much more relatable and people get to know you online.
“Have fun. Don’t be shy and don’t be scared to embarrass yourself.”
Brighten up your regular posts
In addition to making engaging videos, Sophie also turns conventional content into striking posts with a few neat tricks.
For example, with this menu, she has added a rainbow background, different font styles and (virtual) stickers to create a vibrant Facebook post.
Adding emojis instantly adds personality, while including a photo of a staff member catches the eye and helps viewers to make a connection to the team.
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