Social success: Currys hails “incredible” results from retailer’s viral Airfryer Pancakes TikTok video

Currys recently posted a Airfryer Pancakes TikTok video.

It went viral and, yada yada yada, the electrical retailer is understandably rather happy about it

Ryan Todd, Senior Social Media & PR Manager at Currys, said on LinkedIn: “Flippin' heck. Incredible results from our viral video: 8.7 million views on TikTok alone; 44 pieces of PR coverage, including almost blanket national coverage.”

He added: “Amazing work from Amneet Atwal (Social Media Manager at Currys).”

Retail Technology Show research

TikTok has outpaced Instagram and Facebook to become the UK’s most shopped social channel, according to new research from Retail Technology Show, which will take place on 26th and 27 April at London’s Olympia. 

Its survey of 1,000+ UK shoppers reveals that the average consumer now makes 10 purchases on TikTok each year. 

On Instagram and Facebook, they make nine purchases a year on both the platforms. 

And this indexes even higher when it comes to Gen Z, with the poll showing this demographic makes an average of 19 purchases through the TikTok platform every year – almost double that made by the average UK shopper. 

This compares to 18 purchases on Instagram and 15 purchases this demographic makes on Facebook.

THE METAVERSE

While Gen Z’s social channel adoption and usage continues to grow, so too is their adoption of the metaverse when it comes to shopping, with 42% of Gen Z already interacting with brands through this channel, according to Retail Technology Show’s research. 

While on average UK shoppers had made just over eight purchases in the last year on Roblox, Gen Z now makes almost 17 purchases each year, surpassing the number of purchases this demographic makes on Facebook (currently 15 per annum).

Matt Bradley, Event Director at Retail Technology Show, comments: “Social media’s star has been rising for some time as both a viable and lucrative commerce platform for retailers.”

“However, as this sales channel matures and adoption amongst shoppers continues to grow, we’re now seeing a shake-up the status quo.”

“With new platforms and new evolutions of social commerce itself, such as the Metaverse, becoming more mainstream, shoppers are migrating towards these new formats, with TikTok now leading the way as the most shopped social network.”

The evolving role of social channels will form a key focus in Retail Technology Show’s 2023 conference programme.

CEO and Founder of sneaker specialist, The Sole Supplier, George Sullivan, will take to the Theatre A stage on day one to explore essential content and social hacks to engage customers and communities.

Meanwhile, Deliveroo, Bravissimo, Ann Summers and the BRC’s Insight Director, Kris Hamer, will discuss the role of social commerce in their keynote panel discussion, which will take place at Theatre B and explore how the key innovations impacting retail today will evolve by 2028.