It is essential for retailers to have a social media presence in today’s digital era, according to Henry Jacob.

henry jacob

The founder of Orrest Digital, a company specialising in social media management for convenience stores, offers advice on why retailers should invest efforts into building and refining their Facebook and TikTok store profiles.

“Social media is the new word-of-mouth. I think the truth is that retailers find social media overwhelming and time-consuming, which is completely understandable. There are a number of different platforms to be on, which are constantly evolving with different algorithms,” he explains to Convenience Store.

He suggests that retailers start with Facebook, as it is versatile and caters to a wide audience: “Retailers can keep on top of things happening within the local area, engage with their customers, post current promotions… the list goes on”.

Jacob believes that Facebook offers the best return on investment for convenience stores, as it is user-friendly, especially for retailers venturing into social media for the first time.

For reaching a younger audience, Jacob recommends TikTok as a great platform and an “incredible” way to engage this demographic. “It’s important to note that TikTok is a platform for creativity and entertainment,” says Jacob. “Therefore, the content must be engaging, visually appealing and aligned with the platform’s culture. Get creative, the TikTok feed is a great way to keep on top of current trends”.

He encourages retailers to use features such as trending audio and collaboration to engage their audience in a fun and interactive way.

“No matter what platform you choose, a robust marketing plan is required. You have to ensure your business stands out from the competition and it requires a lot of time. You can’t just post whenever you like, leave it and come back a week later, that’s not how it works (you will lose engagement).

“Consistency is key with social media. It’s a slow burner, you won’t see an increase in sales straight away. You also can’t ‘Post And Ghost’ (Essentially this means you have to reply to comments and engage with your customers, otherwise, you’ll lose overall engagement),” he says.