Postmasters are capitalising on TikTok to boost revenue and bring more customers to stores.
It comes after the Post Office trialled a social media training day in March at TikTok’s HQ in Farringdon, London, which involved 15 postmasters.
The pilot session aimed to help them build an understanding of the social media platform and how it can commercially support their business.
Since then, postmasters have reported boosts in revenue as high as 15% thanks to their “fun and engaging” content drawing in customers.
Aman and Amrit Ajimal, owners of a Post Office in Tettenhall, Wolverhampton, have created a range of skits impersonating customers and their interactions, including ‘Scan fails’ and ‘What kind of queuer are you?’.
These videos have helped to rack up over 500,000 views and 11,000 likes on their TikTok page overall. Other videos highlight their services and products.
“Our presence on TikTok has really helped grow our business – it’s bought in loads of new customers as people want to see the real people behind the funny TikToks we post,” said Aman Ajimal.
“The workshop was brilliant because it helped us understand the algorithm and how to create content specific to the business. It’s helped us engage a whole new audience, one that we’d not normally have.
“Being present on TikTok has increased revenue, especially on the retail side, because before TikTok people thought we were just a Post Office, but our videos show that we offer cards, gifts and high-end stationery which has really increased our sales.”
Shanaz Nandha, who runs Biggleswade Post Office with her husband Harjit, has taken a similar approach on TikTok since attending the workshop. She has created comedy sketches mimicking customers, such as when they joke about price hikes in stamps, but also created informative videos including how to spot counterfeit bank notes. She has tallied up nearly 350,000 views across her 13 videos.
“TikTok has been great for our Post Office in Biggleswade – customers love the content and it’s made us much more visible to the community and drawn more people to the store,” she said.
Following the success of the social media training day, the Post Office has decided to host 11 workshops nationally throughout August and September, including in Bristol, Birmingham, Glasgow, and Southampton.
They will include informative presentations on how to use TikTok, and the chance for postmasters to make their own TikTok video.
“As the UK’s biggest high-street retailer, we can’t ignore the success other retailers are already having using TikTok,” said Post Office chief revenue officer Dominic Grounsell.
“We’ve invested a lot of time supporting postmasters in becoming confident using Facebook via our Social Masters programme, and expanding it to cover TikTok is a natural evolution of this, which is why I’m excited about the launch of our TikTok workshops.
“Post Office is committed to increasing revenue for postmasters and by building postmasters’ understanding of social media, in essence their digital storefront. We’re showing our commitment to helping them drive their business.”
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