Behind Currys’ 50-posts-a-week content engine

Ryan Todd is Head of Socials & PR at Currys, and is the person who helped the brand get 6M organic likes in 6 months.

Our members got the chance to tune into his talk about how his small but mighty socials team at Curry’s have TOTALLY transformed the brand.

There was so much good stuff – you can find some of our key takeaways of the talk in part one of this newsletter

But the bit that made everyone’s jaw drop?

They’re getting around 50 pieces of content out the door every single week… 🤯

Sounds impossible for an electronics retailer, but it’s true.

If you're intrigued about their process, this is how they get sh*t done. 👇

6 methods the Curry’s team swear by to get content posted FAST:

1. Work smarter, not harder

Find a simple idea and film it in 5 minutes. Giving yourself a time limit will prevent overthinking, and Ryan finds that the simple ones perform better anyway.

You also don’t need to come up with an original idea every time. Curry’s found success by putting their own spin on already viral trends.

2. Keep the team lean

The Curry’s socials team operate separately from the rest of the team.

They’re focused, have creative freedom and don’t need to wait around for 5 people to sign-off.

"For speed, I agreed the strategy in advance with senior stakeholders that I’m the final layer of approval for 99% of content – this way, we can jump on trends & topics as quickly as possible."

— Ryan Todd

3. Let them do what they love

If someone loves copy, let them take charge of that.

If TikTok floats their boat? Leave it to them.

Instagram reels driving you mad? Ask someone who knows their way around it.

4. Brief like a human

Curry’s ditched the decks. Instead, they use a WhatsApp group with shop colleagues to pitch ideas. If someone’s up for filming, they go back and forth to shape the content together.

5. Build content around real people

Some of Curry’s most viral content is the content featuring their retail staff.

When Barbie was having its moment, for example, Ryan found a staff member called Ken and filmed a parody TikTok video. It garnered loads of hype, but beyond that it showcased colleague personality to the audience – which is important when you want your customers to not just interact on online, but come into the store too.

"Colleagues are a massive USP for Currys, particularly with the rise in online business – we are one of the only retailers in our space who allow you to see, feel & try your product before you buy it, all with the expert tips & advice from real human in store.

Customers value this, which is shown in our recent business results."

— Ryan Todd

6. Use demographics to your advantage

Curry’s have TOTALLY nailed creating relatable content with British humour.

This is already pretty niche, but most of Curry's content is based in the south, and now they’re thinking about segmenting their audience even further to create content with regional accents. Ryan’s team is hoping for some great results from this...

But no matter how granular you get with demographic-specific content, what’s important is to pay close attention to your audience. Because really seeing who they are, understanding what lights them up and tapping into their experiences is what’s at the heart of creating content that hits.

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What left us inspired was how fast and informal Curry’s processes were.

And, they’re a HUGE business. If they can do it, us start-ups have really no excuse.

What’s one friction point you could remove to post faster this week?