Influencers aren’t confined to TikTok and Instagram anymore – they’re about to become a big part of your weekly shop.
Tesco has revealed it plans to start playing influencer videos on large screens in thousands of its UK stores.
Brands will be able to utilise their partnerships with social media creators by having approved content played across more than 3,800 digital screens, 2,800 of which will be in Tesco Express locations.
As well as the videos being shared in supermarkets, the content will also feature on the Tesco website and Tesco app.
According to research by Tesco Media, roughly 40 per cent of shoppers under the age of 45 actively follow influencers for brand and product inspiration.
By screening influencer videos as people grab their groceries, the retailer says it’s giving brands the opportunity to ‘show up in the moments where shopping decisions actually happen’.
They’re hopeful that this, in turn, will see inspiration translate into physical purchases.
Steve Edwards, Tesco Media’s head of agency, explained: ‘Because only one in four products are bought out of habit, there’s a huge opportunity to influence behaviour.’
Tesco tells Metro that the digital screens are already in the majority of large stores and have been for a while, but this will be a new way of using them.
A closer look at the influencer content has been shared on LinkedIn. In one clip, a giant screen is positioned at the end of a Tesco supermarket aisle, where it towers over shoppers.
On it, a video shows a woman using Alpro almond milk and Alpro yoghurt to make breakfast, while seemingly having a great time doing so.
In another clip, smaller screens are seen on the top of a fridge in the chilled aisle, playing the same Alpro promotional content.
Those in the advertising industry have branded these posts as ‘cool’, ‘super interesting’, and ‘absolutely brilliant’, but whether shoppers like the adverts as much will remain to be seen.
The news was announced at a recent Tesco Media Upfront event, where it was confirmed that the creator-led videos are already being tested in some stores, across special offer products and favourites.
It was also revealed that shoppable video is going to be added to the Tesco app, which will allow customers to add advertised products directly to their basket.
Tesco claims this feature has been developed in response to customers highly valuing ‘ease of access’ and is part of the retailer’s wider ambition to become the most strategic partner for brand building.
Nick Ashley, propositions and go to market director at Tesco Media, adds: ‘These developments are targeted at streamlining the journey for shoppers and brands alike.
‘Customers do not distinguish between “brand” and “performance” journeys: they encounter a series of touchpoints that collectively influence the decision to purchase.
‘The opportunity for brands is to use that understanding to make media more helpful – whether that means inspiration, value, reassurance, or simply making a decision easier. Our job is to turn the depth of insight Tesco has into something brands can use much more easily in their planning to drive relevance and foster long-term customer loyalty.’
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