‘We’re competing with the big guns of social’: How Currys became a TikTok powerhouse

Currys has been a staple of the high street for decades, but its social media team is turning to TikTok to reach a new audience.

Jumping on Gen Z and millennial trends on the social media platform, including one where the products in-store are described in humorous, popular phrases among young people, it has morphed its identity from a regular tech brand to a relatable and funny face on a Gen Z-dominated platform. Its highest performing video of all time, where the team made pancakes in an air fryer, reached 10 million views on the app.

At the helm of its social strategy is Ryan Todd, who joined Currys as its senior social media manager three years ago, and started growing its TikTok strategy six months after that. He says the brand’s success has “snowballed”, and he “never thought they’d be able to start a worldwide trend”, as brands such as Wired and Mercedes-AMG F1 have hopped onto the ideas.