In this tutorial, the presenter explains how West Quay Shopping Centre in Southampton uses fear of missing out (FOMO) tactics on social media to boost engagement. The core example is a giant Percy Pig inflatable promotion, where a secret teaser post with a link generated high comments, shares, and tagging. The presenter highlights the importance of teasing content, providing a link to discover details, and prompting users to tag and share on the day of the event. He then outlines a broader strategy for shopping centre social teams: engage with retailers, create content groups (e.g., cafes, brands, retailers), curate and recreate retailer posts, and use these actions to support smaller brands while adding extra content. The video ends with a call to action for viewers to ask questions via a blue button.
Chapters
Today we're looking at how to create fear of missing out on social media. This is West Quay Shopping Centre and they are based in Southampton. And as you can see, they use social media as a way of just getting people engaged and show people what is going on at the centre. Now, one of the most engaged posts they've had recently is this, which is just something I absolutely love. So this is. Can you keep a secret? You heard it here first. Inflatable at official Percy Peg is coming to West Key. Click here to discover when and then there's a little link that takes you to the website to discover and when it is coming. So this is obviously Percy Pig is rather famous, associated with M and S, and they've been lucky enough to secure it as this absolutely ginormous inflatable pig that's going to be at the shopping center and telling you when it is. And then look at the engagement they've had on it. 67 comments and 9 shares. That's more than most of the other ones that they've had at all. And then it's people just saying, I think we should go see him. People tagging in, friends. That said, nine shares. Look at this. People laughing. People are just absolutely loving it. So this is all about capitalizing on what is coming up. So they have said it's a secret. So that's that. Oh, you know that what's happening. They've said it's coming, but they've not said when. So that would make me really want to click on that to find out when. Then when you scroll up their page, there it is. Our giant inflatable Percy Peg is here at West Key and it's on the 31st of May, for one day only. Come and snap a selfie and don't forget to tag them in on Instagram. And as whiskey. Now that has had less engagement than their other ones. But what I love is it's this, because guess what? You would have already found out when it was coming down and you'd already been down and using the link. It is so, so good. So remember, if you want people to engage with something, the best way of doing that is to give them a feed of missing out. The best way to give a feed of missing out is to give them a teaser. So that's a tease link if you want people to find out when and then on the day it is going live and then tagging people in and that kind of thing to get people to actually do the thing. So it's such a good idea now If I was West Key, one of the things I'd want to do is I'd want to be engaging with the brands, I'd want to engage with M and S, I'd want to engage with all my retailers. So on. Maybe what you can do is you can go in and actually create a group. So you can create a group, so you could create a group of cafes, you can get a group of brands, you can create a group of retailers. And then basically what, what you do is you click, you would click on the group and, and all that comes up here is all of the content that's been generated by those retailers. So it might be Percy Peg, it might be M and S, it might be McDonald's or any of the other businesses that you have in the shopping center. What you can do, you can go in, you can like, you can comment, you can even recreate the post itself. That means you're constantly supporting your retailers. And as somebody who's had to manage shopping centers content before, I understand how difficult it can be sometimes to try and get some of the brands, especially some of smaller retailers, to give you the post in advance. So it means that you're not having to even get, get the products. You don't have to go out and find anything, anything they're posting, you can just recreate it and do it for them. And it means that you're supporting them, but it also means that you're adding in extra content yourself. Now as always, if you've got any questions, click on the little blue button. We love to.
