Social networks, “essential” for Saint-Brieuc merchants

While she adjusts a garment on a display mannequin, Christelle Rault, manager of the Vogue store in Saint-Brieuc, steps aside a little and looks at the rendering. He likes it ! You barely have time to grab your smartphone and take a photo when the photo already appears on your Instagram page.

“I try to do one or two publications at the end of the week. As there are more flows on Friday and Saturday, that’s how I operate,” she explains. A routine that she has imposed on herself for several years now. “It often happens that when I publish a piece of clothing on my Insta page, a customer falls in love with it and comes to buy it behind. Conversely, if I hadn’t published anything, would she have bought it afterwards? »

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Christelle Rault, manager of the Vogue store in Saint-Brieuc, posting an outfit on her store’s Instagram page. (Le Télégramme/Alexandre Martel)

Photos of costumed customers

For Rodolphe Thollon, owner and chef of the L’Horizon restaurant, if social networks attract customers, they also build loyalty. “We created our Facebook page eleven years ago, when the restaurant opened. But we’re not on TikTok or anything. We remain on our core target, an audience aged 40 to 70/80 years old. »

And the least we can say is that in the kitchen and on the networks, chef Thollon has a touch. Between the photos of costumed customers (!), the cooked dishes and the little publications paying homage to the stars of French song, there is plenty to nibble on. “People love seeing their photos on our page. It’s a mix of unique memories. Every day I try to post something new. »

“The Instagram algorithm values ​​Reels more”

A necessary but time-consuming activity. Especially when you have a store to run. “I spend one to two hours a week on social networks just to create boutique content,” explains Aurore Graillat, manager of La Végétalerie, a concept store combining restaurant, tea room, florist and decoration boutique.

Today, Végétalerie has nearly 4,000 followers on Instagram and around 2,300 on Facebook. “We have a lot of subscribers but not necessarily a lot of likes and shares. I have the impression that the Instagram algorithm values ​​Reels (videos) more than posts. And I, due to lack of time, don’t make Reels yet. »

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Aurore Graillat, manager of the La Végétalerie concept store in Saint-Brieuc, devotes between one and two hours per week to publishing content on her business’ social networks. (Le Télégramme/Alexandre Martel)

Using the social media manager

To create clicks, others like Benoît Le Rest, manager of Bryeux Opticiens, call on professionals. “We alternate two types of publications. Institutional, providing information for example on myopia. And more cool content. »

For this part, the optical store calls on Élodie Rault, a self-employed social media manager. “To create a Reel, you have to monitor trends, look at what the competition is doing and combine it with the personality of your customers. Here, they are very focused on humor. Along with emotion, this is what generates the most engagement on networks. »

In short, content that is both offbeat and salesy, in which Benoît Le Rest and his collaborator Florence happily play the actors. “Obviously, this represents a significant cost,” adds the manager, “but it has become essential. »

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