The Client
Paul’s Quality Butchers
Showing the people, expertise and value behind Paul’s Quality Butchers
Paul’s Quality Butchers has built its business around product quality, skilled preparation and familiar faces behind the counter.
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The brief was to bring those strengths into its social content, helping customers understand the range, the value and the service available from their local butcher.
An established following gave the business a strong starting point. The opportunity was to make more of it by giving people useful, interesting reasons to engage and visit.
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The content needed to communicate why customers should choose Paul’s, from everyday meal options and value to the preparation, knowledge and personal service behind the products.
The Challenge
The Strategy
I built the content around four themes: the team, meal inspiration, what’s on the counter and the craft of butchery.
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Videos introduced Paul, showed products being prepared and explored practical questions such as how far £50 could go at the butcher. As the content developed, Paul shared his knowledge through supermarket chicken comparisons, explanations of fresh preparation, advice on overlooked steak cuts and demonstrations of popular products.
Team features brought familiar personalities into the Facebook feed, while practical video content gave TikTok viewers something useful to learn, discuss and share. Product posts and meal ideas helped customers plan their next shop.
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This gave the content several jobs to do: build familiarity, demonstrate expertise, explain value and make it easier for people to decide what to buy.
Facebook results from July to August 2026
New followers
+963
191k
Views grew 235%
TikTok results from August to September 2026
New followers
+963
105k
Views grew 108%
Views
576k
5,712
Page visits increased 162%
Views
576k
1,605
Followers increased by 421
29k
Interactions
1,451
544% increase in reactions
29k
Interactions
2,302
122% increase in interactions
8.8%
Engagement rate grew 58%
484
Shares grew by 328%
Key Results
The first month saw great results across all platforms - Facebook, Instagram, TikTok.
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The video introducing Paul recorded 24,320 Facebook video views.
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Team features were also among the strongest-performing posts: Janet’s introduction recorded 20,260 views, while Luci’s recorded 17,840.
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On TikTok, many Reels are exceeding 20k views and 200 shares.
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Paul, the owner, said the shop has been the busiest it has ever been.
The Business Value
The TikTok results showed that Paul’s knowledge could carry the content: useful explanations and product demonstrations gave viewers reasons to watch and share, while making the business’s standards more visible.
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The growing following gave Paul’s a larger audience for future product content, advice and seasonal offers. Facebook complemented this by building familiarity with the team and recording increased page visits.
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For an independent retailer, this helps communicate value beyond the price label. People can see the preparation, understand the products and get to know the business before choosing where to shop.
Client Testimonial
Rev