BAM Media Group
Confidential

SpudBros Express

Social Baseline Audit & Growth Architecture
Baseline Period: March – May 26, 2026 Platforms: Instagram · TikTok Territory: United Kingdom Prepared: May 27, 2026
20+

UK Store Openings — Next 6 Months

SpudBros Express enters its most significant growth phase to date. Every opening is a content moment, an influencer activation, and a paid media trigger. This document establishes the performance baseline and the repeatable playbook that will be deployed at each location — ensuring momentum compounds rather than resets with every launch.

Part 01 — Performance Baseline
Where We Are Now
Data captured March – May 26, 2026 across Instagram and TikTok. This is the benchmark every future month will be measured against.
Instagram
Baseline: March 2026 · Trend: May 1–26
March — Baseline Month
Total Views
259K
259,254 full month
Accounts Reached
79.8K
79,767 unique
Non-Follower Views
64.9%
Discovery baseline
Top Content Type
Reels
63.9% of total views
Posts
21.6%
Secondary content driver
May 1–26 — Current Trend
Total Views
990K
26 days only
+282% vs. March
Accounts Reached
294K
294,348 unique
+269% vs. March
Non-Follower Views
89.6%
Up from 64.9%
Algorithm distributing
Reels Share of Views
91.6%
Up from 63.9% in March
Reels are everything
Stories
7.2%
Secondary — minimal lift
Instagram — Top Reels (Last 30 Days)
#1 REEL
207K
Instagram · Reel
Food prep close-up — highest organic reach this period
#2 REEL
193K
Instagram · Reel
In-store atmosphere / event energy
#3 REEL
124K
Instagram · Reel
Founder / personality-led video
TikTok
March → April → May 1–26
Metric March (Baseline) April (Peak) May 1–26
Post Views 514K 3.3M +439% 1.8M
Profile Views 12K 57K +335% 31K
Likes 22K 152K +468% 88K
Comments ~0 2,170 +1,327% 525
Shares 478 3,811 +227% 1,801
FYP Traffic Share 73.3% 90.6% 90.6%
Est. Creator Rewards — $355.24 $208.44
TikTok — All-Time Top Content
#1
927.7K
TikTok · Reel
Food reveal / cooking close-up — best performing video to date
#2
470.7K
TikTok · Reel
Founder reaction / emotional moment
#3
420K
TikTok · Reel
Potato suit character — personality-driven content
Part 02 — Baseline Insights
What the Data Tells Us
Part 03 — Growth Architecture
The Rollout Playbook
🗺️

The Core Principle

With 20+ UK locations opening over 6 months, each store opening is not just a business event — it is a scheduled, repeatable social media moment. The goal is to capture the natural surge that comes with every launch, amplify it with influencer and paid support, then sustain momentum locally until the next opening. Four pillars make this work.

01
Launch Week Formula
A repeatable content playbook executed at every single opening
Core — Every Location
Pre · During · Post Launch Timeline
7 DAYS OUT
Tease & Build Anticipation
Location reveal Reel. "Coming to [City]" content. Behind-the-scenes store build. Countdown sticker on Stories. Tag the city.
3 DAYS OUT
Influencer Pre-Brief Goes Live
Micro-local influencers post their "I'm going to the opening" content. Free spud offer announcement for first 100. Paid ads go live geo-targeted to within 5 miles of new location.
LAUNCH DAY
Maximum Output — All Channels
Queue content. Founder on-site. Live Reels. Influencers post simultaneously. UGC repost in real time. Stories all day. Boost top-performing organic content immediately.
DAYS 2–7
Momentum Capture
Post edited launch day Reels. Repost best UGC. Influencer content continues to trickle. Paid ads shift to "come visit" messaging. Track which content is surging and boost.
WEEK 2–4
Local Community Sustain
2–3 Reels/week featuring the new location. Ongoing micro-influencer content. Local paid ads running. Engage comments. Prep next location tease.
Content Priorities
  • Food close-ups — proven top performer on both platforms
  • Queue & opening energy — social proof, FOMO driver
  • Founder on-site — personality content converts
  • First 100 / free spud moment — high shareability
  • Customer reactions — authentic UGC energy
Cross-Posting Rules
  • Every TikTok posted to IG Reels same day — no exceptions
  • Top TikTok content that pops gets boosted on IG paid
  • Stories used for real-time only — not evergreen content
  • Repost top UGC within 24 hours of it going up
  • Aim: 5–7 Reels per week across both platforms combined
02
Micro-Local Influencer Activation
Hyper-targeted creators in every new location's city or region
Per Location
Who to Target
  • Food & lifestyle creators based in or near the new city (5–10 mile radius)
  • Nano influencers (5K–30K followers) — higher trust, higher local engagement
  • Micro influencers (30K–150K) — broader local reach, still geo-relevant
  • Local student / nightlife accounts near university towns
  • City-specific food review pages on both TikTok and IG
Activation Model
  • Gifted visit pre-launch — content posted opening week
  • Brief is simple: visit, eat, react honestly — no scripts
  • Require: 1 Reel + Stories minimum per creator
  • Usage rights secured for paid amplification
  • Target 3–6 micro-local creators per location
  • Track reach-per-creator to build a UK influencer roster over time
03
Macro & Celebrity Influencer Layer
National brand awareness between and around major launches
Brand Building
Role in the Strategy
  • Macro creators don't drive foot traffic — they drive brand credibility and national awareness
  • Deploy strategically around major milestone openings (e.g. London, Manchester, Birmingham)
  • Used to signal that SpudBros Express is a nationally relevant brand, not just a local QSR
  • Content gets amplified via paid — extends shelf life significantly
Target Creator Profile (UK)
  • Food & mukbang creators with 500K–3M UK-based audience
  • UK football / sports adjacent personalities — aligns with brand energy
  • Lifestyle / "day in my life" creators with strong Gen Z reach
  • Timing: 1–2 macro activations per quarter as tent-pole moments
  • Negotiate full content usage rights for all paid amplification
04
Paid Amplification
Boosting what's already working — organic winners only
Amplify & Sustain
Meta (Instagram / Facebook)
  • Geo-target within 5 miles of each new location for 2 weeks post-launch
  • Boost top organic Reels — don't create paid-only content
  • Audience: 18–34, food interest, within radius
  • "First 100 get a free spud" style offer ads — drive urgency
  • Retarget profile visitors and video viewers (warm audience)
TikTok Ads
  • Spark Ads — boost existing organic posts, not dark ads
  • Geo-target by city / postcode region around new locations
  • Boost influencer content with Spark Ads for amplified reach
  • TopView or In-Feed for macro launch moments
  • Always boost content that's already performing organically — never cold creative
Part 04 — Success Metrics
KPIs Per Launch & Cumulative
Baseline figures are from March 2026. Target figures represent what a well-executed launch playbook should achieve per location over the 6-month rollout.
Views Per Launch Week (Combined)
Baseline (March IG):259K / month
Launch Week Target:500K+ per opening
Accounts Reached Per Launch
Baseline:79.7K / month (IG)
Target:150K+ per launch window
TikTok Monthly Views
Baseline (March):514K
Target (sustained):2M+ / month
Engagement Rate (TikTok)
Baseline:~0.03% comment rate
Target:0.15%+ comment rate
Micro-Local Influencer Posts
Current:Ad hoc / unstructured
Target:3–6 creators per location
Non-Follower Reach (IG)
Baseline (March):64.9%
Target (sustained):85%+
BAM Media Group
SpudBros Express · Baseline Audit & Growth Architecture · May 27, 2026 · Confidential