Electricals giant AO drives sales surge through social media

The company’s social media presence has helped the firm grow at more than 25pc a year in the UK, he claimed.

To engage with fans, AO uploads quirky videos such as a demonstration of how to make butter in your washing machine. The company also creates videos that showcase product features and hacks.

Video has become one of AO's most powerful tools for standing out from the competition. “They make a customer feel like they are in store. In terms of convincing a customer to buy, videos are unquestionably important,” said Roberts.

The company employs 70 people in its content team, creating product videos and animations. “We call it AO Disney,” he said.

Roberts is preparing to release AO’s pre-close statement on Tuesday 30 September. The company’s share price has been volatile in the seven months since AO listed with a market cap of £1.6bn, losing as much as 30pc of its initial stock market value. This has prompted analysts to suggest that the shares were overpriced.

Roberts was recently quoted as saying that he didn't care about AO's share price fluctuations.

“Only someone with a pea-sized intellect would think that,” he said. “I’m still the chief shareholder of the business, of course I care, but if you get too obsessed with the share price you start making bad decisions.”

AO is on target to launch its new German operation by the end of the financial year in March, and will roll out into other European territories next year.

“We’ve met all our pre-IPO commitments,” said Roberts. “Watch our share price over the long term and you’ll find out whether we were overpriced or not.”

Roberts founded AO in 2000 to win a £1 bet that he could sell washing machines online. He cashed in 10pc of his shares during the IPO, making £86m.

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