From 4 Posts a Year to MILLIONS of Views | Jamie Coppock, Black Rok Design

Jamie Coppock went from posting on social media around four times a year to generating MILLIONS of views and building an audience of hundreds of thousands for Black Rok Design. But just a few years ago, he didn’t believe social media could sell a £40,000 kitchen. In this episode of The KBB Collective Podcast, Jamie joins me to explain what changed. We talk about how Black Rok went from spending its early years simply trying to survive, to discovering the power of consistent educational content — and how one simple hook, “I’ve designed over 1,000 kitchens…”, helped completely change the trajectory of their social media. Jamie shares why his biggest videos generated millions of views, what he’s learned about hooks and controversial content, why volume and consistency matter, and why trying to be genuinely helpful beats trying to look impressive. But we also get into the business reality behind a huge social following. More enquiries aren’t always better. Jamie explains how the influx of inbound leads created a new problem for Black Rok, why they’ve introduced a financial commitment before beginning design work, and how they’re trying to build a smaller, highly profitable business rather than chasing growth for growth’s sake. We cover: • Going from posting four times a year to five+ pieces of content a week • The video that reached close to 1 million views • How another video generated 4–5 million views • Why “I’ve designed over 1,000 kitchens” became such a powerful hook • Getting comfortable in front of the camera • Why negative hooks generate attention • How social media transformed Black Rok’s inbound enquiries • The hidden cost of servicing unqualified kitchen leads • Why Black Rok introduced a financial commitment before designing • Their expansion into the London market • Why Jamie doesn’t want to build a huge multi-showroom business • His #1 social media lesson for KBB businesses in 2026 If you own an independent kitchen, bedroom or bathroom business and you’re wondering whether social media can genuinely impact your business, this is worth watching. Subscribe for more conversations with some of the most interesting operators in the KBB industry.