Leading quick-service restaurant brands’ performance on social media platforms vary markedly, confirms an analysis of engagement data for the first quarter from ShareIQ, an earned-media performance platform for brands.
The analysis spanned seven leading brands across fast-food categories: McDonald’s, Subway, Taco Bell, Burger King, Wendy’s, Chick-fil-A and Domino’s.
Among these brands, Taco Bell heavily dominated on Facebook, pulling 491,500 reactions during the period versus 182,700 for Burger King, the next-closest brand. BK has nearly the same number of followers, but pulls significantly fewer reactions per post, according to ShareIQ.
Taco Bell’s performance was fully 69 times greater than that of the poorest Facebook performer, Wendy’s, which drew just 16,600 reactions.
What’s Taco Bell’s secret? Offbeat product launches and offers do exceptionally well for the Mexican QSR, often going viral, reports ShareIQ. Taco Bell also keeps fans coming back by keeping its feeds fresh and regularly changing its social style and aesthetics.
On Instagram, Domino’s took first place in number of total engagements: 1.4 million. That beat the weakest performer, Wendy’s — with 127,300 — by a factor of 11 times.
Domino’s drives engagement primarily with “food porn” content, offering a steady stream of delicious-looking pizzas — although one of its rare non-pizza images, featuring a puppy (above), was its top-performing content in Q1 (with more than 23,400 likes). In addition, the brand employs a successful cross-platform content promotion strategy, notes ShareIQ.