While Domino’s dominates Instagram by the numbers, Chick-fil-A leads all brands in engagement rate, the percentage of followers that engage with content. The chicken leader’s engagement rate is 2.86 percent, nearly three times more than Subway’s and Domino’s.
The pizza giant’s Instagram strategy focuses on a food overload, hoping to trigger appetites with a steady stream of fresh pies flowing through users’ feeds.
Meanwhile, Taco Bell is the undisputed champion on Facebook, earning an engagement rate a full 69 times higher than Subway’s on Facebook, the largest social media platform on the planet.
Wendy’s struggled overall due to infrequent posting on Instagram and Facebook, but it’s telling that the study did not measure Twitter presence. This seems to be where Wendy’s thrives and interacts with the most customers—the burger brand is known for its conversational, youthful tweets, starting beef with other burger brands, and even dropping mixtapes.
Had the study measured Twitter engagement, the list like would’ve favored Wendy’s. The quick-service chain has 2.49 million followers, less than only McDonalds with about 3.6 million.
Subway appears the biggest loser with low overall engagement and low engagement rates to boot.
“The brand focuses heavily on products, with very few people and almost no lifestyle content in their social media images,” ShareIQ released in its report. “Their product content is not stylized, but presents a corporate-looking brochure-like aesthetic.”
Meanwhile, McDonalds was rewarded for featuring almost exclusively video content. This strategy has successfully driven engagement for promotions like the return of a special Szechuan Sauce from the release of Disney’s Mulan, a craze that was inspired by the TV show “Rick and Morty.” The promotion was so successful that McDonalds locations nationwide had to turn hordes of customers away and restock months later.
Similarly viral, outside-the-box product launches and promotions performed highly on social media for Taco Bell. ShareIQ added, “They also regularly change social style and aesthetics, keeping their feeds fresh and their fans coming back for more.”
While the study didn’t measure Twitter engagement, the findings can inform quick-service players on how to interact with fans on social media. But a few keys were made apparent by the ShareIQ study: digital consumers want their content to be fresh, ideally in the form of a video, with style and incentives, products, are humor that will entice them into clicking further into the issue.