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The place can you discover burgers, fries and content material that’s all the time king-size?
The Burger King social media technique, after all!
Even whenever you’re not within the temper for a meal, this quick meals chain is all the time serving up a buyer expertise that may prime your style buds and your model loyalty. Higher but, all of BK’s socials are filled with classes for us entrepreneurs to sink our tooth into — it doesn’t matter what enterprise we’re in.
Seize a plate and prepare to serve up some social media methods that go means past the quick meals trade.
The Energy of a Scrumptious Technique
Are you aware about Marvel’s Infinity Stones?
by way of GIPHY
(Stick with me right here. That is nonetheless about Burger King.)
For those who aren’t conversant in these evil little rocks — initially, you’ve been spared a world of heartache and favourite character deaths. And secondly, the Infinity Stones are gems that grant totally different powers. Unite them and also you turn out to be nearly unstoppable.
For entrepreneurs, social media platforms are just like the Infinity Stones. And a social media advertising technique is the one factor that may carry all of them collectively — the so-called Infinity Gauntlet.
Why is that this so essential? It’s not simply because I wished to make a Marvel reference (although I completely did). It’s as a result of issues can get messy whenever you’re making an attempt to juggle social platforms which have comparable options however totally different audiences, expectations, limitations and unstated guidelines.
The hot button is to grasp {that a} technique ought to unite your model presence throughout platforms with out treating each identically. You want to have the ability to see the entire forest and the person timber — or, on this case, the Gauntlet and the Stones.
Hold this in thoughts as we discover Burger King’s socials. See if you happen to can spot an overarching story (the Gauntlet) from totally different angles relying on the platform (the Stones) — as a result of that’s the sort of digital advertising technique that brings the target market again for second servings.
10 Social Media Advertising and marketing Classes From The King
I’m not saying the Avengers ought to battle the Burger King mascot. However it’s the place the metaphor has taken us.
As a result of if anybody has united 5 massive social media platforms and used them to turn out to be extremely highly effective (no less than within the quick meals world), it’s the king of burgers.
Right here’s how BK did it — and the way you are able to do the identical:
Instance 1: Teaser
On this publish, BK teased its “fiery menu” designed for summer season. Nonetheless, it didn’t give all the small print — only a tantalizing promise, some eye-catching visuals and a drop date.
Lesson: Generally, much less is extra. In case your social media marketing campaign will get clients asking the correct of questions, it’s doing its job.
Tip: Think twice about your posting schedule when utilizing teasers. You wish to hold the suspense going, however you don’t wish to lose your target market’s curiosity. Consider teasers as guarantees that you must hold by finally answering the questions they pose.
Instance 2: Tailored Meme
This publish performed on the acquainted “Spider-Man pointing” meme, however with a BK Halloween twist. It additionally promoted the Rooster Fries costume folks obtainable for buy.
Lesson: Memes make your model relatable and accessible to audiences conversant in them. Plus, it is a probability to subtly counsel that there’s a “tradition” round your content material — for instance, folks carrying Halloween costumes of your model.
Tip: Meme rigorously. Some web jokes have difficult connotations that might not be apparent at first, whereas others could make you appear “behind the occasions” or out of tune along with your goal client.
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Fb
Instance 3: Relatable Content material
There’s not a lot complexity on this Fb publish, and that’s what made it work. The thought was to reflect one thing an on a regular basis individual would possibly publish on their very own social media.
Lesson: Not each publish needs to be elaborate and interconnected. Generally, it’s sufficient to share a enjoyable or relatable thought.
Tip: Though “relatable” content material is commonly simply digestible (no meals pun meant), it nonetheless wants function — even when that’s simply to subtly construct buyer loyalty by making your viewers affiliate autumn sounds along with your choices. There’s not a lot worth in posts that exist only for the sake of creating your socials look energetic.
Instance 4: Market Take a look at
On this Fb Reels content material, BK allow us to in on a spooky market take a look at taking place in sure eating places. This was strategic transparency into potential future merchandise, but it surely additionally developed exclusivity for Columbus customers who noticed the advertising marketing campaign.
Lesson: Displaying clients your plans or market exams could make them really feel like their opinions have an effect — and encourage them to stay round for brand spanking new merchandise, too.
Tip: Keep in mind, customers aren’t the one ones who see your socials. Don’t publish it if you happen to don’t need rivals to see it.
Twitter/X
Instance 5: Viewers Participation Recreation
This publish on X invited everybody to hitch in on the enjoyable — but it surely was additionally a well-disguised approach to be taught one thing about client preferences.
which facet are you able to not stay with out 🤔 pic.twitter.com/p9gN4EHkUG— Burger King (@BurgerKing) September 14, 2024
Lesson: Viewers participation can begin conversations, enhance engagement and supply invaluable details about your followers.
Tip: Align these posts with in style social media “video games” like “who would win” or “would you fairly” to make the most of ongoing tendencies.
Instance 6: Pop Tradition Tie-In
On this X publish, BK promoted a collaboration with a brand new film, together with themed menu gadgets with enjoyable names.
kooky exhausting launch: our latest menu and household has ghoulishly moved in for the season 👻🦇 🖤 . seize your Addams Household Favorites and watch The Addams Household. pic.twitter.com/PRTNnyDcf2— Burger King (@BurgerKing) October 10, 2024
Lesson: Whilst you could not have partnerships with popular culture icons, you may all the time be taught from no matter’s in style on the time.
Tip: Analysis copyrights and different limitations earlier than referencing any content material you don’t personal.
TikTok
Instance 7: Behind the Scenes Peek
For those who’ve ever wished a peek behind the scenes of a BK industrial, look no additional than this TikTok content material. Bonus factors for cute animals!
@burgerking meet the principle ⭐️ of our Fiery industrial: Linus 🐈 ♬ unique sound – Burger King
Lesson: You will get further mileage out of different digital advertising campaigns by tying them into your social posts with enjoyable details, behind-the-scenes footage and extra.
Tip: Persist with content material that’s already carried out effectively. For instance, if this Burger King industrial hadn’t labored effectively, the advertising workforce could not have wished to attract extra consideration to it.
Instance 8: Storytelling Video
In “Dad Lore with BK Dads,” the quick meals chain performed on every little thing from nostalgia to household fondness by placing particular recollections within the highlight, asking humorous questions and displaying off some incredible shirts.
@burgerking impressed by our BK HQ dad lore? present your father determine love this father’s day by scoring them a flame-grilled shirt. hyperlink in bio. #fathersday #dad #BurgerKing ♬ unique sound – Burger King
Lesson: Some posts can inform tales about how folks work together along with your model, not your model itself.
Tip: Though you may script this sort of content material, take into account gathering impromptu responses the place doable. Folks wish to see authenticity, particularly whenever you hold it breezy, informal and enjoyable.
YouTube
Instance 9: Promotion + Engagement Video
This YouTube Brief defined that, though Burger King Japan had launched the Dr Pepper Float, customers in different international locations may make it themselves as a “DIY menu combo.” It additionally boosted engagement by asking viewers to share their very own concepts.
Lesson: You possibly can mix totally different approaches and methods to realize a number of targets with a single publish — like engagement and promotion.
Tip: Don’t attempt to do an excessive amount of without delay. You wish to get probably the most out of your campaigns, however you don’t wish to make them distracted or overly busy.
Instance 10: Tutorial
On this YouTube video, viewers discovered a couple of competitors, bought a Burger King app tutorial and noticed a few of the restaurant’s most scrumptious burger choices — all in about 1 minute.
Lesson: A video walkthrough will be the inspiration for a lot extra. Audiences ought to come away realizing the “why” simply as clearly because the “how.”
Tip: Keep in mind, even how-to content material ought to inform a part of your model’s story.
Having It Your Method: A Customizable Social Media Advertising and marketing Technique
Did you get a number of concepts from the king? Or are you simply craving a burger and fries now?
No matter BK’s advertising ways left you with, do not forget that you’re nonetheless tasked with uniting the social media Infinity Stones. It took Marvel villain Thanos an entire film to determine it out — however fortunately, you’ve bought a trick up your sleeve.
Permit me to introduce the 5-5-5 technique. It’s extra like a framework, permitting you to customise particular steps and selections, however it may enable you to design your Gauntlet — or social media technique — to suit your campaign-specific and company-wide targets.
Right here’s the way it works:
5 platforms: You don’t have to stay to the 5 platforms lined right here. Select what works greatest in your model — however bear in mind to make the most of every website’s distinctive options and focuses.
5 actions: Take 5 significant actions throughout platforms day-after-day. That is the place content material repurposing is useful, permitting you to take present materials, tweak it to suit every website and let it free.
5 KPIs: Key efficiency indicators may help you observe every little thing from optimization to viewers engagement. Choose 5 that replicate your marketing campaign’s targets and use them persistently throughout all platforms.
Whilst you’re engaged on this, I’ve this final piece of recommendation: Do what Burger King does and put a crown on it.
That’s proper — deal with your social media technique like royalty by giving it the time, assets and technique it deserves. You would possibly simply be shocked to see how shortly your viewers gathers across the throne.
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