Nando’s scoop largest Twitter following in social media benchmark, says research
The chicken chain is the leading food and beverage brands on Twitter, according to the latest Food and Beverage Social Media Benchmark from eDigitalResearch.
The recent study saw Nando’s cement their place in the top of the Twitter league table with over 1.5 million followers - half a million more followers than second place Dominos. Nando’s appeared in third place within the Instagram league table and fifth within the Facebook league.
Analysis of social media comments using eDigitalResearch’s HUB Text Analytics tool revealed that the majority of Twitter users are talking about Nando’s "world famous chicken", "friendly service" and "loyalty cards". On average, social media posts about Nando’s are positive – followers appearing to be fans of the tongue in cheek humour.
UK based coffee chain Costa Coffee cemented their place as one of the leading coffee brands featuring within the top five in both the Twitter and Instagram league tables – just one place behind global giant Starbucks - having gained thousands of fans since the previous wave back in June 2015.
The latest benchmark also found that during the busy Christmas period and across weekends, where bookings are likely to be higher for restaurants and eateries, many brands are failing to update their social media platforms regularly.
Other findings revealed that Pizza Hut and Papa John’s are fighting for first place within the Facebook league having added over 1million new fans each to their pages since the previous wave.
According to the research, with each wave more and more new food and beverage brands are making it into the growth tables but fail to appear within the overall tables suggesting that a larger social media push is required to ensure they gain a spot within the top twenty
Kat Hounsell, Sales and Marketing Director at eDigitalResearch, said, “A key social media trend in 2016 will be focusing on listening, not just engaging. We’ve seen how a creative and engaging strategy can spread brand messages and increase customer reach but it’s more important than ever to listen to what these social customers are saying. Competition for consumers attention is fiercer than ever and by properly listening to what people have to say in real-time brands will be able to focus their social content and excel experiences”.
