While the world of social media content continues to evolve, QSR brands can take comfort in knowing that are handful of deep-rooted principles hold steady. Below are three timeless starting points for creating social content:
1. Picture your post.
Between Instagram, Vine and even Snapchat, the trend of sharing visual content has increased within the past year and a half. To maximize on this, QSR brands should consider the imagery used in social content, paying particular attention to the type of photos their fans are sharing and engaging with. Several brands, including Taco Bell, Dairy Queen and McDonald’s recently began using Instagram-style images on both Facebook and Twitter, not just Instagram, a trend that mimics the behavior of their fans.
QSR brands should also consider the shareability of an image; often times, an enticing photo of a food item is enough to trigger a response from a fan, so post copy can be kept to a minimum. A great example is this tweet from McDonald’s, featuring a short “Good morning!” message and an Instagram-style photo of an Egg McMuffin. The post was short, sweet and relatable; the food looks just like an Instagram photo you’d take and share yourself. The tweet worked so well, it was enough to convince a “Business Insider” blogger to immediately go to McDonald’s and purchase breakfast.
2. Create a social series.
Whether it’s a #ThrowbackThursday post every Thursday or a reoccurring image theme, such as Dairy Queen’s “Cake Truths,” social series are a great way for QSR brands to build on their editorial calendars, as once the framework is established, they’re relatively easy to maintain.
Series can be timely or seasonal, as long as they retain a certain amount continuity, so as not to confuse fans. Successful social series for QSR brands are often inspired by fan or consumer behavior, such as ordering habits or occasions for visiting the restaurant.
3. Be relevant.
Consider what’s happening in pop culture, Hollywood or online. Incorporating themes, trends, or even mentioning a specific cultural event helps QSR brands stay in touch with what their fans and consumers are most likely talking about, both on and offline.
The key here is to make sure the event, theme or trend overlaps and meshes well with the brand so the content remains genuine, and not like a grasp at staying relevant for the sake of staying relevant. A fun example from Burger King was a tweet referring to the season premiere of “American Horror Story,” a TV show with a lot of social media buzz and mentions.