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Twitter So You'll Still Use Frozen Beef

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6 Ways You lot Can Make Your Social Media More Like Wendy'southward

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Kavya Ravi

May 31, 2018 • eleven min read

Updated on November 7, 2019

Unless you live under some rock, you already know that Wendy's has been roasting people and fifty-fifty other brands like there's no tomorrow. From releasing a hip-hop mixtape and flirting with MoonPie to relentlessly roasting McDonald'south, Wendy's is doing information technology again this yr. There seems to be no limit to their sass, every bit they continue winning on social media. In what has been hailed equally a potential social-media game-changer, Wendy's social media snark became the talk of the town and also atomic number 82 to its meteoric ascension in 2017.

Nosotros took a look at their social media profiles on Facebook, Twitter and Instagram from January 1, 2017 to December 31, 2017 to uncover their strategies.

About this report

This Wendy's social media study was put together using Unmetric Analyze. It listens to over 100,000 brands to assistance our clients create more engaging content, go more certainty effectually their social strategy and automate their reporting.

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Wendy's on Facebook

Wendy's gained 311K new followers in 2017, bringing its full Facebook follower count to viii.5 million. The make published 95 posts of which 41 were photos and 29 were videos. Even though photos comprised 43% of the posts, they received less appointment in comparing to videos. In terms of content, Wendy's primarily published product-focused content on Facebook. The QSR chain opted for peppy lifestyle photos and videos of their products which add to the fun, young brand image that they acquit.

Wendy'southward exclusively utilized paid promotion on Facebook to push their product posts. The brand promoted 60 posts, the majority of the which were promos of their limited-time deals and offers.

Social causes that are sponsored and supported by Wendy's as well finds a place on the brand's Facebook page. The globe deject below, which has been created from brand posts published on Facebook, shows the kind of content being pushed by the brand.

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Wendy's Top Facebook Post

The post beneath is Wendy's nearly-liked Facebook post with over 51K reactions. The popularity of the mail service lies in the history of Wendy'south social media roasts. In the beginning of 2017, a disgruntled customer tweeted to Wendy'south questioning the fast-food chains claims of never freezing their beef. The snide war of words that ensued captured the internet'south attention and Wendy'due south doesn't seem to allow any troll get away that hands.

Wendy'southward had a quirky and out-of-the-box way to drive interactions on social media. They did a alive video to promote one of their seasonal beverages. In a setting that looks like it's straight out of Willy Wonka'south factory, Wendy'due south asked the viewers to hit positive reactions for their video, which would in turn power the machine! Their fans seem to accept liked the idea equally the post received over ii.1 million views and over 60K reactions.

Wendy's Social Media Campaigns

The brand ran 7 campaigns during the year. The entrada that received the highest date is #50CentFrostyFilms, which promoted a limited-time discount on ane of their products. The campaign featured 3 posts, all of which were promoted by the make.

Wendy'southward Fan Conversations

Similar to their now famous Twitter responsiveness, Wendy's promptly responds to customer complaints and comments on Facebook also. Their charming, witty and friendly tone is a defining feature of their social media strategy.

Fans likewise initiated 19 conversations on the Wendy's wall and the make participated in eight of these conversations. Wendy'south appears to participate more when fan posts on their wall have more than positive vibes than usual.

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Wendy's on Twitter

Before we talk numbers, I bow down to the best on Twitter. Wendy's has been lighting up our newsfeed (and lives) for some time now. Their phenomenal growth on social media and much-publicized sass is a testimony to this. Wendy's holds the golden standard for client service on Twitter, no questions asked.

Remember when some guy on the internet won free nuggets for a year when he tweeted to Wendy's? Carter Wilkerson tweeted to Wendy's request for free nuggets and paved his way to get the writer of the most-retweeted tweet in the history of Twitter. His quest for craven nuggets, #NuggsforCarter was retweeted a staggering three.half-dozen one thousand thousand times! Wendy'due south was the only brand to intermission into the top ten tweets for 2017.

In the start of 2017, Wendy's had but over one million Twitter followers. The brand added i.2 one thousand thousand new followers by the terminate of the twelvemonth, bringing its fan count to 2.24 million. Wendy's registered a 126.5% follower growth rate in one yr, a figure that stands tall in comparing to the 5.9% median growth seen in the Restaurant & Cafe industry in North America.

The graph above charts the follower growth from 2016 through 2017. There is a articulate jump in followers from January, 2017 to Dec, 2017. So, what happened in 2017? Allow's dig deeper.

Brand Tweets

The make tweeted 35K times, i.eastward. 96 tweets per twenty-four hour period on boilerplate. 99% of the tweets were replies, with a meagre 183 being proactive make tweets. But, permit's not trivialize the small-scale number. Less is definitely more for Wendy's. For instance, the brand threw massive shade at its biggest competitor McDonald'south when they accidentally tweeted placeholder text for Black Friday. Wendy'southward took the chance, fired shots, and as expected the internet took notice. The tweet was retweeted 281K times with over 8K replies and was the virtually engaging tweet for the brand in 2017. The make's Twitter dig received more interactions than McDonald'south original tweet!

They can't stop with the digs.

Not just McDonald's, the fast-food concatenation resorted to a friendly banter with fellow eating house chain Wingstop in what feels like an episode from 'Epic Rap Battles of History'. Wendy's confessed that this is their all time favorite tweet in their Reddit AMA.

The quick-serve chain's one-to-one with brands have created huge engagement in terms of retweets and replies amounting to not bad audience activity on their Twitter. Hither's Wendy'due south roasting fast-food chain Hardees' and getting blocked!

Wendy's Customer Service

Reply rate is the sweet spot of Wendy'due south Twitter strategy. It has been found that 78% of the people who tweet to whatsoever brand look a answer within one hour. In 2017, Wendy'south replied to over 20K tweets in an average of fifteen minutes per tweet! Their social media team is definitely on the go, engaging as soon and as sassy as possible to keep their customers happy.

Make mentions peaked from seven PM to 10 PM (EST), with over 100K mentions, while the reply rate peaked from xi AM to 2 PM. Wendy'due south also ensured that customers are replied to on all days of the week. Twitter mentions peaked on Wednesdays and the brand replied the near on Wednesdays as well. Throughout the year, Wendy'due south maintained a reply rate of 23 hours on average, making certain that their client queries are ever responded to within a day.

Why is everyone tweeting to Wendy's?

Wendy's had a staggering mentions count of 1.vi million in comparison to the median in the Eating house & Buffet manufacture in Northward America with 325. The graph below benchmarks Wendy's against some loftier performing brands from QSR manufacture. A actually high mention rate for a make suggests at something non-typical – it could exist angry customers or a controversy or even a viral campaign. For Wendy'southward it'due south just another mean solar day on Twitter.

Their epic clapbacks and salty retorts take made them a fan favourite on Twitter. Most followers are spoiling for a fight with Wendy'southward and they sure don't dissapoint.

Everyone on Twitterverse took notice of Wendy's, including celebrities.

Ellen Degeneres did a funny spot on her TV show forth with Bradley Cooper. In order to cease the 'nugget boy' from outdoing her tape of the nigh-retweeted tweet, the duo asked for assistance from fans. What followed was a twitter exchange between Wendy'south and Ellen and fifty-fifty Twitter couldn't stay away.

In December 2017, the picture show critic Eric Kohn asked Wendy'due south to name their favourite film of 2017.

Before long, Wendy'southward was weighing in on whether Twin Peaks should exist considered a Television set show or movie? The brand certain knows how to concur everyone'due south attention.

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Wendy'south on Instagram

At the fourth dimension of writing this article, Wendy's added 243K new followers on Instagram, bringing its total follower count to 650K in 2017, registering close to 60% growth rate. The brand published lx posts, in comparison to the 177 posts that the median Restaurant & Buffet Instagram Business relationship from Due north America published.

Wendy's Instagram Posts

It's interesting to notation that Wendy'south had a fresh start on Instagram from July 18, 2019, and deleted all of its posts published before that date.

Since then, the brand published only 28 posts, of which 70% were photos while the residue 30% content were videos. Photos also saw higher engagement than videos.


Wendy's cross-posts content on their Facebook and Instagram. Their Instagram strategy focuses solely on their product. The content prominently characteristic their burgers and beverages as the centerpiece in fun backdrops. Like to Facebook, production posts involve announcements of limited fourth dimension offers and deals, and also include the trademark Wendy's wit through fun captions.

Visually appealing, still life images and videos of products with a cerise and white colour scheme in the background is the compatible content strategy on Instagram. The hint of reddish and white, the colors consistent with their brand logo and product packaging, is found in well-nigh of their posts and is an exercise in visual branding.

Wendy'due south Top Instagram Post

The mail below is the virtually engaging mail service of the brand with 30K likes.

Wendy'due south Instagram Engagement

Fifty-fifty though Wendy'due south registered higher engagement than the median Restaurant & Cafe Instagram account from N America, their Instgaram engagement appears meek in comparing to other QSR chains. By benchmarking Wendy's confronting the top performing brands from North America, it is quite evident that Wendy's could practise more than to translate their social media chops on Twitter to Instagram.

Takeaways

A witty comeback to an online troll launched Wendy'south onto the world stage in 2017. The brand hasn't turned back since, replying to almost anybody who tweets to them. Merely, their sensational rise isn't an overnight consequence with a number of notable social media campaigns similar the 'Pretzel Beloved Vocal' and 'Burger Pie Nautical chart' in the past. Here'southward what brands tin larn from them.

Find Yourself

At the end of the day, it comes down to how customers view your brand. At that place's a lot of brand awareness and popularity for Wendy's because of their distinct personality. Their fearless sense of humor and sarcasm has go their social media trademark. It is extremely of import that your brand is able to cutting through the racket of social media and stand out. Coming across equally fun could be valuable for your brand because it creates a positive positioning for the make and it worked for Wendy'southward. The spontaneity associated with them adds more actuality to the brand much more than a big planned marketing campaign could.

Talk the Talk

If yous are trying to position yourself equally a hip place to grab a repast, talk like how your customers would. This is exactly what Wendy's did. They identified their target demographic – the young, millennial and spoke their language ('nuggs' instead of 'nuggets'). Their natural language-in-cheek responses and ofttimes rude remarks has positioned themselves equally a favorite amidst their target audience. Wendy's has also been able to accomplish the balance between sounding also pushy with their promotional content and engaging content. The most effective strategy is to stay truthful to your make's cadre values and channel your social platforms to cultivate a brand vocalism that is consistent with your brand identity.

Hazard It

"Everything interesting in marketing has an inherent hazard in it", according to Brandon Rhoten, Head of Media for Wendy's. Wendy's took the risk and aced it. Their approach to social is quite an unusual strategy, especially since brands are typically concerned with appeasing their customers and existence politically right. Wendy's seem to have scored a social media hit through their cheeky personality. When big brands often become chastised on social media, fans have and so far played along with Wendy's, other than few of the usual grouse from haters.

Build a Rapid Response Squad

Wendy's had a "crazy year on Twitter" without dubiety. Their extremely responsive, prompt social media team has been winning accolades. Social media is all about immediacy and interactions on social platforms are almost 1 thing – people want answers and they want them now. Wendy's address nearly all tweets and complaints equally is humanly possible. Information technology's not all about their edgy persona, they are apologetic in case of delayed responses and are hell-bent on resolving the issues customers have. Not only on Twitter, Wendy's take also successfully utilized the little-used tool for Facebook success – responsiveness.

Got some beefiness?

An online feud with your competitor may not exist the nigh practical marketing strategy, but Wendy's and their beefiness with other brands on social media seem to have worked wonders for them. Nigh of the times, brands online are merely force-feeding their latest value proposition to their audience. This is obviously a rudimentary marketing strategy and can come beyond every bit deadening and inauthentic. Customers similar to see brands as human entities with fallibilities and this is why we love to see brands interacting with each other. Wendy's has multiplied their brand reach by calling out their competitors in the snarkiest fashion possible. Brands tin can meet huge benefits from this sort of exposure on social media, as long as the interaction is lighthearted.

Continue it together at all times

Most brands accept ane-hit wonder campaigns that quickly fades abroad. Wendy's bucked that trend and managed to be in the news and on superlative of our minds due to their consistency. Wendy'south maintained a consistent design, non simply in terms of frequency of posting, but on the content they post. The brand is prolific on Twitter, while posts less on Facebook and Instagram – and this is exactly what these platforms need. They maintain their madcap voice at all times, instead of the occasional 1-liners or campaigns. This level of consistency leads to consistent engagement by keeping your audience hooked to your social profiles.

Wendy's bold moves and experiments on social media is continually attracting a lot of attention. Their daring, interesting approach has put them on the map and is worth exploring.

This report was put together using Unmetric Clarify. Analyze the social media habits of over 100,000 brands, reduce your time to insight and observe new strategies that atomic number 82 to college date.

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This written report was put together using Unmetric Analyze. It listens to what over 100,000 brands are saying on social media and understands how the audience is reacting to that. Clients use Unmetric to help them create meliorate content, get more certainty effectually their social media strategy and automate all their reporting. Pricing starts at $1,000 per month.

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Source: https://blog.unmetric.com/wendys-social-media

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