Dissecting Wendy’s Social Media Strategy
About the brand: Wendy’s, a fast-food company that is the third-largest hamburger chain in the United States, behind McDonald’s and Burger King. Created by Dave Thomas in Columbus, Ohio, in 1969. One of the fast food’s most famous logos, Wendy’s cartoon image of a smiling redheaded girl, was based on the appearance of Thomas’s daughter, who also inspired the company’s name.
Social media has become the most influential and important virtual space where the platform is not only used for social networking but is also a great way of digitally advertising your brand and your products. The power social media holds is commendable which leads brands to pave way for themselves in the busy marketplace. Brands try to make a mark on social media but few of them succeed. Wendy's is one of the survivors.
Wendy's social media strategy ticks all the checkboxes required to survive in the channel. Especially on Twitter.
Their phenomenal growth on Twitter and much-publicized sass is a testimony to this. Wendy’s sits on the throne for customer service on Twitter. They have the trifecta of humor, brand awareness, and authenticity. Wendy's interactions with its users are much different than others and essentially paved the way for how brands communicate in this era. Wendy's wasn't afraid to be out there. The brand which is represented by a sweet red-head girl did what most brands wouldn't have previously dared to. From roasting their fans, cracking jokes, calling out their rivals head-on to promoting their menu, giving away freebies, and even engaging in rap battles.
The tweets and roasts were funny because their Twitter marketing is geared towards young people who enjoy seeing Twitter beef, which fits perfectly for them. However, internet trolling is highly generational and may not be as well received by every social media user.
Unlike Twitter, Wendy's is relatively less active on other social media such as Instagram and Facebook. Wendy’s cross-posts content on their Facebook and Instagram.
Their Instagram strategy focuses solely on their product. The content prominently features their burgers and beverages as the centerpiece in fun backdrops. Visually appealing, still-life images and videos of products with a red and white color scheme in the background is the uniform content strategy on Instagram.
Similar to Facebook, product posts involve announcements of limited-time offers and deals and the occasional meme posts.
The reason Wendy's still thrives on social media is because of customers' perception of them and their sensitivity to immediate response. Wendy's has created a lot of brand awareness and popularity due to its distinct personality. Their fearless humor and sass have become their trademark.