How Wendy’s used social media to earn $64m in a year
Unless you have been living under a rock, you would have probably heard a few things about Wendy’s social media sass.
The fast food giant, founded in Columbus, Ohio, has used social media to profit $64m in 2017. If there is an Oscar-award for Social Media, there is no doubt that Wendy’s would take the crown. In what has been hailed as a potential social media game-changer, Wendy’s social media snark has often became the talk of the town and registered a 126.5% follower growth rate in one year.
Besides follower growth, these were also their results for 2017:
– Net income was $159.3 million in the fourth quarter of 2017 compared to net income of $28.9 million in the fourth quarter of 2016.
– Net income was $194.0 million in 2017 compared to net income of $129.6 million in 2016.
Wendy’s experienced a 49.7% growth in profit from $129.6 million to $194 million for the year.
More than ever, a core group of highly engaged fans is more valuable than thousands of disengaged followers, and, as we have all seen in the figures, they can have a huge impact on your marketing efforts.
Social media engagement has a snowball effect – when someone likes or shares a content, the algorithm will tag your content as being valuable to that person. As more people engage with the content, the algorithm will attach even more weight to your content, bringing your post to the top of the news feed.
In Wendy’s case, they are able to turn engagement snowball into an avalanche – they retweet posts from fans and add in sass and humour to make their content entertaining.
The content attracts their target audience – the young millennials – in a positive way and makes the brand seem more human and accessible. There is a lot of brand awareness and popularity for Wendy’s, mainly because of two things: their social media persona and the way they engage their fans. Their fearless humour and sarcasm has become their social media trademark, and the perceived “spontaneity” that comes along with their contents add more authenticity to the brand than most big planned marketing campaign could.
At Incepte, we are proud to say that we are one of the best in the industry in creating viral contents. Check out our case studies to find out more.
Contact us now and let us use social media to propel your brand to bigger success!