Chipotle: Using Social Media the Right Way
Traditionally, most businesses use social media platforms as a professional marketing tool. They are strategic and take a lot of time to curate information that will best represent them. They want to be taken seriously, so they work hard to create the best possible image for the company. For example, the technology company, Apple, uses high quality photos and posts content shared by Apple customers. They do this because their brand is all about technology and showcasing the quality of their products, so this type of content works best for them. While elaborate pictures and captions are perfect for Apple, it is not the best idea for all brands and businesses. Knowing your audience is key to creating a strategic marketing plan. Now let's talk about a company that uses social media to market in a very unique way.
After learning about Chipotle's marketing and advertising strategies, we can see if it is better or worse than one of their biggest competitors, Moe's Southwest Grill. Moe's has some similar strategies to Chipotle, but their marketing ideas are fairly different for the most part. There is more of a professional approach to Moe's social media content, but they like to share clever TikToks created by their customers which tend to lean more to the comical side. Even though Moe's is a franchise and Chipotle has company owned restaurants, the two businesses have similar products and target the same audience. Moe's has 69.5 thousand followers on Instagram, which is significantly lower than the number of Chipotle's followers. After viewing their engagement levels and likes and comment count, it's obvious that Chipotle has the upper hand when it comes to social media marketing. Moe's is still an extremely successful business, but they could learn a few things from Chipotle's marketing team.
Chipotle has a different approach to marketing on social media which is more comical and fun. The company focuses on advertising in a non-traditional way because they believe the type of content they post will generate more buzz and get people talking. They save money by using this marketing strategy and it seems to be working well for them. Their Instagram account has 1.1 million followers, and their posts have high engagement levels. The company utilizes the Instagram reels feature and also posts videos along with their usual pictures. Chipotle's Instagram account thrives off of posting memes and sharing videos and/or TikToks about their products. Similar to their Instagram, Chipotle posts the same type of content on their Facebook and Twitter accounts. They keep the same theme, but sometimes post more promotional content on the other two social media platforms.
Chipotle took a chance when they decided to brand their social media in a non-traditional way, but it ended up being one of the best decisions they could have ever made. Customers, followers, and other users love their unusual content, and it always leaves them wanting more. This shows how much time and effort their marketing team put into understanding their audience and creating content that would be most suited for them. I had never looked at any social media accounts for Chipotle before this, but now they have grabbed my attention and I will definitely be keeping up with their posts from now on.
Do you think the theme of Moe's social media platforms is right for them? Or do you think they would benefit from posting more content similar to Chipotle's? This is not a debate whether you like Chipotle or Moe's better, but feel free to share your opinions on that as well. Personally, I've always been a Chipotle fan, but those Moe's Stacks can't be beat!
Chipotle's Instagram: https://www.instagram.com/chipotle/
Moe's Instagram: https://www.instagram.com/moessouthwestgrill/
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