So­cial Me­dia

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We picked five of the most ac­tive Le­banese brands on In­sta­gram and un­der­went a com­pre­hen­sive anal­y­sis of the dif­fer­ent facets of their re­cent ac­tiv­ity on the plat­form.

Note: all the data listed be­low was fi­nalised as of Septem­ber 26, 2015. Given that so­cial me­dia is a per­pet­u­ally evolv­ing medium and In­sta­gram is a vi­brant plat­form in it­self, num­bers may have changed sig­nif­i­cantly by the time you’re read­ing this ar­ti­cle.

Road­ster has redi­rected all its fo­cus lately to­wards their black burger. Most of their posts for the month of Septem­ber in­cluded pho­tos of the black burger, a lot of which be­ing fan sub­mis­sions, in ad­di­tion to dif­fer­ent vari­a­tions of their cam­paign tem­plate (an all-black tem­plate with two hands on both sides mark­ing the shape of the burger), all while us­ing the ac­com­pa­ny­ing hash­tag

their In­sta­gram posts fea­tured some of their other dishes and desserts, in ad­di­tion to the usual de­liv­ery posts.

Za­atar W Zeit’s In­sta­gram feed is home to ap­petis­ing pic­tures of their wraps, dishes and desserts, most of the posts be­ing shared by fans who are usu­ally tagged in the caption, in ad­di­tion to the usual de­liv­ery posts, fea­tur­ing var­i­ous or­ders from their cus­tomers. They in each of their cap­tions and use a sim­ple green tem­plate in the color of their logo when mak­ing an­nounce­ments.

Clas­sic Burger Joint has been fo­cus­ing mostly on re­posts from fans, fea­tur­ing ap­petis­ing pic­tures of their burg­ers, in ad­di­tion to pho­tos of the Clas­sic Burger Truck ev­ery time the truck moves to a new lo­ca­tion. Their ‘burger ad­dict’ rub­ber bracelets and stick­ers also ap­pear reg­u­larly on their In­sta­gram feed.

Crep­away’s In­sta­gram feed fea­tures more elab­o­rated de­signs than their com­peti­tors, in ad­di­tion to the usual pic­tures of their dif­fer­ent dishes and desserts. Their de­signs are sim­ple, catchy and col­or­ful and they rely on first­hand pho­tog­ra­phy more than fan shares, al­though they do post pic­tures shared by their vis­i­tors from time to time.

Al­maza is one of the best Le­banese brands in terms of real-time mar­ket­ing. They al­ways jump at the oc­ca­sion to cre­ate timely and witty posts as seen on their In­sta­gram feed. How­ever, their post­ing fre­quency is much lower than other Le­banese brands. In ad­di­tion to their timely cap­tions and tem­plates, a lot of their pic­tures fea­ture their beer bot­tles either spot­ted in dif­fer­ent set­tings or ar­ranged into a cer­tain shape.

Road­ster Diner | @road­s­ter­diner Posts: 1,586 Fol­low­ers: 49.1k Fol­low­ing: 7,165 #road­s­ter­diner (5125

posts) #Why­gob­lack (921 posts) Av­er­age likes per post (based on last 15

posts): 1,044 Av­er­age com­ments per post (based on last

15 posts): 26 Dom­i­nant colours: black (re­cently) and blue Post­ing fre­quency: ir­reg­u­lar, 12 posts/week

on av­er­age Re­cently launched cam­paigns: #Why­gob­lack, the cam­paign pro­mot­ing Road­ster’s black burger, was huge na­tion­wide dur­ing the month of Au­gust, with cus­tom­ized

pub­lic fig­ures.

Za­atar W Zeit | @za­atar­wzeit Posts: 1609 Fol­low­ers: 46.9k Most used hash­tag:

posts) Av­er­age likes per post (based on last 15

posts): 1,147

Av­er­age com­ments per post (based on last

15 posts): 26 Dom­i­nant color: green 2 posts/day on av­er­age Re­cently launched cam­paigns: around two months ago, ZWZ gave fans a chance to win $200 by com­ment­ing on their cam­paign post, which read ‘you and your friend can win 200$’. The post re­ceived a to­tal of 10165 com­ments and two win­ners were an­nounced shortly af­ter.

Crep­away | @crep­away Posts: 637 Fol­low­ers: 16.3k Fol­low­ing: 5,722 Most used hash­tags: #crep­away #food­ies

#Le­banon Av­er­age likes per post (based on last 15

posts): 502 Av­er­age com­ments per post (based on last

15 posts): 20 Dom­i­nant colours: shades of red, orange

and yel­low Post­ing fre­quency: 1 post/day on av­er­age. Re­cently launched cam­paigns: Crep­away re­cently launched two new wraps, Ale­jan­dro and Kr­ishna. They are giv­ing cus­tomers a chance to win in­stant prizes or ul­ti­mately en­ter a draw to win a trip to In­dia with ev­ery or­der of the new combo. The ac­com­pa­ny­ing hash­tags are #Ale­jan­drokr­ishna and #Ale­jan­dro­goesto­bol­ly­wood.

Clas­sic Burger Joint | @clas­sicbrgr 1549 : 20.5k 536 #burg­er­ad­dict #03BURGER #clas­sicburg­er­joint used mostly by peo­ple boasts 2580 posts Av­er­age likes per post (based on last 15

posts): 609 Av­er­age com­ments per post (based on last

15 posts): 18 Dom­i­nant colour: yel­low Post­ing fre­quency: 3 posts/day on av­er­age Re­cently launched cam­paigns: for Cheese­burger Month (Sep 18-Oct 18), CBJ is giv­ing cus­tomers the chance to win a trip to Switzer­land by stamp­ing their pass­ports ev­ery time they or­der a clas­sic cheese­burger. The ac­com­pa­ny­ing hash­tag is

Al­maza | @al­maza­leb Posts: 229 Fol­low­ers: 5,860 Fol­low­ing: 95 Most used hash­tags: #alamza #hay­da­jawna Av­er­age likes per post (based on last 15

posts): 504 Av­er­age com­ments per post (based on last

15 posts): 43 Dom­i­nant colour: red Post­ing fre­quency: ir­reg­u­lar, oc­ca­sion­re­lated Re­cently launched cam­paigns: the last recorded cam­paign (launched around four months ago) was Al­maza’s LE­BANON pack fea­tur­ing seven spe­cial edi­tion bot­tles, marked in the let­ters mak­ing up the word ‘Le­banon’.

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