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
Zaatar W Zeit | @zaatarwzeit Posts: 1609 Followers: 46.9k Most used hashtag:
posts) Average likes per post (based on last 15
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’.