Last month, Twitter's UK arm launched a new marketing insights series called #BrandsTalkTwitter, in which it's aiming to interview some of the best performing brands via tweet to get a better understanding of how they maximize their on-platform results,
And while the first business featured (Paddy's Power) was less familiar outside the UK, this time around, Twitter speaks with KFC - which, while it is focused on the UK market, provides some interesting insights into the fast-food giant's Twitter strategy.
You can read the full interview with KFC on the Twitter UK Business Blog, but among the key insights shared:
- KFC, at least in the UK, says that its broader brand voice stemmed from Twitter: "Twitter is very much an engagement platform for us. It’s where we get to have a lot of fun with our followers and push our cheeky tone of voice. It’s actually where our tone of voice was developed and has since been adopted across the rest of our advertising."
- KFC in the UK has both a main Twitter handle and a customer service profile, the latter of which is manned around the clock and handles all the key concerns. That frees up KFC's main profile "for all the fun stuff".
- KFC's current content split is around 75% planned and 25% tactical - though the brand's working to bring that split closer to 50/50 with the help of its in-house creative team. KFC says that its in-the-moment work is always what drives the most engagement, like its response to President Trump's tweets about the nuclear threat of North Korea.
McDonald’s leader Ronald just stated he has a “burger on his desk at all times”. Will someone from his big shoed, red nosed regime inform him that I too have a burger on my desk, but mine is a box meal which is bigger and more powerful than his, and mine has gravy! #nuclearbutton— KFC UK & Ireland (@KFC_UKI) January 3, 2018
- Also, puns. Many puns. KFC UK says these always do well.
Buzzing for Breading & Leeds this weekend... ???????? pic.twitter.com/8v3wvtHrkW— KFC UK & Ireland (@KFC_UKI) August 22, 2018
You can read the full interview here, which includes a range of other insights into how KFC UK goes about its Twitter business. And there are definitely some interesting points, either for refining your business' Twitter strategy, or starting out with your own approach.