Gaining relevance in social networks is undoubtedly one of the most complex tasks today. Given the increasing amount of content that is hosted on these platforms and the variety of topics that can be addressed in these communication channels, many brands appear to be at a loss. The case of KFC is far from being this.
In principle, it is enough to recognize some figures around the management of social media, which make it clear that building a brand in social networks is something more complicated than simply having a community manager, a publication plan or understanding the new updates of spaces like Facebook, Instagram, or Twitter.
Recent research by Proxima indicates that up to 60 percent of the budget that advertisers allocate to the digital environment is wasted globally each year, which, of course, includes social media management.
Along these lines, for example, it is enough to recognize that despite the fact that the volume of publications by brand and social network grew an average 35 percent during the last year, the interaction index presented a fall of 17 percent, according to research made by TrackMaven.
The problem is that, until very recently, this task was seen as an activity far removed from the global business strategy.
The numbers provided by the CMO Council support the theory: only 3 percent of marketers are able to extract comprehensive insights of value – about the business of audience behavior – from the varied sources of information – on and offline – in those that are present their brands.
The above has targeted teams that, although now more robust, are still not the constant for most brands.
As an eMarketer investigation indicates, although brands publish 10 times more content From what they published in the past, the teams that support this activity are kept in the hands of a single person: the community manager.
The management of social networks to be effective, therefore, demands something more than publishing constantly. It requires a strategy behind that, based on clear objectives, cannot be rigid at all. Adapting to the new communication rules dictated by the audiences themselves is the norm.
In this game, memes have begun to play a leading role and although for several years various brands have tried to add this content format to their strategy, the truth is that few have done so successfully.
Perhaps one of the brands that can be included in this area is KFC, a firm that for a few months, from its Twitter account focused on the Spanish market, has managed to capitalize on the now not new trend.
Through memes, this account has found a way to captivate audiences. The most recent execution came just a few hours ago with a strange tweet, which has no apparent relationship with the firm has generated all kinds of reactions and has gone viral.
The publication stars a goat dancing in front of the counter of one of its restaurants with the caption: “Family, KFC is having dinner today.”
Dozens of people have tried to decipher the message behind this strange publication, while many others have been correct in indicating that it is a more meme-like execution of the KFC community manager.
Family, KFC is having dinner today. pic.twitter.com/sCj6bqOzCY
– KFC (@KFC_ES) February 16, 2021
This is not the first time that KFC has opted for memes to gain relevance on social media.
Just a few days ago, the KFC account used the now viral image of King Kong vs. Godzilla to reference his rivals, which immediately caught the attention of the entire network.
Although it might be thought that the use of memes is nothing more than an occurrence of the firm, the truth is that clearly behind these executions there is a well-thought-out and well-executed strategy that seeks to capitalize on the advantages that memes offer.
From the Mexican Association of Communication Researchers and the Autonomous University of Coahuila, they indicate that the memes that are published on social networks make the content reach a larger number of viewers, especially young people are inclined to see them.