HOW
DO ZOMATO AND SWIGGY FEED CONTENT TO THEIR FOLLOWERS ON INSTAGRAM
ZOMATO
Zomato, the famous Indian
multinational restaurant aggregator and food Delivery Company was launched in
2010. It is an online platform targeting youngsters from 18-35 years of age who
use smartphones, and it connects the customers, restaurant partners and
delivery partners by serving their specific needs. Zomato allows customers to
reserve a table, get information about restaurants, view and provide genuine
feedback, order food online from the restaurants on their app and much
more. Zomato announced its presence on
Instagram by a post on 17th September, 2015 and the post was a
picture of burger which received about 74 likes and 4 comments and after that
the company posted multiple tempting and mouth-watering photos to create an
aesthetically pleasing feed, but their strategy on a digital media seemed
simple due to the lack of any engagement through some unique content, however towards
the end of 2018, Zomato started actively putting out posts that demanded attention
through relatable content and much more than just pleasing photos of food and
offers on their page and this step completely changed their feed.
It has managed to secure
499K followers on Instagram as on 19th July, 2021 by providing a
daily dose of humour that its target audience can’t seem to ignore. The company
seems to have a tight grip on the kind of creative content that they post on
their page which not only makes their page more engaging due to the relatable
memes but also their unique takes on various situations ranging from how
mithai’s inspire self-love and growth to celebrating one year anniversary of ‘thali
bajao’ activity by Narendra Modi. Their interesting and well thought content
does not only come with a simple post but they also haven’t missed the
opportunity to explore the reels section, and interestingly their “Zomato
originals” have also been posted on Instagram videos (IGTV) section that are
basically shows around food but with their own touch and they spread over a
range of emotions and genres such as comedy, reality, interviews, etc. The
proof to their success can be seen through both the kind of hilarious comments
that reflect the same energy as zomato posts as well as the kind of engagement
that they are able to achieve when their followers tag zomato in the various
memes that they create for zomato to replicate their love for the company and
its humorous approach to connect with them. Zomato sure is an active
participant on Instagram but it somewhere fails to optimise its advantages when
it comes to playing with hashtags and
replying to comments and therefore engaging through them. Below is a brief
analysis of each feature of Instagram used by the company:
POST SECTION
As mentioned above Zomato
actively shares posts every single day or sometimes with a gap of one day and
has 2,122 posts as on 23rd July 2021, the posts are quite
interesting and showcase a wide variety of topics ranging from current affairs,
trending topics, motivation, memes made from movies with a humorous take,
celebrating a legendary cricketer to announcing offers trending on their app
and much more. From 44,163 views on one video to just 3,309 on the other, their
views and likes significantly differ from one post to another and this also
seen in the number of comments on each post. For the month of June 2021 the
no.of posts were 20 and the highest comments received were 7,179 and the
highest likes 28,095. What keeps the
page engaging is a wide variety of posts that doesn’t let one get bored and
forces one to keep scrolling to explore more.
REELS
Zomato hasn’t posted a
lot of reels and their content on reels isn’t much different from the videos on
their post section, they haven’t optimised this feature but they have a few
reels that reflect their efforts to join the trends in their own way. The reels
have definitely attracted more views, the highest being 2.6 million and lowest
being 58.5K. Their recent uploads do show a more thoughtful approach towards
creating unique content for their reels section.
IGTV
Zomato has taken the
space to show the “zomato originals” which are videos related to food and they
cover various topics and stories that are worth knowing about. The videos talk
about restaurants and interviews which are related to the food industry and
it’s a mix of different genre like comedy, reality etc. to add a bit of their
own uniqueness. The highest views on their IGTV is 12.3k.
SWIGGY
Swiggy is an online
application allowing customers to order food online and get it delivered to
their doorstep and it is one of the biggest competitors of Zomato. Swiggy was
founded in 2014 and it is based in Bangalore, India. Swiggy has been able to
secure 246K followers on Instagram as on 23rd July,2021.Swiggy
announced its arrival on Instagram on 2nd May, 2015 with a chance to
win Swiggy vouchers in exchange for an answer, it received a total of 31
comments and 126 likes. When it comes to their Instagram feed, Swiggy seems to
have played it safe and they haven’t indulged much in uniquely creative content
that surprises you and makes you wonder about the masterminds behind those
posts as compared to that of Zomato’s. Swiggy started its journey by posting
photos of different food items available on their app and mentioning about
where their audience can order it from in their caption. They created content
by posting about remembrance of famous personalities like APJ Abdul kalam,
trending offers, exciting plans for Swiggy and the news of their launch in
different cities across the country.
POST SECTION
Swiggy has also been posting actively and as
on 23rd July, 2021 has 2,377 posts. It has tried to be versatile
about the kind of posts it shares on Instagram since day one, they have shared
their journey from Launching Swiggy in Bangalore to then posting about its
launch in multiple cities. They have tried to create engagement by creating
curiosity about their upcoming projects, posting word searches, giving out
movie references and much more, however they are very direct in their approach
and fail to create any sort of excitement and laughter to gain attention. From mid-2016
to mid of 2018 most of their posts have been dedicated and concentrated on
attracting views through photos of lip smacking food to grab the customers’ eye
frame. From the start of 2019, Swiggy has concentrated more on posts that have
some kind of text to create engagement or ignite some sort of thought process
for the audience to wonder about and have shifted their focus from the mundane
and monotonous photos to engaging posts. They have been an opportunity seekers
and collaborated with multiple influencers like Sejal Kumar and Shivesh to
connect more with their audience. They recently try to upload posts related to
movie dialogues, community service, inspiring stories, Netflix shows, etc. for
the month of June the no. of posts have been 14 with highest likes of 11,523
and highest comments being 298.
REELS
Swiggy hasn’t been an
active user of this feature on Instagram and have uploaded four reels till 22nd
July, 2021. Their content for the reels is unique as compared to their post
section and the highest views received are 61.1 K and the lowest views are
11.1K views as on 23rd July, 2021. The highest comments received in
the reels section is that of 115.
IGTV
Swiggy has used the space
for posting diversified content like information regarding their cookbook,
video dedicated to saluting their workers, campaign advertisements and much
more and have also roped in famous people like Tanmay Bhat and that particular
video has the highest no. of views (343K) as compared to others on their page.
The comment section isn’t as active and is mostly below 150 comments on all
videos.
Both Zomato and Swiggy
are major players and competitors in the online food delivery sector, when it
comes to their digital marketing strategy on Instagram, both started off by
creating a simple feed with aesthetically pleasing food photos however have
drastically changed and revamped their approach to meet the current needs of
the audience on the digital platform. When it comes to posts, Zomato seems more
invested in terms of their unique as well as relatable content, their stories
are filled with the memes that people make for Zomato and that reflects their
success when it comes to engagement, Zomato also has posts that deal with
criticism in a constructive way and they turn the messages that they receive in
the direct message into posts and then creatively use those to send out the
announcement of an offer or start a new conversation in the comment section.
This strategy of Zomato to make their audience feel heard and seen works very
well in their favour as seen through the responses they receive. Swiggy on the
other hand does experiment with a lot of different approaches but somewhere
fails to create the same humour and excitement like Zomato does, It focuses
more on sending out messages directly instead of shaping it into something
relatable, even if they try to it doesn’t stand out from others most of the
time, it focuses more on attracting audience by posting about their campaigns.
When it comes to the feature of reels both Zomato and Swiggy could optimise
more by posting unique and trending content as the age group that it caters to
would be well targeted through reels, the use of hashtags and engagement
through comments stands unused and could be a great way to connect to their
audience by replying to their comments and showing them the extra care for
personalisation. Below is a table stating some statistical comparison.
TABLE SHOWING COMPARISON
BETWEEN THE TWO BRANDS ON FEW PARAMETERS
ZOMATO SWIGGY
|
FOLLOWERS |
499K |
246K |
|
NO.OF
POSTS Highest
comments (June,2021) Highest
likes |
2,122 7,179 28,095 |
2,377 298 11,523 |
|
REELS(
highest likes) |
2.6
M |
61.1K |
|
IGTV
( highest likes) |
12.3K |
343K |
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