Zomato's Instagram and Facebook Page Audit

About Zomato:

Zomato is an Indian multinational restaurant search and discovery platform founded by Pankaj Chaddah and Deepinder Goyal in 2008. Zomato provides information, menus and customer reviews of restaurants as well as food delivery options from partner restaurants in different cities.    

Zomato’s Instagram Page:

Zomato is active on Instagram, Facebook and Twitter. Currently they have 502k followers on their Instagram page with 0 following. Zomato’s posts have been reposted on several marketing and advertising pages as they use humor and creativity in their posts to engage with their followers. Zomato creates content that plays well with the audience’s mind. This also gauges their attention and make users share it, comment on it and view it multiple times. 

In-depth analysis of Zomato’s page and posts:

Posts on trendy topics: Zomato utilizes trendy topics and posts simple images in order to interact with their viewers online. Mostly on social media, users engage more with posts that are easy to understand and not too technical, Zomato has perfectly captured their audience’s attention by using this strategy. They make sure to use a simple background in their posts to highlight their content more.

 

Meme Marketing and UGC: From trending memes to reposting user generated content Zomato has figured it all out! Zomato has been in the spotlight for meme marketing multiple times especially after the picture of their happy food delivery man went viral, now their recent IPO listing led to a meme fest on different social media platforms where brands came together to support Zomato. Zomato reposted some of the content posted by their audience with reference to their ‘No cooking July’ campaign which shows how they take advantage of the UGC (user generated content).

 

Influencer Marketing: Zomato hasn’t linked their profile to their website but they have found innovative ways to redirect their customers to their website or app by their content. In July it was Zomato’s birthday month and to celebrate they started the ‘No cooking July’ offer, upto 60% off throughout the month. They approached influencers like Prajakta Koli who took to their Instagram pages and posted on their stories about the offer with a swipe up feature which indirectly generated traffic from the influencer’s followers list to Zomato’s website.

Hashtags: Zomato does not use hashtags for its posts usually it just uses hashtags while posting reels as they have a higher reach than posts on Instagram.

Comments: Zomato does not reply to the comments on its posts sometimes it just pins the best comments on its posts. Usually, the comments on the pictures are in respect to the subject matter posted for example once Zomato posted a picture asking the followers to comment and tag the second person who comes on their list when they type the letter ‘P’ and that person will have to buy a pizza for them so their followers started tagging people in the comments.

 

Zomato’s Facebook Marketing:

Zomato has 1,894,010 likes and 1,930,538 followers on its Facebook page. In the ‘about’ section they have mentioned the website link along with their customer support email id.

Zomato’s Facebook page is different from their Instagram page, it is not that active and their last picture was posted in June, it might be because of the reason that some of their users have shifted from Facebook to Instagram and are more active on Instagram. In- depth analysis of their page:

Content: The content strategy is exactly the same on Facebook as well, it uses trendy topics, humor and creativity in its posts. The pictures and videos uploaded are the same as Instagram. The updated cover photo (posted on 21 May) is a picture in which its thanking the users for making Zomato India’s most trusted brand during the pandemic according to Alpha Brands 2021 by CyberMedia Research (CMR).

Comments: One different thing that can be noticed is that on Facebook, Zomato has replied to comments by the users. Mostly it replies to comments which are regarding the service inconvenience caused to its users which is a very effective way of grievance redressal. Usually, the comments are in respect to the content posted and sometimes they are also reviews posted in the form of comments by the customers.

Brand Voice: Zomato’s brand voice is a combination of fun and sarcastic. One can find its brand voice in the quirky copies and its captions as well.

Articles/ Blogs: Zomato does not share any articles but in the community column of its page all the posts, articles and blogs in which Zomato is tagged can be seen.

Zomato is keeping up with all the recent trends of social media marketing, it knows exactly how to attract the audience’s attention. Zomato has managed to secure a place in the audience’s mind through its humorous posts and innovative marketing strategies. I feel they will continue to reap the benefits of these strategies as long as it follows the trend pattern!