Toby Carvery and Nando’s are leading the way for their respective sectors when it comes to social media presence, according to the latest analysis from MCA.

Analysing the social media presence of 112 leading brands across fast food, pubs and restaurants, there has been universal growth in Facebook likes and Twitter followers for brands over the last month.

Nando’s continues to dominate in the social media space, with almost 3,000,000 more Facebook likes than the second most popular brand, Domino’s.

The Capricorn Ventures-backed brand continues to dominate Facebook and Twitter. It has extended its lead over other leading brands on both Facebook and Twitter. The brand has almost four million likes on its Facebook page and 1.6 million followers on Twitter, up from 2.9 million likes and 1.4m followers in 2014.

The report said: “Nando’s is best in class on unique, quirky and humorous content that engages consumers. Nando’s is followed by Domino’s with just over one million likes and 266,000 followers on Facebook and Twitter, respectively. Domino’s, however, focuses on advertising promotional deals

“For many brands social media can be a powerful platform for showcasing deals and promotions. Yet social media savvy brands, in particular Nando’s, create unique, informal online content that enhances brand personality, engaging with consumers and creates stronger brand affinity and ultimately loyalty.”

McDonald’s has significant reach on its YouTube channel. McDonald’s UK YouTube channel has over 14,000 subscribers, almost double its nearest rival, KFC. The brand uses its channel to upload TV adverts showcasing new product lines or unique casual content to connect to its UK fans.

Toby Carvery is the most popular pub brand on Facebook. Toby Carvery is the highest ranked pub brand by Facebook likes, at 461,811, up from 433.923 in 2014. The brand mostly posts promotional deals on its Facebook. JD Wetherspoon leads on Twitter and YouTube with 31,900 followers and 430 subscribers respectively.

The most recent updates on Wetherspoon’s YouTube channel are a series of videos called ‘Wetherspoon Wine Matching’, where wines are paired with the group’s meals.

The report said: “Brands need to convey a stronger personality on social media to connect with consumers. Leading brands by followers have a strong, unique personality online that enhances their whole brand image. With Britons spending an average of 1 hour and 20 minutes on social media everyday, there is enormous potential for brands to engage with their customers through this attractive, low-cost marketing channel. MCA only expects widening exploration of different social media initiatives as more operators seek to better understand the leverage potential of this developing media.”

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