Campaign of the Week: KFC Instagram Post Utilizes New Zoom Feature

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Posted Sep 08, 2016

Earlier this month, Instagram introduced a new feature that lets users zoom in on photos to see more detail. This feature introduces an interesting possibility for brands, particularly food brands that already tend to use a lot of close-up images of food items to entice consumers. KFC is one brand that has already made use of Instagram’s new Zoom feature in its posts. So what do consumers think about the KFC Instagram post and about this new possibility for food brands? We asked 1,000 respondents on September 4-5 about their thoughts on quick service restaurants and the KFC Instagram post.

kfc instagram

Quick Service Restaurants

In Ask Your Target Market’s latest survey, 3% of respondents said that they eat at fast food or quick service restaurants daily. 20% do so a few times per week. 39% eat at those restaurants a few times per month. 16% do so a few times every three months. 11% eat at quick service restaurants less frequently than once every three months. And 11% said they aren’t quick service restaurant consumers.More specifically, 69% of quick service restaurant consumers said they’ve at least tried KFC. And 21% eat there regularly. McDonald’s was the most popular among those respondents, with 50% claiming to eat there regularly. And 17% said they eat at Chick-Fil-A regularly.

KFC Instagram

Overall, 8% of respondents said they would be certain or practically certain about choosing KFC the next time they eat at a quick service restaurant. And 15% said it would be very probable that they’d choose KFC. Of those who viewed KFC’s Instagram post, which depicts a close up of some chicken nuggets that users can zoom in on, 8% said they would be practically certain about choosing KFC for their next quick service restaurant purchase. And 17% said it would be very probable.Additionally, 33% of those who viewed KFC’s Instagram post said that they have an Instagram account. Of those respondents, 10% said they would be practically certain about choosing KFC for their next quick service restaurant purchase. And 19% said it would be very probable.

Brand Characteristics

In general, respondents gave KFC high rankings in factors like taste, trustworthiness and respectability. Chick-Fil-A also ranked highly in those same areas, but not quite as high as KFC. And those who viewed KFC’s Instagram post ranked the company even higher in terms of respectability. But there was virtually no change in terms of the other factors.

Key Takeaways

KFC’s Instagram post seemed to strike a chord with Instagram users in particular, which is a positive for the brand since that’s who’s most likely to see such a post. Though the results weren’t exactly overwhelming, Instagram posts aren’t costly like traditional ads. So even modest results like the ones shown here could make this type of post worth it for brands. And if brands see exceptional results from Instagram posts like this one, they can always choose to promote them further through Instagram ads.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: chicken nuggets of KFC by yoppy under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 4-5 via AYTM’s online survey panel.

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