Chick-Fil-A is Winning at Instagram

Chick-Fil-A is a fast-food restaurant with fast service and quality food. Chick-Fil-A is known for serving up fried chicken sandwiches with high-quality customer service. They prioritize customer service and are committed to recognizing team members. On their Instagram with over 1.8 million followers, they share stories about their team members who ensure the quality of service. They also share high quality images of their food and occasionally include graphics with text. Each week they share stories about team members across the country at multiple locations that are providing excellent service to customers.

Posts

Chick-Fil-A follows a theme of bright images. Each post is a high-quality image including Chick-Fil-A brand colors. The content of the posts varies in sharing team member stories, graphics, and new and existing menu items. Most of the posts include one image or video. Some posts that showcase multiple team members they share more than one image in a carousel post. The carousel posts are great for sharing the story of multiple team members in one post.The feed is bright and pleasing to the eye to see.

In the various types of posts Chick-Fil-A enjoys showcasing and sharing stories about their team members. They share quotes from team members about their experience working at Chick-Fil-A. They also share stories about the team member being highlighted in what they enjoy about working at Chick-Fil-A or how they have assisted customers and provided them an excellent experience at Chick-Fil-A.

The team member posts dominate the majority of the Chick-Fil-A Instagram feed as they want to promote the family dynamic of being a Chick-Fil-A team member. In other posts Chick-Fil-A promotes new, seasonal, and classic menu items. The last type of posts Chick-Fil-A shares are branded graphics. They use them typically for holidays. See the post below from Martin Luther King, JR. day.

Schedule

Chick-Fil-A posts once a week on Instagram. Sometimes twice a week, but that is rare. Chick-Fil-A wants to keep content high-quality and not inundate followers feed about chicken sandwiches.

Voice, Tone and Copy

Creative, warm, and inviting is the voice of the Chick-Fil-A Instagram page. Chick-Fil-A occasionally uses emojis to add a creative flair to the caption. They can be warm by being inclusive to the audience in sharing stories. For example, in the post below about a team member giving cookies to the food delivery drivers. The voice is inviting by asking questions to the audience.

The tone of Chick-Fil-A is upbeat, happy, and friendly. When reading the posts, it sounds like a message from a friend. The content is positive and upbeat.

The copy and captions for each post do not include many hashtags. Chick-Fil-A includes the #TheLittleThings in posts about team members. The hashtag #TheLittleThings is a part of the social media campaign to promote the little things team members do to make customers experience at Chick-Fil-A outstanding. The copy is no more than three sentences long. To make the copy engaging they include a question to the audience.

Stories

Chick-Fil-A utilizes Instagram Stories and make them interactive with polls and quizzes for followers. The stories are a great place to share menu items. Chick-Fil-A likes to ask followers which menu item they prefer over the other. For example, they asked if followers like fries or mac and cheese as a side.

Chick-Fil-A Instagram Success

Chick-Fil-A uses Instagram to promote the brand, team members, service, and products. They understand their team members are a part of their brand and the key to providing excellent customer service. The social media page is successful in creating engaging content with a warm voice and a friendly tone promoting their team members.