Pizza Hut

Pizza Hut tops the social chart for young audiences, is this a deserved win?

Which brand is the best at rapping with the teens? Pizza Hut apparently.

The pizza chain came out top in the Social Brands 100 Youth Ranking published by Headstream this week.

This ranking identifies which UK brands are best at building and maintaining social relationships with young consumers via Facebook, Twitter and Google+.

Or, which brands the kids think of more like a brother than a dad.

It’s fairly obvious that a brand tone of voice and the content it promotes needs to be tailored for the platform and the demographic that it attracts. An interesting question is which came first though? Did the young audience become attracted to the brand and therefore the brand had to tailor its content appropriately, or did the brand immediately target that demographic?

Look at me, talking as if I’m not part of the younger audience and like the 18-24 age group is a different demographic from me!

Generally speaking, brands that have done well in the ranking realise that content needs to be valuable in terms of being entertaining, informative or funny. For the youth market in particular, content also needs to be authentic, timely and relevant to time, location and culture, requiring a much more agile approach to marketing from social teams. Younger audiences also like unicorns and bacon. 

I’m not entirely convinced by Pizza Hut’s claim to the top of the chart however. Let’s take a look at the top 10…

Can Pizza Hut catch up with Dominos online?

Online now accounts for more than 60% of Dominos’ UK deliveries, which shows how effective the pizza chain’s web and mobile strategy has been over the past few years. 

It also puts rival chain Pizza Hut to shame, and it and other competitors may well struggle to match Dominos in this area. 

Dominos’ success here offers some valuable lessons in the use of mobile in particular. 

Your social media initiatives might be pointless if…

Social media, as a channel, is hard to hate, and despite the fact that companies are still grappling with ROI, brands continue to pour larger and larger sums into social media initiatives and industry observers continue to show the same interest in highlighting and analyzing them as they did when social media first started to go mainstream.

But don’t let any of this fool you. Investment and attention don’t mean that social media initiatives are effective, or serve a useful purpose. In fact, many of them are arguably downright pointless.