How Burger King Used Instagram Stories Better Than Their Competitors (Later.com Article)

If you’ve been using Instagram Stories for your business, you’ll want to pay attention to how Burger King upped the marketing ante when it comes to getting results.

If you aren’t sure how to get started with Instagram Stories for Business, our new Instagram Stories course will teach you how to obtain your ideal audience, drive traffic to your website, and much more for free! Set up your Later account to get started.

Burger King Reiterates “Have It Your Way” 

With 80 percent of users following a business on Instagram and over 300 million using Instagram Stories each day, there’s a lot of information to consume. Since Instagram users spend time flipping through stories, why not have them stop and make a burger?

Burger King España utilized the Instagram Stories poll to allow consumers to create their own Whoppers. After choosing their ingredients, participants received a promo code (sent through DM) to redeem their free custom Whopper.

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According to LOLA MullenLowe Madrid, the agency responsible for the “Stories Ordering” campaign, over 80 percent of their followers engaged with the story. More than 34,000 custom Whopper coupons were created to last 24 hours, but Burger King ran out within three hours.

What’s even more amazing is over 45,000 unique users interacted with the story for more than three minutes. In a society with short attention spans, that outcome is huge!

With a low production cost and no media advertising, Burger King España gained 5,000 new followers in one day and obtained data on their customers’ preferences to create the InstaWhopper.

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The winning ingredients included a double patty with cheese (selected by 90 percent), bacon (84 percent), ketchup (81 percent), mayo (76 percent), lettuce (75 percent), onion (57 percent), and tomatoes (57 percent).

Sorry to all of you pickle lovers, but they didn’t make the cut. The InstaWhopper was sold for a limited time at every Burger King in Spain.

The popular strategy has made its way to America in honor of National Hamburger Day on May 28. You can place your votes for America’s Favorite Whopper in Burger Kings’ Instagram Stories.

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Of course, giving away free customizable burgers is a recipe for success. The other reason for this success is its interactivity. Enabling a personal conversation between brands and consumers is more appealing to millennials and Gen Z. The ease of instant gratification is a strategy very few businesses implement.

How to Make Instagram Stories Work for You

No matter what your business sells, storytelling is key. Drum up personal interest in your product so consumers will feel like they’re part of the brand. Make sure your Instagram Stories have a beginning, middle, and end that communicates a distinct message and outcome.

Create relatable quality content and viewers are more likely to engage and keep coming back for more.

If you’re not sure how you’ll get all of this done, don’t worry. Later is launching a new Instagram Stories Scheduling + Planning tool to make your Instagram Stories for Business marketing much easier.

Ready to get started? Sign up to get your free account.

Description: Burger King used Instagram Stories to allow consumers to create customizable Whoppers.