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SOCIAL MEDIA : INSTAGRAM

THEIR INSTAGRAM PAGE

  • Instagram - White Circle

UberEATS Facebook page focuses on daily posts of pictures of food, with the same content as their Facebook page. UberEATS posts pictures in conjunction with their Facebook page, with the same call-to action of getting consumers to order from their app.

 

Posts are tagged with differing hashtags, depending on the occasion, such as "#UberTANGYUAN" or the most recent, "#feedyobae" in lieu of the upcoming Valentine's Day. Regular posts are mostly tagged with "#UberEATS".

The hashtag strategy used is effective to a certain extent, as it fulfills these only 1 of the 3 criteria:

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  • Being brand and campaign specific

  • Trending

  • Content

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UberEATS' hashtags are brand & campaign specific, as seen above (#UberEATS, #UberTANGYUAN etc). They have done this effectively, as it allowed their customers to engage and interact with them for the duration of their various campaigns. However, they use the generic brand hashtag, #UberEATS, which also includes their overseas companies. This hashtag is not specific to Singapore, unlike for example, #UberEATSsg.

UberEATS also does not use trending hashtags, such as #photooftheday or #foodporn. This is an effective strategy which UberEATS should adopt, as it can potentially engage more of the general public due to their content updates being seen by more than just their followers.

 

They also do not make use of content hashtags such as #salad, #CNY or #hotpot, which is also an effective strategy, as it can improve the search engine optimization of their posts, and allow them to reach a wider audience.

UberEATS' business Instagram profile is effective in mirroring their Facebook page, but is not directly linked to their Facebook page. Their Instagram profile is not linked to their Facebook page, and their posts do not highlight their Facebook page, which effectively makes both their Instagram profile and Facebook profile 2 different and solitary sites, 

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Currently, UberEATS does use #UberEATS which does let consumers know about their main Instagram page, not their Singapore page.

UberEATS' should link their Instagram page to their Facebook page as it allows them to not only cultivate a following on both sites, it also allows them to be able to reach consumers who have accounts on both sites and do not know of their Facebook page to be able to find their Facebook page, and vice versa.

For example, UberEATS can post images to their both their Instagram and Facebook page, using a specific hashtag unique to them, such as #UberEATSsg, which aligns with both their business profiles.

UberEATS Singapore's Instagram does not use Instagram advertisements, but their main UberEATS global page does use sponsored advertisements, as seen in the image on the right.

 

Their advertisement mimics their Instagram posts, with the exception of the addition of their brand logo at the bottom of the image.

 

The advertisement shows an appealing image of a bowl of noodles, enticing consumers to order food from them. 

Their advertisement is effective in terms of appealing to consumers. This is because according to research 60% of Instagram users say they discover new products on the platform, while 75% say a post has inspired them to take action.

 

UberEATS, having adopted using Instagram's dynamic ads, can potentially increase the consumer engagement with their website, which  in turn can increase their sales. This fulfills the criteria of their objectives and strategy, as it promotes brand awareness.

  • Facebook - White Circle

EVENTS  - UBEREATS' CAMPAIGNS

In relation to their primary objectives:
 

  1. Build awareness and increase exposure.  

  2. Garner insight from industry, through tracking.

  3. Develop loyal fans.

  4. Generate leads and improve sales.

  5. Grow business partnerships through creating contacts.

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UberEATS Facebook page is effective in being able to achieve their goals. This is because the content provided does fulfill the criteria of building awareness of their brand. Their Facebook page also has a direct link to their website, which will allow them to increase exposure to their website. Based on their current posts which are often tied in with promotional codes and updates on the latest promotions, it is sufficient in generating leads to improve their sales and developing regular customers.

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However, their Facebook page lacks contents about how other businesses can partner with them, despite their Facebook page being the main form of interaction between themselves and consumers or other businesses. This means that businesses who which to partner with them will have to either inquire (which will likely take a longer time) or search elsewhere (on their official website). 

EFFECTIVENESS OF THE FACEBOOK PAGE

SOCIAL MEDIA : FACEBOOK

As shown in the pictures above, UberEATS also does not use their Facebook page as effectively as their competitors in terms of providing appealing visuals. Instead, UberEATS provides more wordy content which may not be able to capture the attention of their intended target audience, who are between the ages of 16 and 24 years of age. Furthermore, in terms of food, visuals play a large part in the consumer's purchase decision. UberEATS' competitors provide clear, bright and appealing visuals that are more likely to capture the attention of a person browsing through their Facebook page. In addition, with more organised content (different pages, different labels), it facilitates the user experience. Thus UberEATS should consider adopting the strategy of its competitors by organising their content and providing appealing visuals. 

Currently, UberEATS does not use sponsored posts in the form of Facebook adverts (desktop newsfeed, right column ads). However, they do create events on their Facebook page, in order to market their campaigns. As shown below, they have created an event in order to bring awareness to their campaign for Chinese New Year, titled "Uber Hot Pot". This is effective as it actively engages their audience, lets them know about the date and time of the event, and increases traffic to their website. 

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This is because the event requires users to click into the UberEATS app, and by doing so, increases the conversion for their site. Furthermore, creating an event spreads the word of their campaign around and with specific keywords and hashtags, it generates interest in their brand and also allows UberEATS to directly connect with their active consumers. It allows for them to reply their consumers fast.

 

Howeber, this has a disadvantage, in which the live updates from the consumers "attending" the event are not filtered. This means that both positive and negative comments about the brand will be seen by everyone reading the page. This can discourage new potential customers of UberEATS from trying out their services, which in turn negatively affects their sales in the long run.

THEIR FACEBOOK PAGE

UberEATS Facebook page focuses on daily posts of pictures of food, encouraging people to use their app to make a purchase. Their Facebook page contains little information about their company, with only their launch date, official website and email address stated in this category.

 

As compared to their competitors, Foodpanda, Deliveroo, and even FeastBump, UberEATS' Facebook page lacks information. They do not have pages that incorporate widgets of their other social media sites within their Facebook page. On the contrary, Foodpanda does make use of these widgets, all classified clearly, in their Facebook page. Furthermore, despite their Chinese New Year giveaways and lottery contests, they did not create a separate page specifically for these contests, which has also been done by their competitor, Foodpanda. This means that when consumers are searching for particular posts pertaining to these events, they will have to search for the post and scroll through numerous other posts before being able to locate it. 

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Furthermore, as compared to their competitors, UberEATS' Facebook page is not as responsive as seen below. They "typically reply within a few hours", which is not as fast as Foodpanda & FeastBump who are "very responsive to messages". However, they are faster than Deliveroo, who "typically replies within a day". This is something UberEATS should look into, in order to improve their customer service. 

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