Burger King's YouTube Channel: Social Media Analysis Report

This report analyzes Burger King's use of YouTube as a social media platform. It examines the brand's identity, how it fosters conversation, and how users share content. The analysis covers Burger King's online presence, the relationships it builds with its audience, and its reputation within the market. The report highlights the company's advertising strategies, including pre-roll video ads and clever campaigns, such as the Google Home integration. It also discusses the importance of forming groups based on consumer preferences. The conclusion emphasizes the need for Burger King to strengthen its YouTube presence and engagement to enhance its brand impact and market position, while referencing the company's competitors. The report includes references to relevant academic sources and Burger King's own YouTube channel data.

Running head: SOCIAL MEDIA
Social Media
Name of the Student
Name of the University
Author Note

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Introduction
The chosen organization Burger king is a global chain of hamburger fast food restaurants
and the chosen social media channel is YouTube. The Burger King was introduced by Keith J.
Kramer and Matthew Burns at the beginning when it was Insta-Burger King and later
Burger King was taken over by
David Edgerton and James Mc lamore in 1954.
Identity
The identity of Burger king is revealed to its users in the form of the name of the brand,
its location in different countries, restaurants in regions mostly with participating discounts and
gifts for the customers. Releasing new videos with smart adverts are a different strategy that
Burger King uses to give its customers an overall idea about the product.
Conversation
The conversation over YouTube is a common thing. People exchange messages and
information in the comment box in the YouTube. Along with it the successful way of
communicating and presenting the ad content to grab customer’s interest is well creatively done
by the company. It uses pre roll video ads and content ads with interesting offers to show to the
customers.
Sharing
The users exchange videos in YouTube and external information like new store opening,
introducing new burgers and menus. Recently the advertisement where the Burger king has used

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a tricky and clever way to advertise as such in the end of the video it says “OK, Google, what is
the Whopper burger?” and soon after hearing this question any Google home device answers in
clear words (Conick, 2018).
Presence
The presence of the organization can be ensured with the number of viewers who like or
dislike the video content and it had 69,334 numbers of subscribers who follow the YouTube
channel of Burger king. It was found that 22,628,050 viewers only searched out for the YouTube
channel page (BURGER KING, 2018).
Relationship
The relationship between the users and the organization can be overlooked by the number
of visitors visit by the information of the internet. Even Burger king interacts with its customers
online by hosting contests and distributing gifts to the winners. It releases its all offers and
discounts regarding its products and feedback videos to keep the customers updated with the
present facts and information (Burger King, 2018). It has been seen that Burger King does not
engage that much in the medium of YouTube as compared to other media. It will adversely
affect the sales if the organization gives more focus in the message reply of the customers to
make them busy with the gossip of the burgers.
Reputation
The Burger King stands out to be one of the hardest competitors in the market with its
good reputation among its customers. The McDonald crashes its strategies most of the time with
its advertising campaigns. However it is recommended to make its reputation stronger than it has

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now by focusing more on the advertisements to present attractively. While talking for the
reputation it is visible that the burger king organization focuses more on the communities like the
children and almost all the age group.
Groups
After advertisement of any of its product it is necessary to form groups which may like
the eating stuffs of burger king and others who may like burgers of other brands. Groups can be
formed in the division of age, taste, brand awareness and like/dislike.
Conclusion
Burger King has a well amazed brand identity and it influences huge amount of people
across the world. However, it needs to create a great impact by integrating online viewers on
YouTube as well it need to build strong presence to leave behind the groups with the
conversation about the company. The organization does not give much importance to the
conversations happening in the YouTube or it can be said that there is a lacking of groups and
forums on the YouTube. Hence, the Burger King is one of the leading companies that serve food
and snacks.

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Reference
Boyland, E. J., & Christiansen, P. (2015). Brands and Food-Related Decision Making in the
Laboratory: How Does Food Branding Affect Acute Consumer Choice, Preference, and
Intake Behaviours? A Systematic Review of Recent Experimental Findings. Journal of
agricultural & food industrial organization, 13(1), 45-54.
Burger King. (2018). BURGER KING | 2 for $6 Mix or Match – "Spicy, Crispy, Juicy".
Retrieved from https://www.youtube.com/watch?v=qC5qb7JvS5k
BURGER KING. (2018). YouTube. Retrieved 7 March 2018, from
https://www.youtube.com/user/bk
Conick, H. (2018). OK, Google, How Did Burger King Create the Longest 15-Second Ad in
History?. Ama.org. Retrieved 7 March 2018, from
https://www.ama.org/publications/MarketingNews/Pages/ok-google-how-burger-king-
create-longest-15-second-ad-history.aspx