McDonald's Singapore recently promoted its fried chicken offerings in a music video featuring local artiste Tosh Rock. Released on both the singer-actor and fast-food chain’s social media channels, it shows the Ah Boys to Men star digging into the Chicken McCrispy before rapping about its crunch and how he would like to share it with friends.
But to what extent are such social-led creative collaborations with music artistes a promising way for fast food chains in Singapore to engage new and returning customers? A peek into YouGov’s industry-leading audience data intelligence tool offers some clues.
Fast food eaters in Singapore: Who’s following social media updates from their favourite music artistes?
Latest data from YouGov Profiles reveals that a sizeable proportion of recent and potential customers of major fast food chains in Singapore keenly follow social media updates from their favourite music artistes.
About two-fifths of consumers who have bought from Jollibee (40%) or KFC (38%) in the past 30 days or are considering to, enjoy following video updates from their favourite artistes on social media, while about a third of Burger King (35%) and McDonald’s (32%) customers/considerers say the same.
Additionally, close to a third of Jollibee (31%) and KFC (29%) customers/considerers agree that a music artiste’s social media channels are the most important place that they check in on, while around a quarter of Burger King (26%) and McDonald’s (24%) customers/considerers.
Across the four popular fast food chains, younger consumers – Gen Z and Millennials – make up about three-quarters of such customers/considerers.
But while Millennials make up the largest segment of such customers/considerers for Burger King, KFC (both 46%) and McDonald’s (43%), Gen Z makes up almost half of all such customers/considerers of Jollibee (48%).
Which social media channels have such consumers used in the past month?
Facebook is, by far, the most popularly used social media platform by such consumers, across all four fast food chains. But particularly so for Burger King, where two in three (65%) of such consumers have visited Facebook within the last 30 days, compared to around three in five for KFC (61%) and Jollibee (59%) and over half for McDonald’s (54%).
Instagram is next most popular overall, but especially among McDonald’s (35%) customers/considerers who keenly follow social media updates from their favourite music artistes.
TikTok is the third most used social media platform among such consumers, but significantly more among those who have bought from or are considering Jollibee (12%).
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Singapore is nationally representative of all adults (18 years or older), weighted by age, gender, and ethnicity, and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about Profiles.
Cover Photo by CHARTCHAI KANTHATHAN
