McDonalds Uses IGTV to Target Young Customers

Source: https://www.instagram.com/mcdonalds/channel/?hl=en

To promote the release of its latest menu item, Spicy Chicken McNuggets, McDonalds published a light-hearted, 40-minute IGTV video featuring former NFL player and current TV personality Anthony “Spice” Adams. While the company has employed digital marketing strategies in prior campaigns, this is the company’s first foray into IGTV. By creating a relatively significant amount of content (as compared to a traditional ad) and hosting the video on social media, McDonald’s is clearly targeting a younger demographic.

During the coronavirus pandemic, McDonalds and other restaurants have heavily relied on online and mobile ordering and delivery to sustain operations as in-restaurant dining shut down. As younger demographics are more likely to order food online or via mobile, McDonalds created content and published it on a platform that will reach and appeal to these younger customers. And with almost four million followers, McDonalds can be certain that millions of customers will see this content. We will surely continue to see more brands leveraging IGTV to deliver curated content to its younger customers.