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Social media watch: Trick or treat—which was it for chains this Halloween?

Heading into the weekend, several brands hoped that a little Halloween buzz would convince consumers to put down the candy and pick up a restaurant meal.

GIF and video posts were king among brands this All Hallows’ Eve, underscoring how well those those mediums play on social channels, particularly when food is involved:





Static images had a strong showing, too: 




And some brands went with a simpler, yet effective, text approach:  



Social media scorecard: 

Novelty: 2

Spinning holiday content for social should be second nature for brands, but when done in a quirky or highly visual way (see Pizza Hut and Sonic, above), it goes from requisite to reaping benefits—resulting in greater brand awareness and increased social-media engagement.

Imitate-ability: 9

All that’s needed is a little imagination.

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