Social Media Competitor Study

Social Media Competitor

The study of social media competitor are of Swiggy and Zomato. Swiggy is a popular Indian food delivery and quick commerce company that offers a wide range of services, including Food Delivery, Instamart and Dineout. Well Zomato is also one of the popular Indian food Delivery and restaurant discovery platform founded by Deepinder Goyal and Pankaj Chaddah in 2008. service like Food delivery, Table Reservation and Restaurant discovery. 



1. Followers & Engagement

Swiggy (@swiggyindia)

  • Followers: ~851 K as of September 2025

  • Avg. Likes per post: ~34.5 K

  • Avg. Comments per post: ~306

  • Engagement Rate: ~4.09 %

Zomato (@zomato)

  • Followers: ~1 M

  • Avg. Likes per post: ~1.8 K

  • Avg. Comments per post: ~54

  • Engagement Rate: ~1.08 %

Takeaway: Zomato has a higher follower base, but Swiggy’s content generates much stronger engagement relative to its audience.

2. Posting Frequency & Reels Strategy

Industry Benchmarks:

  • Feed & Reels: 2–3 posts per week tend to yield best engagement across brands.

  • Stories: Best results around 30+ per week (i.e., 4–5 daily).

Instagram leadership also advises:

  • A couple of feed posts per week

  • A few Stories each day

Swiggy & Zomato Specifics:

No exact posting frequencies were found for either brand’s feed or Reels. However:

  • Swiggy Instamart (part of Swiggy ecosystem) achieves strong Reels engagement (6.90%)—highlighting the power of short-form video.

  • Zomato has experimented with Zomato Shorts—an internally designed feature for short video content to boost engagement (as of 2023), even though it's primarily conceptual and not directly tied to Instagram Reels.

3. Engagement Style & Content Tone

Swiggy:

  • Highly creative and witty with a strong grasp of social relevance (e.g., commentary on Section 377, traffic safety, and emotional brand themes).

  • Uses humor, food visuals, and emotive storytelling to spark conversations and shares.

  • Reels—especially via its Instamart arm—are strategically leveraged for higher engagement.

Zomato:

  • Typically adopts a clean, polished brand tone; noted for its app bio: “Serving meals to those quietly making history.”

  • Engagement seems more conventional and promotional.

  • Early-stage exploration into short-form video via Zomato  suggests an intent to deepen engagement through influencers and visual storytelling.  Swiggy stands out for higher engagement, thanks to a relatable, humorous tone and active use of short-form videos. Their strong Reels performance (through Instamart) reinforces the value of this format.  Zomato has scale but comparatively lower engagement. Their early steps into influencer-driven short video content indicate potential—especially if they adopt a more evocative narrative tone or lean into Reels more heavily.











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