Nando’s are real social media leaders. The much-loved restaurant chain excels at protecting its brand identity and retains an authenticity that drives engagements in the tens of thousands on each post. But Nando’s success on social media is owed to a simple social media approach. During any given time period for each 30 Nando posts on social media their customers create over 700 posts about them. Rather than spending significant time creating content, the brand lets its customers do the talking for them and prioritises engaging with customers by replying and sharing content.

It’s called ‘a cheeky Nando’s’ for a reason. Whether it's across Facebook, X or Instagram, Nando’s always delivers punchy and playful social media content. Pithy one-liners or jumping on the news trends where relevant and chancing a laugh with it, Nando’s represent social media humour at its best. Nando’s don’t actually create that much content, sticking to one or two posts per day, meaning each piece of content is super efficient at driving engagement for them.

Nando’s focuses on encouraging their audience to tag a mate or share their plates. It's a simple yet effective tactic for growing their reach. Where they really own social media is by the sheer quantity of their customers that create content about them.

Nando’s benefits from conversations created by anyone from the gym junkie who nips in for a post-workout refuel, families and friends grabbing a bite, to the Slimming World community who create Nando’s meals at home from their supermarket lines. This gives Nando’s content they can easily reshare and engage with, without the need to keep creating their own.

Nando’s social media reflects who they are as a brand and their social tone of voice reflects what they are famous for. They show that you don’t need to say a lot to have an impact when your customers are your advocates.

Find out how you can engage with your audience on Facebook and on Instagram.

Better still see how Maybe* can help you manage these conversations.