Facebook Marketing Breakdown Simplified

  1. What is the Page about?

    • Swiggy is an on-demand food delivery platform designed to provide food from neighborhood restaurants to the customers. The page is all about brand awareness and customer engagement/support
  2. Facebook Link: Swiggy

  3. Some interesting stats:

    1. # of page likes: 875k (as per May 2019)
    2. # of posts a day: 0 to 3
    3. Avg Engagement Per Post: 100+ likes, 200 comments(Number vary of the post is promoted)
    4. # of Admins/Moderators: Swiggy has 197 people managing their page from India and 6 people from Australia
    5. The comment section is mostly filled out with order related queries where swiggy is actively responding for each of the customer’s query/suggestion/issues.
    6. % of Traffic that comes through Facebook: 11.09%  (Data: SimilarWeb)swiggy_social traffic
  4. How do they use Facebook?

    • As a community building channel
    • As a platform to share details about their current offers
    • As a platform to announce the addition of new delivery locations
    • For Customer Support
  5. Types of posts

    • Simple posts + Images (addition of new delivery locations)swiggy new location
    • Posts around the current trending topics over the internet like Game of Thrones, General elections in India, Cricket Worldcup 2019.swiggy worldcup2019swiggy-Game of thrones
    • Short promotional Videos where content will be related to trending topics like IPL  or special days like mothers day, labor day and others
  6. Posts By

    • Admin
    • Social media managers
  7. How have they grown followers – Things they do different

    • Customer support executives responding for each and every queries/complaint in the comment section and following up with them until it is resolved
    • Keeps their customers update to date with new delivery locations
    • Creative posts based on trending events

Tertiary content

  • About Swiggy delivery partners

swiggy tertiory

Secondary Content

Primary content

  • Video Ads(Content related to Special days like Social days, Religious festivals, IPL, and other trends)
  • Most of the posts are about promotional offers and announcements, memes.
    • Their customer support is making the facebook page more engaged with all the customer queries
    • Facebook Ads: At the moment of writing, there were around nearly 3400 ads running from the swiggy Facebook page as per ads library


8. Closely analyzed, various types of ads are being run by Swiggy as follows:

  • Majority of ads are aimed for new app downloads, specific offers based on events like the cricket world cup 2019, Ads specifically on food items like Ice creams and other chilled items because of the summer season
  • Their ads are more of customized using a specific dish, location, and popularity of the dish targeting new and existing customers.
  • One can appreciate the Swiggy’s effort in placing this huge number of ads while making sure that the ad is shown to the targeted audiences

Sample 1:

  • Objective: To increase the number of delivery partners
  • Target: New Delivery Partner
  • Ad Copy: Earn up to 25000/- per monthswiggy delivery partner


  • Objective: Drive order placements
  • Target: New and Existing customers.
  • Ad Copy: Swiggy Match Day Mania is back! Get up to 50% off* from the best restaurants in town. Order now. TCAswiggy match
  • Miscellaneous adsswiggymisc