{"id":31741,"date":"2023-02-08T23:07:28","date_gmt":"2023-02-08T23:07:28","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=31741"},"modified":"2023-02-09T05:19:35","modified_gmt":"2023-02-09T05:19:35","slug":"top-convenience-stores-social-media","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/top-convenience-stores-social-media\/","title":{"rendered":"Top Convenience Stores on Social Media"},"content":{"rendered":"

Convenience stores know a thing or two about building strong social strategies, which is why we\u2019re thrilled to release the updated rankings for the top convenience stores on social media.<\/p>\n

We analyzed 70 convenience store chains across Facebook, Twitter, Instagram, and TikTok (new this year!) to find out what makes these roadside treasures stand out in the digital world.<\/p>\n

From investing in video to tapping into niche communities, there were several trends that convenience stores explored to earn impressive engagement rates and stand out above the rest. Let\u2019s dive into the rankings and find out what the top-performing c-stores are doing to succeed when it comes to social strategy.<\/p>\n

Top Overall Convenience Stores on Social<\/h2>\n

Congrats to Kwik Trip<\/a> for earning first place for the third consecutive year in a row and landing in the top three positions on all four of the channels we analyzed. The c-store out-performed the rest by staying true to its Midwest roots and stepping up its short-form video game. This year\u2019s runner-up is Northeast-based chain, Stewart\u2019s Shops<\/a> whose signature ice cream stole the show, particularly on Facebook and TikTok.<\/p>\n

Coming in close behind at 3rd and 4th place, respectively, are Kum & Go<\/a> and QuikTrip<\/a>. Both of these c-stores maintain a consistent presence across all channels each year, proving that each of them knows what works well for their audiences. Rounding out the top five convenience stores on social media this year is 7-Eleven<\/a>, which saw major gains on Instagram, growing its following by more than 50%.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Overall Rank<\/th>\nConvenience Stores<\/th>\n<\/i> Rank<\/th>\n<\/i> Rank<\/th>\n<\/i> Rank<\/th>\n<\/i> Rank<\/th>\n<\/tr>\n
1<\/strong><\/td>\nKwik Trip<\/td>\n3<\/td>\n1<\/td>\n2<\/td>\n3<\/td>\n<\/tr>\n
2<\/strong><\/td>\nStewart\u2019s Shops<\/td>\n4<\/td>\n6<\/td>\n4<\/td>\n16<\/td>\n<\/tr>\n
3<\/strong><\/td>\nKum & Go<\/td>\n5<\/td>\n2<\/td>\n32<\/td>\n1<\/td>\n<\/tr>\n
4<\/strong><\/td>\nQuikTrip<\/td>\n7<\/td>\n16<\/td>\n7<\/td>\n5<\/td>\n<\/tr>\n
5<\/strong><\/td>\n7-Eleven USA<\/td>\n2<\/td>\n5<\/td>\n33<\/td>\n10<\/td>\n<\/tr>\n
6<\/strong><\/td>\nBuc-ees<\/td>\n1<\/td>\n35<\/td>\n3<\/td>\n6<\/td>\n<\/tr>\n
7<\/strong><\/td>\nLove\u2019s Travel Stops & Country Stores<\/td>\n16<\/td>\n12<\/td>\n11<\/td>\n9<\/td>\n<\/tr>\n
8<\/strong><\/td>\nWawa<\/td>\n8<\/td>\n8<\/td>\n25<\/td>\n11<\/td>\n<\/tr>\n
9<\/strong><\/td>\nMaverik<\/td>\n21<\/td>\n10<\/td>\n23<\/td>\n7<\/td>\n<\/tr>\n
10<\/strong><\/td>\nWeigel\u2019s<\/td>\n14<\/td>\n14<\/td>\n34<\/td>\n2<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Top Convenience Store: Kwik Trip<\/h3>\n

Kwik Trip<\/a> dominated the c-store landscape this year, coming in 1st place for the third year in a row. The Wisconsin-based chain ranked 3rd on Instagram, 2nd on Facebook, 3rd on Twitter, and 1st on TikTok.<\/p>\n

It comes as no surprise that Kwik Trip earned the top spot on TikTok<\/a> after the active year this c-store had on the channel. Kwik Trip published 35% more TikTok videos this year compared to the previous year, sharing videos about four times per week \u2014 which is 16 times more than the median for convenience stores on TikTok. The store\u2019s increased posting frequency, along with other winning strategies, helped Kwik Trip gain more visibility on its videos. In total, their videos earned more than 16M views and the median video gets about 30K views, but several earned at least one million views on their own.<\/p>\n

\"Top<\/p>\n

The brand clearly honed in on its short-form video skills this year as Reels were another standout post type for Kwik Trip. Reels made up their top four most engaging posts on Instagram this year and helped the brand earn seven times more engagement than the other posts it shared on Instagram during this reporting period.<\/p>\n

\"Kwik<\/p>\n

Many of the c-store\u2019s Reels were reposted from TikTok, which leads us to another winning strategy Kwik Trip used to earn impressive levels of engagement this year: cross-sharing content.<\/p>\n

As the saying goes, work smarter not harder. Kwik Trip often reposted content that performed well on one channel, which is a great way to not only repurpose, but also test what works with audiences on different platforms. For example, Kwik Trip shared popular TikTok videos as Reels on Instagram as those channels likely have similar audiences. The c-store also reshared popular tweets on its Facebook page like the one below.<\/p>\n

\"Kwik<\/p>\n

Not only did this Facebook post generate an engagement rate that\u2019s seven times greater than the median for convenience stores on Facebook, but it also received nearly 500 shares which helped organically boost its visibility.<\/p>\n

Let\u2019s go over the strategies Kwik Trip and other stand-out c-stores used to drive engagement on social media this year.<\/p>\n

Top Trend 1: Investing in video<\/h3>\n

Of all of the convenience stores we analyzed this year, 50% were on TikTok. This development shows that video is less of a trend and more of a direction that your brand should be heading as platforms start to prioritize the interactive format.<\/p>\n

But TikTok isn\u2019t the only place where c-stores are sharing videos. Convenience stores also published more Instagram Reels this year \u2014 and it\u2019s paying off. Reels are the second most common post type on the channel, and the second most engaging after carousels (nothing beats a carousel<\/a> these days).<\/p>\n

\"Using<\/p>\n

Video isn\u2019t going away anytime soon, so if you haven\u2019t explored the format yet, now is the time to dive in.<\/p>\n

Pro tip:<\/b> If you haven\u2019t already, grab your TikTok handle so you can secure your account before you choose to start posting there.<\/p>\n

Top Trend 2: Showing face<\/h3>\n

If you scroll through Kwik Trip\u2019s social media accounts, it doesn\u2019t take long to recognize a familiar face. The convenience store\u2019s social media supervisor, Paige Forde<\/a>, is the face of the brand in a majority of its content. Using her as the on-screen talent undoubtedly helped drive the c-store\u2019s engagement this year, positioning Kwik Trip more as more of a creator rather than a brand account.<\/p>\n

Kwik Trip isn\u2019t the only one showcasing the people behind the account. Many convenience stores on social media use real people and team members to create more relatable content, especially on Instagram and TikTok.<\/p>\n

Social media managers today have gone from being in charge of developing a brand voice to being the actual face of the brand \u2014 and it works. This video from Wawa<\/a> earned an 11.1% engagement rate by view, which is nearly four times better than the median for convenience stores on TikTok.<\/p>\n

\"A<\/p>\n

Having a team member be the face of the brand humanizes your c-store and helps your audience connect on a more personal level. Not to mention, followers get used to seeing the same person or group of people and feel like they\u2019re following along with that person rather than the brand itself.<\/p>\n

Top Trend 3: Know your audience<\/h3>\n

Convenience stores may fall into a niche category, but their fans are enthusiastic and loyal. Audiences are quick to support content about the c-store and its products (think seasonal product releases or insider knowledge that only a regular customer would have). But the top-performing stores prove that you also have to tap into your audience\u2019s wider interests in order to succeed on social.<\/p>\n

Convenience stores across all channels found ways to relate to their followers while still weaving in their products or store. Case in point: Kwik Trip leans into Midwest jokes, 7-Eleven highlights car culture, and Weigel\u2019s supports its local college sports teams. In fact, Weigel\u2019s most-engaging tweets referenced UT Knoxville\u2019s<\/a> sports teams (the convenience store chain is based in the Knoxville area) and generated 25 times more engagement than their other tweets during the reporting period.<\/p>\n

\"Weigel's<\/p>\n

To explore this strategy, dig into your followers\u2019 interests and pay attention to what they\u2019re talking about. If you have a community manager on your social team<\/a>, have them look at comments on your latest posts, check out the content you\u2019re tagged or mentioned in, and keep tabs on trending topics or conversations within your industry<\/a> to align with your audience on a deeper level.<\/p>\n

Top Convenience Stores on Instagram<\/h2>\n

The top convenience stores on Instagram had a median engagement rate of 2.54%. This rate is nearly three times higher than the average c-store which has a median engagement rate of 0.92%.<\/p>\n

These high-performing stores were also more active on the channel, posting 4.18 times per week while the average c-stores had a posting frequency of 2.51 posts per week.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/th>\nConvenience Stores<\/th>\nTotal Engagement<\/th>\nEngagement Rate<\/th>\n<\/tr>\n
1<\/strong><\/td>\nBuc-ees<\/td>\n170,440<\/td>\n4.78%<\/td>\n<\/tr>\n
2<\/strong><\/td>\n7-Eleven USA<\/td>\n5,597,500<\/td>\n3.21%<\/td>\n<\/tr>\n
3<\/strong><\/td>\nKwik Trip<\/td>\n1,428.875<\/td>\n3.68%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nStewart’s Shops<\/td>\n138,331<\/td>\n1.38%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nKum & Go<\/td>\n106,976<\/td>\n1.48%<\/td>\n<\/tr>\n
6<\/strong><\/td>\nDaily’s<\/td>\n61,140<\/td>\n1.99%<\/td>\n<\/tr>\n
7<\/strong><\/td>\nQuikTrip<\/td>\n137,202<\/td>\n1.37%<\/td>\n<\/tr>\n
8<\/strong><\/td>\nWawa<\/td>\n1,156,203<\/td>\n1.07%<\/td>\n<\/tr>\n
9<\/strong><\/td>\nLoop Neighborhood<\/td>\n3,985<\/td>\n4.56%<\/td>\n<\/tr>\n
10<\/strong><\/td>\nNeon Marketplace<\/td>\n5,513<\/td>\n3.09%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Buc-ees<\/a> earned the top spot on Instagram this year, making its first appearance in our c-store rankings. Coming in second is 7-Eleven<\/a> who hit a major growth milestone by reaching almost one million followers this year. Our overall winner Kwik Trip<\/a> rounds out the top three performers on Instagram, leaning on video to drive its engagement.<\/p>\n

Featured convenience store: 7-Eleven<\/h3>\n

This year\u2019s runner-up on Instagram, 7-Eleven<\/a> dominated the channel for a few reasons. First, the convenience store increased its following by over 50% ending the reporting period with nearly 900K total followers.<\/p>\n

The convenience store also saw major gains in engagement. 7-Eleven received a 3.21% engagement rate on Instagram, which is 3.4 times higher than the median Instagram engagement rate for convenience stores.<\/p>\n

A strategy that 7-Eleven focused on this year that helped drive engagement is to post a recurring series highlighting cars seen at the convenience stores using the aptly named hashtag #CarsOf7Eleven. Each week, 7-Eleven shared a carousel that featured multiple car snaps that they were tagged in, giving their followers something fun to scroll through and participate in.<\/p>\n

\"An<\/p>\n

This campaign worked for a couple of reasons. First, we know that carousels are a highly engaging post type since they serve those images to followers multiple times, so this was a smart way to curate those images and get the most engagement out of them.<\/p>\n

Second, the campaign also encouraged participation by asking followers to tag them in their car pictures to be featured. Car culture is huge on Instagram ( the hashtag #CarsOfInstagram<\/a> has been used by over 33 million posts) and 7-Eleven tapped into that enthusiastic community to create a sub-community of its own. And people clearly wanted to be featured as 7-Eleven\u2019s hashtag has been used in over 26K posts on Instagram<\/a>.<\/p>\n\n

\n \n

\n Compare your performance with the top convenience stores. <\/p>Explore Live C-Store Benchmarks <\/a><\/div>\n<\/div>\n\n\n

Top Convenience Stores on TikTok<\/h2>\n

As more convenience stores join TikTok, the industry is on its way to reaching all-industry levels of engagement, but it still has some catching up to do. The median engagement rate by view for convenience stores is 2.09%. However, the top-performing c-stores on TikTok had a much higher rate of 6.50%.<\/p>\n

The top c-stores also posted about one video per week, which is a little more often than the average store. The median convenience store\u2019s posting frequency was 0.23 videos per week.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/th>\nConvenience Stores<\/th>\nTotal Engagement<\/th>\nEngagement Rate<\/th>\n<\/tr>\n
1<\/strong><\/td>\nKwik Trip<\/td>\n1,342,727<\/td>\n8.39%<\/td>\n<\/tr>\n
2<\/strong><\/td>\nKum & Go<\/td>\n1,186,121<\/td>\n8.66%<\/td>\n<\/tr>\n
3<\/strong><\/td>\nMapco<\/td>\n54,661<\/td>\n36.40%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nSheetz<\/td>\n1,571,465<\/td>\n5.23%<\/td>\n<\/tr>\n
4<\/strong><\/td>\n7-Eleven USA<\/td>\n1,136,388<\/td>\n7.45%<\/td>\n<\/tr>\n
6<\/strong><\/td>\nStewart’s Shops<\/td>\n40,161<\/td>\n13.69%<\/td>\n<\/tr>\n
7<\/strong><\/td>\nFav Trip<\/td>\n131,213<\/td>\n5.55%<\/td>\n<\/tr>\n
8<\/strong><\/td>\nWawa<\/td>\n1,177,857<\/td>\n4.19%<\/td>\n<\/tr>\n
9<\/strong><\/td>\nFoxtrot<\/td>\n94,781<\/td>\n4.49%<\/td>\n<\/tr>\n
10<\/strong><\/td>\nMaverik<\/td>\n53,342<\/td>\n5.11%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Overall winner Kwik Trip<\/a> out-performed the competition on TikTok and earned first place. Coming in second place is Kum & Go<\/a>, which was an early adopter of the platform but let its posting frequency drop towards the end of the year. In third place is the Tennessee-based convenience store Mapco<\/a>.<\/p>\n

Featured convenience store: Kwik Trip<\/h3>\n

Kwik Trip dominated all channels, but TikTok remains its primary domain. The c-store earned a 5.5% engagement rate by view and posted way more frequently than the average convenience store on TikTok at 3.27 videos per week, which is 14 times more than the average.<\/p>\n

As one of the first convenience stores to actively post on TikTok, Kwik Trip has leaned into short-form video and laid the groundwork for other convenience stores that want to make a name for themselves on the video app. The c-store stays on top of the latest audio trends on the app and leans into its Midwest roots with quippy humor that only fellow Midwesterns \u2014 and Kwik Trip enthusiasts \u2014 would understand.<\/p>\n

One of the brand\u2019s top-performing posts generated over one million views and earned a 12.2% engagement rate by view, which is 5.8x higher than the average convenience store on TikTok.<\/p>\n

\"Kwik<\/p>\n

C-stores that want to follow Kwik Trip\u2019s strategy for success should start by experimenting with different video styles to see what resonates most with their audience. In general, people turn to TikTok to be entertained, so humor is always a great place to start. Stay on top of the trending sounds and screen effects and figure out how to incorporate your c-store. From there, you\u2019ll discover your audience\u2019s sense of humor and can tailor your videos and voice from there.<\/p>\n

Top Convenience Stores on Facebook<\/h2>\n

When it comes to Facebook, the top convenience stores perform three times better than the average c-store on the channel. The top stores generated a median engagement rate of 0.54% while the median engagement rate for all stores we analyzed for this report is 0.18%.<\/p>\n

The top c-stores also have a higher posting frequency than the rest, posting about 4.63 times per week \u2014 the average convenience store posts 2.8 times per week.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/th>\nConvenience Stores<\/th>\nTotal Engagement<\/th>\nEngagement Rate<\/th>\n<\/tr>\n
1<\/strong><\/td>\nThe Pilot Co.<\/td>\n407,490<\/td>\n1.07%<\/td>\n<\/tr>\n
2<\/strong><\/td>\nKwik Trip<\/td>\n1,465,747<\/td>\n0.69%<\/td>\n<\/tr>\n
3<\/strong><\/td>\nBuc-ees<\/td>\n43,975<\/td>\n1.25%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nStewart’s Shops<\/td>\n171,722<\/td>\n0.49%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nDaily’s<\/td>\n31,663<\/td>\n1.04%<\/td>\n<\/tr>\n
6<\/strong><\/td>\nHigh’s Dairy Store<\/td>\n17,794<\/td>\n0.59%<\/td>\n<\/tr>\n
7<\/strong><\/td>\nQuikTrip<\/td>\n262,143<\/td>\n0.20%<\/td>\n<\/tr>\n
8<\/strong><\/td>\nPak A Sak<\/td>\n32,655<\/td>\n0.48%<\/td>\n<\/tr>\n
9<\/strong><\/td>\nFav Trip<\/td>\n49,182<\/td>\n0.34%<\/td>\n<\/tr>\n
10<\/strong><\/td>\nTravelCenters of America<\/td>\n26,251<\/td>\n0.44%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Our first place winner goes to The Pilot Co.<\/a> who found success from showing appreciation for pro drivers and military members. Coming in second place is our overall winner Kwik Trip<\/a> who performed above the rest on all channels. In third place is Buc-ees<\/a> who stepped up its overall social game this year, earning the sixth spot overall.<\/p>\n

Featured convenience store: The Pilot Co.<\/h3>\n

Though The Pilot Co. didn\u2019t make it into the top 10 overall, the convenience store led the way on Facebook this year. The Pilot Co. has a 1.07% engagement rate on Facebook, which is 5.9 times higher than the median engagement rate on Facebook for convenience stores. The c-store also posted 2.9 times per week, which is in line with the average posting frequency.<\/p>\n

It\u2019s worth noting that Pilot leveraged boosted posts, which is likely the reason for its high engagement rates. Boosting your posts \u2014 especially ones that have performed well organically \u2014 is worth considering if you have the budget and want to increase your visibility on a channel that has seen a decrease in organic reach over the last several years.<\/p>\n

Boosting aside, Pilot also succeeded with tried and true strategies including giveaways and posts about holidays. The post below combined the two engagement strategies by running a giveaway to celebrate National Road Trip Day.<\/p>\n

\"One<\/p>\n

Giveaways and holidays continue to be a smart way to drive engagement across channels like Facebook and Instagram. But if you really want your posts to stand out among so many holidays and giveaway opportunities, hone in on a specific holiday \u2014 like National Road Trip Day \u2014 and make the prize something your audience can\u2019t turn down.<\/p>\n

Top Convenience Stores on Twitter<\/h2>\n

On Twitter, the top convenience stores had a median engagement rate of 0.86%, which is 8.6 times higher than the 0.10% median rate for all c-stores we analyzed.<\/p>\n

When it comes to tweet frequency, the top-performing convenience stores are much more active than the average store on the channel, posting 6.06 tweets per week. The median posting frequency for the average c-store is 1.67 posts per week \u2014 which means stepping up that posting frequency could help boost engagement.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/th>\nConvenience Stores<\/th>\nTotal Engagement<\/th>\nEngagement Rate<\/th>\n<\/tr>\n
1<\/strong><\/td>\nKum & Go<\/td>\n272,308<\/td>\n1.56%<\/td>\n<\/tr>\n
2<\/strong><\/td>\nWeigel’s<\/td>\n63,988<\/td>\n6.75%<\/td>\n<\/tr>\n
3<\/strong><\/td>\nKwik Trip<\/td>\n277,843<\/td>\n0.93%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nTravelCenters of America<\/td>\n21,834<\/td>\n0.78%<\/td>\n<\/tr>\n
4<\/strong><\/td>\nQuikTrip<\/td>\n50,526<\/td>\n0.44%<\/td>\n<\/tr>\n
6<\/strong><\/td>\nBuc-ees<\/td>\n3,844<\/td>\n5.40%<\/td>\n<\/tr>\n
7<\/strong><\/td>\nMaverik<\/td>\n12,232<\/td>\n0.36%<\/td>\n<\/tr>\n
8<\/strong><\/td>\nThorntons<\/td>\n3,773<\/td>\n1.19%<\/td>\n<\/tr>\n
9<\/strong><\/td>\nLove’s Travel Stops & Country Stores<\/td>\n14,000<\/td>\n0.23%<\/td>\n<\/tr>\n
10<\/strong><\/td>\n7-Eleven USA<\/td>\n115,326<\/td>\n0.15%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Kum & Go<\/a> earned the top spot on Twitter this year. Coming in second place is Weigel\u2019s<\/a>, who saw impressive engagement rates and posting frequency. In third place is our overall winner Kwik Trip<\/a>, proving that there isn\u2019t a channel they don\u2019t know how to navigate.<\/p>\n

Featured convenience store: Weigel\u2019s<\/h3>\n

The Tennessee-based convenience store rounded out the overall rankings and came in second on Twitter<\/a> with an engagement rate of 6.75%, which is a whopping 67.5 times higher than the median engagement rate for convenience stores on Twitter.<\/p>\n

The store has a smaller audience than its c-store counterparts at about 4.6K followers, but it\u2019s very active and engaged with that audience. Weigel\u2019s tweets about eight times per week which is 4.7 times more than the median convenience store on Twitter.<\/p>\n

A strategy that\u2019s proved to be successful for Weigel\u2019s is aligning with its follower\u2019s wider interests \u2014 such as the local college sports teams \u2014 and always finding a way to reference their store in the process.<\/p>\n

One of the store\u2019s top tweets was a photo taken from a UT Knoxville football game with the call to action being to run to the nearest Weigel\u2019s to grab some of their signature egg nog. The tweet clearly landed with followers, earning an engagement rate of 60.6%, which is 606 times better than the median rate for convenience stores on Twitter.<\/p>\n

\"A<\/p>\n

Another one of Weigel\u2019s successful tweets was a photo that celebrates a Vols\u2019 basketball win against the University of Kentucky Wildcats while, again, referencing the store\u2019s signature milk. This clever tweet received an impressive engagement rate by follower of 164% and an engagement rate lift that was 621 times better than the rest of the c-store\u2019s tweets during the reporting period. Plus, the retweets alone made up 22% of the engagement total which means it definitely resonated with people.<\/p>\n

\"In<\/p>\n

Once you understand what your audience engages with, whether it\u2019s sports humor or inside jokes, lean into it to start conversations and spark engagement on Twitter.<\/p>\n

<\/div>\n