Aldi has been revealed as the UK’s best performing supermarket on social media over the Christmas period.
Analysis by Social Media Management platform Maybe* has ranked the major supermarkets according to those who most successfully engaged customers online over the Christmas period.
The data has been compiled from eight leading supermarkets’ social media posts across Facebook, Twitter and Instagram.
The analysis has shown that whether it was gin or caterpillar shaped birthday cakes, Aldi led the way throughout 2021 in the social media stakes with its ongoing disputes with premium rival Marks and Spencer. Across December the discounter achieved more than 170,000 engagements across its social media platforms ahead of Marks and Spencer, which secured 153,000. These two were significantly ahead of third placed ASDA, which achieved more than 77,000 engagements. The worst performing multiples were Sainsbury’s with just over 5,000 engagements and Morrison’s with 9,700. Aldi was securing an average of 5,678 social media engagements per day in December compared with just 172 for Sainsbury’s.
Aldi’s best post, and the best supermarket post of December 2021 made a playful and fun reference to the spat with Marks and Spencer, and it seems customers can’t get enough of it. Similarly budget player Lidl also used humour and banter with its customers to earn its best post.
“Both Aldi and Lidl regularly cause a bit of controversy or poke fun at themselves over social media to drive engagement,” explains Polly Barnfield OBE, CEO of Maybe* Tech. “Along with their value price points, their tone of voice wins over on social media.”
Marks and Spencer, ASDA and Sainsburys saw their best posts through December all recognised their front-line workers, call centre staff and support teams. Both M&S and Sainsburys gave teams Boxing Day off for a much-needed rest, while ASDA’s shout out was to staff members from across their stores who have gone above and beyond.
“People respond well to businesses who take care of their employees and recognise their efforts,” continues Polly. “Similarly, Morrison’s’ best post came from offering discounts to NHS and other essential services workers. Consumers consider how a company does business more and more in their purchasing decisions and this trend has accelerated since the pandemic.”
Only Waitrose and M&S saw their best post on Instagram, and only Waitrose saw their food offering make up the best post.
Tesco’s best post was a competition on Twitter and was the only supermarket not to see its best post comprise a Christmas theme.
“With Aldi taking on M&S, and many of the supermarkets choosing to champion people rather than product in their Christmas content, there’s a clear theme that shoppers want to see normal people triumphing and being recognised,” adds Polly.
Maybe* uses a distinct algorithm to score social media engagement. Maybe* allocates a higher engagement score for shares and comments than just likes. This provides an understanding of which brands are inspiring customers to engage at a deeper level by joining a conversation by commenting or advocating for a brand by resharing content.
