Aldi has been dubbed as the best performing supermarket on social media in December by social media specialists Maybe.
The discounter produced the most engaging social media posts in the lead up to Christmas with a total of 127,000 engagements.
Marks and Spencer also topped the social media performance list, coming a close second with 116,000 engagements despite having 4.9 million (8.4 million) more social media followers than Aldi (3.5 million).
The pair’s ability to use the online platforms to reflect human interest stories, provide practical support or suggest cost-saving ideas resonated most with users, according to Maybe.
The single most successful post in the Christmas period was Aldi’s video guide on Facebook that showed followers how to make an affordable, edible charcuterie Christmas tree from products all available in store. The post garnered a whopping 156,000 likes – some 7% of its 2.17 million Facebook followers – and was shared 58,000 times.
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“If you look at the posts that resonated most with social media followers this Christmas, the best performing were the ones that were less overtly commercial,” Maybe CEO Polly Barnfield OBE said.
“Whether it was Waitrose in November on Instagram promoting free hot drinks from self-serve coffee machines in store to Marks & Spencer’s Instagram reel three days before Christmas on how to create candy-cane-inspired nail art, the focus was very much on practical help and guidance. Of course, it’s not all altruistic – the supermarkets will know that ideas that resonated well on social media will have driven footfall in store for shoppers to make these ideas happen for themselves.”
Asda’s Facebook post, that saw seven-year-old Hayden Santer use his pocket money to buy food to donate to food banks, was the third most successful supermarket post in December.
Sainsbury’s, Morrisons and Tesco were among the worst performing supermarkets, with Sainsbury’s taking bottom spot with just 2714 engagements from 84 posts in December, despite having nearly 2.7 million followers.
Overall, analysis from Maybe found that Facebook resonated the most with supermarket followers in the lead up to Christmas, providing the most successful posts for six of the supermarkets.
