Aldi crowned Christmas social media champion

Aldi has been named UK’s “best-performing” supermarket on social media over the Christmas period, according to social media management platform Maybe*.

The discounter led the way with more than 170,000 social media engagements in December, an average of 5,678 per day across social media platforms, Facebook, Twitter and Instagram.

Marks and Spencer followed in second with 153,000 engagements and Asda with over 77,000 engagements respectively.

Despite only posting on average five times a day, Asda claimed the highest average engagement per post with over 500, five times more than Aldi who make up the numbers by posting on average 95 times a day.

Big 4 grocer Sainsbury’s was the worst-performing supermarket with just over 5,000 total engagements in December, with an average of 172 engagements per day.

“Both Aldi and Lidl regularly cause a bit of controversy or poke fun at themselves over social media to drive engagement,” Maybe* chief executive Polly Barnfield OBE said.

READ MORE: Aldi offers to “kiss and make up” with M&S this Christmas

“Along with their value price points, their tone of voice wins over on social media.”

M&S, Asda and Sainsbury’s saw their best posts through December all recognised their front-line workers, call centre staff and support teams.

Moreover, Waitroses’ and M&S’s most successful posts were on Instagram and only Waitrose saw their food offering make up their best post.

Tesco’s biggest social media engagement came through a Twitter competition, it was the only supermarket not to see its best post comprising a Christmas theme.

Barnfield continued: “People respond well to businesses who take care of their employees and recognise their efforts.

“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.”

“With Aldi taking on M&S, and many of the supermarkets choosing to champion people rather than the product in their Christmas content, there’s a clear theme that shoppers want to see normal people triumphing and being recognised.”

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