It’s fair to say that supermarkets have given their absolute best since the COVID-19 outbreak, not just in-store, but online as well. Using social media effectively has helped supermarkets communicate opening hours, social distancing rules, delivery timeframes, and panic buying measures. Social media has helped them prioritise growing amounts of customer contact and feedback and ensured they are engaging in the right conversations to serve as many shoppers as quickly as possible with the right information.
Maybe* profiled the UK’s supermarkets’ social media efforts in the early days of the COVID-19 pandemic, looking at the best performing social media posts over the last two months among Tesco, Waitrose, ASDA, Morrisons, and Sainsbury's to understand what the best of content looks like, and how to replicate this approach for yourself.
Which supermarket has the best performing social media post?
by Amy RountreeWhat was the best performing post?
The best performing post accolade in terms of engagement from March 21 - May 27 goes to Morrisons.
The Facebook post produced on April 14 announced a discount for NHS workers and earned the business over 40,000 engagements.
Throughout the period, Morrisons occupied all of the top 3 best performing post slots, and all were posted on Facebook.
All of the posts featured recognitions for key and essential workers, some sort of price drop or discount, and a sense of national duty and responsibility with the use of the #feedingthenation hashtag.
How to replicate this technique
Morrisons have done well to read the mood of the public by offering relief for those on the frontline of the pandemic, as have many businesses. In addition, they have capitalised upon a growing sense of pride in the county by using an existing and popular hashtag.
If you are a business hoping to learn from this technique, consider that your content should demonstrate awareness and empathy with your customers’ moods, and their present pain and passion points. Your content should clearly communicate what you are doing to meet the needs of your customers, and what action you are taking to help those most in urgent need.
Using clear branded infographics as images, will also help land your message or using images of real people supporting your efforts.
Key takeaway
Knowing your best performing post helps you identify what your audience will respond to best. By exploring the best post in an entire town, or sector, you will build an understanding of what makes your target customer tick and be able to engage them effectively and connect with them more frequently.
Recent posts
Social media news roundup 23rd October – Instagram’s spicing up comments with polls, Facebook Pages hitting the airwaves, and more
Step right up and ride the digital carousel with us 🎠 As the wheels of the social media funfair whirl and twirl, platforms are aimin...
Don’t miss out on the ultimate guide to daily hashtags for social media success
Daily hashtags are a great source of content inspiration and a super way to increase your social media reach Daily hashtags are a ...
