The best supermarkets on social media revealed

userby Kate Whittington

Maybe* reveals the top supermarkets on social media and their best posts. The insight shows the businesses that are most successfully engaging customers online, how they are doing it, and identifies the trends that customers are responding to the best.

See what the supermarkets worth their salt are doing on social media and replicate the technique yourself by taking inspiration from their winning tactics. Don't forget you can compare your social media performance with any brand using Maybe*

Ocado

Ocado has the top spot in our supermarket countdown. This post on Instagram hits all the right notes for high engagement with a competition, a celebrity colab and a showcase of Christmas products all rolled into one.

How to replicate

Do you have new or seasonal products to shout about? Why not use a competition to build the hype?

 

View this post on Instagram

 

A post shared by Ocado (@ocadouk)

Marks and Spencer

Marks and Spencer’s post on Instagram is a Christmas themed competition. The brand’s followers went wild in the comments guessing #WhoIsPercyPig!

The iconic brand frequently uses its Instagram platform to connect with their millennial and Gen Z demographic through a mix of aspirational fashion, food and influencer content.

 

How to replicate

Consider creating a buzz around a new launch with a simple guessing game. And make sure you hang out online in the same spaces your customers are, rather than expecting them to find you.

 

View this post on Instagram

 

A post shared by M&S (@marksandspencer)

Nisa

Nisa Local has a strong social media presence, sharing a mix of offers, seasonal inspiration and recipes. They created a stir on Twitter with a sparkly giveaway to get their followers in the mood for a party.

How to replicate

Running a competition? The best supermarkets on social media make sure the rules allow for as much engagement as possible with retweets, shares and comments.

Lidl

Lidl’s play on the Netflix hit everyone’s been talking about, Squid games, amassed over 4k reactions on Facebook. The creative video and personalized Gifs in the comments section create a slick campaign destined for engagement success.

How to replicate

Be part of the popular culture conversation and ensure you are active and engaged in the comments section of your posts, so your followers know you are a present, personable brand. 

lidle supermarkets social media

Aldi

Aldi are one of the best supermarkets on social media. With this meme they take a playful swipe at Tesco’s price match ad. Tongue-in-cheek humour is a mainstay of many supermarket ad campaigns, although some followers in the comments say this name-dropping tactic is a step too far.

How to replicate

Use humour to convey your brand’s personality. If you are looking for more inspiration then check out Innocent and Oatly, they hit the humour sweet spot with their brand voices.

Co-Op

As we hit November, Co-Op set about showcasing their festive sarnies on Instagram with this engagement-boosting poll.

How to replicate

Start a conversation with your followers by asking them a question about your products.

 

View this post on Instagram

 

A post shared by Co-op (@coopuk)

ASDA

Asda makes our list of the top supermarkets on social media with an Instagram post showcasing some festive classics with a twist.

How to replicate

Get involved with seasonal trends and remember to show off any new products as they arrive.

 

View this post on Instagram

 

A post shared by Asda (@asda)

Tesco

Tesco regularly uses social media to introduce special offers. Once per week they inspire followers with a five meals for £25 post comprised of five tasty recipes. All the ingredients are listed with their price so customers can pick them up in store on a set budget.

How to replicate

Bring special offers to life in a creative way that adds value not just to the customers' pocket but also in a way that takes the headache of meal planning away from them.

 

View this post on Instagram

 

A post shared by Tesco (@tescofood)

Iceland

Iceland serve up an exclusive collaboration with American food giant TGI Fridays. This bonfire night treat is sure to leave their followers wanting smores.

How to replicate

Keep an eye on the competition but know your niche. Iceland uses its social media to share new products, handy tips and frozen meal inspiration. Their brand voice is consistent and their food styling is on a par with the high-end supermarket giants.

 

View this post on Instagram

 

A post shared by Iceland Foods (@icelandfoods)

Waitrose

Waitrose's Instagram feed is a foodie haven. The food styling sets mouths watering and customers rushing to whip up the recipes at home.

How to replicate

All the best supermarkets on social media lead with food porn. So make sure your food photography looks as fresh and tasty as the ingredients that go into the dishes.

Key takeaways

    • Consumers get truly excited about the build up to seasonal events. Whether its Christmas, Halloween or summer barbecue season, make sure you’re joining in with the festivities on your social platforms.
    • Competitions can be a winner for driving engagement on your posts and a great way to introduce new products.
    • Join the conversation on current trends for your demographic.
    • Make like Marks and Spencer and find your customers on their preferred platforms rather than expecting them to find you.
    • We’ve said it before, and we’ll say it again, actively engage with your audience by replying to comments and DMs with prompt, personalised messages.

With the Maybe* platform, you don’t have to be a social media pro to increase traffic and sales.

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