by Jess Savage, Creative ManagerOver Christmas, the Maybe* team analysed social media posts from major supermarkets to find out which retailer resonated most with their customers.
We plugged in Waitrose, M&S, Tesco, Sainsbury’s, Aldi and Lidl to the Maybe* platform to see which supermarket came out on top for social media engagement and what their best-performing posts had in common.
“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,”
“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.”
Polly Barnfield, OBE
CEO & Founder of Maybe*
"Aldi and M&S have topped the list for the most engaging social media posts over Christmas, new data has revealed.
According to analysis of the performance of major supermarkets on the internet over the Christmas period by social media specialists Maybe*, both Aldi and Marks and Spencer achieved a total of 127k and 116k engagements each, respectively."
"The [Maybe*] analysis overall found that Facebook was the platform that resonated best with supermarket followers in December, providing the most successful posts for six of the supermarkets, including Tesco, Sainsbury’s, and Lidl. Instagram provided the best performance for Waitrose, Marks & Spencer, and Morrisons."
"The supermarkets whose social media performed worst were Sainsbury’s, which secured just 2714 engagements from 84 posts in December, despite having nearly 2.7 million followers, and Morrisons with 5,051 engagements from 92 posts to its 1.24 million followers. Tesco secured just 9,263 engagements from its 150 posts to its 3.9 million followers."
