Aldi storms ahead on social
The latest social sentiment report from big data product company, DigitalContact.co.uk, shows that Aldi is continuing its strong social campaign against its rival supermarkets, beating the giants, such as Tesco, Waitrose, ASDA and Sainsbury’s at the social media game.
Digital Contact’s previous ‘Talkability Tracker’ (see image below) was a brief snapshot of the social media landscape for the top ten UK supermarkets. The previous analysis, which ran for a 5 day period between June 24, 2015 and June 28, 2015 found that Tesco – by far the biggest food retailer in the UK based on market share – topped the conversation list of supermarket’s online presence, commanding more than 36% of social conversation.
Image: Digital Contact’s previous ‘Talkability Tracker’ created June 2015
However discount chain Aldi was receiving better value for money in terms of their social presence, securing more than 18% of the social conversation, but with only a fraction of the market share by revenue: 5.5% compared to Tesco’s 28.6% market share.
In the company’s most recent analysis (see image below) of the UK supermarkets’ social sentiment, Digital Contact has gathered millions of pieces of online data over the course of a five-month period, to see a broader view of the most talked about supermarkets online.
At first glance, the results tell a similar story, with Tesco holding both the highest market share by both revenue and social media engagement, and Aldi showing another strong performance on social media with the second highest reach on social media, but with a fraction of the market share by revenue compared to Tesco, Sainsbury’s and ASDA.
However, looking a little closer we can see some significant changes to the social landscape since Digital Contact’s last report:
Firstly, while all the companies have maintained their revenue market share, both Tesco and Aldi saw a drop in their social engagement – in particular Aldi, seeing a drop of nearly 4% from the previous analysis.
Stepping up to face Aldi we see a significant rise for ASDA, who, now at 14.23% social share, has leap-frogged Sainsbury’s to third place.
We can also see a change further down the list, with both Lidl and Waitrose increasing their share of the social engagement and Lidl moving above Waitrose in the list.
The significance of the changes can be seen in Digital Contact’s ‘Performance vs. Expectation’ chart (below), which shows just how big an impact each supermarkets’ social engagement has over their revenue-based market share.
We can see that while Aldi did see a dip in its social engagement, its overall performance on social media has clearly dominated over the competition. Meanwhile Tesco’s performance, while high, has seen a decrease from earlier in the year.
But the most notable increase comes from Lidl who has significantly risen its performance vs expectation, pushing past Tesco to secure a 40.73% positive performance, compared to the supermarket’s negative -6.29% earlier in the year.
It is important to acknowledge that this data is a ‘snapshot’ of the most talked about supermarket brands on social media, only taking into account what their customers are saying about them, rather than the conversation they are building themselves. The research goes on to reinforces the changeable and powerful impact that conversations had by customers online can have on a brand.
Digital Contact CEO Gareth Mann, said: “As we can see, social media is making the fight for brand recognition a level playing field. Smaller retail chains, such as Aldi and Lidl have a lesser revenue market share and, therefore, a reduced amount of opportunity to advertise like the bigger high-street names often do. But social media is enabling these smaller brands to engage directly with their consumers, giving them more of a fighting chance.
“Social media is the voice of the consumer and companies need to be listening to what it says if they want to stay one step ahead. Understanding what has been said about your brand should be paramount to any organisation.
“This calibre and depth of analysis can help businesses establish a better relationship with customers, understand consumer needs, see the differing trends from around the world and help predict future trends in their industry. By understanding and capitalising on social media, many brands can take on the Goliaths in their markets!”
For more information on Digital Contact and its big data products, visit: www.digitalcontact.co.uk, or email: email@example.com