Aldi really leads the supermarket pack when it comes to social media. Like all supermarkets over lockdown, they did a fantastic job serving customers and keeping everyone up to date. But Aldi has managed to add a layer of humour to its social media content to keep customers 'LOLing' as well as shopping.
Here we show you how Aldi engages its audience with entertaining tweets that earn engagements in the thousands day in and day out. Take what you can from their tactics, apply it to your own social content and see if your engagement and sentiment improves. You can do this easily using Maybe* Insights.
A lesson from Aldi in how to engage and entertain customers on social media
by Amy RountreeKnow what works
Tracking your social media engagement with Maybe* shows you what content is working for your audience and what's inspiring them to communicate with you.
Aldi uses its social media channels differently but its on Twitter where the social media team really excels. Bringing humour to the table alongside a rapid response customer service team, Aldi’s tweets offer both engagement and entertainment.
How it started: going in for milk and bread
How it’s going: trying to fit a kayak in the car #AisleOfAldi— Aldi Stores UK (@AldiUK) October 13, 2020
Guests are arriving ?. @LidlGB try not to wear the same outfit as us. #Aldi30thBirthdayParty
— Aldi Stores UK (@AldiUK) October 9, 2020
You think 5G is fast? Have you seen our checkout staff
— Aldi Stores UK (@AldiUK) October 7, 2020
Know how much customers talk about you
Aldi’s customers create an average of 182 social media posts about the brand every day.
Crazy that @AldiUK just tweeted at everyone about their #Aldi30thBirthday and everyone just said Yes.
— Robert Armstrong (@irobarmstrong) October 9, 2020
How do your customers feel?
Tracking the sentiment of the social media conversation about you shows you how positively you are seen. You can engage with both positive and negative feedback, and learn from it.
Aldi sees fantastic content created about it amongst the foodie and wellness community. They’re a vocal bunch who love instagramming recipe ideas to fuel the positive vibes.
Overall, Aldi sees an equal amount of positive and negative sentiment. Where negativity occurs, it's usually from customer feedback on Twitter. But its stellar customer service team is always on hand to get right back to customers and follow up on complaints and feedback.
Still my fav shop @AldiUK but this is not okay. Why is couscous back in plastic packaging and not in cardboard box as before? #plasticwaste pic.twitter.com/Eu4cbw02b8
— Foto Priganica (@FotoPriganica) September 4, 2020
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Key takeaway
Adding humour and personality in keeping with your brand, and drawing on the things your customers know and love you for will resonate with your audience and increase engagement and conversation about you. Like all comedy, timing is everything, so make sure humour is harmless and on point.
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