Despite a recent bout of negative press, Tesco came out as the king of superstores this Halloween, boasting engagement results far beyond those of any of its competitors. The brand's main advantage this season looked to be frequent and relevant posts with fun, family orientated content drawing in the majority of engagements. You can see Tesco's top post here.
Asda unsurpisingly showed a similar family orientated post base. Their newsfeed linked to television advertisements with a theme around costumes that saw the biggest level of consumer interaction through the Halloween season. While these posts didn't see the same engagement level as Tesco, Asda’s lower level of interactions could be influenced by its lack of post variety.
Sainsbury's saw a much lower engagement rate in relation to its competitors. The brand’s Facebook following is nearly 1/3 smaller than Tesco, and this could account for the lack of results. Sainsbury's, however, did see posts within a variety of media and held a strong family theme throughout. Utilising link posts on the page to show the creation of a variety of web content. There did was a lack of continuity through the page feed, which could have affect consumer engagement.
With the smallest level of followers amongst the four contenders, Waitrose saw the lowest level of engagement. Lacking in posts and themed content, the brand did not take full advantage of the Halloween season when considering the level activity from the other supermarkets.. With a focus on baked goods seen through each brand’s content this season Waitrose featured links to recipes, creating good continuity through its page feed. Waitrose’s main issue appears to be the timing of its posts, although being relevant and creative, the times of posting were simply far too late for the Halloween season and this was reflected in post comments.
Looking at the four brands as a whole, the major positive engagements came from fun and exciting posts featuring various types of media. External links to content proved to be very successful for all brands when highlighted through direct url links rather than hosted videos. Timing was key as well, with the most successful posts hitting their target audience at the peak Halloween build up.
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