How Aldi revamped its social media strategy - and why it's working

"Grocers typically use social media to show off what they bring to shoppers' tables, from seasonal products to fresh meals. At the end of the day, though, most grocers' social media pages end up looking like ads on platforms that are primarily meant to entertain. Aldi decided to try a new approach. Since the start of this year, the discounter has been testing a customer-centric strategy that takes the focus off the Aldi brand."

"Sodeika said the shift began when leadership asked her ahead of this year if she was doing what she wanted to be doing with the company's social media content. "The answer was 'No. I'm doing what I think the company wants us to be doing and what I've been told is a priority, but it's not really social first, and it's not customer first,'" Sodeika said. "And that's where we decided to make the pivot.""

"This approach also included pulling back on spotlighting Aldi's claim to fame: low prices. Only showing off low prices on Instagram and other social media platforms wasn't paying off for Aldi, Sodeika said, adding that the company already has pricing information readily available for shoppers through other channels, such as its weekly ad. Despite less obvious showboating on Aldi's part, this new social media strategy is allowing the discounter to stand out from its competitors."

Aldi reoriented its social media toward customers and cultural trends rather than overt brand promotion. Leadership prompted a reassessment that led to a pivot away from company-first content and frequent price-focused posts. The strategy reduces emphasis on low-price messaging on social platforms because pricing information is available through other channels like the weekly ad. The new approach leans into viral moments and a playful voice to attract viewers. The change differentiates Aldi from competitors, boosts engagement and customer affinity, and contributes toward business objectives including driving sales.

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