A recent analysis by social media specialists Maybe* has revealed that Aldi was the most engaging supermarket on social media for Pancake Day. According to the report, the discounter’s Instagram recipe reel on caramel protein pancakes gained an impressive 247,000 views and nearly 2,700 likes, while two of its other pancake-related reels secured almost 350,000 views between them.
In comparison, fellow discounter LIDL shared just one pancake day post on Instagram which garnered 300 likes and 450,000 views as a reel. Morrisons was found to be the most active of the multiples with eight posts about Pancake Day, including Instagram collaborations with influencers Dad Download and Hello Baker Girl, which received 23,000 views and 76,000 views respectively.
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ASDA also enjoyed a successful Pancake Day, with its most successful post being an Instagram reel promoting its cinnamon bun pancakes, which received over 48,000 views. Other reels that were posted by ASDA on Nutella pancakes and vegan banana and oat pancakes were seen by 23,000 and 18,000 Instagram users respectively.
Polly Barnfield OBE, CEO of Maybe*, said, “These figures show the power of social media and particularly the reach you can get from really engaging Instagram reels. All of the supermarkets recognised the value to be gained in producing content that is not only beautifully shot but also, in guiding the viewer through a how-to recipe with the precise ingredients needed, they are providing a real incentive to go from online to in-store to make what they have seen.”
Tesco’s Instagram Reel on birthday cake pancakes received more than 43,000 views and nearly 500 likes, while its reel with Jamie Oliver showing viewers how to make mini apple pancakes was watched by almost 39,000 people. Sainsburys received 40,000 views and 819 likes for its Biscoff pancake Instagram reel and 28,000 views and 329 likes for its reel showing how to make rhubarb and custard pancakes.
Marks and Spencer ran just one pancake-related Instagram reel, promoting its Percy Pigs and Colin the Caterpillar pancakes, which was watched 128,000 times. However, the company also posted four times on its Instagram grid, averaging just over 1100 likes per post. Meanwhile, Waitrose shared pancake reels on Instagram, which received 123,000 and 55,000 views between them. The company also repeated the latter reel on Facebook, which received 114 likes and 24 comments.
