The influence of social network users
Mercadona is one of the best known supermarkets in Spain. For this reason, many users of different social networks such as Instagram or TikTok take advantage of their new products to publish content on their profiles. These users have some influence on the audience, they have thousands of followers and many of their videos go viral.
For this reason, more and more, supermarkets like Mercadona are looking to promote their products through the accounts of the influencers with the most followers. These influencers are people who have specialized in supermarket content, talking about things like cosmetics and healthy food.
An example of this is @tipsmariale who has over 60,000 followers on Instagram. She has specialized in supermarket content, talking about things like cosmetics and healthy food. In one of his most recent videos, he promotes Mercadona’s frozen products as an alternative to fresh vegetables. In the video, the user shows different products such as onions, peppers, broccoli with cabbage and carrots, beans, sautéed mushrooms, vegetable samfaina and grill.
The user offers these products as an alternative, since they retain all their nutrients and properties. He also points out that they are a smart choice for a balanced diet as they are good value for money.
In addition, Mercadona’s frozen products are known for being additive-free and with good nutritional values. According to @tipsmariale, these frozen vegetables have nothing to envy to fresh vegetables.
This option is gaining popularity among young people, as they want to take care of their diet without giving up the quality or convenience of these products.
Competition between influencers and supermarkets
In recent years, there has been a lot of competition between influencers and supermarkets to promote food and cosmetic products. The posts of these influencers have a huge impact on the purchasing decisions of their followers.
Many times, it is the supermarkets who contact the most prominent influencers to promote their products. Sometimes these influencers are well-known artistic personalities, while others are people who have become famous for having a large following on social media.
The most followed influencers in relation to news from Mercadona and other supermarkets are @busosreview, @visto.en.mercadona and @mercadona.novedades. The latter account has more than 600,000 followers, almost the same amount as the company’s official profile.