Back in the day you’d pop to the shops and pick up a car mag, go tour some showrooms, maybe take a test drive. Nowadays, social media channels provide all the information you need – right down to virtual test drives.
How are car brands dealing with this change?
Along with this change in consumer behaviour, there are pioneering technologies that are radically changing the industry, such as hybrid and electric vehicles, self-driving cars.
Social media has proved to be the ideal platform for car brands looking to showcase their products and engage with consumers.
On Pinterest, there are over 200 million pins about cars, saved to more than 30 million boards. A study by the channel, shows that one in four pinners are interested in cars.
Instagram – the coffee-table book of social media – is swamped with top-of-the-range images of cars, posted by brands and consumers. Hyperlapse, an Instagram application, lets consumers preview new cars before, or instead of, visiting showrooms – offering virtual test drives through the country side, around a race track, or through town.
There are over 1.8 million images posted on Instagram with the hashtag #NewCar
The auto industry, on the whole, has factored social media into their marketing strategies with huge success. They have vast numbers of followers, are conveying their identity through social posts and campaigns, and their engagement with audiences is consistent.
Sadly, it tends to be the larger car brands implementing these robust social media campaigns. Marketing campaigns that’ll provide insights to sales, marketing, and product teams. Listening to and engaging with consumers means these brands are able to react and mould products and features to exactly what’s being asked for, plus meet the future direction of those preferences.
Car Brands Ranked on Social Media
I recently carried out a study – Automotive Industry Ranked on Social Media – using social listening technology to analyse 29 leading car brands. I’ve taken a snapshot of a fixed four-week period, and pulled out data and insights from their Facebook, Instagram, and Twitter accounts.
Social Media Ranking – Facebook, Instagram, Twitter
Results reveal how the automotive brands are ranking on social media for the following factors:
The graph reflects each brand’s performance with regard to mentions – the text inclusion of a brand name. Mentions represent the amount of attention a brand is receiving, and are an excellent way to measure the success of an online marketing campaign.
Audi, BMW, Mercedes-Benz, Lamborghini, and Porsche have recognized and exploited Instagram as the best channel to publish top-of-the-range images.
The Twitter Podium shows that quite clearly, Tesla takes the gold.
Engagement & Followers
Image-based Instagram, has proved a favourite with luxury/handsome brands, with Mercedes-Benz, BMW, Ferrari, and Lamborghini sharing stunning images of stunning cars.
My study also analyses the brands’ engagement rates across the three channels.
Tesla Tops the Twitter Podium
Tesla – gold on the Twitter Engagement Podium – took Twitter by storm when it launched its Model 3 electronic vehicle, with live streaming from its website and an enthusiastic CEO bringing his 12 million followers into the mix.
Go Skoda, Go!
And Skoda, wow – achieved a 3.6% engagement rate on Facebook, with just 979K followers.
Social Intelligence – Putting Power Under the Hood
Car brands powered by social intelligence, with an awareness of consumers’ demands, will have the competitive edge. They’ll be ready for new technologies and changing preferences. Thus, securing their future.
My report provides an understanding of the online landscape as it currently stands. If you’d like to take a look under the hood, find out more about audience analysis, who’s winning the pioneering tech race, and the channel that’s filling up with virtual showrooms – download Automotive Industry Ranked on Social Media.