We’re used to auto brands captivating us through our TV screens, showcasing just how adventurous, practical, or seductive a car can make us feel, but in this digital age they’re learning that connecting with consumers is going to take more than just a flashy commercial.
That’s not to say that brands aren’t still dazzling with their creative ads. Money continues to go to TV and that is especially obvious during times like the Super Bowl, which we highlighted in this year’s report. However, auto brands can reach a different audience on social media platforms, especially if they use them in a personable way.
For that reason, we looked at the different ways brands are utilizing social media, from the well-known luxury maker BMW, American favorite Chevrolet, and electric vehicle pioneer Tesla.
BMW relies on celebrity partnerships
Out of all the brands we’re going to highlight, BMW stands out from the rest in two ways: Instagram followers and interactions with its Facebook page.
On the photo app BMW has accumulated 32.8M followers, which is nearly 10x the amount of Chevrolet and 3.5x the amount of Tesla, and on Facebook the brand’s page has seen over 138k engagements in the last month, while the other two are shy of 10k. BMW is a longtime leader in the auto industry, and its noteworthy reputation means it can harness the power of celebrity partnerships.
Most recently the brand partnered with Arnold Schwarzenegger and Salma Hayek on a campaign to promote its new electric vehicle. The two portrayed the Greek God Zeus and his wife Hera in BMW’s Super Bowl spot, but on social media is where the ad received the most attention.
The brand’s Instagram video of Schwarzenegger and Hayek earned more than 268k engagements, and the two actors saw a massive amount of engagements on their own Instagram posts about the ad. Schwarzenegger’s ability to capture attention was most impressive, with one Instagram post earning over 668k engagements, and the same post on Facebook racking up 377k.
These celebrity partnerships serve a dual function, both capturing customer attention and also tacitly bringing the celebrity’s audience to the brand, serving as part partnership, part endorsement. We’ve written before about the power of media partnerships, with a particular focus on BTS, which you can find here.
Chevrolet reaches the everyday driver
While popular luxury brands can dish out big ads with A-list celebrities, it’s important to note that even the more affordable car brands can still make waves on social media. Chevrolet does this by appealing to the common man, such as below with its winter driving tips.
It’s no secret that people love to admire the look of cars, and engagement to photos of them on Instagram proves that. Chevrolet sports several stylish photos of their cars and trucks on Instagram, and its new electric Silverado earned more than 209k engagements on a single post.
Chevrolet also uses Instagram to connect with consumers on more than just its vehicles. Various posts celebrate holidays like Hanukkah, Día De Los Muertos, and the observance of Black History Month, and partnerships with fun TV personalities add a feel-good flare.
Diners, Drive-ins and Dives host Guy Fieri teamed up with Chevy to promote the brand’s new jingle, and an Instagram post with the restaurateur received over 71k engagements.
Tesla intrigues with innovation
Tesla entered the car industry with the goal of changing it, and since its ascent it seems as though other automakers are racing to catch up.
The uniqueness Tesla offers goes beyond its sleek electric vehicle design, with fun interior features that also capture consumers attention. Instagram posts that highlight these features tend to receive high engagement, such as the Car Colorizer (374k) and the HEPA air filter which earned a whopping 2.8M engagements.
The EV brand has also built quite the presence on Twitter, with 13.5M followers and regular remarks from CEO Elon Musk, the brand generates a lot of interest. A tweet from Musk about the Tesla S & X Plaid model received over 42k engagements, but we should note that Tesla’s own tweets earn tens of thousands of engagements, especially if it’s about a new feature.
Cars remain a favorite topic of interest for many consumers, and the ever-changing industry means auto brands will want, and need, to find ways to connect with them directly and with impact. Social media gives all auto brands the opportunity to develop their own online identity, and these three brands demonstrate just how much interest they can generate across different platforms.
To learn more about how social media platforms are used to capture interest, read our blog about TikTok influencers.
