When it comes to luxury cars, BMW, Audi & Mercedes Benz are some of the names that pop up. Like any other brand, having a social media presence is equally important for these luxury car brands as well. In fact, each of these brands actively employs a strong social media strategy, as a part of their larger marketing plans.
By 2020, the number of people on social media is going to touch 2.96 billion people. Like any other brand, having a social media presence is equally important for these luxury car brands as well.
The luxury car brands’ industry is competitive and in order to stand out, every brand is putting its best foot forward through its social media content and campaigns. Many Fortune 500 companies use social media to conduct audience research.
Staying on top of all that is being said about your brand and all that is happening in your industry are key factors to take into account while framing your strategy. Most of all, you need to deep dive into competitive intelligence about your brand. After all, you don’t exist in isolation from your competitors.
Deep dive into competitive intelligence to stay on top of all that is happening in your industry.
In this blog, we will look at the automobile industry and collate the strategies of the 3 luxury automobile brands- Audi, BMW, and Mercedes Benz. Taking away from the social media practices followed by these big-name brands, you can also build an effective social media strategy for your brand.
So, without much further ado, let’s dig deeper into the social media strategies that these automobile brands are following, to find out which brand has the best social media game?
Going by the tagline ‘Taking charge of electronic mobility since 2019’, Audi showcases its latest car models and features on social media, in an attempt to entice audiences. Living up to its name as one of the top-notch automobile brands, Audi offers high-quality visual content coupled with catchy and interesting copies.
When it comes to content, Audi is focusing on video as well as photo content to market themselves and their products on social media platforms. Snaps and snippets from their campaigns, partnerships and latest launches populate its feed.
To dig a little deeper, let’s now look at the numbers behind all the activity happening on their social media handles.
Audi India has 885k followers and has put out 16.2K tweets on Twitter and treats the audience with glimpses from the car interiors as well as the latest models on the Twitter feed. As a part of its Twitter marketing strategy, Audi India covers its events, campaigns, launches, and collaborations robustly on the platform. Hashtag campaigns also form an integral part of their Twitter marketing strategy.
In terms of consistency, on Twitter, Audi India shares at least 4-6 posts every week. Here are a few posts from Audi’s Twitter feed:
On Instagram, Audi India has a total of about 600 K followers. With 756 posts on its Instagram feed, the brand has received over 600 K interactions in the past 6 months. The engagement rate on their Instagram handle is 1.11%, as seen in the last 6 months.
The post that drew most engagement on their Instagram handle:
The Facebook handle for Audi India has a total of 3.6 million followers, and the brand has put out a total of 154 posts in the past 6 months. Like Instagram and Twitter, Audi India features snippets from their events, campaigns and launches on their Facebook feed as well.In the last 6 months, Audi India’s Facebook handle has received over 165 K reactions.
The audience sentiment on all the content on their Facebook handle is 78% positive. If we look at individual posts, the best performing post on their feed has received a total of 5.4K interactions, 4.9K likes and 5.3K reactions.
BMW has an active social media presence across platforms. BMW India is putting out content featuring company updates, campaigns, collaborations, product snippets and much more. Let’s now look at the platform-wise presence for BMW India.
On Twitter, BMW India has a following of 1.9 million and has put out 10.8K tweets in total. Their Twitter feed features images and videos of the different car models. The brand also likes to share company news and features product launches as well as events on their Twitter feed.
On Instagram as well, BMW India has created a solid presence with 498 K followers and has put out 2,818 posts in total. The Instagram feed is populated with accolades and achievements that the brand has been awarded, rallies, company updates, model snippets and so on.
In the past 6 months, the Instagram handle for BMW India has been able to garner 662K interactions and has attained an engagement rate of 0.59%. Their best-performing post on Instagram-
When it comes to Facebook, BMW India has a 3.6 million-strong follower base. It has put out close to 200 posts in the past 6 months and has received 1.1 million interactions in the past 6 months. The audience sentiment for BMW India on Facebook has been 81% positive and has evoked interactions around their robust content.
Mercedes Benz has always been one of the top luxury car manufacturers globally. It attempts to keep up with its image through a vigorous online presence on social media platforms.
On Twitter, Mercedes Benz India populates its feed with visuals from the interiors of the car models, rally snippets, product features, and highlights. With a 621K-strong follower base and 30.5K tweets, Mercedes Benz India attempts to keep the audience hooked through brand campaigns and snippets before product launches.
Mercedes Benz India, on Instagram, has 1.1 million-strong follower base. In the past 6 months Mercedes Benz India has put out 240+ posts on Instagram and received 1.7 million interactions, at an engagement rate of 0.74%. The Instagram feed features eye-catching visual content that instantly draws the audience to check out and interact with their content.
Their best performing content piece on Instagram has received an engagement rate of 9.83% and a total of 77.2 K interactions.
On Facebook, Mercedes Benz India has 2.8 million fans. In the past 6 months, Mercedes Benz India has been populating its feed with company culture and news, product launches and snippets, rallies, offers and more. It has received a total of 366.7 K interactions on its Facebook handle. The audience sentiment for Mercedes Benz India, on their Facebook handle, is 56% positive and 40% is neutral.
Competitor Analysis- BMW, Audi & Mercedes Benz
Now that we have given you a brief overview of how each of the 3 brands is performing on social media, we will conduct a competitor analysis to find out which brand has the best social media game.
With the help of the social media competition tracker by Unbox Social, you can uncover vital data about your competitors through an ethical and effective manner. Using our tool, we will look into how these 3 luxury car giants are performing on social media and how they are faring against each other.
Share Of Voice
Based on an analysis of all the posts and the interactions received on these, a share of voice is estimated for each of the brands. Since the post to interactions’ ratio varies across different platforms, we will look at the share of voice on every platform separately.
On Instagram, Mercedes Benz has the highest share of voice with 1.7 million interactions on 243 posts in the past 6 months.
On the other hand, BMW India leads with the highest share of voice amongst the 3 car brands on Facebook. The brand has received 1.1 million interactions on 199 posts in the past 6 months.
Content Consistency & Diversity
How many posts is each of the brands putting out on their Facebook handles?
How diverse is its content in terms of content formats?
When it comes to these factors, Mercedes Benz India has been the most active on Facebook, with 278 posts on its page in the past 6 months. At the same time, Mercedes Benz has had the most diverse content pool on Facebook, out of the 3 brands.
On Instagram too, Mercedez Benz India leads as the most active account amongst the 3 with a total of 243 posts in the past 6 months. It also offers the most diverse content out of the 3 brands.
The audience interactions also play an important role in determining the success of a social media strategy. Let’s look at how the audience interacting with each of the 3 brands.
When it comes to audience interactions on Instagram, Mercedes Benz India leads the brigade, with a total of 1.7 million interactions. The 3 brands received a total of 3 million interactions, with 99% of these interactions in terms of likes and only 0.22% of these being in the form of comments. 56% of the likes have been generated by Mercedes Benz India.
Finally, to make sense of how each of the brands is faring amongst the audiences, we will look at the audience sentiment, content and interactions.
When it comes to brand sentiment on Facebook, Audi India is the brand that has received a very positive response from the audience. Meanwhile, the other 2 brands are on par with each other, in terms of the audience sentiment.
At the same time, you need to look at the Facebook page activity, audience interactions, and content diversity, and collectively make a decision based on these facets of their social media presence.
On the basis of all these factors, the brand that attains the highest score is Mercedes Benz India.
Looking at the brand activity on social media platforms, diversity of content, audience interactions and sentiment generated as a result of their social media activity, Mercedes Benz India, presents a stronger social media game as compared to its industry counterparts.
Competitor Analysis is an integral part of building a social media strategy for your brand. Taking cues from your competitors, you can create a well-informed social media plan for your brand as well.