Thursday, April 24th, 2014 | 8 min read
Cars are picturesque, ignite conversation, and drive passion. Cars are an extension of their owners’ personalities: the design, the color, the year. People are naturally compelled to engage with car brands on social, whether for practical advice from Toyota, to satisfy an aspirational obsession with Aston Martin, or capitalize on the culture of MINI fans.
It’s no wonder then that this industry performs so robustly in social. But which car brands are in the victory lane when it comes to engaging with audiences, producing compelling content, and reaching the most consumers?
Highest Post Count
Most Loyal Audience
Most Engagement-Worthy Content
We studied 38 auto brands over a seven-day period (April 14-21, 2014) and tracked their performance across all social channels: Facebook, Twitter, LinkedIn, Instagram, Google+, Foursquare, Pinterest, Tumblr, YouTube, Vimeo, Flickr, Renren, Vkontakte, and blogs. Here’s what we found:
In the race to the highest follower count, these brands take the grand prize.
The road to social media success begins with active content publication. Across all social channels, these brands have the largest volume of posts.
BMW may have the world’s largest audience base — 36% higher than the next largest social audience in auto — but size isn’t all that matters.
Lincoln, Ford, and Acura know what it takes to accumulate brand love from a loyal fan base. The engagement ratio metric measures engagement per follower, gauging the loyalty of a brand’s audience.
Lincoln makes the most of its audience. For example, BMW has 68X more audience members than Lincoln, but Lincoln’s community is 15X more engaged than BMW.
Ford has a very large social audience, but it doesn’t stop there. They also maintain a strong ratio of engaged fans. Ford has nearly 10X the engagement ratio of BMW, though the latter has the largest audience on social.
Acura demonstrates one of the healthiest and most consistent levels of engagement between brand and consumer, with an engagement ratio 70% greater than BMW and Mercedes-Benz.
The content that Lincoln, Ferrari, and Aston Martin each publish reach the most people, relative to the size of their audiences. Sprinklr measures not only the direct impressions a brand’s content generates, but also successive impressions that come from earned media. This approach takes into account both the effect of social sharing and the quality of a brand’s audience.
The brand has a strong engagement strategy, and knows how to cultivate an audience that wants to engage and share. Lincoln has 8X more reach than BMW despite BMW’s massive audience size.
Ferrari represents the ideal combination of high quality content and a well-curated audience, yielding a high number of impressions. In comparison, Porsche’s impressions ratio is 35% of Ferrari’s, and Jaguar’s is just 23%.
Aston Martin’s content is reaching a high volume of viewers, relative to the audience that the brand serves. Although Toyota has 20X more posts overall than Aston Martin, Toyota’s impressions ratio is about half of Aston Martin’s.
Having a high ratio for content engagement means that a brand drives more social actions with the content it produces. These auto brands know how to produce and drive content that appeals to their audiences.
Rolls-Royce caters to an audience primarily made up of aspirational fans. Even though their audience is 9% of that of Mercedes-Benz’s, their content engagement ratio is 40X greater.
On average, the content that Lincoln produces resonates strongly with its audiences. Although Toyota has posted 21,000 more times than Lincoln, the former’s content engagement ratio is less than 1% of the latter’s.
The luxury brand’s content is strategically crafted for engagement with audiences. Its content engagement ratio is 8X greater than the ratio of BMW, Mercedes-Benz, and Audi combined.
Sprinklr’s Brand Health Analytics tracks every major auto brand in the world on social, and looks at more than just post counts and audience numbers. The software uses audience-weighted data to discover which brands:
have the most loyal audiences
are most committed to engaging with their fans and followers
truly understand what type of content consumers want
Engagement Ratio metric answers the question: What portion of the brand’s audience have actively engaged with the brand? This includes all types of social activity (tweets, likes, comments, shares, @mentions) across 20 platforms (Twitter, Facebook, Instagram, etc).
Impressions Ratio measures the awareness that has been generated for a brand based on the propagation of a brand’s content through owned and earned media. Audience size is factored out of the measure, so that brands don’t rank high simply because of their existing follower base.
Content Engagement Ratio measures the degree to which a brand’s content is resonating with its audience by calculating the average social actions per brand post. Audience size is factored out of the measure, so that brands don’t rank high simply because of their existing follower base.