BMW topping Germany’s Top3 on Instagram
A lot of discussion is occassionally taking place regarding the prevalence of the top three German car manufcturers, Audi, BMW and Mercedes-Benz, in alphabetical order.
As sales are soaring, with each one successfully marketing a series of interesting and hugely diverse, but definitely identifiable motoring icons, there seems to be an increasing awareness regarding the branding effect on social media.
Instagram is a hugely popular platform for automotive enthusiasts and digital marketeers alike, who upload and/or admire pictures and videos of their objects of desire. But there seems to be a significant advance in the numbers for the manufacturer from München.
Over 28 million BMW hashtags “flood” Instagram, six million more than the second most Instagrammed brand (Honda). In 2017 the BMW 3 Series was the most searched for car on Auto Trader’s marketplace.
BMW is winning the car brand popularity contest, as Auto Trader, the UK’s largest automotive marketplace for new and used cars, reveals that BMW tops lists for the most Instagrammed car brand as well as the most searched for car on Auto Trader’s marketplace.
Over the past seven years, BMW has consistently been the car brand that has been searched for the most online amongst Auto Trader users, with the BMW 3 Series searched over 40 million times on Auto Trader in 2017. The latest figures from the month of February 2018 show that BMW continues to top the list of the marketplace’s most searched for cars, receiving 12.2% of overall make/model searches.
The German manufacturer is also the most-hashtagged car brand on Instagram, with a staggering 28 million hashtags.
#Audi and #Mercedes are the second and third most-searched car brands, while they are the fifth and sixth most-Instagrammed respectively (13.3 million and 13.1 million hashtags).
At first glance, this is a bit grim for the three-pointed star. However, if one takes a closer look, things will immediately start to look better for #Mercedes, provided one is willing to pull out the calculator and add the hashtags for the “double-barrelled” brand’s variants #mercedesbenz #mercedes_benz etc. The total “explodes” to 21.7m, bringing it to 6.3m below #bmw and a whopping 8.4m above #audi.
Six car brands feature in both the top ten most searched for cars on Auto Trader and the top ten most instagrammed car brands. The most-Instagrammed car brands are a balanced combination of premium and practical – Honda and Ford come long before Ferrari, Audi and Porsche.
Erin Baker, Editorial Director at Auto Trader says: “BMW embodies quality German engineering, attractive looks and premium interiors, so it’s no surprise that it continues to dominate both brand searches on Auto Trader and Instagram photos.”
“But it’s also not surprising that the most snapped cars on Instagram are clocking high numbers of searches on Auto Trader. Car finance has made premium brands more affordable and accessible for UK buyers, which has led to expensive (and Instagram-worthy) models finding their way into more new and used searches.”
Car finance deals are becoming increasingly popular amongst prospective buyers in the UK and users can check what car they can afford, based on their monthly budget with the help of Auto Trader’s car finance calculator.
Regarding Bayerische Motoren Werke, with 30 press releases in 2018 and 8 in the current year already, with millions of fans around the world lingering for the next most inspiring photo and a strong and interconnected team of vloggers, bloggers, enthusiasts, owners and digital marketing experts capitalizing on the bavarian brand, it is no simple task for competitors to challenge #BMW ‘s dominance in cyberspace. But they have already started to.
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