Top Examples of Social Media for Auto Manufacturing
Learn from top auto brands like VW, BMW, Mercedes, Jeep, and Subaru to enhance your social media strategy. WebFX can help boost your online presence.
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insights from 46,500+ hours of automotive marketing experience
Maintaining quality social media profiles is key to success for any business. Today, around 5 billion people have an active presence on social media. Posting content that resonates with your target audience can introduce more people to your brand, convert leads, and drive sales.
When it comes to auto manufacturing, you must convince consumers that your vehicles and parts are a cut above the rest and will meet their needs and wants. If you’re planning your social media strategy, it can help to look at a few examples.
Let’s look at five popular auto manufacturers and how they take on social media. If you want to speak to an FXer directly, call 888-601-5359!
1. Volkswagen
Since its founding in 1937, German auto manufacturer Volkswagen has led viral advertising campaigns, which have become more well-known thanks to social media.
As of 2022, Volkswagen has nearly 10 million followers on Instagram, almost 700,000 followers on Twitter, and 33.8 million likes on Facebook. There are millions more followers spread across the company’s subsequent accounts, like Volkswagen India and Mexico.
The car company’s brand voice prioritizes sustainability, community, and timelessness, which you can see in its social media posts. Here are a few examples of what you’ll find on Volkswagen’s social media pages:
- Pictures from customers — user-generated content (UGC) — showcasing their Volkswagens
- Short video ads for different car models, about 15 to 30 seconds long
- Collaborations with car dealers
- Partnerships with celebrities and social media influencers
One recent Volkswagen social media campaign is their “Unwritten Rules” campaign, which highlights the unwritten rules of the road everyone should know and follow, as told by comedian Chris Distefano. These short but engaging videos offer the perfect way to discuss safe driving in a way everyone can understand.
Depending on your company’s voice, you can rely on video messaging across your social channels to portray a certain message.
2. BMW
BMW is known worldwide for its innovative, high-end vehicles, whether sedans, SUVs, or electric two-seaters. The German company has dozens of social media accounts across many platforms, which all contribute to BMW’s brand voice characteristics — confidence and luxuriousness. As of 2022, BMW has 20.5 million likes on Facebook, 2.4 million followers on Twitter, and 33.9 million followers on Instagram.
The most notable part of BMW’s social strategy is its commitment to images. Even on more text-based platforms like Twitter and Facebook, you won’t find a caption without a photo of a BMW. These images are mostly from official BMW photoshoots, though you’ll also find plenty of UGC.
Through UGC, BMW can highlight pictures from its most loyal customers, allowing the company to get valuable social media content and say thanks with a shoutout at the same time.
3. Mercedes-Benz
Mercedes is another renowned luxury German car maker and one of the most active auto manufacturers on social media. The business has nearly 4 million followers on Twitter, 22.7 million likes on Facebook, and over 36 million followers on Instagram. Sustainability is a significant part of the brand’s voice, which they highlight throughout their posts.
Like BMW, Mercedes posts a lot of visual content, a portion of which is UGC. Beyond that, the auto manufacturer likes collaborating with multiple influencers, including professional athletes.
In an October 2022 collaboration, Mercedes worked with professional BMX athlete Nigel Sylvester to advertise the Mercedes AMG in a series of videos. In another 2022 collaboration for the AMG, Mercedes worked with Palace Skateboards to create an exclusive line of merchandise.
Using influencers to promote your social media content can be a powerful way to help your brand stand out.
4. Jeep
Known for personifying a love of adventure and discovery, Jeep is an American car manufacturer that’s instantly recognizable from its iconic Wrangler model. Jeep has 6.2 million likes on Facebook, over a million followers on Twitter, and 7.4 million followers on Instagram.
Unlike some of the other brands listed here, Jeep’s voice is more casual and straightforward, and they lean into the thrill-seeking personality of their consumers. Across its social media, Jeep displays tons of images of its cars navigating through the dirt and mud to show how durable and reliable Jeeps can be.
Beyond that, Jeep likes to have a little fun, posting interactive content that encourages followers to leave comments. One example is a post listing different adjectives with months and days, where users choose the two words next to their birth months and days. The result is their Jeeps’ name.
With interactive content like the kind Jeep posts, you can give your followers more of a reason to comment on and like your posts, helping to drive your engagement and increase page popularity.
5. Subaru
With nearly 500,000 followers on Twitter, 2 million likes on Facebook, and almost 800,000 followers on Instagram, Subaru is known for its outdoorsy brand messaging. The brand appeals to millions of customers worldwide who love exploring in their free time. As Subaru has become synonymous with driving through rugged mountains and great plains, it’s also been a leader in marketing to the LGBTQ+ community.
In the 1990s, Subaru released its first ad that marketed different Subaru models to LGBTQ+ consumers. Since then, the auto manufacturer has created numerous ads highlighting the brand’s diverse and inclusive values. Subaru repurposes these messages across its social media profiles to ensure they reach as many people as possible.
Ensuring your car manufacturing company appeals to all individuals can set you up for success.
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