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How Top Auto Brands Are Marketing With Instagrammers
Cutting through the noise in today’s media-saturated market can be a Herculean feat, even for today’s most respected automotive brands. As audiences continue to migrate toward digital platforms and mobile apps, marketing on Instagram (whether through brand channels or by collaborating with top Instagrammers) offers auto brands an effective and succinct way to reach today's consumers. The marked success of top auto brands marketing on Instagram including Mercedes-Benz (their “Take The Wheel” campaign garnered 87 million Instagram impressions and over 2 million likes), and BMW illustrates just how effective brand sponsored posts can be for automakers. In a recent study, digital intelligence firm L2 discovered that engagement for auto brands was highest on Instagram.
Across the top auto brands on Instagram, Mercedes and BMW dominate (while BMW leads with 5.7 million avid followers on Instagram, Mercedes owns the top 20 list with multiple branded channels) though a host of competing brands are vying for top spots. Many of these auto brands including Jaguar, Maserati, Toyota, and Chevrolet are tapping into what Forbes describes as "the passion behind cars" and complimentary lifestyles espoused by top Instagrammers.