[INSTAGRAM STUDY] Automotive Brands - Photos are the key for engagement


| Instagram Analytics | Maria Ganta

We studied 10k posts of the top 40 Instagram automotive brands (with more than 50k followers) over a period of 1 year: Sep. 2017 - Sep. 2018.

According to Instagram Business Team, the auto industry has been the leader in marketing and visual communications for nearly a decade.

To raise awareness of the latest models auto brands using the platform’s highly visual experience and mobile power to promote their vehicles.

Why automotive industry? Because it is one of the biggest industries next to beauty, sports, food&drink.

According to Instagram, nearly 80% of Instagrammers surveyed say they research products online before making a purchase. And in this case, the industry is using a lot the platform to get in touch with its audience.

For example, brands like Honda, BMW, Ford, and others are using the platform as an extension of their showrooms—allowing customers anywhere in the world to get a glimpse.

Automotive Brands - Leaders in marketing and visual communications

How did we choose these Instagram accounts? With the help of Statistica, manual research and some online magazines like AutoExpert.

Note: 10k posts of 40 Instagram auto accounts were screened in the period of September 2017 to September 2018 by using Socialinsider.

Automotive Brands on Instagram - Photos are the key for engagement


Here's what we've found:

👉 TL;DR

👉 Objectives

  1. How engaged is the audience
  2. How many hashtags automotive brands use on Instagram
  3. How often the automotive brands are posting on Instagram
  4. What kind of content automotive brands use on Instagram

👉 Conclusions


👉 TL;DR


  • On average, automotive brands are using 4.43 hashtags per post.

  • The average engagement rate/post for the auto brands is 1.7%.

  • Photos are the key for engagement. The most successful Instagram automotive brands posted their most luxury content the most often (check out BMW or Ferrari).

  • On average, automotive brands are posting 1.5 posts per day.

👉 Objectives


An important part of a study is to set one or more goals, and ours is to show you how this industry (auto) manages to stay on top.

This article will reveal four primary objectives to help you understand how the automotive brands manage to succeed on Instagram.

  1. How engaged is the audience
  2. How many hashtags the automotive brands use on Instagram
  3. How often the automotive brands are posting on Instagram
  4. What kind of content the automotive brands publish on Instagram

For this article, we chose 40 Instagram automotive brands accounts and 10k posts that we have analyzed over a year, and the analysis resulted in the data you will find out next.

Also, we translated the data into an infographic for an easier understanding.

Now let’s dig in!

#1. How engaged is the audience with the automotive brands on Instagram


At one point you may wonder how engaged is your audience and what you can do to keep them interested. You have to give them a reason to search for your brand, induce curiosity and create your style.

To find out how engaged is the audience for the automotive industry we've calculated the avgerage engagement rate/post vs. number of followers.

The Average Engagement Rate/Post is computed by the sum of likes and comments on a given day divided by the number of posts on a given day divided by the number of followers.

Tweet this 👉 For the automotive sector the Average Engagement Rate/Post is 1.7%.

How the audience engage with the profile posts

Looking at the chart, you can see that an increased number of followers on Instagram does not necessarily means a higher engagement rate per post.

✍️ Takeaway! Followers typically reward exclusive or behind-the-scenes content with high engagement. Invite social media influencers to attend (and blog, vlog) exciting events auto shows, new model launched and exclusive tours.

#2. How many hashtags the automotive brands use on Instagram


If you're promoting your business on Instagram, hashtags are a good way to drive traffic to your website, and be more discoverable for your audience.

Plus, you can create branded hashtags which will help you build trust and authenticity on Instagram.

The following analysis shows that using more hashtags than the average doesn't influence the engagement rate per post.

As you can see from the graphic, we found that on average each profile uses 4.43 hashtags per post.

☝️Tweet this☝️

How many hashtags the auto brands are using on Instagram

After a brief analysis of the chart, you can see that using more hashtags doesn't necessarily mean a higher engagement rate per post.

✍️ Takeaway! Maximize impact on Instagram with storytelling, and not with the number of hashtags.

#3. How often the automotive brands are posting on Instagram


To find this out how many posts the automotive brands publish daily, we calculated the average of posts per profile for one year: September 2017 - September 2018.

For these 40 automotive Instagram brands that we’ve studied with 10k Instagram posts we found out that on average, each profile reaches 271.07 posts in one year.

Going further, and using the next formula we found out that each the Instagram automotive brands post daily an average of 1.5 posts.

☝️Tweet this☝️

How often the auto brands post on Instagram

As you can see from the chart, a high number of posts does not necessarily mean a high engagement rate per post.

✍️ Takeaway! Always look at the clarity metrics for the auto brands on Instagram. Create an authentic relantionship and meaningful conversations with your audience on Instagram.

#4. What kind of content the automotive brands use on Instagram


It’s obvious that Instagram is a huge success story for auto brands, but what’s driving that success? The answer dovetails quite nicely into types of posts.

What kind of content brings more engagement: photos or videos?

Content strategy - auto brands on Instagram

After analyzing those 10k posts, we discovered that photos represent 76.90% of the content while videos are 13.90%.

✍️ Takeaway! When it comes to best types of post on Instagram for the auto brands, there’s a simple and consistent answer — images.

👉 Conclusions


Here's what you should learn from this Instagram auto brands study:

  1. Instagram is key for the auto brands. Post at least once a day if you own an Instagram automotive account. All of the brands that had the greatest success on Instagram posted their most luxury content the most often.
  2. Photos are the key for engagement. Make sure you create quality images for an automotive account.
  3. Create branded hashtags and try to use on average 4.43 hashtags per post. Make sure you know what you're doing, the most popular hashtags for this industry are:
  1. Don't forget the engagement metrics. Start with a deep understanding of your audience then establish your Instagram goals.

  2. Base your Instagram marketing strategy on data. Regularly tracking and measuring the changes in your analytics – both the good and the bad – you’ll be better when planning your social strategy. To make your journey easier try out an Instagram Analytics tool.

With its immersive visual power, auto brands are using Instagram at every step of their marketing plan — from awareness to consideration to sales. And with such an engaged audience on mobile—ready to discover and research things they’re passionate about before making a purchase—there’s no better time to be on the platform.

You can use this infographic to share the stats with your colleagues.

INFOGRAPHIC - Instagram Automotive Brands


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Maria Ganta

Maria Ganta

I love to explore the world and learn new things. I like to consider myself an optimist, a social media addict and a storyteller with a lot of imagination.

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