The way consumers interact with car brands online is changing fast, and so is the way automotive marketers need to show up across platforms. This comprehensive benchmark report breaks down what’s really working in automotive social media marketing right now. Based on 12 months of performance data, this study reveals true engagement metrics, platform trends, and content opportunities that can help automotive marketers drive better results in 2025.

Executive Summary

• Top-performing platforms for car brand engagement—and how to leverage each one strategically
• Comparison of content types by engagement across Facebook, Instagram, X, TikTok, and LinkedIn
• Clear picture of post format trends—what’s overused versus what actually performs
• Content pillars driving the strongest engagement for automotive brands
• Actionable insights to help you craft smarter campaigns and improve automotive marketing performance on social media

Averages Across All Platforms

Looking across the landscape, Instagram and TikTok dominate automotive engagement, but for very different reasons.

Instagram shows an average follower engagement rate of around 4.8%, with carousels and Reels leading the charge. It’s still the platform of choice for brands focusing on visual storytelling and building emotional connections. TikTok, however, is a powerhouse for short-form engagement, pulling an average 3.8% follower engagement rate, making it essential for storytelling that’s raw, relatable, and fast-moving.

Facebook trails with a 0.4% average engagement rate by followers, but strategic use of video content keeps it relevant. X (formerly Twitter) struggles with reach and video traction, averaging just 0.2%, but visual-first and status-driven posts keep a niche audience engaged. LinkedIn remains steady, with an engagement by reach of 2.5%—solid ground for thought leadership and brand trust.

If you’re benchmarking your brand, these numbers set the baseline for car brand social media analytics and help highlight where you’re winning or missing opportunities.

Engagement Rates by Content Type (Per Platform)

Facebook

Video posts consistently outperform albums, photos, and links. Yet, video only accounts for 13.5% of automotive content. Reels are still underused. The insight? Shift heavily into video storytelling for stronger results. Facebook engagement rates for automotive brands prove that dynamic content wins.

Instagram

Carousels slightly outperform Reels in engagement rates, pulling a stronger connection through story-driven posts. Behind-the-scenes content, single images, and narrative-driven carousels make up a winning combo for mid-sized brands looking to grow. Carousel post engagement for car dealerships shows serious promise when done right.

X (formerly Twitter)

Photos and status updates dominate content types. Video performance is weak, but well-placed photos and animated GIFs still deliver better engagement for auto brands. If you’re aiming to improve X engagement for car brands, focus on quick, visual storytelling.

TikTok

Video is king, accounting for 99.9% of content. Engagement rates are sky-high, especially for small to mid-sized brands that publish frequently. Carousels are barely tapped into but offer new opportunities. Smart brands are following TikTok automotive industry metrics and scaling short-form storytelling fast.

LinkedIn

Documents and articles outperform video and images in engagement, sparking deeper conversations about innovation, safety, and sustainability. Automotive influencer marketing metrics suggest LinkedIn is prime real estate for thought leadership, not flashy sales posts.

Post Formats by Volume (Per Platform)

Facebook

Photos (56.4%) and albums (18.1%) dominate, despite video outperforming them on engagement. Reels and status updates are highly underutilized. Automotive marketers sticking to static formats are leaving engagement on the table.

Instagram

Reels are the most posted format (42.0%), but carousels (25.5%) and images (32.4%) often drive better engagement. Brands balancing all three formats are seeing stronger follower loyalty.

X (formerly Twitter)

Photos account for 39.7% of all automotive content, followed by statuses at 23.5%. Animated GIFs make up just 0.3% but yield strong engagement, making them an underused tool for auto brands.

TikTok

It’s 99.9% video, as expected. Carousels exist but make up just 0.1%. Automotive brands aiming to stand out should keep investing in frequent, authentic video output aligned with automotive video marketing benchmarks.

LinkedIn

Images dominate at 57%, followed by video (25.5%) and documents (10.3%). Despite video underperformance, brands that are strategic with document sharing are gaining steady engagement from professional audiences.

Top Content Pillars (Per Platform)

Facebook

Customer Testimonials, Maintenance How-To Guides, and Vehicle Showcase posts pull the highest engagement. Vehicle feature social media performance shows that educational, real-world content outshines basic promotional posts.

Instagram

Behind-the-scenes content, Vehicle Reviews, and Industry News drive the most interactions. Emotional storytelling through carousels and Reels unlocks deep audience engagement.

X (formerly Twitter)

Car Customization Tips and Customer Stories stand out. Authentic voices and real experiences fuel stronger community interaction than polished promotional content.

TikTok

Driving Tips, Behind-the-Scenes footage, and Maintenance Guides dominate. Automotive brands that tap into relatable moments and educational storytelling see breakout success.

LinkedIn

Events, Industry Updates, and Special Offers drive engagement when delivered with authority and relevance. Thought leadership and innovation content are key drivers here.

Across all platforms, brands aligning their content strategies to these pillars are outperforming competitors relying on outdated, one-size-fits-all messaging.

Ready to download the full report?

The full PDF includes complete benchmark tables, platform-specific breakdowns, and real-world strategy insights—all designed to help you fine-tune your social media strategies for automotive brands.

Whether you’re promoting luxury vehicles, electric cars, or dealership service centers, this report gives you the data-backed benchmarks you need to level up your content and boost your ROI.

Download the PDF now and see how your automotive social media performance stacks up!