New Research From Unmetric Uncovers Automotive Industry Social Media Trends

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Performance, racing, and hybrid technology were popular topics automotive brands talked about on social media in 2016

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Unmetric, an enterprise solution for branded content analysis and discovery, today released new research that shows how 17 major automotive brands have embraced social media and the trends that have emerged in the industry.

The companies analyzed in Unmetric’s report across Facebook, Twitter, Instagram, YouTube, LinkedIn and Pinterest include: Buick, Subaru, Chrysler, Dodge, Lincoln, Jeep, Honda, Hyundai, Ford, Kia, Fiat, Mazda, Nissan, Volvo, Toyota, Volkswagen, and Chevrolet. The insights from the report were the resulted from analysis of 35 brand profiles, 141,000 pieces of brand content, and 205 million user interactions.

Unmetric Discover, a searchable database of over 500,000,000 pieces of brand content, surfaced the most popular topics that automotive brands talked about on social media in 2016 including performance (25,600 posts, tweets and pins), racing (21,900 posts, tweets and pins), and hybrid technology & the environment (12,500 posts, tweets and pins).

The report shows the number of social media profiles managed by an automotive brand is declining. Previously, auto brands segregated their social media presence by vehicle category. However, starting with Volkswagen USA in 2014, many companies that created separate social media profiles for their various vehicle models have consolidated their pages into their main parent company page. Ford, Kia, Chevrolet, and Nissan have all done so, and Honda USA remains the only auto brand to actively maintain a social media presence by vehicle model.

Other Key Trends Include:

  • Auto brands are producing less content on Facebook and Twitter.

In 2016, the volume of Facebook and Twitter content from auto brand declined. However, this doesn’t rule out a rise in ‘dark posts’ that do not appear on the public timeline. 44% more content was posted on Instagram in 2016 compared to 2014, but this didn’t offset the total decline.

  • Auto brands are publishing more videos.

Video content on social media is rising with each brand posting an average of 95 videos to their company Facebook page in 2016. Photos are still the preferred content type, but now 1 on 5 posts is a video compared to 1 in 33 in 2013. Over the past five years, Ford published more videos than any other auto brand.

  • There’s no growth in publicly promoted Facebook posts.

Surprisingly, given the low organic reach of Facebook page content, the rate at which auto brands promote public content on Facebook did not increase during 2016. Analysis of other industries shows that they promote a higher percentage of posts compared to the auto industry.

  • Twitter engagement is increasing.

Despite that the amount of Twitter content from auto brands fell to levels last seen in 2013, the number of interactions on each tweet grew significantly. This growth has been primarily driven by more ‘Likes’ (formerly known as Favorites) on the content, and, to a lesser degree, more Retweets.

  • Instagram dominates at engagement.

In 2014, Instagram equalled Facebook in terms of interactions per post for U.S. auto brands. In 2016, Instagram generated 2.5 times the interactions per post than Facebook and Twitter combined. Dodge generated more interactions per post on Instagram than any other auto brand.

The full report with additional data and insights is available as a free download here.

About Unmetric
Unmetric, an enterprise solution for branded content analysis and discovery, harvests social brand signals to help digital marketers, analysts, and content strategists to analyze, discover and track branded content in order to create better content and campaigns of their own. Hundreds of the world’s largest and respected brands and digital agencies including American Airlines, The Chicago Bulls, Tiffany & Co., General Motors, GroupM, and Ogilvy use Unmetric to access AI-powered insights from the owned channels of over 100,000 qualified brands across more than 30 sectors on all major social networks including Twitter, Facebook, YouTube, and Instagram. The company was founded in 2011 and is headquartered in New York City with offices in Chennai, India and the U.S. For more information, visit http://www.unmetric.com.

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Peter Moran
Indicate Media
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