Talkwalker’s influencer analysis shows the online content creators and channels that are driving the most engagement on the Mercedes-Benz (pink) and BMW (purple) brands, based on Talkwalker Quick Search results.
Based on Talkwalker analysis, the official Twitter channels of Mercedes-Benz India
and BMW India
have topped the influencer charts, indicating that these automakers retain significant influence on brand conversations, at least amongst India’s Twitter community.
Social media has become indispensable to the auto marketer, as one of the primary means of nurturing and engaging the automotive audience through story-telling. Especially for the luxury category, these stories tend not to be focused on the automotive products alone - they aspire also to introduce a lifestyle and community. Take for example Mercedes-Benz’s #AreYouAMGReady
campaign which is geared towards performance car lovers and Gen Z, or the #BMWJoyfest series
which promises BMW enthusiasts (and their families) a fun-filled occasion - complete with high-adrenaline test drives.
Talkwalker’s visual insights provides a snapshot of the top engaged visual posts related to the Mercedes-Benz and BMW brands.
One of the biggest contributors to auto brand mentions and engagements are YouTube news and review channels. The sheer volume of engaging, user-generated content (such as this drive review by Tech Burner
) warrants that auto brands consider their own YouTube and video strategy. These are low-hanging fruits for automotive brands, especially as they map the inclusion of more immersive, augmented reality (AR)/ virtual reality (VR) technologies in their consumer’s car-buying journey.
Talkwalker’s image recognition technology allows for image analysis and searches across 30,000+ brands.
To round off our analysis, we ran a search on the Mercedes-Benz logo via Talkwalker’s proprietary image recognition technology. Enhanced access to user-generated content allows for brands to capitalise on authentic, trending stories in real time – such as this testimonial
, which is without a Mercedes-Benz mention or hashtag. Timely detection of these user-generated stories can go a long way in helping marketers to engage the most passionate members of their audience, and to grow a loyal brand community in the long run.