Advocate, a full-service marketing agency, has released the findings of its inaugural Social Media Index for the luxury car market in Australia.
The intent of the SMI is to build a reputation as a key quarterly tracker of the social media performance of nine luxury brands: Alfa Romeo, Audi, BMW, Jaguar, Land Rover, Lexus, Mercedes-Benz, Porsche, and Volvo.
It measures across key social media platforms: Facebook, Instagram, YouTube, LinkedIn, and Twitter.
Over the January to March period (Q1), Advocate analysed more than 21 million automotive social media post engagements using technology and their own data specialists to develop a score-based ranking for each key social media platform, as well as an overall Q1 social media ranking.
“Land Rover’s success in topping the rankings of our first SMI report for the luxury automotive sector is testament to their strong focus on putting out quality, relevant and frequent content on social media,” said Mark Milner, MD of Advocate.
Land Rover was first, followed by Jaguar, BMW, Porsche, Mercedes Benz, Audi, Volvo, Lexus, Alfa in spots two to nine.
The report found that luxury car brands were, in particular, missing out on the power of Instagram.
“Given the level of social media post engagements achieved on Instagram over Q1, all brands need to spend more time building their followers on this social media platform,” said Milner.
“As an example, Mercedes-Benz who top the Instagram page rankings has 137,000 followers, but 600,000 followers on Facebook. With higher engagement rates being achieved on Instagram, putting more effort into growing followers on this platform through quality, relevant and frequent content could reap massive rewards for brands.”
According to the findings, the brands had an inconsistent approach to LinkedIn, and had almost abandoned Twitter.
Milner said, “Neglected social media accounts aren’t neutral. They can seriously erode consumer confidence in a business and the automotive sector is no exception.”
“Social media helps to drive online findability and with the main platforms almost operating as their own search engines, ignoring any of them means a lost opportunity to be seen and engage with potential customers.”
Brands should also capitalise on social video, given that 58 per cent of all car buyers watch videos as part of their research process, according to the Think With google Automotive Report 2019.20.
“Depending on the social media channel, between 74 per cent and 96 per cent of all content posted by the luxury car brands in Q1 was image based,” said Milner.
“With 70 per cent of Australian car buyers saying online videos convinced them to think positively about an automotive brand, and 65 per cent saying online videos introduced them to a new vehicle they had not considered before – the luxury car brands are missing out on the compelling power of video content in their social media strategy.”
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]