If you’re a petrol head, you probably didn’t notice how automotive companies market their range of cars. Well, its quite simple, Instagram.
If you follow Mercedes, Subaru, BMW and all the other big automotive companies, they all use Instagram to post stunning pictures that make consumers like us, choose their brand over others. It’s simple, if you’re a petrol head who chooses performance over the cars appearance, Mercedes will be able to convince you with their posts as they heavily focus on their high performance figures. Whereas if you’re someone who prefer the cars appearance, Toyota will best be able to convince you with their clean pictures of their sports car ranges.
As the evolution of the screen evolves, marketers globally have tried to find various new ways to directly target the audience. As such, the fourth screen like our phones, small tablets and devices that fit our pockets have been the most effective ways marketers can deliver their message to us consumers. This is because consumers are always on their phones compared to the first, second and third screens – movie theatres, TV screens and computer screens respectively. Hence, it is no surprise automotive marketers have stuck with instagram to upload the best pictures of their cars followed up by the best stats of their vehicle.
It’s no surprise they use phones to market cars. In comparison it took 64 years for 50 million consumers to take an airplane, 62 years for 50 million drivers, however, it took only 4 years for 50 million social media users to download facebook. As such, the applications downloaded into our mobile phones have a higher chance of advertising exposure compared to other electronic screens in our generation.
I cannot stress enough how obvious Mercedes does this. Their Instagram posts are all made up of fancy pictures followed by high performance figures attempting to market to their niche market. On top of this, Mercedes already have a high purchase rate as the car sells itself. Its elegance, the wealthy brand affiliations, and to top that off with its high end performance, Mercedes is one of the highest selling brands in the luxury car market.
It can hence be said automotive companies who have a high online presence and are able to utilise phone applications to advertise and market, will have a higher potential to translate those Instagram views to purchases.
You’re unsure about purchasing that Camry? Unsure about purchasing that reliable Mazda 3? are you unsure about purchasing that 400 horsepower Mercedes? Just look at their instagram page. You’ll be convinced.
Let me know down in the comments what convinced you to buy your current car!
Im curious to see your responses!
Keeping up to Speed. 
Hey Dorian, insightful posts about the fourth screen and how car brands are heavily using it to target their markets. I would say when searching for a car, I would mostly look at online websites, reviews and trust the WOM from people close to me. However, I’d also be interested as to how it looks in pictures on social media. Given that these big automotive companies are heavily using instagram to market their cars, are they are missing a major segment of people interested in buying these cars. Such as older wealthier people not on social media, who will not see the stunning marketing. As a result, do you think these companies are missing out on potential sales?
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You have a very fair point Raph. Taking that into account, on how the older generation wont be on Instagram, I believe Mercedes still provides a very detailed brochure within their dealerships comparing all the vehicles models and ranges.
To answer your question, I believe they arent exactly missing out on potential sales as the older generation will find ways to purchase their desired vehicles, whether its from WOM like you said or in the dealership. But definitely moving forward, automotive companies should definitely find a way to influence those untapped consumers to purchase their vehicles.
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I just had a look at Mercedes’ Instagram account and it’s pretty amazing, I can see how it’s not just about selling cars but also about selling experiences – all the cars in different landscapes and sceneries, in different situations with different people – it seems to act as inspiration for where someone’s next car journey could take them! Absolutely being present on social media platforms such as Instagram is important for a lot of brands nowadays, because they are so easily accessible by consumers who are using their phones and portable devices almost to excess on a daily basis. Go to where your target audience is, and be sure to reach them through the right channels is always a fundamental aspect to a lot of marketing strategies.
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Mercedes is definitely one of the better social media marketers for their vehicle ranges, and i definitely agree with you on how Mercedes also focuses on selling the experiences. Very well said unpixellate.
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Amazing read:)! I guess social media allows for that constant presence of the brand to be established as we are able to access these platforms so easily. So when we are always exposed to such ads whether they be subtle or aggressive, it can trigger or create feelings of want, therefore leading to entering the consumer purchase decision process, even if they originally held not interest. What really sells it for me, is not only the HD sleek pictures, but looking through the user comments and seeing how users of that brand enjoy/use the product.
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