2020 takes its toll – also on Social Media: Fashion Brands struggle, Nike is in a league of its own in terms of engagement. Apple and Ferrari in particular can significantly increase the average engagement. Mercedes-Benz wins back the lead in the category “Speed” from Netflix in the second quarter.
Activity pays off
Despite around 10% fewer posts compared to the first half of 2019 none of the Inetrbrand Top 100 Best global brands was as active (measured by posts per month) as Mercedes-Benz. The slight decrease in activity is compensated by increased engagement (+ 13% measured by average likes per posts).
Mercedes-Benz wins back the crown as “King of Speed” from Netflix in the second quarter of 2020, due to exceptional overall performance.
Fashion Brands struggle
With Chanel as the exception, most fashion brands in particular seem to have severely restricted their activities in the wake of the corona crisis. In the activity ranking, they drop by several ranks, each with a reduced posting frequency in the double-digit percentage range.
Within the Top Ten Activity Ranking L’Oreal has increased it’s activity level by 27% rising from 8th place to 2nd place, but at the expense of likes per post that fell exactly 27% in the same period.
Nike is in a league of its own in terms of engagement
On average, Nike gets over one million likes per posts defending first place and even increasing its performance by over 100%. This can be attributed in particular to one extraordinary post that generated over 5 million likes under #UntilWeAllWin
With only eleven posts in the first half of 2020, Nike is one of the brands with very low activity on instagram. Therefore, Nike does not qualify for a high placement within the speed ranking that takes into account the number of likes achieved per month.
Apple and Ferrari significantly increase the average engagement
In addition to Nike, Apple and Ferrari increase the average engagement of their posts by more than 50% – however, due to the reduced activity, this does not reflect in a better speed ranking.
Overall there are no big changes within the Top Ten speed ranking
Netflix and BMW swap places, with Netflix increasing its average likes per month by 43%. This success is based on an increase in both the number of posts per month and the average Likes per post by around 20% each.
CREDITS
Top Brands on Instagram are sourced from the Interbrand Best Global Brands Top 100. The ranking is based on social performance data sourced from socialbakers.com
Data & Analysis Tool: Socialbakers
Brand Pool: Interbrand Best Global Brands
About T4MEDIA.
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Netflix is the king of engagement 2019
on Instagram with 27 Posts with over
1M Likes
The champion of high activity and likes per month is Mercedes-Benz, publishing more than 5 posts per day in combination with a decent engagement rate.
Instructions
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King of Speed 2019 is: Mercedes-Benz
After a rather disappointing 3rd quarter with lower activity – atypical for Mercedes-Benz – measured by the number of posts and a below-average engagement performance per post, Mercedes-Benz put the pedal to the metal in the 4th quarter and especially in November.
Success Strategy 1: Mass with class
With posting frequency returning to their normal levels in the fourth quarter of 2019 (ca.180 posts / month) while also producing engaging content with an average 38 Mio. Likes / month, the premium automobile manufacturer secured their first places in activity and speed disciplines.
The two most successful posts included: A nodding dog (“Wackel-Dackel”) next to a Mercedes-Benz and a green Mercedes-AMG GT R in 1:18 with the real one behind the model car.
Success Strategy 2: Feed the audience with engaging posts
Based on a year-to-year comparison, Netflix made the jump from 4th to 2nd place within the speed ranking and overtook both Gucci and BMW.
For this result, Netflix needed only 722 posts (about a third compared to Mercedes-Benz).
The basis for the success of the streaming service is the high level of engagement measured by the likes by post: Netflix displaced Nike from 1st place in the engagement ranking and achieved an average of 376k likes per post.
Stars and Behind-the Scenes-Posts
Under the hashtag #btstuesday (behind-the-scenes), Netflix shows film and series stars on set every Tuesday, resulting in their highest likes.
The exclusive 1 million likes per post club
There are only 3 brands in this club. Admission requirement: At least one post that breaks the 1 million likes limit.
In 2019, Nike and Mercedes-Benz managed this with exactly one post each. Nike with its emotional video “Dream crazier” and Mercedes-Benz with the “nodding dog” while Netflix exceeded the 1 million likes-per-post mark 27 times.
Honorable Mentions and Wildcards
The first Wilcard goes to Nike. Although not in the Top 20 within our speed ranking, Nike manages to produce particularly emotional posts that can exceed over a million likes.
Lamborghini is not represented in the Interbrand Top 100 Best Global Brands. But Lamborghini is one of the major players on Instagram with 25.3 million followers. That is why Lamborghini also gets a wildcard this time to show up in the Speed, Activity and Engagement Chart.
Credits
Top 20 Brands on Instagram are sourced from the Interbrand Best Global Brands TOP 100.
The ranking is based on social performance data sourced from socialbakers.com (2019)
Data & Analysis Tool: Socialbakers
Brand Pool: Interbrand Best Global Brands
Analytics and Visualization: T4MEDIA.
Netflix and Mercedes-Benz
The Interbrand Top 100 Champions on Instagram
The Q3 Rankings of the Interbrand’s Best Global Brands Top 100 on Instagram: Please take a look on the lineup in the disciplines “activity”, “engagement” and “speed”.
Activity Ranking: Two times Chanel equals one time Mercedes-Benz
Mercedes-Benz remains the Number One in the activity ranking, with a Posting Frequency of 128 Posts per month – which is roughly the double of Chanel on Rank 11 with 65 Posts per month.
The Activity Top Ten is still dominated by Fashion and Automotive – together with Netflix. BMW moved up from position five in Q2 2109 to position three, profiting from the decreased posting activity of its competitors.
Netflix and Burberry ramped up their posting frequency in Q3 – they rise five positions each, to 8th and 5th position respectively.
Engagement Ranking: The entertainment industry outpaces most other brands
The new number one in the engagement ranking is Netflix – with almost half a million likes per post on average. Disney is a close Follower – they advance seven ranks to the 3rd place.
Apple advances three positions and is the new vice champion in the engagement category, right behind Netflix.
Mercedes-Benz and BMW uphold their position in the engagement ranking. BMW stays in 4th place, Mercedes-Benz rises by one place, to the 8th place.
Speed Ranking: One more victory for Netflix
Netflix scores the most likes per month by far and qualifies for position one in the ranking. Mercedes-Benz and BMW give way to Netflix and barely stay on the podium. Porsche and Ferrari outperform Gucci and take over the 5th and 6th place.
Credits
Top 20 Brands on Instagram are sourced from the Interbrand Best Global Brands TOP 100.
The ranking is based on social performance data sourced from socialbakers.com (Q3 2019)
Data & Analysis Tool: Socialbakers
Brand Pool: Interbrand Best Global Brands
Automotive Benchmarking:
Followers
Approaching the end of 2019, we take another look at the Followers Count of the German premium automotive social media accounts.
BMW and Audi are trying to catch up with Mercedes-Benz on Instagram and Twitter
Audi made a jump and achieved a total plus of 4.3% followers since September, reaching 51 million by now. Their growth was focused on Instagram and Twitter. BMW remains second in row after Mercedes-Benz, with 80.2 million fans and a plus of 3.8%.
Most followers are gained on Instagram
Mercedes-Benz goes highspeed on Instagram – growing faster (9%) than Audi (5%) and BMW (7.6%). Mercedes gained 4.5 million new members in only three months. By this, they reached 104.5 million followers in total over all channels by end of November.
Facebook stalls regarding Followers Count
Facebook’s fan bases seem static for all three premium automotive companies: none of them had noticeable gains on this channel – this saturation trend is noticeable since around mid 2018.
Twitter loves Audi
Audi achieved a massive plus of over 35% on Twitter. Mercedes in contrast slowed down to a plus of only 2.4%, in contrast.
YouTube loves Mercedes-Benz
Mercedes-Benz managed a 35% percent increase in followers on YouTube within 3 months, whereas the other carmakers only made a marginal plus.
Credits
The ranking is based on the follower count within the five biggest Accounts of Mercedes-Benz, BMW and Audi on Instagram, Facebook, YouTube and Twitter (30.11.2019).
Instagram: BMW | Mercedes-Benz | Audi | Mercedes-AMG | BMW M GmbH | Mercedes-Benz DE | BMW USA | Mercedes-AMG F1 | Mercedes-Benz USA | Audi Sport | BMW i. Born Electric. | BMW Motorsport | Audi Official | Audi Deutschland | Audi India
Facebook: Mercedes-Benz | BMW | Mercedes-AMG Petronas Motorsport | Audi USA | Audi Sport | BMW M | Mercedes-Benz USA | Mercedes-AMG | Audi India | BMW India | BMW Motorsport | BMW Motorrad | Mercedes-Benz India | Audi Deutschland | Audi Italia
Youtube: Mercedes-Benz | BMW | Audi Deutschland | Mercedes-Benz USA | Audi USA | Mercedes-AMG Petronas Motorsport | Mercedes-Benz Deutschland | Mercedes-AMG | BMW USA | BMW M | BMW Motorrad | Audi Spain | Audi UK | Audi India | BMW España
Twitter: Mercedes-Benz | Mercedes-AMG F1 | Audi | BMW | BMW India | Mercedes-AMG | Audi India | Mercedes-Benz USA | Mercedes-Benz India | BMW Group | BMW USA | Audi de México | Audi Türkiye | Audi Official | BMW i
Data & Analysis Tool: #socialbakers
Analytics and Visualization: T4MEDIA.
The automotive year-end rally on Instagram
Mercedes-Benz scores over one million likes per day in November.
How do they do that?
It is what it is: the proven and time-tested recipe of #high posting frequency (about six posts a day) #quality content and a #huge fan base.
Surpassing all the other premium car manufacturers combined efforts
Mercedes-Benz alone achieves more likes than all seven premium car manufacturers combined in November 2019 (BMW, Porsche, Audi, Jaguar, Tesla, Volkswagen, Lexus).
With 178 posts in November, the inventor of the automobile published twice the number of postings of its closest competitor BMW.
Increased engaging power per post
But even in comparison to its own annual performance in the first three quarters, it can be clearly seen that Mercedes-Benz has not only increased the frequency but also improved the engaging power of their posts.
The median for the first three quarters was 153K Likes per post, it increased to 178K in November while the posting frequency was raised by more than 10% compared to the 158 posts/month in the first three quarters of 2019.
Regarding the “Likes per post” Tesla was very successful in November – they scored the record number of approx. 400K Likes per post with only four posts in total accompanying the introduction of the Tesla Cybertruck.
Credits
The analysis is based on social performance data delivered by socialbakers (Nov. 2019).
Data & Analysis Tool: #socialbakers
Analytics and Visualization: T4MEDIA.
Mercedes-Benz cracks 100 Mio. follower mark
IAA 2019 Social Media Update
The biggest german car fair, the IAA will start next week in the city of Frankfurt – reason enough for us to checkout the actual lineup of german premium manufacturers.
We compared the total followers of BMW, Audi and Mercedes on Facebook, Instagram, Twitter and YouTube within the respective brand’s five largest social media accounts in the largest social media channels.
Pole Position in every social media channel
Mercedes-Benz is the first German car manufacturer to crack the mark of a total of 100 million followers. It is particularly striking that the Swabian mobility pioneer has the most followers in each of the four largest social media channels: Instagram, YouTube, Facebook and Twitter, followed by its competitors BMW and Audi on second and third position.
Mercedes-Benz is not only ubiquitously in the pole position, but it leaves its competitors at distance. BMW chases the historic automotive brand with a large gap of around 23 million followers. Audi still has a lot of catching up to do, with a current gap of 27.4 million followers to BMW and 50.0 million followers to Mercedes-Benz.
BMW and Audi with lots of potential
Mercedes-Benz secures its biggest lead on the video platform YouTube. BMW is second with 73 percent less followers. The situation is similar on the microblogging service Twitter. In the race for the most fans, BMW still lacks more than 50 percent followers in order to reach the winner’s podium. Mercedes’ lead within Instagram and Facebook is in the 25% range.
Credits
The ranking is based on the followers of Mercedes-Benz, BMW and Audi in Instagram, Facebook, YouTube and Twitter (05.09.2019).
Instagram: BMW | Mercedes-Benz | Audi | Mercedes-AMG | BMW M GmbH | Mercedes-Benz DE | BMW USA | Mercedes-AMG F1 | Mercedes-Benz USA | Audi Sport | BMW i. Born Electric. | BMW Motorsport | Audi Official | Audi Deutschland | Audi India
Facebook: Mercedes-Benz | BMW | Mercedes-AMG Petronas Motorsport | Audi USA | Audi Sport | BMW M | Mercedes-Benz USA | Mercedes-AMG | Audi India | BMW India | BMW Motorsport | BMW Motorrad | Mercedes-Benz India | Audi Deutschland | Audi Italia
Youtube: Mercedes-Benz | BMW | Audi Deutschland | Mercedes-Benz USA | Audi USA | Mercedes-AMG Petronas Motorsport | Mercedes-Benz Deutschland | Mercedes-AMG | BMW USA | BMW M | BMW Motorrad | Audi Spain | Audi UK | Audi India | BMW España
Twitter: Mercedes-Benz | Mercedes-AMG F1 | Audi | BMW | BMW India | Mercedes-AMG | Audi India | Mercedes-Benz USA | Mercedes-Benz India | BMW Group | BMW USA | Audi de México | Audi Türkiye | Audi Official | BMW i
Data & Analysis Tool: socialbakers | Analytics and Visualization: T4MEDIA.
to the LinkedIn article
The Secret of Speed on Instagram:
Combining a high activity level with engaging posts
With the first half of 2019 already over, it is time to update our “Instagram Best Global Brands Top 20″ – focussing on performance in terms of “activity”, “engagement” and “speed”.
In this case our Social Analytics Team focused solely on the Interbrand Best Global Brands Top 100 and left out the Kardashians, Ronaldos and influencers alike …
Activity Ranking: Toyota and Netflix fastest Movers
The fastest Movers are #Toyota (+17 Ranks) and #Netflix (+16)
Netflix is increasing the activity level in 2019 (now ranked on position 13) with its engaging posts. This shoots Netflix to the third place in terms of speed on Instagram.
There is no change in activity rank on the 4 top places. +Mercedes-Benz stills leads the pack with almost 6 posts per day on average fed by 130 years of history and a corresponding bunch of narratives.
Engagement Ranking: Nike still No 1 in Engagement Ranking.
Nike is the unchallenged Leader #Lego (+9 Ranks) and #Apple (+5 Ranks) are the fastest movers
Nike has the most engaging posts in terms of Likes per post due to their huge fan base.
However with an relatively low activity level (position 77) this transfers only to place 18 in terms of overall Likes per month.
New in Top 20 Engagement Ranking is Lego which puts them on position 19 within the Best Speed List.
Speed Ranking: Mercedes-Benz, BMW and Netflix
Two automotive brands still leading the crowd with two big entertaining industry giants to follow. Netflix is the fastest mover gaining 6 Ranks.
The secret of speed: High frequency posting and an outstanding engagement rate (Likes per post) does the trick. With almost 1 Mio Likes per day on Instagram, Mercedes-Benz is hard to beat, outperforming second placed #BMW by almost 50%.
Netflix climbs 6 ranks to the third position keeping up with BMW.
Credits
Top 20 brands on Instagram are sourced from the Interbrand Best Global Brands TOP 100. The ranking is based on social performance Data (from 01.01.2019 to 30.06.2019)
Data & Analysis Tool: Socialbakers
Brand Pool: Interbrand Best Global Brands
Analytics and Visualization: T4MEDIA
to the LinkedIn article
Race to one Billion Likes finished…
Instagram Top 3 Love Brands: Mercedes-Benz, BMW and H&M have the most likes.
The „Interbrand Best Global Brands 2018“ were published in the beginning of October 2018. And with one brand hitting the magical 1 billion likes mark, it was time to give you a follow up since our last article.
Mercedes-Benz surpassed one billion likes in November 2018.
While losing some momentum in October, Mercedes-Benz was the first brand out of the Interbrand Best Global Brands to hit one billion likes – keeping the competition at a distance.
How long will it take for the others to catch up?
Holding the second position in terms of momentum, as well as overall Likes, BMW should reach the one billion total likes mark by approximately Q4 2019. Gucci made a special impression this year by further developing their momentum in terms of overall likes per month. If Gucci keeps this pace, it’s likely for them to overtake H&M and be the third brand to crack the 1 billion likes mark by approximately 2021.
With all that said, it should take H&M 5 years and Disney over 10 years to enter the 1 billion likes Club on Instagram.
Credits
Top 5 brands on Instagram are based on the Interbrand TOP 100 Best Global Brands. The ranking is based on the sum of likes on Instagram from 01/2011 to 11/2018. Two dimensions are pictured: “Total likes” overall and “Speed”. “Speed” is measured by monthly likes. “Total likes” are the cumulated likes ever since the account on Instagram was started.
Key drivers of Speed are: Posting frequency, total number of fans and „engaging power“ of the posts.
Analysis Tool: Socialbakers
Interbrand Top 100: Interbrand best global brands
Contact: Thomas Müller or Rim Rufael