This report focuses on the current social media landscape of the automotive industry in Australia and looks into how 32 automotive brands have been leveraging social media as the preferred method of communication.
The study covers 2020 data from January 1 to October 16, analysing the performance across automotive brands on the leading social media channels – Facebook, Instagram, Twitter and YouTube – and benchmarking their performance across key performance metrics.
Based on this data, the report then draws insights and identifies opportunities for growth for marketers in the industry.
Here are some of the highlights:
The carousel post format was the third most used content format, with 669 carousel posts generated, representing 7.03% of all content pieces. It lagged far behind the first and second place formats – images and videos – which represented 62.72% and 21.95% of all posts.
However, carousel posts received proportionally more interactions than other formats, ranking second with 289,713 interactions, representing 12.35% of all interactions received. This format also saw the highest engagement rate of 1.58%, which was twice as engaging as a single photo post.
As such, there’s a clear opportunity here for more automotive brands to try out a largely untapped format to engage their audience.
According to the Federal Chamber of Automotive Industries September 2020 sales figures, SUVs represented 47.3% of the total mix of new vehicles sold. The market share for SUVs has been climbing for the past 20 years, with growth accelerating in the past 10 years as buyers prefer the taller driving position and added practicality.
As such, it comes as no surprise that car manufacturers have pivoted to meet the changing buyer tastes, even on social media! Nearly 40% of content pieces posted and interactions generated are about SUVs, far surpassing the content and interactions about all other car types.
The audience clearly enjoys content related to SUVs as 73% of interactions on such content received positive sentiment on social media. At 62,350 positive interactions, SUV related content generated almost 2.4x as many positive interactions as the compact car type with only 26,236 positive interactions.
Socialbakers data revealed that Australians were largely positive towards automotive brand content and liked engaging with these brands on social media.
A total of 71% of the interactions were positive or strongly positive in 2020. Only a small fraction of the interactions are strongly negative (0.71%).
It’s clear that brands in the automotive industry have been increasingly leveraging social media as a platform for reaching out to their target audiences. Judging by the engagement and positive sentiment, this is certainly a move that is welcome by the population in Australia.
However, there is still a lot more that brands can do – the opportunity for business growth and enhancing the customer experience through social media has been largely untapped by the automotive industry.Download the full report, and if you’re ready to learn more about how Socialbakers can help you harness the power of social media, get an expert consultation today!
Jillian has been with Socialbakers since 2019. As Senior Marketing Manager, she oversees the Global Field Marketing operations, leading a team of talented field marketers to drive brand awareness and develop interest for the Socialbakers solution in their respective regions.