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Tesla Receives the Strongest Organic Engagement on Social Media

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【Summary】A new report compared the advertising budget of different companies from the automotive industry to their total online user engagement across popular social media platforms. Tesla by far had the highest number of organic engagements.

Manish Kharinta    May 11, 2019 11:30 AM PT
Tesla Receives the Strongest Organic Engagement on Social Media
The Tesla Model 3 Unveil (Photo: Justin Pritchard / AP)

Tesla CEO Elon Musk has time and again made comparisons between his electric car company and tech giant Apple. Musk went on to claim that by 2025, Tesla will be worth $700 billion and would have a market cap close to that of Apple.

Dollars and cents aside, like Apple, Tesla is making strides in popularity and social media engagement with its dedicated customer base and Tesla fans in general.

A new report reveals that Tesla is currently leading the charge in online engagement across several social media platforms, including Instagram, Facebook and Twitter.

The report complied by market research firm BrandTotal, compared the advertising budget of different companies from the automotive industry to their total online user engagement across popular social media platforms. Tesla by far had the highest number of organic engagements.

The report also analyzed audience targeting strategies used by different companies as well as the overall performance of each company's organic and paid social media campaigns.

Over a month-long period, the reports analyzed the leverage gained from the digital and social media advertising strategies of major automotive brands in North America, including Toyota, Lexus, Cadillac, Porsche, Audi, Ford, Infiniti, Honda, BMW, and Tesla.

The platform of choice for these major auto brands include Twitter, Instagram, YouTube, and Facebook. Along with a list of top performing social media ads, the report reveals trends in media-mix allocation.

Elon-Musk-1.jpg

Tesla CEO Elon Musk has over 26 million Twitter followers and is quite active on the platform.

A majority of other auto brands continue investing on Facebook for social media promotions, even though the platform has experienced a decline in user signups over the last few years.

For example, Japanese carmaker Toyota allocated 62% of its social media budget on Facebook, whereas Porsche only spent 14% of its budget on the world's biggest social media platform. Porsche, however, spent a substantial amount of its budget on YouTube, totaling 47%.  

The most surprising reveal of them all was the fact that electric car pioneer Tesla managed to secure over two million organic engagements without even spending a single cent on social media advertising budget.

Instagram was the most prominent social media channel for Tesla, making up 55% of all the automaker's social media activity. This also makes it quite evident that a majority of Tesla's online following consists of a younger audience.

Speaking of following, Tesla also enjoys a substantial organic audience on Twitter, which amounted to 11% of the company's online social media activity. However, this is not surprising, considering the fact that Tesla CEO Elon Musk happens to be an active Twitter user, amassing over 26 million followers on the platform.

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