Why Social Media Trends Matter for Automotive Brands

The way people interact with automotive brands online has changed dramatically over the past few years. Car buyers are no longer just looking at horsepower, design, and fuel efficiency—they want to engage with a brand that aligns with their values, lifestyle, and aspirations. Social media serves as the perfect arena for brands to showcase their personalities, communicate directly with consumers, and build a community around their products.

Each year brings new shifts in social media rankings among automotive brands, reflecting changes in consumer behavior and brand strategy. These shifts matter because they provide insight into which brands are leading the conversation, who is lagging behind, and how emerging players are carving out space in a competitive market. The ability to track and adapt to these digital trends isn’t just an advantage—it’s a necessity for staying relevant in an industry driven by innovation.

The Leaders and the Rising Challengers

Luxury brands such as Mercedes-Benz, BMW, and Ferrari have long dominated the social media landscape. Their ability to craft aspirational content that resonates with their audience keeps them at the forefront of consumer conversations. A carefully curated mix of high-end lifestyle imagery, behind-the-scenes glimpses, and engaging video content continues to solidify their status as top-tier brands in the digital realm.

But the landscape is shifting. Brands like Hyundai are proving that social media success isn’t just about heritage—it’s about innovation and storytelling. Hyundai, in particular, has made a bold move by heavily relying on video platforms like YouTube and TikTok, which together account for 19% of its total follower base—a higher percentage than any other brand in the industry. This approach has led Hyundai to achieve the highest number of video views per video, a testament to its strong content distribution. However, a deeper look into engagement metrics tells a different story.

Engagement Over Vanity Metrics

It’s tempting to measure success solely by follower count, but the real game-changer in social media strategy is engagement. A brand with millions of followers means little if its audience isn’t interacting with its content. Likes, shares, comments, and user-generated content tell a far richer story of brand loyalty than sheer numbers ever could.

Some brands have mastered this art, transforming their social media presence from a one-sided broadcast into an engaging dialogue. Ferrari, Tesla, and Porsche have significantly increased engagement on YouTube, while Porsche, Ferrari, and Lexus have found success on TikTok by leveraging interactive content and behind-the-scenes videos that draw consumers into the brand experience.

The Evolution of Content Strategies

As social media strategies have evolved from 2023 to 2024, one trend has taken center stage: the rise of short-form video. Platforms like TikTok and Instagram Reels have reshaped how people engage with content, and automotive brands that have embraced this shift are seeing substantial gains. Ferrari has led the way in follower growth on Instagram, TikTok, and YouTube, while Tesla continues to dominate in audience size on X, LinkedIn, and YouTube. On TikTok, Ferrari remains the most followed automotive brand, reinforcing its strong digital presence.

At the same time, BYD has seen rapid growth in its digital following, though its overall numbers still lag behind competitors. This surge is largely fueled by the increasing demand for electric vehicles, with BYD’s content strategy focusing not just on showcasing product features but on championing a broader movement toward sustainability and technological innovation.

Final Thoughts

As we continue to explore the impact of Digital Due Diligence in the automotive industry, one thing remains clear: social media is no longer just a supplementary marketing channel—it’s a core driver of brand loyalty and perception. The brands that invest in meaningful digital engagement, adapt to evolving content trends, and align with consumer values will be the ones that thrive in the years ahead.

The automotive industry is undergoing a digital transformation, and those who understand the power of social media will not only survive but lead the way. The future of brand loyalty isn’t just about cars—it’s about connection, conversation, and community.