Online conversations on automotive brands like Mercedes, Lexus, Volvo, BMW, Porsche, Tesla, Ferrari, Jaguar, Bugatti, Audi and many more brands are constantly being mentioned in social media conversations on a day-to-day basis. However, monitoring, analyzing and spotting trends based on these conversations could be challenging and time consuming if done manually. A social media listening tool is here to make your life easier and help you make use of the online data to your brand’s advantage.
In this article, Crowd Analyzer reveals the key summer consumer insights that were analyzed for the automotive industry across the GCC for 12 brands as we dive deeper into over 960k online conversations from July 24th to August 21st.
Let’s jump into the 5 consumer insights we identified for the auto industry.
1. Who is winning the social media race?
Automotive brands should always be aware of the top social media players. It is worth noting that Mercedes is the top brand discussed at 33%; however, Bugatti, the one with the lowest mention rate among all the monitored brands, received a high engagement rate at 43% during the monitored period. This indicates that Bugatti’s strategy at this stage could be focusing more on building a relationship with the audience by interacting with them on social media.
However, if we look deeper into country analysis, we would find that each country had its own winner for the social media race this summer. Such information is key in identifying the best social media practices depending on your target audience.
*SOV: Share of voice
2. What’s the profile of the automotive audience?
There is a general assumption that males tend to be more interested than females when it comes to cars; social media has actually proved this during the summer. In all countries, males were leading the conversation. So it is safe to say that content should be focused on male interests, since they exceed 70% of social media conversations.
Gender is the first step of knowing your audience but understanding their language preference is another aspect that should be taken into consideration while developing your brand’s content strategy. Based on the analyzed data, it is always recommended to use both Arabic and English. In KSA and UAE, Arabic is mainly used at 92% and 72%. However, in other countries such as Qatar, Oman, and Bahrain, English is the common language with over 50% of English language users.
3. What’s the preferred social media platform?
According to the data analyzed, we found that most automotive online conversations came through Facebook and Twitter in most countries. Instagram’s popularity across the industry was lower than other platforms for most countries except for Bahrain and Qatar. In KSA, Twitter is actually leading by 91% and in Kuwait by 68%. However, in the UAE, Facebook leads by 59% and So it is important to pay attention to what users tend to use the most in the country of your target audience. Crowd Analyzer’s State of Social Media Report 2021 should provide you with even more insights on platform usage and popularity in each country.
4. How do auto fans feel towards the industry’s online conversations?
Understanding how people feel towards your brand is crucial for assessing your brand’s reputation. A sentiment analysis provides brands with this understanding to better enhance their strategies and learn from current best practices. We reveal here the sentiment analysis in each country to provide brands with an idea of where the conversation is going.
The data shows that Bahrain had the highest share in positive conversations at 86% compared to negative. Followed by UAE and then Kuwait.
5. Who is gaining online popularity?
Based on the monitored brands social media accounts, the data shows that Bahraini social accounts of monitored brands had the highest average followers growth rate. The growth rate is a metric commonly used to estimate how many followers were gained by a brand relative to the number of existing followers over a predefined period of time.
Sample of the most engaging posts
Over the years Crowd Analyzer has helped leading brands in the automotive industry overcome their challenges, improve their brand image, benchmark against competition, enhance their marketing activities and ensure a more impactful return on investment through its social media listening tool. If you want to know more about how we can help your brand compete more effectively with a positive brand image, get in touch with our experts now.
