Nissan Joins Rush of Car Brands to Instagram
Popular photo-sharing network Instagram has been around for about three years now, and while many brands have already jumped onboard, some are late-comers.
Auto brand Nissan created its official Instagram account last week in tandem with the 2013 New York International Auto Show as a way to show its fans some real-time event photos. According to Erich Marx, director of interactive and social media marketing at Nissan, the decision to finally join Instagram was motivated by a desire to reach a younger audience.
“There seems to be a real shift among the younger audience toward Instagram and away from Facebook,” said Marx. “We think there is an opportunity for us to reach a younger group, and it makes sense for us from a business standpoint.”
There is already a large community of gearheads on Instagram. The network is made for auto brands, since they have great visuals of cars that people are ready to share. Audi, Ferrari and BMW have been on Instagram for a while. Audi has 499 photos and 372,709 followers. Ferrari has 269 photos and 113,659 followers. BMW has 189 photos and 198,176 followers. These luxury auto brands all have mostly professionally shot pictures of their shiny cars in artsy setups or in action shots.
Of the auto brand behind the top cars of 2012, which include BMW, Hyundai, Lexus, Toyota, Volkswagen and Mercedes Benz, only Lexus isn’t on Instagram. Porsche doesn’t seem to have an official Instagram either, nor does Landrover. Other brands like Ford, Chevrolet, Jaguar and Bentley all have Instagram accounts.
According to Marx, photos of Nissan’s performance cars, like the Nissan GTR, get lots of engagement on Facebook and Twitter, so it was only logical to extend this to Instagram. Along with an emphasis on its performance and sporty vehicles, Nissan plans to share behind-the-scenes photos on its Instagram account that aren’t just official photos that can be found elsewhere.
As of now, Nissan has only 11 photos up on Instagram and 228 followers. It’s not just luxury auto brands that have seen success on Instagram. Volkswagen, on the other hand, is less about the glitz and glam. It uses its Instagram account to share user-generated photos that are related to Volkswagen. It has 260 photos and 93,726 followers.
Marx noted that the brand is aware of having to adjust its content for different platforms. For example, because Pinterest is a female-dominated network, design-related content does better there than elsewhere. So it will just be a matter of figuring out who its Instagram audience is and what they prefer.
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.