Mercedes celebrate Instagram success


THE @MercedesBenz_de channel has passed the two million followers mark, making it the most successful German-speaking automotive channel. More than ten million fans follow the global account @MercedesBenz.

It is the automotive channel with the most interactions in the world. Over and above this, according to a current study by analysis company T4Media, with over 143 million likes and comments in the first half of 2017 it was the most interactive brand channel of all the Interbrand 100 brands. The new milestones in its long-standing commitment to the social web are being celebrated by the Stuttgart automotive manufacturer with a special “thank you” to its fans. Hundreds of photos which people from all over the world have posted on Instagram to demonstrate their affinity with the star brand can be seen as a video animation on the advertising and media spaces of the Mercedes-Benz Arena in Berlin in the coming two weeks.

“Mercedes-Benz is the world’s leading automotive brand on social media, including Instagram,” stated Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars. “Our success is based on attractive content and a systematic multi-channel strategy. We concentrate on working with influencers and on curating user-generated content in order to delight our followers and fans with relevant posts and a first-class brand presence.” Communication via social media is hugely important with regard to brand rejuvenation, a policy which Mercedes-Benz has been successfully pursuing in recent years. As a result, the large global online community is becoming younger and the company is reaching new target groups, filling them with enthusiasm for the brand and its products.

The success on Instagram demonstrates that Mercedes-Benz has its finger on the pulse of users all over the world. The channels are supported by a small creative network of photographers and videographers, who ensure that as much content as possible that the fans really want to see is generated. The visually driven, multifaceted content created predominantly comes from the fans of the brand: 95 percent of all photos and videos are generated by them, with only five percent being posted by Mercedes-Benz.

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