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Luxury Auto Brands Shine on Social

Luxury brands see more Facebook visitors, social media engagement

January 7, 2015 | Social Media | Automotive

It’s the time of year when it feels like every other television commercial is about a great deal on a new car. But auto brands promote themselves through other channels, too, and based on November 2014 data from Shareablee, luxury auto brands in particular are seeing success on social.

Unique Visitors Who Engaged* with US Automotive Brand Facebook Pages, Luxury vs. Nonluxury, March, June & Sep 2014 (thousands)

Looking at activity on pages tracked by Shareablee, the number of unique visitors who engaged with US luxury auto brand Facebook pages rose nearly 33% between March and September 2014 to more than three times the total for nonluxury brands. Meanwhile, nonluxury brands saw the number of visitors who engaged with their Facebook pages rise by around 18% during the six-month period.

Luxury auto brands dominated nonluxury brands across all social media. Nearly 80% of the 159 million interactions with automotive social network pages between January and November 2014 were with luxury brands, compared with just 23% for nonluxury.

Social Engagement* Share for US Automotive Brand Social Network Pages, Luxury vs. Nonluxury, Nov 2014 (% of total tracked by Shareablee)

Shareablee reported that luxury auto brands had been the largest drivers of social sharing of auto content, accounting for 72% of the 6.9 million shares between January and November 2014, compared with nonluxury’s 28% portion.

When are consumers most likely to share auto content on social? Based on November 2014 research from Fractl and BuzzStream, Wednesday is the top day for automotive sites looking to get their content on social media; the study found that more than one-fifth of shares worldwide from auto brand sites took place on Wednesdays. This was also auto’s time to shine, as it beat out every industry besides education for percentage of social shares that day of the week.

Day of the Week When Site Content Is Most Shared via Social Networks* Worldwide, by Industry, Nov 2014 (% of total)

The rest of the weekdays were relatively even, with 18% of shares happening on Tuesdays and Fridays and 17% taking place on Mondays. However, one thing was for sure: Despite the idea that consumers spend more time on social during the weekend, sharing was far less common. Just 6% of shares from auto sites took place on Saturdays and Sundays.

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