[Auto / Moto] Renault hits the mark on social networks

[rlex]

 

As every year, the Ultramedia agency publishes its ranking of the most influential brands on social networks. And in 2021, Renault dominates.

If a few years ago, the influence of a car manufacturer was measured only by the number of sales as well as the feedback from the specialized press, things have evoked very clearly in a short time. From now on, it is on the Internet and more particularly on social networks that everything is played out, while the brands total more than 140 million subscribers on these channels, be it Facebook, Twitter or Instagram. Suffice to say that these sites are of capital importance for manufacturers, who invest more and more in their communication in this area, while their strategy can be decisive for their image, and therefore for their sales. Ultramedia content strategy consulting agencyhas therefore taken an interest in this new form of communication, and has established, as in 2020, an influence barometer , classifying the different brands according to several criteria. Among them, relational power, that is to say proximity to the community, the power of engagement, that is to say the ability to react and finally the power of expression, which is concretely reflected in the place that takes a mark on social networks.

The French agency therefore studied more than 51 brands, all sectors combined, then sorting them into different categories, whether it be the agro-food industry, insurance, the pharmaceutical industry or even the automobile. It is obviously the latter that interests us today, especially since the past year has been very special for this area, affected by the health crisis but also weighed down by standards and restrictions of all kinds. However, this did not prevent some brands from standing out, like Renault., who took the lead with 86 points out of 100, pushing Peugeot to 2nd place. Cumulating no less than 20 million subscribers on its various networks, the diamond firm has not yet broken records in terms of publications, with a number of posts down 62%. In reality, according to the agency, Renault has caused a lot of talk but not necessarily for good, since it is in particular the Carlos Ghosn affair and the various social movements that have put the brand on the front of the stage.

Citroën down, BMW on top

• Still on the side of the French, Peugeot and Citroën have meanwhile lost a little influence, and this could be explained by a simple reason shared by the two brands: too self-centered content, aimed at a captive community, already owner or at least passionate. by one or the other of the two manufacturers. As Ultramedia emphasizes for example about the chevron brand “  its reasons are to be found in its editorial line, particularly focused on“ Citroën culture ”and therefore intended for an audience of aficionados - even nostalgic - as with its “Generation Citroën” podcast series. A captive audience, which is perhaps today reaching its growth ceiling  ”. On the other hand, it's BMWwhich is illustrated on its side, and this "  without particularly original editorial line  " as noted by the agency. Placing itself in 3rd position tied with Citroën, the Bavarian firm has notably taken advantage of the launch of flagship models to make people talk about it, in particular taking advantage of voluntary “leaks”. In addition, Ultramedia underlines that “  by emphasizing design, style and innovation in its publications, BMW is playing on a sensitive chord among enthusiasts  ”. It works, since the brand has tripled its engagement rate in one year!