More than 10,000,000 Instagram followers for BMW. Most successful Instagram channel among automotive brands worldwide.

Munich. The BMW brand’s international Instagram
channel has broken through the ten million followers’ mark, making
it the most successful automotive brand on Instagram worldwide.

 

The impressive figure of 10,000,000 followers underlines the BMW
brand’s commitment to social media. For BMW marketing, Instagram is
more than just another digital communication channel. BMW uses its
Instagram channel to share the BMW brand lifestyle with its followers
– through the latest news on upcoming models, glimpses of its own
history or looking ahead to the future of mobility.

 

With its clear focus on strong visuals and a highly-interactive
community, Instagram is the ideal channel for communicating the brand
values of joy (“sheer driving pleasure”), aesthetic appeal and
innovation. However, growing the community is not top priority. It is
more important to cover a wide variety of topics with relevant content
that appeals to users and increases their involvement in the form of
likes, shares and comments. The BMW Instagram channel impresses with
its targeted, long-term channel management and regular publication of
emotionally-engaging content.

In addition to effective influencer marketing, the brand also
celebrates the involvement and enthusiasm of each individual fan.
Under the hashtag #bmwrepost, BMW shares photos taken by enthusiasts
and hobby photographers with the community in appreciation of its
loyal fans around the globe. Where else can you get this close to a
brand and share your own photo millions of times? User activation
through #bmwrepost has been a resounding success. It is no coincidence
that #BMW has already been used more than 19 million times and is by
far the most popular brand hashtag in the automotive sector.

“The aim of our social media strategy is to optimise how we use the
special features of the specific channels available to us,” explains
Jörg Poggenpohl, head of Digital Marketing BMW. “Instagram is made for
initiating authentic dialogue with followers worldwide. It is
important to us not only to celebrate our own achievements, but, above
all, to share the excitement and enthusiasm of our fans and customers
with an audience of millions.”

 

BMW marketing was quick to recognise the enormous potential of the
social media network. BMW published its first image on Instagram back
on 30 May 2012: a high-gloss photo of a BMW 650i Coupé. By May 2014,
BMW had a million followers. Since then, its Instagram fan community
has grown exponentially: from two million followers in early 2015 to
double that number by the autumn of the same year. A year later, in
autumn 2016, BMW had already reached the eight million mark.

 

BMW’s popularity on Instagram confirms the success of the brand’s
social media strategy. The parameters are tailored, individual
content, professional editing and authenticity. In addition to
Instagram, international BMW marketing also successfully uses the
social media channels Facebook, Twitter and YouTube.

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

Bernhard Ederer, Business and Finance Communications, Press
Spokesperson BMW Group Marketing and BMW Group Sales and Marketing Germany


Bernhard.Ederer@bmwgroup.com
,
Telephone: +49-89-382-28556, Fax: +49-89-382-24418

 

Media website:
www.press.bmw.de

Email:
presse@bmw.de

 

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the
world’s leading premium manufacturer of automobiles and motorcycles
and also provides premium financial and mobility services. As a global
company, the BMW Group operates 31 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.

 

In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax for the financial
year 2015 was approximately € 9.22 billion on revenues amounting to €
92.18 billion. As of 31 December 2015, the BMW Group had a workforce
of 122,244 employees.

 

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.

 

www.bmwgroup.com

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