For Instagram, high engagement rates range between 1% and 2%. With that said, Mercedes-Benz deserves a solid round of applause. With 4.9 million followers and counting, the luxury automobile brand regularly receives between 50,000 and 100,000 likes per post. Other brands using Instagram that have around 1 million followers, receive a mere 10,000 likes per post.
Now that Instagram rolled out their new algorithm (*queue tears*), marketers are acting like chickens running around with their heads cut off. Ok, maybe that is an over-dramatization, but marketers aren’t very happy about Instagram’s new algorithm. For those brands that already struggle with increasing user engagement, they may need to rethink their strategy again. Brands that have already produced a significant amount of traction on Instagram, prior to the algorithm roll out, are sitting pretty.
For Mercedes-Benz, Instagram’s new algorithm may actually “favor the kind of content [they] want to produce,” says Mark Aikman, general manager of marketing services at Mercedes-Benz USA. As the image-focused social media platform begins to evolve it’s software similar to that of Facebook, content needs to be compelling.
Here are 5 Reasons Why Mercedes-Benz Owns The Instagram Game:
- Repurposing Content Is Getting Old
- Instagram Is A Branding Platform, So Don’t Expect To Get Sales
- Millenials Shop Differently Than Baby Boomers
- Let Your Consumers Promote Your Brand For You
- Long Term Strategy Fosters Long Term Results
Create original content and stop recycling images and videos.
Aikman’s team considers Instagram as a branding platform and Facebook and Twitter as direct-response platforms. For Mercedes-Benz, Aikman believes that Instagram won’t be the platform to sell cars.
Social communication is a huge for Millenials. “We realize that Millennials shop for cars and consumer content differently than baby boomers, and social is a big part of the mix,” Aikman said.
Kelly Lunch is a global jetsetter whose claim to fame is her WolfDog, Loki. With over a million followers on Instagram account dedicated to her Wolfdog, Loki, a few weeks ago, the two took over the @MBUSA Instagram account to share their journey.
For Aikman, “success if about compelling content and telling powerful stories while meeting consumers halfway.”
Imagery is everything on Instagram and is a multiyear journey for consumers.