Key Findings at a Glance


  • 3.85 million mentions of German automakers in just one month.

  • 419 million engagements across all platforms.

  • TikTok dominates with over 60% of engagement, showing the platform’s growing influence in the car community.

  • Mercedes takes the crown for mentions (31.8%), while BMW leads in engagement, outperforming rivals on Instagram with its high-frequency, video-first strategy.


 


Social Media Platforms Driving the Buzz

TikTok is now the clear driver of engagement in the automotive sector, accounting for more than half of all likes and shares. Instagram remains a powerful channel too, generating nearly 99 million likes during the period analysed. Meanwhile, LinkedIn plays a quieter but strategic role, especially for leadership advocacy and conversations around sustainability.
Screenshot 2025-08-18 at 16.53.16

Top Mentioned Brands

Among the six automakers, Mercedes-Benz (31.8%) and BMW (29.3%) dominate the conversation, together representing more than 60% of all online mentions. This visibility stems from diverse sources whether it be industry insiders or car enthusiasts sharing reviews and opinions.

Screenshot 2025-08-18 at 17.04.31

But when it comes to engagement, the leaderboard looks a little different. One brand in particular outperformed the rest thanks to a bold, video-first social strategy. (You’ll find the full rankings and engagement breakdown in the complete report.)

 


Themes That Mattered Most


 

  • Sustainability on LinkedIn: Mercedes and Audi highlighted AI-driven production and circularity, showing how environmental storytelling is becoming a corporate priority.

  • Event Buzz: The Shanghai Motor Show drew huge attention, with BMW and Audi tailoring announcements to the booming Chinese EV market.

  • Video-first strategies: BMW leaned heavily on Instagram Reels, with 78% of its posts in short-form video format, driving higher engagement.

Screenshot 2025-08-18 at 17.18.36
Get the Full Picture...

This article only scratches the surface of how Germany’s top auto manufacturers perform online.
The full 15-page study dives deeper into:

  • The full ranking of most engaging brands

  • The most impactful posts across TikTok, Instagram, LinkedIn and YouTube

  • Top influencers driving the conversation in the auto industry

  • Word clouds of the most used terms in car-related discussions

  • Platform-by-platform performance breakdowns





Screenshot 2025-08-18 at 17.23.16