With the development of the Internet and mobile Internet, traditional companies have reduced their advertising in traditional media and turned to new media marketing. In the future, companies will turn to new media for marketing. Tesla electric cars will become a dazzling star in the future. Tesla has adopted a more avant-garde advertising method through social media platforms. More than 25% of discussions on electric vehicles on social media are related to Tesla. From 2017 to 2018, Tesla’s exposure on social media has grown faster than all competitors, and Tesla’s sales have gradually increased. With 95% of car consumers surveying via social media, this is more important than ever.
So next, let's take a look at how Tesla and Elon Musk have used social media to build strong international brands.
Many companies work with individuals who have many social media fans. These people are called Influencers because of their ability to influence buyer decisions. Tesla's most important influence comes from its CEO Elon Musk. Musk's influence is obvious. He has 23.4 million followers on Twitter, while Tesla has only 3.1 million. Musk did not spend money to hire any influential people, but focused on building himself into an influential person to promote his company. This not only reduces costs, but also personalizes the company's brand. A personalized brand creates more opportunities for consumers to connect with the brand vision. Musk has its own traffic attributes and has become a business card of the company. As a result, consumers have become more trusting of his brand and company.
Musk himself is simply a rock star in the tech world. At the same time, he still takes time out of his busy schedule to update his own dynamics. Tesla uses social media to build a community, and they also have a loyal fan base to promote the brand by building a reputation. Musk personally responded to comments on social media networks. This is why Tesla fans feel valued, because they have the opportunity to contact the company's CEO and founder. After all, for fans, this sense of participation is incomparable. All of this is beneficial to Tesla, because it allows fans to get more information. In return, these fans will firmly support Tesla.
Although many brands insist on content themes and quality, Tesla prefers to upload more natural content. Most of the photos and videos they post on Instagram are dynamic photos and videos of the vehicle when it is moving or driving. It is precisely because of this that Tesla has established a real connection and trust with consumers and fans. Their display of vehicles effectively and vividly highlights the functions of their own products, and also arouses everyone's attention and yearning for the brand.
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Tesla's competitors include many traditional brands. These brands have also established their own die-hard fans after a long history. Reputation and prestige are the most valuable parts of these brands. The competitive advantage of Musk comes from his strong personal community participation. Tesla keeps the public informed about the latest developments in the product development and production stages. Other companies just use social media to advertise, while Tesla tells stories for fans through frequent and regular updates. This transparent operation makes the brand more user-friendly, and Tesla has flourished as a result. The company promotes environmentally sustainable technologies and shares its vision with fans in the community, bringing value to the company that cannot be underestimated. Musk even told everyone on Reddit "You can ask me anything".
Tesla also attracted a lot of attention by launching cars. The brand has penetrated into hip-hop culture, often appearing in the posts of rappers such as Snoop Dogg, Jay Z, and Dr. Dre. These rappers quickly increased Tesla's reputation and had a huge positive impact on its fans.
In addition to personal brands, Musk also uses other companies to enhance Tesla's social influence. SpaceX launched a Tesla sports car into space. This performance did not require additional investment, but it earned enough attention on social media, which really made everyone talk about it.
Tesla's social media fans are nothing compared to BMW's 35 million. The real reason for Tesla's success is due to interaction with fans. It is this interaction that makes this young company a force that cannot be ignored in the automotive industry.
As a company, Tesla strives to compete with larger brands. Their social media strategy also follows this pattern. By participating in posts and publishing new content, Tesla has bravely climbed the peak of attracting everyone's attention. For example, on Twitter, Tesla will use multiple tweets to attract followers-the first tweet is used to cause a stir, and the second is used to share news.
For Tesla, an important part of attracting users is to keep frequent content updates. At the same time, they should also focus on showing how their products are used in daily life, which will help create tangible demand for potential end buyers. Although Musk is Tesla's biggest asset on social media, he is also very vulnerable-because Musk's reputation has a direct impact on Tesla's success. For this reason, Tesla should continue to gradually create another business card, advocating the success of the brand independent of Musk. If Tesla continues to grow at the current rate, it is likely to become the world's largest car brand.
I also searched for the Tesla Cybertruck conference video, which is of great interest to me.
Link:
https://www.youtube.com/watch?v=9P_1_oLGREM
Hi, Haoran. I didn't expect that Musk himself has several times as many fans as Tesla brand, which is really incredible. I can only say that Musk himself may be really good at showing his personal charm on social media. Even recently, I saw his ex-girlfriend's personality street shooting on social media. Because she was Musk's girlfriend, she brought her own traffic, and hundreds of thousands of people discussed her "state after breaking up". As you said, Musk is a star in science and technology, and everything about him can arouse fans' desire to find out. I like Tesla's marketing method on social media very much. Compared with publishing large and beautifully produced luxury advertisements, Tesla prefers to publish very real driving videos. I would also be willing to consume this brand (if I have the ability, of course), because I feel that it is very close to the daily life of an ordinary person like me. Cars are originally used as a tool in daily life, which I think Tesla sells very well. It uses social media to express what the brand really wants to express.
ReplyDeleteHi Haoran，
ReplyDeleteI like your content. Compared with other luxury brand competitors, Tesla's marketing has always been celebrity stories and celebrities. Tesla targets a large number of celebrities and entrepreneurs active in the forefront of the times as the first seed users, such as Lei Jun, the founder of Xiaomi in China, and Li Xiang, the founder of Autohome, through their influence, public familiarity, and social networking The appeal in the media, bundled with Tesla's exposure, triggered public attention and discussion, empowered the brand trust endorsement, let it preconceivedly occupy the minds of users, and establish a high-end brand image. Tesla makes good use of groundswell.
Hi, Haoran, great post of Tesla's communication strategy! You compared the communication of Tesla with the competitors, and explained the power of Tesla's storytelling. It let the consumers feel more humanized. And I found one thing interesting, the CEO was more popular than the brand, like a spokesperson for Tesla. It became more common recent years. For example, Gree's CEO, Mingzhu Dong has increased her popularity on social media, consumers know her first and then, know Gree.
ReplyDelete