Two presenters break down how UK Automotive SMMT uses Instagram to reach EV buyers: tailored captions, electric-vehicle hashtags, manufacturer tags, and location-based search. They show how strategic liking and commenting from the brand account guides users back to the brand and drives event attendance.
Chapters
Today we're looking at how to drive engagement on your post by knowing your customer. This is UK Automotive smmt and they see themselves as very much the voice of the motor industry. And what they've done here is they use Instagram, as you can see, to kind of showcase, you know, like different technologies and attending like sort of, you know, the attendees at their different events and things like that. But one of the things I've done here is Britain's new car market is boosted by battery electric vehicle choice. Every class of vehicle now available as an electric option, from super small urban commuter round runarounds to family cars, luxury saloons. And then they've done their own hashtag. So with this, what it's about is about encouraging people to engage if they are a fan of the different cars shown, but also if they read the caption it would support the increase of electric cars. So it's all.
And the sort differences and having choices and I think that's what's really important here. This is actually showing like the progression of an industry. So you're likely to get more engagement on something if you're talking about something that is progressive, that you'd show that you're knowing what you're talking about. And if you're the voice in industry then that's really important. So I think what they, these guys on here is really clever because they have shown in sort of picture form, in an image form really strongly like, you know, the difference and choice that people can get now and that you're not just stuck with, with one thing. And then equally they are showing that they understand the market and they are, they kind of, yeah, as I say, you know, the voice of the market. Other ways that they could do this would be to tag in all the.
Different brands of the vehicles.
They could have used hashtags that were all around electric vehicles as well, so that they came up more to anybody who is interested in those sectors. Ultimately it's a really, really strong post and it shows that you get more engagement when you understand what your target market are looking for. Now if I was these guys, one of the things that I might want to do is engage in the locations because they do events. So I would go to maybe platform and go to location and then in there.
So I picked, picked Putney for now.
But it would be literally any location that they're based within. And then what comes up here is all the businesses that are getting engagement already on social media now, if they're getting engagement already, those are, they're having conversations in their area. Local people are engaged in their conversation. Local businesses are engaged in their conversation.
So by liking or commenting as UK automotive, then it means that I'm suddenly digitally signposting people back to me. People are suddenly looking at me and going, oh, what are these guys? Didn't know they existed before and I'm much more likely to get engaged with them. And indeed, if you've got an event coming up, then might be more likely to actually attend the event as well. Now, as always, if you've got any questions at all, click on the little blue button. We love to help.
