Tyre brands Nitto, Michelin and Pirelli lead in social media research

In its own words, Research Tools, based in based Esslingen am Neckar near Stuttgart, specializes in marketing analysis/market research. The company recently examined the performance of 100 tyre brands on the leading social media platforms Facebook, Instagram, Twitter and YouTube in cooperation with VICO Research & Consulting. The study covers the period from 2 June 2021 to 1 June 2022.

According to the results compiled from almost 130 pages, Facebook stands out in particular in terms of the presence of the brands concerned because 92 per cent of the 100 analysed tyre brands are represented there, says the Esslingen-based company. In contrast, usage rates of less than 70 per cent are given for Instagram, Twitter and YouTube. The 10 leading tyre brands in the overall ranking are represented with an account on all four platforms analysed. “Michelin, Nitto Tire and Pirelli stand out from this group of top performers. The three manufacturers are also among the 10 best performers in all four individual platform rankings,” Research Tools comments, adding: “Nitto Tire has the highest number of fans on Facebook, while Maxxis is the most active in terms of the number of posts.”

However, Hankook stands out on the subject of social media engagement: “When it comes to the number of interactions, Hankook sets standards. With over 3 million reactions, comments and shares, the South Korean brand seems to have hit the nail on the head with its fans. Nine of the 10 posts with the most likes also come from Hankook.”

Overall, the industry can certainly look forward to numerous subscribers, fans and followers on the social media channels mentioned. All in all, more than 39 million subscriptions were determined for them on the four platforms Facebook, Instagram, Twitter and YouTube. Apparently, Facebook not only leads the popularity among the tyre brands themselves, but also among the users. “On average, the tyre brands have around 24,000 fans on this platform. For comparison: Instagram has a mid-four-digit number of subscribers, while Twitter and YouTube each have a three-digit number of followers and subscribers.