Ed Bristow's recent articles
YouTube is the key social media platform for Toyota consumers in Germany
Toyota show how focusing on the most popular social media platform in each target market can help maximise the brand’s community size.
Toyota use a market-specific strategy to engage with consumers on YouTube, Twitter and Facebook across a wide range of countries. This allows Toyota to tailor content to the preferences of each market. For example, Toyota Germany’s homepage opens up with a racing game promoting the GT86, whilst Toyota USA’s channel features the new Tundra Endeavour truck. Toyota UK also promotes the GT86, but through an advert focusing on the car’s features.
WaveMetrix analysis shows that Toyota Germany’s YouTube channel is the most popular in terms of subscribers, with almost twice as many as the Toyota US channel and much more than any other market. Moreover, Toyota Germany’s YouTube channel attracts a larger fanbase than Toyota Germany’s Facebook fan page and Twitter handle. This allows Toyota to understand which social media platform is preferred by German consumers and helps the carmaker decide where its digital marketing resources would be most effective for each target market.
Toyota Germany has the largest community size of Toyota’s country-specific channels:
- Toyota Germany has the highest number of YouTube subscribers: With twice as many subscribers as the US page, the Toyota Germany channel shows that the carmaker has successfully built a large community with content dedicated to the German market
YouTube is the most popular social media platform among German consumers:
- Toyota Germany’s YouTube channel is a bigger community than the market’s Facebook and Twitter page: Understanding which platform is most popular within each target market helps brands understand where to focus their efforts