MOST FOLLOWED CAR COMPANIES ON INSTAGRAM’S ITALIAN MARKET
- 22 June 2018
- Written by: Bat Radar Team
Which are the most followed car companies on Instgram in Italy?
Using Bat Radar’s unique Bat Factor, we can easily pinpoint the leading brands and companies that are most successful at using social media. Over the past 30 days, Bat Radar carefully studied the Italian car market, to best determine the tastes and preferences of Italian car lovers and drivers during the month of May-June 2018 and have ranked them accordingly.
The Bat Factor is a clever metric that rewards the social media pages that best involve and engage their audiences. We get all the data via Bat Radar proprietary Influencer Marketing tool created by Milan Polytechnic. The algorithms Bat Radar uses have also been validated by the same respected institution. Here are the ranking details for this report:
- Observation period: 10 May 2018 – 8 June 2018
- Platform investigated: Instagram
- Extracted pages: Car brands registered in Italy with Italian pages
- Sector: Automobiles
- Geographical relevance: Italy
In partnership with the Politecnico di Milano, we have created an algorithm – the Bat Factor – which measures influence through analysing relevance, relativity and time and frequency.
The relevance feature measures the real involvement of the public on a social page. So the algorithm is based on the number of actions actually performed by users on that respective social page. The more engaged the audience, the more influence the page holds.
The relativity factor compares the total user actions in relation to the size of the follower base of a social page. In other words, this shows how many people actually cared enough about what the influencer had to say to result in some kind of action. An audience must be seduced and stimulated to do something for a page to have influence.
The Bat Factor also considers time as a primary variable. Audiences are constantly changing, so it’s vital that social pages are kept up-to-date, relevant and that the owner appears active.
Finally, the Bat Factor takes into account the number of posts posted on a page. We have found a positive correlation between frequency and engagement. When posting frequency wanes, so does traffic – so it’s important to be active on social media and post often, without becoming a nuisance or overcrowding your followers’ feeds.
For the purposes of the classification, only the brands and not the individual car models were considered in this index.
To minimize errors and to avoid misunderstandings (sometimes the boundaries between brands and models are very labile) Bat Radar have referred to data on vehicle registrations in Italy developed by the National Automotive Industry Chain Association (ANFIA) based on Italian Ministry of Transportations data. The object of this survey was therefore all the brands registered in Italy and considered “brands” by ANFIA.
So, as an example, Mini has been considered a brand and not a model since it is present in the ANFIA press releases as, precisely, brand. However, the Mini Cooper which is a type of car has not been singled out as a standalone study.
The findings of Bat Radar’s research are correct as of June 2018, but do not include references to Ferrari, Lamborghini, Honda, Mazda and Nissan, because each company have a global Instagram account and not a separate Italian page, which was measured for this report.
||Brand||Avg Followers||Engagement||Bat Factor|
|1||Alfa Romeo Italia Official||22350||72146||6,3551|
|11||Volvo Auto Italia||28634||13154||2,5081|
|14||Land Rover Italia||74537||24154||2,3307|
|18||Mitsubishi Motors Italia||2949||2482||2,1725|
|23||Kia Motors Italia||31552||9810||1,9747|
Copyright Bat Radar Limited © 2018
The source to quote is Bat Radar
To discover further information relating how to analyse every angle of social media for car companies or other brands please contact Bat Radar today. We can’t wait to work with you.