The auto industry doesn't use Youtube properly. There is at least one media agency.
The big German automakers are neglecting their YouTube channels. A study by the media agency “Small but” diagnoses that neither a clear strategy can be identified, nor could the presentation, length and user numbers convince.
According to the experts, no company can create a uniform look with high recognition value. Design, visual language and aesthetics are interchangeable, especially at Audi and Mercedes. In addition, the study shows that regular formats, structured upload frequency and community management are missing or are not implemented in a promising manner.
According to the study, there is also potential for optimization in terms of the average length of the posts. It was on average around three minutes for the examined canals. With many successful channels from other providers, the duration is significantly longer, often over 20 minutes. Manufacturers would be wasting the opportunity to bind customers to the brand in the long term, according to the study.
The YouTube appearances of Audi, BMW, Mercedes-Benz, Opel and Volkswagen were examined. In order to establish a comparison, only the main channels of the brands were considered and special channels were disregarded.