Edwards 1

Charles Edwards

Instructor McCann

30 September 2021

English 1301.127

Automobiles on Instagram

Over the past couple of years Instagram has gained popularity in becoming a social media

platform. Three of the most notable car manufactures use this platform, these manufactures are,

Mazda, BMW, and Ford. These manufactures are all using Instagram and its functions to help

their business out. These companies all manufacture cars, and as well use Instagram in similar

and different ways. The three motor companies Mazda, BMW, and Ford all use the platform

Instagram in similar ways such as prompting their business, but have several differences in the

audience, and creative ways they use this application.

To Begin With, the car manufacturer Mazda uses Instagram’s platform like the other

companies in several ways. These car companies use the platform Instagram in several similar

ways, two of which are going to be listed in this paragraph. Well one key similarity that Mazda

and the other manufactures use is the ability to post photos, and videos on Instagram. Mazda uses

this Instagram function by showing their car’s interior and exterior. They are in a way having a

display room but online. They take nicely edited photos and post them to grab one’s attention

while viewing the page. Looking at a post by Mazda, made on October 23, 2020, Mazda gave a

couple of pictures to display the new Mazda Miata Mx-5. This picture displays the interior of the

car as well as the exterior. This post also caught people’s eye by the text they show you. In the

second picture it states that “Do they deserve to be rewarded with a Mazda Miata Mx-5 100th

Anniversary Special Edition?” (Mazda). This helps promote the car not only by using the
 Edwards 2

platform Instagram, but the offer which they are giving. The post feature on Instagram can give a

good amount of information out, as well as promote what they are trying to show their audience.

Continuing, Mazda uses the platform differently then the other companies in many ways.

Well first the audience which they are trying to sell cars to are different from the other

companies. The audience which they are trying to hit are typically the upper- and middle-class

youth. One way that Mazda stands out from the rest of the manufactures on Instagram was the

time of creation of the account. Mazda was the first of these three automotive companies to

branch out on Instagram’s social media platform. This means they were able to reach and expand

their audience earlier than the other companies. On the “About Account” information tab you

can see that they were made on “June 30th, 2011” (Mazda)

In another case, BMW uses the social media platform Instagram such as the other

companies in several ways. One of the main ways BMW takes advantage of this social media

platform like other manufactures is the ability to create what’s called “Instagram reels.” Using

this Instagram function BMW like the other manufactures can provide video completions, and

show videos with really interesting effects. One of the more recent examples from BMW’s

Instagram page is a reel which displays their BMW X4. In this Reel BMW got really creative

with the visuals used, and the way they panned the camera. Using the Reels function BMW was

able to give a look around of the car, and keep you entertained by the visuals used.

Moreover, BMW differs from the other car manufacturers by using Instagram to do the

following. One main difference is the audience which BMW tries to reach out to people who are

on the wealthy side. Typically, BMW promotes not only power but as well as luxury. With the

more luxurious items and features described and shown in the posts, it helps attract people

looking for more luxurious features even with the extra couple of thousands on the price tag. One
 Edwards 3

way that BMW uses Instagram to their advantage, which the ether companies don’t use, is the

use of posting images which allows them to format their pictures in a creative way. By using the

feature which places your posts in chronological order, they had the ability to in a way extend

pictures to span across their Instagram Feed (BMW).

In addition, Ford uses Instagram similar to the other companies by using the IG TV

function. The IG TV function on Instagram allows one to talk and provide videos of anything.

Ford uses this function to provide information and cool visuals about the automobiles they sell.

One of the examples, is the post made on March 12, 2020. Using the IG TV function on

Instagram, Ford was able to in a way put a commercial on their Instagram page (Ford). They

how several clips of the cars’ ability to turn, and they constantly describe how much power the

car is making. The visuals and text being used also play a big role in keeping the audiences

attention. With this Instagram feature, Ford is able to create posts which can keep the attention of

a user for a longer duration of time.

On the Contrary, Ford uses the platform Instagram differently then the other companies

in a couple of ways. The first difference is their target, which is typically the younger generation,

and newer drivers. The prices of the vehicles produced are fairly cheap compared to their

competitors. Ford is know for Cheap power, especially when thinking about the Mustang. These

cars are typically pushed to younger audiences to purchases. One main way that Ford stands out

of the crowd, is the that they create filters for their audience to use., and at the same time

promotes their vehicles. If you go on Fords Instagram page, you can view all of the filters which

they have created (Ford). When their audience uses these filters it not only looks cool, but also

promotes the company and car for no cost.

 Edwards 4

To summarize, Mazda, BMW, and Ford use the world-wide social media platform of

Instagram. Some ways they use it similarly are the use of the post function, the use of Instagram

reels, and the use of the IG TV function. Ways they individually use the platforms features are

the date which they created their accounts, how they got creative with the format of their posts,

and creating filters for their audience. These companies effectively drive their products to their

target audience in many simple and complex ways. As stated in the introduction Mazda, BMW,

and Ford all use Instagram to target their audience in many different ways, as well as in

extremely similar ways.

 Edwards 5

Work Cited

BMW. [@BMW]. Posts [Instagram Profile]. Accessed October 3, 2021, from

https://instagram.com/bmw?utm_medium=copy_link
Ford. [@Ford]. Posts [Instagram Profile]. Accessed October 3, 2021, from

https://instagram.com/ford?utm_medium=copy_link
Mazda. [@MazdaUSA]. Posts. [Instagram Profile] Accessed October 3, 2021 from

https://instagram.com/mazdausa?utm_medium=copy_link