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The impressive figure of 10,000,000 followers underlines the #bmw brand’s commitment to #social media. For #bmw marketing, #instagram is more than just another digital communication channel. #bmw uses its #instagram channel to share the #bmw brand lifestyle with its followers – through the latest news on upcoming models, glimpses of its own history or looking ahead to the future of mobility.
With its clear focus on strong visuals and a highly-interactive community, #instagram is the ideal channel for communicating the brand values of joy (“sheer driving pleasure”), aesthetic appeal and innovation. However, growing the community is not top priority. It is more important to cover a wide variety of topics with relevant content that appeals to users and increases their involvement in the form of likes and comments. The #bmw #instagram channel impresses with its targeted, long-term channel management and regular publication of emotionally-engaging content.
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