People’s new information medium is rapidly shifting from traditional legacy media to smartphones. In line with this trend, most imported car brands are utilizing YouTube as an advertising and promotional tool for their products.
The brand that makes the best use of its YouTube account is BMW Korea. BMW Korea boasts 398,000 followers, overwhelming Hyundai’s 266,000. Competitor Mercedes-Benz Korea has 31,400 followers, making BMW’s count 13 times greater than that of Mercedes.
BMW has uploaded 516 videos, the highest amount of content. This is over 150 more than Toyota, which has uploaded 368 videos. Following Toyota, Mercedes-Benz Korea has uploaded 322 video contents.
The content with the highest video view count is not from BMW, but from Mercedes-Benz. It was a description of Mercedes’ industry-first non-face-to-face service program, ‘See It Now’, with a total view count of 14.26 million. The See It Now program allows the service technician to confirm overlooked aspects with the customer before leaving the vehicle at the center. The technician shows the customer the vehicle’s condition via video, estimates repair costs, and easily explains these details.
Next in high view counts is Volvo’s RECHARGE program, with 12.68 million views. The RECHARGE video features children in the back seat of a Volvo, narrated with the sentiment, “There should be no climate crisis for the future of children”, which resonated with many viewers.
Following Volvo RECHARGE, the Toyota Alphard advertisement video recorded 11.88 million views, making it another top contender.
In terms of likes, BMW again stands out compared to other brands. The video titled ‘Youngest Driver’ showing children test-driving at the Yeongjongdo Driving Center received 11,000 likes. Next was Porsche’s Bespoke program ‘Taycan 4S Jenny Ruby Jane’, featuring BLACKPINK’s Jennie with 7,300 likes, followed by Mercedes’ ‘See It Now’ with 2,300 likes.
Lee Sang-jin daedusj@autodiary.kr