Over 400 million people come to Instagram every day, and people interested in cars are just one of many communities on the platform. Driven by Instagram explores why the platform is an essential place for people to connect and share their interest and passion in cars, as well as a great place to build relationships with the car owners of the future.

Instagram’s focus on beautiful images and video means it’s the perfect choice for showcasing cars. Enrico Hanisch, Digital Strategist and Content Creator at Audi, says: “The significance of visual content within the mobile age has increased. Instagram is the natural and ideal platform for automotive content in our day.”

Car enthusiasts include both owners and petrol heads who dream about owning their own vehicle in the future. While both groups follow car-related accounts, they are distinct from one another: owners share their own experiences with other enthusiasts, posting about what their car means to them, while admirers post photos of their dream rides.

Vehicle marketers have long used visual storytelling through print and TV advertising, and on Instagram they can reach potential audiences using the visual strengths of the medium. Nataneal Sijanta, Director of Marketing Communications at Mercedes-Benz says “On Instagram we are able to reach new target groups that we could not reach otherwise. With Instagram we can engage them and integrate them into our sales funnel.”

Learn more about the driving community on Instagram and discover new insights and tips on advertising by downloading Driven by Instagram.