Digital influencers specialising in automotive talk about the latest updates in the world of cars, motorbikes and other means of transport. Whether professional or amateur, they cover all sectors and lines of business.
Innovations in electric vehicles and green vehicles, demonstrations of technical or sporting abilities in cars or motorbikes: all subjects are covered.
Electric vehicles have now become reality in our everyday lives. And it’s just the beginning. According to a report by the Cambridge Econometrics consultancy, they are due to undergo significant growth, rising from 5% of sales in 2020 to 65% in 2050.
To advertise their product, green car and eco-friendly motorbike manufacturers want to strengthen their position on social networks by targeting influencers.
As patron of the Renault-Nissan alliance, Carlos Gohn used 5 influential bloggers to mark the opening of the Mondial Paris Motor Show to talk about the future of urban electric cars and the Renault ZOE model.
Tesla CEO Elon Musk also advertised his brand by calling on journalists who specialise in the field. He called on GQ journalist and automobile specialist Alexandre Lazerges in particular to test his Model S, which then got a great reception.
Influencers in other sectors
You don’t necessarily need an automotive influencer to attract automobile brands. Renault, for example, regularly teams up with sporting celebrities to promote its models. Nikola Karabatic, Jules Plisson, Alexandre Flanquart, Jonathan Danty and Gonzalo Quesada have all been the face of the famous French brand.
Nissan called upon Margot Robbie to advertise the Nissan Electric.
For car manufacturers, nothing beats racetracks when it comes to promoting their brand image. That’s why they call upon sporting celebrities with a high level of media coverage: Michael Schumacher for Formula 1, Sébastien Loeb for rally driving and Valentino Rossi for Moto GP.
It therefore comes as no surprise that Youtubers and experts in motorsports and extreme sports have quickly made a name for themselves via their tutorials and tips. They include Kalipso who dedicated his entire channel to motorbikes, boasting over 400,000 followers with a total of 30 million views.
It is clear that motorsports attract a very large community of followers looking for tips. Other good examples include Jorian Ponomareff, Kikaninac, 100% Bitumes and Walane who boast between 100,000 and 350,000 followers. And brands are keen to capitalise on their popularity.
Extremely well-known in the USA, the Under Armour sportswear brand wanted to carry out an operation in France to increase its popularity.
With this in mind, it called upon the Youtuber Kalipso to present the brand’s various products by taking on the role of an acrobatic stunt rider. The resulting video was a great success, with over 700,000 views and 23,000 likes.