Turbo In 280 Characters: Porsche Lead The Way On Social Media

The battle of the supercars has never been so big, with the 21st century’s population putting a greater emphasis on materialistic wealth, than any of mankind before them.

But with this heightened emphasis, it naturally comes with higher expectations. And in a world of groundbreaking technology and gadgets, it’s important that our four-wheels aren’t left behind – and the supercar brands out there, know this.

From James Bond’s umpteen Aston Martins, to the gaming era of Need For Speed putting the Koenigsegg on a pedestal, the question that has plagued generations ‘what supercar is the most popular?’ can now be answered.

Social media is now, arguably, the biggest and most important strategy a brand can implement – not having one is archaic, and not using it correctly is brand-damaging (there really is such a thing as ‘bad press’ in the world of 280 characters).

And that is why the eternal debate over supercars can now have a definite answer, and, for the first time ever, it won’t be settled on the track, but on everyone’s favourite pastime: social media.

There you have it; Porsche are the most popular in the era of hashtags and retweets – and by some distance (no 0-60mph in 2.8seconds will be catching the German car brand anytime soon).

But how have the likes of Porsche Cayman, Boxter and GTS achieved this? A total of 1661 more tweet mentions than Lamborghini in second-place isn’t a small margin of victory – sorry, Lambo, but you’ve been lapped.

Founded in 1931, Porsche has 32 years on Lamborghini, with the Italian-founded company not arriving until 1963. And you can’t underplay the importance of familiarity. However, it’s also important for brands to evolve and remain relevant, something that Porsche have clearly done – if they’d have sat still, they’d have gone the way of Pontiac and Saab, companies formed around the same time, who went bust during the millennial generation.

Lamborghini’s Twitter strategy is certainly one that is more active than Porsche’s, though; the last time Porsche posted more than once-a-day was on October 3rd, whereas, Lambo tweeted three times on November 6th.

The regularity in which they tweet also differs, with the Italian car manufacturer tweeting a total of 37 times in October, compared to their German counterpart’s 10 tweets.

And perhaps there in lies the story: less is more. After all, these supercar brands are special, and that’s why, when you’re lucky enough to catch a glimpse of one in real life, it causes you to stop and admire it – but if you’re constantly seeing them on your timeline, the amazement wears off.