Curious about which carmakers are leaving the competition in the dust when it comes to social? We crunched the numbers to identify the top automotive brands on social media and their strategies for engaging fans online.
From breaking exciting news on Facebook to joining trends on TikTok, today’s top auto brands aren’t just building vehicles — they’re building communities. Let’s take a look at which automakers are excelling on Facebook, Instagram, Twitter, and TikTok, and what marketers can learn from their success.
The Top 3 Automotive Brands on Facebook
According to our 2025 Social Media Industry Benchmark Report, the median engagement rate across all industries on Facebook is 0.046%. But a few standout automakers are smashing that number, turning Facebook into a hub for community, conversation, and connection.
#1 Rivian
Known for its all-electric trucks and SUVs, Rivian has built a reputation around innovation, adventure, and sustainability.
With just around 142K Page Fans, Rivian’s Facebook following is small compared to industry giants like Toyota and Nissan, which each boast over 20M fans. But Rivian’s smaller audience is deeply invested, and it shows. The brand’s average engagement rate on Facebook is an impressive 0.36%, nearly 8x the all-industry median.
That kind of engagement is often easier for smaller, niche brands to achieve because their audience tends to be more tightly knit and enthusiastic. When Rivian posts, they’re speaking directly to a tuned-in fanbase — and they respond.
Rivian’s top-performing posts often highlight company milestones and tease new innovations. One standout example is a post announcing that Rivian’s founder and CEO was named Executive Disruptor of the Year by Newsweek, which earned an engagement rate of 1.96% — 42.6x the median. Comments were packed with congratulations from fans who clearly feel invested in the brand’s success.
Rivian is a great example of how brands can use Facebook to engage with their audience. By consistently sharing meaningful updates and highlighting its forward-thinking vision, Rivian is slowly but surely growing its loyal community of fans.
#2 Lucid Motors
Lucid Motors, another electric vehicle brand, is also carving out a space in the EV market. With 123K Page Fans, Lucid’s Facebook audience is also modest but mighty. Its average engagement rate of 0.35% is 7.6x higher than the industry median.
One of Lucid’s most successful posts came at the start of the year. The brand welcomed new customers into the Lucid Owners Club for 2025, sharing candid photos of drivers proudly posing with their new rides. That New Year’s post earned a 1.09% engagement rate — nearly 24x the median — and was met with positive comments from happy owners and future fans alike.
This is a powerful reminder that for newer or smaller brands, fostering a sense of community can be a major competitive advantage. Massive legacy brands may have reach, but newer players can offer something they can’t: exclusivity, belonging, and the excitement of being part of something fresh. Lucid taps into that desire to be “in the club,” and in doing so, turns customers into engaged advocates.
#3 Genesis
Genesis, the luxury vehicle division of Hyundai, has been making a name for itself with its unique designs and premium styling. With 178K Facebook Page Fans, Genesis sees an average engagement rate of 0.12%, or about 2.6x higher than the all-industry median.
Genesis’s posts feel more like high-end magazine spreads than standard product shots, and the audience is here for it. The comments are packed with fans insisting Genesis bring its concept vehicles to life.
In fact, the brand’s top three most engaging Facebook posts were all concept photos. The standout? A sleek post about its X Gran Coupe Concept, which earned an engagement rate of 0.69% — 15x the all-industry median.
The Top 3 Automotive Brands on Instagram
When it comes to Instagram, the bar for engagement is a bit higher at 0.36%. With scenic Reels and creative collabs, though, several automotive brands are cruising right past that benchmark.
#1 Rivian
Rivian also topped our list for most-engaging auto brands on Instagram. With an average engagement rate of 0.72%, the brand outperforms the all-industry median by 2x.
What’s working for Rivian on Instagram? Location, location, location. The brand sees success when it leans into destination-driven content, using location call-outs to showcase real-world adventure.
A perfect example is a Reel showing a caravan of Rivian vehicles rolling through iconic San Francisco landmarks. That one post alone earned a 3.31% engagement rate — nearly 9x the industry median.
Other standout moments include updates about new charging outposts in Yosemite and Joshua Tree, as well as announcements about events in Boston and Pasadena. Each of these posts scored engagement rates at least 4x higher than the median, suggesting that Instagram might just be the ideal platform for promoting real-world events and activations. People love seeing places they recognize or aspire to visit, and Rivian leverages that smartly.
#2 Dodge
Right behind Rivian is Dodge, clocking in at a close 0.69% engagement rate. If you dive into Dodge’s top Instagram posts, you’ll spot a common thread. The hashtag #ThatsMyDodge appears in 65% of their 20 most engaging posts. It’s essentially a tag for user-generated content, with the brand reposting photos taken by real fans and crediting the original creator. They’ll also tag #Dodge and the specific model to keep everything discoverable.
The hashtag strategy taps into an already passionate fan base and makes it easier for Dodge lovers to connect and engage. And since these UGC photos are shot by real enthusiasts, they have a unique, personal feel that stands out.
One of Dodge’s top posts — a moody, fog-filled shot of a Challenger — earned a 2.09% engagement rate, or about 5.8x the all-industry benchmark. It’s a great example of what happens when a brand taps into the creativity of its fans. The variety of backdrops and perspectives simply wouldn’t be feasible with brand-created content alone.
#2 Lucid Motors
Tied for second place is Lucid Motors, with a 0.69% engagement rate — again, roughly double the Instagram median.
This brand loves giving fans a peek behind the curtain on Instagram. Some of its top-performing content includes Reels from inside its factory, offering a behind-the-scenes look at its sleek EVs coming to life.
One of its most engaging Reels announced the start of production for the Lucid Gravity at their Arizona factory. Signing off with an invite to design your own, the post earned a 2.6% engagement rate — more than 7x the all-industry median.
This kind of content hits the sweet spot of building trust, showing progress, and creating excitement all at once. For a luxury EV brand focused on the future of driving, factory-floor access offers just the right kind of transparency.
#3 Porsche
With a massive following of 32.6M, Porsche is among the most-followed car brands on Instagram, trailing only behind BMW (41.8M) and Mercedes-Benz (32.6M). And yet, despite its massive audience, it still manages to keep engagement high, pulling in a 0.67% engagement rate. That’s nearly 2x the median — no small feat at this scale.
So, how does Porsche do it? By giving the spotlight to its fans. The brand’s hashtag #PorscheMoment is the driving force behind much of its content strategy. In fact, Porsche proudly declared in its 2024 highlight reel that half of its social content came from fans.
And it works. The brand’s most engaging post of the year was a carousel roundup of its top posts — many of them UGC — and it racked up a staggering 1.56M engagements. That’s a 13.4x engagement rate compared to the platform median. The brand’s approach shows that even luxury can feel personal when you invite your audience to help shape the story.
#3 Acura
Acura rounds out our list, tying Porsche for third place with a 0.67% engagement rate. One of Acura’s winning strategies on Instagram? Collaborations.
A great example is the launch of the Mattel Brick Shop Hot Wheels ’90 Acura NSX Building Set. Its announcement on Instagram earned 72.6K engagements and an impressive 7% engagement rate — nearly 20x the Instagram average.
So why did it work? Nostalgia, novelty, and shareability. Collaborations like these can breathe fresh life into a brand and spark excitement across segments, boosting reach and engagement.
The Top 3 Automotive Brands on Twitter
While many companies have scaled back their activity on Twitter, a few standouts are still pulling impressive numbers. With an all-industry median engagement rate sitting at 0.015%, these three brands went way beyond.
#1 Genesis
With a 0.60% engagement rate per follower on Twitter, Genesis outperformed the all-industry median by 40x. Digging into the brand’s most engaging tweets, a clear theme emerges.
Out of Genesis’s top 20 tweets with the highest engagement rates, 16 were about Magma and motorsport racing. Clearly, Twitter users were excited over the brand’s entrance into endurance motorsport with Genesis Magma Racing and the launch of its new performance sub-brand, Magma.
Interestingly, though, Magma content wasn’t as popular on Genesis’s other platforms. That highlights an important lesson: Know your audience on each social media platform. Twitter is evidently the place where racing fans are active, so Genesis was able to tap into this niche and engage that community. Going forward, focusing on platform-specific strengths could be a key part of their social media playbook.
#2 Honda
With 1.19 million followers and a 0.25% engagement rate — roughly 17x the platform average — Honda proves that a well-executed newsfeed strategy still works on Twitter.
Unlike other brands that lean into memes or fandom, Honda takes a more informative approach. Most of its top-performing tweets include external links, inviting fans to learn more about everything from its latest brand campaign starring racing legends to its newest EVs.
It’s not flashy, but it works. Twitter users often come for quick updates and bite-sized news, and Honda delivers exactly that: snackable content with substance. By using Twitter as a launchpad for deeper dives, Honda keeps its audience in the loop.
#3 Porsche
With a sizable 2.3M followers and a 0.24% engagement rate (that’s 16x the median), Porsche knows how to keep the conversation going — and that’s key on a platform built around banter.
One of Porsche’s most engaging tweets? A cheeky post about how to pronounce “Porsche” — a simple joke that drove 50K engagements and earned a staggering 2.23% engagement rate. That’s nearly 150x the median.
Porsche also gets credit for sticking around in the comments. Fans respond, and Porsche responds back, keeping the interaction going and building real-time rapport. This humanizes the brand, sparks community engagement, and shows that even a luxury automaker doesn’t always have to take itself too seriously.
The Top 3 Automotive Brands on TikTok
TikTok is fast-moving, trend-driven, and fueled by personality. The median TikTok engagement rate across all industries is a relatively high 1.73%, but these three top-performing automotive brands were able to beat the benchmark.
#1 Mazda
Coming in at first place is Mazda with its jaw-dropping 12.5% engagement rate. That’s over 7x the platform average!
What’s the brand’s secret? Listening. On TikTok, Mazda leans into real-time fan feedback and isn’t shy about jumping on TikTok trends. Case in point, one of its biggest hits is an ASMR-style video that highlights the sounds of the MX-5 Miata. More notably, it was created because someone asked for it in the comments. The result? The video earned a whopping 127% engagement rate.
Mazda’s success is a great example of what happens when a brand doesn’t just post but actually participates. On TikTok, where audiences expect real interaction, Mazda’s responsiveness gives it a serious edge.
#2 Lexus
With an audience of 507K, Lexus comes in second with an impressive 11.8% engagement rate, easily 7x the norm.
Scroll through Lexus’s TikTok feed and you’ll see slick car footage, much like other auto brands. But what sets Lexus apart is its ability to hop on trends and make them feel on-brand. For instance, one video featured a ‘93 Lexus and used a trending TikTok sound (with over 25K uses) that’s commonly associated with nostalgic throwbacks. Lexus even used hashtags like #nostalgia and #90sthrowback to complete the effect.
The takeaway? Trendy sounds and relevant TikTok hashtags aren’t just noise. When used well, they can amplify reach and make a brand much more fun to interact with.
#3 Rivian
Rivian once again makes it to the top 3 with an impressive 11.4% engagement rate by follower, which is about 6.6x higher than the all-industry median of 1.73%.
It’s clear Rivian has built a highly engaged community across channels. But while Rivian’s messaging still centers around innovation and excitement, its TikTok content is slightly different. Rather than recycling posts from Facebook or Instagram, Rivian drops in the occasional exclusive video that matches TikTok’s casual, authentic culture.
Take, for example, a video featuring Rivian’s CEO testing out the new Launch Mode feature. It’s not overly polished — just a candid moment with an exciting product demo — but it racked up a staggering 48.3% engagement rate by follower.
TikTok rewards brands that embrace its culture. By creating content that speaks the language of the average TikTok user — unpolished, authentic, and a bit silly — Rivian expands its reach and keeps audiences engaged.
Methodology
To determine the top automotive brands on social media, we looked at the engagement rates of major companies in the industry and compared them to the all-industry benchmark from our 2025 Social Media Industry Benchmark Report. We then ranked the brands that outperformed the median engagement rate to spotlight the top performers. This data covers activity from June 5, 2025, to June 4, 2025.
Wrapping It Up
Whether it’s niche brands like Rivian building deeply engaged communities or legacy names like Dodge finding smart ways to let their fans lead, one thing’s clear: Social success isn’t just about showing up but about showing up strategically. The best automotive brands on social media are analyzing what works on each platform, leaning into their strengths, and listening to their audience.
