Aspirational Brands on Tumblr: Lexus vs. Toyota

Gnip conducted a brief analysis of the Toyota family of brands (Toyota, 4Runner, Camry, Highlander, Lexus, Prius, Rav4, Scion, Sequoia, Tacoma, Tundra) on multiple social media platforms. We looked at brand mentions on Tumblr, Twitter, WordPress and WordPress comments during the period of Oct. 15 to Nov. 15, 2012.

As you would expect, Toyota was the most frequently mentioned brand on each social platform, with one enormous exception – Tumblr. Lexus had 5 times as many mentions on Tumblr as Toyota. This highlights how aspirational brands do exceptionally well on Tumblr where niche communities of fans often form around brands. (Attention brand managers, this happens whether the company is involved or not). A central component of Tumblr is visual content, which also plays well with aspirational brands. Furthermore, Tumblr content is both extremely viral and has a long shelf life meaning that content shared on Tumblr can be shared for longer periods of time and jump to more diverse sub-groups within the network than other social networks. During the month Gnip tracked mentions, Lexus received more than 200,000 mentions while Toyota received 40,000.

In social media, it is easy to rely on Twitter as a kind of alert system of when content is being shared, but at Gnip we’ve seen time and time again where content that pops up elsewhere doesn’t always pop up on Twitter. Each social media network has its own attributes and audience and modes of interaction. Because of likes, reblogging, and the way timelines are read by Tumblr users, Tumblr has active communities that aren’t found elsewhere.

Lexus on Tumblr