UK social media ranking: Michelin continues to lead, but several changes and one new entry into top 10
For the fourth year in a row, Michelin can be found at the top of Tyres & Accessories’ 2020 UK social media ranking. Indeed, such is Michelin’s dominance in the annual table, only Goodyear (in 2012) and Dunlop (in 2016) have done enough to overtake the UK arm of the French tyre brand since our research began in 2011. In both cases, Michelin still managed to take second place.
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While there can only be one winner, nine other tyre brands can be found in the complete top 10, which includes details of some significant changes amongst the best-known brands, continued outperformance by some up-and-coming brands and a completely new entry in 10th position.
Commenting on the result, David Johnson, communications manager for Michelin UK and Ireland, said: “This is really pleasing for us. We prioritise creating engaging content that is very focused on our target audiences and strategic aims rather than generating impact on social media through big sponsorship deals, and it’s an approach that works well for us. Social media is really important for us to stay in touch with people who have goodwill towards the brand and also to spread that goodwill. To do that we concentrate on being authentic, relevant and entertaining, and it’s working well for us.”
This article, including complete details of the top 10 and analysis, appears in full in the October edition of Tyres & Accessories. Not yet a subscriber? You can change that here.