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Instagram

#1BillionLikes

We’re celebrating one billion likes on Instagram! Our global account @mercedesbenz is one of the platform’s top 100 Interbrand brands with the most interactions. We were the first brand worldwide to reach the magic mark of one billion likes. We are the “most loved brand”. A total of 35.6 million fans worldwide are following us on our official Instagram accounts. Thank you for that – and here’s to the next billion!

Illustration by Andrew Mytro in collaboration with Tristan de St Ouen

The best photo or nothing.

What was the first post? Which one was the most successful? What was it like back then with the G-Class? Time for a quick review. The following is a selection of the coolest, most stunning and most successful photos and articles on our Instagram channel.

The very first post.

It all began on 8 March 2012 – the global @mercedesbenz channel posted its first photo on Instagram. Who would have thought that six years later we would break through the first billion likes mark! The star of the moment was an SL 63 AMG. The community promptly reacted with 695 likes and 30 comments – it was the start of a beautiful friendship.

The most successful post.

A young boy gazes dreamily at a Mercedes-AMG S 63 4MATIC Coupé. Will he one day swap the action figure grasped in his hand for the key to this dream car? We don’t know. What we do know, however, is that, at 675,000 likes, this #mbfanphoto by Andrew Mytro is the most successful Instagram post ever. We’re incredibly proud of this and it also shows just how creative our followers are.

Competition is good for business.

Who says that birthday greetings always have to be dry and serious? We thought up this surprise video on 7 March 2016 for our fellow car maker and favourite competitor, BMW. After all, competition is a motivator, and rivalry is good for business on social media, too. And our fans apparently also enjoy vying with one another. The birthday serenade earned 7,621 comments, making it the clear number one on the @mercedesbenz Instagram channel.

Your opinion matters to us.

Four years ago, we asked our followers: “What colour do you like?” and offered a choice of several Mercedes-AMG G 63 models. Brilliant blue metallic? Or perhaps classic black? 4,978 comments later, two things were evident: Every colour suits the G-Class, and our community is mega-active. This gives us interesting insights into our users’ preferences and opinions. Great stuff!

The #MBfanphoto.

We present – the first #mbfanphoto. On 9 June 2013, we posted this gorgeous SLS Coupé from @attasss. The result was more than a fantastic visual demonstration of the passion for our brand – the post earned more than 34,000 likes and 365 comments. It’s really easy to do. Anyone who adds the hashtag #mbfanphoto to their picture has the chance to be discovered and published on our global Instagram channel @mercedesbenz.

The #MBsocialcar.

The first #mbsocialcar photo came from car photographer Max Pischkale aka @max_empeh. A real firecracker with 110,000 likes from the get-go – with the unbeatable V8 sound of the AMG GT S, which Max was able to take for a spin around the Nürburgring. On #mbsocialcar, paid creatives receive a vehicle for a few days and have a free hand to set up shoots in their very own style. The regular core now consists of a good 350 photographers, bloggers and influencers.

Kraftstoffverbrauch kombiniert: 9,6–9,4 l/100 km;
CO₂-Emissionen kombiniert: 224–219 g/km.²

Instagram Stories.

This Instagram story proved particularly popular with our followers. No wonder, it allowed them to take part pretty much live in the world premiere of the EQC in Stockholm in 2018 – and to take a little peak behind the scenes. Fans asked their questions and our experts answered. Our personal highlight was the capably casual shrug by exterior designer Robert Lenik in response to the question of how the EQC could be so damn good.

EQC 400 4MATIC:
Stromverbrauch im kombinierten Testzyklus: 22,2 kWh/100 km; CO₂-Emissionen kombiniert: 0 g/km.⁴

Your favourite models.

Love at first sight… and second… and third. The Mercedes-AMG GT 63 S 4MATIC+ is the absolute dream car for our fans and followers. With an average of 189,873 likes per post, it draws the greatest admiration of all. And what about all the other gorgeous models?

Kraftstoffverbrauch kombiniert: 11,2 l/100 km;
CO₂-Emissionen kombiniert: 256 g/km.²

Live on Instagram.

We want our fans to be as close to the action as possible at all times, which is why we post some content in real time. Examples include a star drive to the Frankfurt International Motor Show and a night at the Europa Park in Rust, where, in May 2017, bloggers and photographers had the chance to create their own compositions with a variety of Mercedes-Benz classics. The park was opened up exclusively for them. A night to themselves in an amusement park – a few childhood dreams surely came true that night. And our fans were there live.

Behind the Scenes.

One billion likes and countless stories. It’s our community to which we owe our success on Instagram. Now, our experts explain through their favourite images, why the channel has become this successful and which aspects are most important to them. Diverse, emotional, authentic. 

Frederic Schlosser, freelance photographer:

“A couple of years ago, we took a Mercedes-Benz G 63 6x6 to Italy to shoot a few off-the-wall photos. The project showed how far you can take things as a photographer and, above all, how bold you can be here. For me, Mercedes-Benz has always been the perfect cooperation partner when it comes to doing crazy stuff. I can give my creativity free rein, have so much fun with the team and go all out to capture photographically the passion I have for these vehicles. I reckon that point in particular is what also appeals to the fans so much.”  

Heike Kaufhold, Curator of the global channel:

“The Mercedes-Benz Instagram channel is a fantastic way to express the passion of our fans and followers! For instance, we’ve been able to see over the years how lone travellers become families who are passing their love of the brand on to the next generation – as in the photo from @alittalein. I particularly like that photo because it conveys so many emotions.”

Michael Kübler, employee and influencer:

“A very special moment that still moves me was picking up my 25th Mercedes-Benz in August – a Mercedes-AMG E 63 S. I immediately posted this special milestone on Instagram. The feedback was overwhelming. I still can’t believe how many people congratulated me and shared in my personal good fortune. People from all over the world congratulated me and were happy with me as if it was their own personal experience. Not only that, this car is a connection with my great grandad, my granddad and my dad, who all lived and worked for our brand. It’s indescribable that such an amazing dialogue between fans and workers happened on Instagram!”

Kraftstoffverbrauch kombiniert: 10,8 l/100 km;
CO₂-Emissionen kombiniert: 245 g/km.¹

Natanael Sijanta, Head of Marketing Communications Mercedes-Benz Cars:

“It’s important that I allow my team enough freedom. They have to be able to believe in themselves, to think outside the box from time to time or pursue new directions. It’s the only way they can stay close to the digital zeitgeist. At the end of the day, it’s about creating content that’s not only exciting but also interesting and engaging. To achieve that, we’re always testing new formats and tools. If it passes, it’s in. One good example is Instagram Stories which offer our fans an up-close experience and were tested by us immediately after launch.”

Fuel consumption combined Combined CO₂ emissions Power consumption weighted

1 Die angegebenen Werte wurden nach dem vorgeschriebenen Messverfahren ermittelt. Es handelt sich um die „NEFZ-CO₂-Werte“ i. S. v. Art. 2 Nr. 1 Durchführungsverordnung (EU) 2017/1153. Die Kraftstoffverbrauchswerte wurden auf Basis dieser Werte errechnet. Der Stromverbrauch wurde auf der Grundlage der VO 692/2008/EG ermittelt. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch, die CO₂-Emissionen und den Stromverbrauch aller neuen Personenkraftwagenmodelle“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.

2 Die angegebenen Werte sind die „gemessenen NEFZ-CO₂-Werte“ i. S. v. Art. 2 Nr. 2 Durchführungsverordnung (EU) 2017/1153, die im Einklang mit Anhang XII der Verordnung (EG) Nr. 692/2008 ermittelt wurden. Die Kraftstoffverbrauchswerte wurden auf Basis dieser Werte errechnet. Der Stromverbrauch wurde auf der Grundlage der VO 692/2008/EG ermittelt. Aufgrund gesetzlicher Änderungen der maßgeblichen Prüfverfahren können in der für die Fahrzeugzulassung und ggf. Kfz-Steuer maßgeblichen Übereinstimmungsbescheinigung des Fahrzeugs höhere Werte eingetragen sein. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch und die CO₂-Emissionen neuer Personenkraftwagen“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.

4 Angaben zum Kraftstoffverbrauch und CO₂-Emissionen sind vorläufig und wurden vom Technischen Dienst für das Zertifizierungsverfahren nach Maßgabe des WLTP-Prüfverfahrens ermittelt und in NEFZ-Werte korreliert. Eine EG-Typgenehmigung und Konformitätsbescheinigung mit amtlichen Werten liegen noch nicht vor. Abweichungen zwischen den Angaben und den amtlichen Werten sind möglich.