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How KTM Beats Its Competition with Great Instagram Content

How KTM Beats Its Competition with Great Instagram Content

ktm instagramKTM is a legendary Austrian motorcycle manufacturer, which is another way of saying they make beautiful, beloved bikes.

And, oh yeah, they smoke their competitors on Instagram, too.

On Instagram, KTM USA has earned more engagement (Likes and comments) than its top competitors (@YahamaMotorUSA, @KawasakiUSA, @SuzukiCycles, @DucatiUSA, and @Honda_PowerSports_US) combined.

Instagram comparison
This chart from the Simply Measured Instagram Competitive Analysis shows how @ktumusa compares to its competitors in terms of engagement during the first five months of 2015.

Part of the reason they’ve managed to engage with so many users on Instagram has to do with the fact that KTM USA posts more often than its competitors, an average of 25.7 times per week.

Instagram brand
This chart from the Simply Measured Instagram Competitive Analysis shows how @ktumusa compares to its competitors by number of posts during the first five months of 2015.

And part of it has to do with KTM USA’s substantially larger follower base — 240K compared to @DucatiUSA’s 31K.

instagram followers
This chart from the Simply Measured Instagram Competitive Analysis shows how @ktumusa compares to its competitors by followers during the first five months in 2015.

But KTM USA has those followers (and keeps them engaged) for a reason: well-targeted, well-received content. Let’s take a look at what KTM USA is doing right.

Focusing on the Heroes

KTM USA gets a ton of leverage out of its content by giving followers an inside lens into the practices and competitions of its sponsored athletes.

The post below was KTM USA’s most engaging post of the year so far, clocking in at over 10,000 in total engagement.

@ivanramirez450 enjoying some chocolate cake for breakfast #KTM #Readytorace

A photo posted by @ktmusa on

By tagging beloved racer Ivan Ramirez and giving followers a “day in the life” nugget which replicates the experience of driving a KTM bike, KTM USA piles on the positive reactions to its content.

Video is an especially big hit for KTM USA, as evident with this post which received almost 10K in engagement and, once again, features mega popular rider Ivan Ramirez.

Throwing Shade

Don’t be afraid to get a little sassy with your Instagram posts.

KTM USA does this gracefully by asking followers to throw shade and engage friends while also calling attention to its riders and bikes, so that the content does double duty.

Product as Art

While KTM USA uses smart tactics on Instagram, it isn’t afraid to let the product stand alone, either.

@cmullins112 race bike sitting pretty! #KTM #Readytorace #wcw

A photo posted by @ktmusa on

The post above received 9,660 Instagram engagements, and helps KTM USA strike a balance between providing biker fans with entertaining content and putting their product front and center.

The ECF (Eternal Cute Factor)

Whether the photo features puppies or small children,  whether your brand sells motorcycles or tampons, cuteness is a serious engagement driver on Instagram.

It’s no surprise, then, that this is KTM USA’s second-most engaging post of the year to date.

Key Takeaways

1. Focus on the people your audience loves Sure, your followers love your brand, but if you want them to feel a more human connection to you, connect with well-aligned influencers and repost their content, feature behind-the-scenes looks into their lives, and even  consider asking them to “take over” your feed for a given period of time.

2. Get sassy. Instead of playing it safe, take a month and experiment with some posts that add a little attention-grabbing sass to your followers’ feeds.

3.  Show off the beauty of your product. Whether you shill hardware or data storage software, there is something  beautiful about your product — even if it is your facilities or the people who work in them. Get creative and display your product in a gorgeous light.

4. Play around with cuteness. Use ever-adorable animals and children to keep those Likes and comments pouring in.

How will you implement KTM USA’s content marketing lessons in your own strategy? Let me know in the comments below, and download our complete Instagram Strategy Kit below to learn more about marketing on Instagram.

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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