Tesla Written Report
Brand Digital and Social Media Analytics Profile
STC 444
Ryan Lee, Martina Bordoli, Yuxuan Chen, Tianyang Song, Joy Wang
TESLA
Table of Contents
1
Introduction …………………………………………………………………………………………………………………..3
Competitor Overview …………………………………………………………………………………………………….4
Overall Brand Comparison …………………………………………………………………………………………….5
Profile Components / Metrics ………………………………………………………………………………………..X
Traffic Analytics /
Comparison ………………………………………………………………………………………X
Sentinment Analysis ……………………………………………………………………………………………………..X
Recommendations………………………………………………………………………………………………………….X
References …………………………………………………………………………………………………………………….X
Introduction
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Tesla is a game-changer in the fast-moving world of cars and energy. They haven’t just
reinvented eco-friendly transportation, they’ve supercharged the entire electric vehicle and
renewable energy market worldwide. Founded in 2003 with a bold vision of speeding up the
switch to sustainable energy, Tesla has become a leader in innovation. They build some of the
most cutting-edge electric cars and clean energy products you can find. On the contrary, Tesla’s
largest competitor in the U.S. is Hyundai. In the race towards electric transportation, Hyundai
isn’t lagging behind. The South Korean automaker isn’t just building impressive electric vehicles
(EVs), they’re pioneering a new era of sustainable driving with their technology. Founded on a
commitment to clean driving, Hyundai’s innovative lineup pushes the boundaries of what an EV
can be.
In this paper, we will explore the digital footprint of Tesla in comparison to Hyundai
across various social media profiles, including Twitter, Instagram, and YouTube. We will also
analyze their main websites, which are used to drive traffic and attract potential customers. We
will examine the social media strategies employed by Tesla and Hyundai to engage with their
audience, promote their brand, and communicate their vision for a sustainable future.
Additionally, this analysis will explore how both companies’ online presence complements their
market performance, including sales growth, market share expansion, and its ability to captivate
both consumers and investors alike.
With this comprehensive study, we aim to compare Tesla’s and Hyundai’s relationship
with their social media engagement and their success in the automotive and energy industries. By
juxtaposing social media metrics with their achievements in innovation, customer loyalty, and
financial performance, this paper seeks to underscore the pivotal role that digital engagement has
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played in Tesla’s and Hyundai’s journey to becoming global icons of sustainability and
technological advancement.
Competitor Overview
Founded in July 2003 by Elon Musk, Tesla has become a global leader in electric
vehicles and clean energy. The company employs a workforce of roughly 140,000 and boasts an
estimated annual revenue of $96.773 billion. With a mission to accelerate the world’s transition
to sustainable energy, Tesla has driven innovation in electric car technology and become a major
player in the clean energy sector.
From its founding in December 1967 by Chung Ju-yung, Hyundai has transformed into a
global automotive powerhouse with a workforce of over 250,000 employees. The company
generates an estimated annual revenue of $125.6 billion and is a major player not just in
traditional vehicles but also at the forefront of electric vehicle technology with its IONIQ brand.
Hyundai is committed to becoming a leader in sustainable mobility solutions.
Tesla and Hyundai are both major forces in the electric vehicle revolution, but they
approach the market in distinct ways. Tesla has been a pioneer, known for its innovative
technology, sleek car designs, and extensive charging network. With a smaller workforce but
higher revenue per employee, Tesla focuses on premium car segments. In contrast, Hyundai
boasts a larger workforce and broader range, including their IONIQ electric lineup. Hyundai
targets a wider audience with potentially more affordable options while still pushing the
boundaries of EV technology. This creates a fascinating competition, with Tesla leading in hightech innovation and brand recognition, and Hyundai challenging with strong traditional auto
industry experience and a focus on value.
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Overall Brand Comparison
Tesla and Hyundai are two of the biggest names in the electric vehicle (EV) race, but
they cater to different driving experiences and priorities. Tesla, the younger company founded by
Elon Musk, is a self-proclaimed leader of sustainability. Their mission is to accelerate the
world’s transition to clean energy by leading the electric vehicle revolution with compelling
electric cars and clean energy technology. They focus on innovation and high performance,
evident in their lineup of luxury sedans (Model S and Model 3) and performance SUVs (Model
X and Model Y). The recently unveiled Cybertruck further emphasizes their commitment to
pushing boundaries with its bold, futuristic design.
Hyundai, on the other hand, is a seasoned automaker with a focus on creating exceptional
automotive value for its customers. They prioritize safety, quality, and efficiency in all their
vehicles, including their electric offerings. Their diverse team leverages experience in the
traditional auto industry to deliver innovative solutions for the electric car market. Hyundai’s
electric vehicle lineup reflects this focus on practicality and value. The Kona Electric is a
subcompact crossover offering a good balance of range and affordability, while the Ioniq 5, a
mid-size crossover, boasts impressive charging speeds and a spacious interior. Their recently
unveiled Ioniq 6 takes a different approach with a streamlined design focused on efficiency,
while the electric version of the Niro offers versatility with hybrid and plug-in hybrid options
alongside the fully electric variant.
In essence, Tesla is the tech disruptor, pushing the boundaries of electric car technology
and design. Hyundai, the established automaker, is leveraging its experience to deliver a wider
range of practical and potentially more affordable electric vehicles. This creates an interesting
competition for consumers, with choices based on whether you prioritize cutting-edge
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technology and performance or value, practicality, and a broader range of electric vehicle
options.
Profile Components / Metrics
Tesla maintains a strong online presence, generating significant interest with 47.3 million
website visits. Organic search drives a large portion of this traffic, indicating that potential
customers are actively seeking out Tesla online. They also cultivate a large social media
following, boasting 21.6 million followers on Twitter and 9.7 million on Instagram, offering
platforms for brand updates and engagement with potential buyers. Their YouTube channel has a
subscriber base of 2.6 million, serving as a hub for educational content and official Tesla videos.
Compared to Tesla, Hyundai’s digital presence focuses less on organic search but
leverages social media to a similar degree. While their website traffic sits at 40.33 million visits,
organic search generates a much smaller portion (278.7k) compared to Tesla. This suggests
Hyundai might rely more on traditional marketing channels. Moreover, on social media
platforms like Instagram (1.3M followers) and Twitter (347.5k followers), they maintain less of a
following compared to Tesla. Additionally, Hyundai’s YouTube channel has a relatively strong
subscriber base of 659k, potentially indicating a focus on engaging content that drives viewers
directly to their website.
Tesla’s website acts as a central hub for all things Tesla, encompassing information on
their electric vehicles, solar products, and energy storage solutions. It also serves as an online
store and a platform for company updates. The content is frequently updated, particularly for
new product launches, software updates for Tesla vehicles (including over-the-air updates for
owners), and financial reports.
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This strategy positions the website as a comprehensive educational resource for
consumers. Text descriptions highlight key selling points and innovative technology, while highresolution images showcase the cars’ aesthetics, details, and brand image. Interactive product
demonstrations further engage potential buyers, allowing them to explore customization options
and empowering them to make informed decisions. Additionally, the website integrates media
coverage and marketing materials, while videos showcase Tesla’s cutting-edge technology. These
elements work together to solidify Tesla’s reputation for innovation and sustainability, ultimately
contributing to brand loyalty, financial success, and environmental goals.
Figures 1 & 2. Tesla’s website (www.tesla.com)
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Hyundai’s website prioritizes showcasing the variety of their vehicles and simplifying the
ownership experience. They offer dedicated sections for all car models, shopping tools, and
resources for current owners. Updates are frequent for new model releases, special offers, service
and maintenance information, and news about awards and achievements. This strategy aims to
build trust with potential buyers by providing comprehensive information and simplifying the
buying process.
The website utilizes a mix of content to achieve this. Text descriptions detail vehicle
specifications, benefits, and answer frequently asked questions about ownership. High-resolution
images showcase car models from various angles, highlight technological features, and even
incorporate lifestyle imagery to connect with potential buyers on an emotional level. Interactive
features like 360° car model views and a “build your own car” tool empower users to customize
their dream Hyundai and find available inventory at dealerships. Videos showcase test drives,
feature demonstrations, and safety technology explanations, while brand storytelling videos
connect with viewers on a deeper level, highlighting Hyundai’s heritage and commitment to
innovation. This combination of informative content, user-friendly tools, and engaging media
fosters trust, simplifies ownership, and enhances Hyundai’s overall brand image.
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Figures 3 & 4. Hyundai’s website (www.hyundai.com)
Tesla’s Twitter presence, despite boasting 21.8 million followers, paints a curious picture.
While the follower count suggests a significant audience, the low engagement rate (0.04%) and
infrequent activity (5 mentions and 198 total tweets with the most recent being a month old)
indicate a less-than-active approach. However, this doesn’t mean Twitter isn’t a key
communication channel for Tesla. Their strategy seems to prioritize quick updates, news sharing,
and occasional engagement with followers. It serves as a platform for real-time announcements
about production milestones, vehicle deliveries, and software releases, utilizing pictures, videos,
and concise tweets to deliver the information.
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Figures 5 & 6. Tesla’s top Twitter posts – past 30 days (Source: Rival IQ)
Hyundai’s Twitter activity, with 347,000 followers, offers a glimpse into their
communication style. While they have a substantial follower count, the engagement rate (0.01%)
and low tweet frequency (380 total, most recent 9 months old) suggest a less active approach.
However, Twitter still serves a purpose for Hyundai. They use it to provide updates about new
vehicles, deals, and share brand stories. They also seem to make an effort to interact with
followers through contests and answering questions. News tidbits, safety tips, and event
information are sprinkled in to keep things interesting. Visually, they capture attention with great
car photos, lifestyle shots, and even customer content, making their feed more engaging.
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Figures 7 & 8. Hyundai’s top Twitter posts – past 30 days (Source: Rival IQ)
Tesla and Hyundai leverage Twitter hashtags to target different aspects of their brand
identity. Tesla’s hashtags focus heavily on specific products and the visionary leadership behind
them. #teslacybertruck and #elonmusk directly reference their most talked-about electric truck
and its eccentric CEO. Broader hashtags like #futureofcars and #electriccar position Tesla at the
forefront of the electric vehicle revolution. Hyundai, on the other hand, utilizes hashtags that
highlight industry involvement and specific electric vehicle models. #HyundaiMotor and
#EVindustry showcase their commitment to the electric car market as a whole. They also
promote specific offerings like the #HyundaiIONIQ5 and emphasize their focus on innovation
with #HyundaiInnovation. Finally, #SustainableDriving reflects their commitment to
environmentally friendly transportation.
Tesla cultivates a strong visual presence on Instagram, boasting 9.7 million followers.
While they post at a moderate pace of roughly once a week, their content resonates with their
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audience, generating an impressive engagement rate of 0.81%. Each post averages a staggering
2.2 million likes and 1.3 thousand comments, indicating a highly engaged community.
The focus of Tesla’s Instagram strategy is clear: showcasing the beauty and power of
their electric vehicles. They leverage high-quality photos and videos to capture the sleek designs,
cutting-edge technology, and exhilarating performance capabilities of their cars. Beyond the
vehicles themselves, Tesla’s Instagram portrays a lifestyle that embraces sustainability and
cutting-edge technology. Followers get glimpses into Tesla’s factories, witness their innovative
spirit, and even catch sneak peeks at future projects. This visually captivating content effectively
grabs attention and positions Tesla ownership as the key to a desirable, forward-thinking
lifestyle.
Figure 9. Tesla’s top Instagram post – past 30 days (Source: Rival IQ)
Hyundai takes a more lighthearted approach on Instagram compared to Tesla, with 1.3
million followers. They maintain a similar posting frequency of roughly once a week, but their
engagement rate sits at 0.28%, with an average of 2.2k likes and 45 comments per post. Despite
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the lower numbers, Hyundai leverages Instagram to showcase their vehicles in a way that
resonates with a different audience.
Their strategy utilizes vibrant colors and a fun, upbeat tone to highlight their cars. They
position Hyundai vehicles as ideal companions for adventures with family and friends, using
action shots and videos that emphasize the driving experience. Rather than solely focus on
technical specs, Hyundai also features user-friendly technology features seamlessly integrated
into their vehicles, showcasing how their cars can enhance everyday life. This approach creates
a more relatable and engaging experience for potential buyers.
Figures 10, 11, 12. Hyundai’s top Instagram posts – past 30 days (Source: Rival IQ)
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When it comes to Instagram hashtags, Tesla and Hyundai target distinct aspects of their
brand identity. Tesla leverages a mix of functional and aspirational hashtags. #teslamotors and
#electricvehicle focus directly on their product category, while #electriccar and #cleanenergy
highlight their commitment to sustainability and innovation. Hyundai, on the other hand, adopts
a more lifestyle-oriented approach. #hyundaiusa emphasizes their American market presence,
while #hyundaiadventures positions their cars as companions for creating memories.
#sustainableliving reflects their environmental consciousness, and #hyundaifamily fosters a
sense of community around the Hyundai brand. This approach allows them to connect with
potential buyers on a more emotional level.
Tesla leverages YouTube to showcase their electric vehicles in an in-depth and engaging
way. With 2.6 million subscribers, they maintain a consistent upload schedule of roughly one
video per week. These videos resonate strongly with their audience, generating an impressive 4%
engagement rate. The average video boasts a healthy viewership of 328.3k, with an average of
14.4k comments and likes combined.
The content itself delves deep into the world of Tesla. Viewers can expect detailed
walkthroughs and test drives that highlight the performance and capabilities of Tesla’s electric
vehicles. Innovative features, like autopilot and self-driving functionalities, are prominently
showcased. Beyond the vehicles themselves, Tesla uses YouTube to promote their vision for a
sustainable future. Videos explore the company’s commitment to clean energy and electric
transportation, solidifying their brand image as a leader in the electric vehicle revolution.
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Figures 13 & 14. Tesla’s top YouTube posts – past 30 days (Source: Rival IQ)
Hyundai utilizes YouTube to cater to a broader audience with a mix of informative and
engaging content. While their subscriber base sits at 659.4k, they surpass Tesla in video upload
frequency, averaging two videos per week. Interestingly, their audience engagement remains
strong with a 4.15% rate. Despite the lower average viewership of 5.4k per video, they still
manage an average of 90 comments and likes combined, indicating a highly engaged
community.
Hyundai’s YouTube strategy revolves around showcasing their vehicles in various
contexts. They feature new car reveals, detailed walkarounds highlighting key features, and test
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drives led by Hyundai representatives, allowing viewers to virtually experience the cars. For
existing owners, Hyundai offers helpful how-to guides, tutorials for using specific features, and
maintenance tips, fostering brand loyalty and customer satisfaction. They also leverage the
platform to connect with viewers on an emotional level by featuring stories of Hyundai owners,
showcasing their involvement in motorsports, and running commercials promoting their latest
models. This combination of informative and engaging content positions Hyundai as a reliable
and trustworthy brand for all viewers, not just potential buyers.
Figures 15 & 16. Hyundai’s top YouTube posts – past 30 days (Source: Rival IQ)
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Tesla and Hyundai utilize YouTube hashtags to highlight different aspects of their
content and brand identity. Tesla’s hashtags focus on specific car models and promote
engagement with their community. #teslaupdates keeps viewers informed about new
developments, and #teslaroadtrip encourages viewers to share their own experiences.
#cleanenergyliving reinforces their commitment to sustainability, while #teslamodel3 highlights
a specific popular model. Hyundai uses a broader approach with their hashtags. #hyundainews
keeps viewers updated on company announcements, and #hyundai2024 emphasizes the latest
model year offerings. #hyundailife positions their cars as integral parts of everyday adventures,
while #hyundaitechnology showcases their focus on innovation and user-friendly features. This
approach allows them to reach a wider audience and showcase the diverse ways their vehicles
can integrate into viewers’ lives.
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SENTIMENT ANALYSIS
STUDENT’S NAME
UNIVERSITY
COURSE
DATE
SENTIMENT ANALYSIS: TESLA
• Sentiment analysis is a process of analyzing digital
texts to determine the emotions expressed
whether positive or negative.
• Tesla sentiment analysis has both positive and
negative emotions.
• The graph shows an increase in positive and
negative sentiment in march.
• This can be due to type of content posted during
the month.
• Source: Brand24
SENTIMENT ANALYSIS: HYUNDAI
• Hyundai online content has high positive
sentiment compared to negative one.
• From the end of Feb the company experienced
over 2k positive sentiment.
• March had the highest positive and negative
sentiment and it reduced in April.
• The negative emotions are lower which implies
most people relate with the content positively.
• Source: Brand24
SENTIMENT COMPARISON: TESLA AND HYUNDAI
• A comparison of positive sentiment between
Tesla and Hyundai shows that both have an
almost equal reaction with a percentage range
of 0-25%.
• For negative sentiment Tesla has a higher rate
of 10% and Hyundai 4%.
• This implies that Tesla gets more negative
mentions compared to Hyundai.
• Source:
Brand24
MENTIONS VS. REACH FOR TESLA AND HYUNDAI
• Tesla has relatively higher mentions than
Hyundai except for few days at end
march.
• However, Hyundai has the highest reach
of almost 30m at two instances.
• Tesla has more reach for the most days
although it barely hit 20m throughout the
month.
Source: Brand24
SENTIMENT BREAKDOWN
• The sentiment breakdown shows whether the
mentions were positive, negative, or neutral.
• Tesla has more positive and negative sentiment that
Hyundai.
• Hyundai has more neutral sentiment than Tesla.
Source: Brand24
CONT.’
• The breakdown shows the categories which were
used for sentiment analysis.
• The highest source for Tesla and Hyundai was the
News and TikTok.
• The smallest contributor was blogs, videos, and web.
• Hyundai had less information from forums than
Tesla.
• Source: Brand24
SUMMARY: TESLA VS. HYUNDAI
• Tesla
Hyundai
Source: Brand24
STATS SUMMARY: TESLA VS. HYUNDAI
• Tesla
Hyundai
Source: Brand24

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