Tesla has recently adopted a new approach to its social media marketing strategy in response to a brand crisis caused by CEO Elon Musk. This shift comes as the company faces backlash and boycotts from certain groups in the US who believe that Musk is misusing Tesla’s resources to support questionable causes.
In the past, Tesla refrained from traditional advertising, relying instead on word of mouth and minimal social media presence. However, this changed in 2023 when Musk acquired Twitter, prompting the company to venture into advertising on the platform. Despite this, Tesla still predominantly relies on organic content and social media engagement for its marketing efforts.
Since Musk’s takeover of Twitter, Tesla has created multiple accounts on the platform, some of which have become more active in recent times. The company has increased its social media activity as it grapples with declining demand and a damaged brand reputation. In an attempt to connect with a younger audience and inject humor into its marketing, Tesla has embraced a more edgy and humorous approach on social media.
Drawing inspiration from other brands known for their witty and controversial social media presence, Tesla has begun posting humorous and sometimes provocative content on its various accounts. However, the reception to these posts has been mixed, with some falling flat and failing to resonate with the audience.
One such example is a meme poking fun at the delayed release of a feature on the Cybertruck, which some have nicknamed ‘ASS’. While some posts have garnered more positive reactions, such as a playful jab at bringing back the turn signal stalk, others have been criticized for their lack of originality or relevance.
Despite these efforts, Tesla’s social media strategy seems to be limited to Twitter, a platform that may not reach a wide enough audience to make a significant impact. To truly expand its reach and engage with a broader demographic, Tesla may need to explore other platforms like Instagram and TikTok.
Overall, Tesla’s foray into edgy social media marketing reflects a broader trend among brands seeking to connect with younger consumers through humor and relatability. However, the success of this approach remains uncertain, and Tesla may need to reassess its strategy to effectively counter the brand damage caused by recent controversies.
