Brands sound alike. Their fans don’t.
We compared 100 posts from an Aston Martin dealer with 100 videos other people posted about the car. The dealer posted what most luxury car accounts post. The people posting about the car were funny and specific, and got almost four times the views.
(01) — Reach
Who got watched.
Total views
(02) — The posts
The posts that worked.
Three fans, one paid creator and a competitor’s own account. None of them look like a car ad.
10.9%engagement
6.8M views
Renting the Aston Martin: £500. New suit: £750. Videographer: £750. Hotel: £250. Re-creating the famous James Bond Skyfall image: Priceless.
Posted by a fan · @williamjwade
15.7%engagement
14.8M views
Didn’t see that coming 🤣
Posted by a fan · @conquercustom
16.6%engagement
3.4M views
batman
Posted by a fan · @ak63xx
11.3%engagement
13.8M views
It was so unexpected 💍 #RingTrend
Paid creator post · @lydiamillen
17.9%engagement
1.6M views
“This is like a mushroom in Mario Kart.” Now we know why…
A competitor’s own account · @ferrari
(03) — Tone
How the dealer sounds.
- “Sun rising. Engine thundering. Asphalt awaits.”
- “Spines will tingle. Jaws will drop. Hair will stand.”
- “State-of-the-art hybrid powertrain. Instant torque fill. A faster flow of adrenaline.”
The dealer’s posts are cinematic and pitched as luxurious. The people posting about the car shoot on their phones, joke around and put themselves on camera.
Share of posts
- Shot to look cinematic66%11%
- Shot casually on a phone2%41%
- Pitched as luxurious57%37%
- Playful, nostalgic or edgy1%19%
- A creator on camera0%20%
(04) — Advice
What we’d tell the brand.
Let the fans and creators carry it.
The people posting about the car already reach more viewers than the dealer’s own posts. None of the dealer’s posts put a creator on camera. A fifth of the fan posts do.
Drop the slogans.
Lines like “Sun rising. Engine thundering.” could belong to any car brand. The most-watched fan posts are jokes, trends and movie references that only work for this one.
(05) — Method
How we measured it.
- 01200 videos collected in April 2026: 100 Instagram posts from one Aston Martin dealer and 100 TikToks other people posted about the car.
- 02Every video was tagged by format, tone, production style and who appears on camera.
- 03Engagement works differently on Instagram and TikTok, so we compare what each side posts and how many people saw it, not engagement rates.
- 04Views and engagement are as each platform reported them when we collected the videos. The ring video is a paid post by a creator, marked as an ad.