n our latest report on the top 10 fastest-growing auto brands on Instagram, we looked at which companies gained the most followers between March 2024 and March 2025. Volkswagen added 1 million new followers during this period, placing it among the top-performing brands by growth.
What makes Volkswagen’s approach noteworthy isn’t the size of its following – it’s how that growth was achieved. The brand’s Instagram strategy is built around loyalty, culture, and everyday drivers. Content is driven by the community, not campaigns, and the result is an account that feels more personal than promotional.
A content strategy focused on real owners
Volkswagen’s feed is built around the people who drive, restore, and modify its cars. The content includes garage tours, restoration progress, POV drives, car show meetups, and long-term build projects. Posts rarely feature product marketing or professional photography. Most come from owners who share their cars and stories in their own style.
This approach gives the brand depth and variety without sacrificing consistency. The content may range from a Kombi rebuild to a Golf road trip, but it all fits the same tone – personal, grounded, and focused on the lifestyle around the car.
The decision to spotlight owners instead of ads has helped Volkswagen create a feed that resonates with long-time fans and new followers alike.
A smaller, more focused creator network
Volkswagen doesn’t rely on a high volume of influencers. In the past year, 5,684 creators posted VW-related content on Instagram, contributing a total of 13,555 posts. The emphasis is not on reach, but on alignment. Many of these creators are collectors, mechanics, or long-term owners who share the brand’s values.
Notable contributors include:
@soycarolinadiadz
@joselereto
@sina.deinert
@callumjones
@mathildegoehler
They share what they’re working on, where they’ve been, or what they’re planning to do next. It might be a simple update from a garage, or a reel from a car show. These aren’t scripted or branded posts. They’re personal updates from people who already care about the product.
That’s what gives VW’s feed credibility. It doesn’t try to overproduce or overexplain. It just shows what’s already happening in the community.
Content built to scale globally without changing the message
Volkswagen’s Instagram presence reaches multiple key markets. Its top three in 2025 were Germany, the United States, and Brazil, with a strong presence across Europe and parts of Latin America as well.
But the brand doesn’t segment its strategy by region. Instead, it focuses on themes that resonate anywhere: car culture, heritage, and the experience of owning and maintaining a vehicle. Restoration projects, POV drives, build diaries, and community meetups work across languages and locations. And because most of the posts are visual, they travel easily.
By using a small but diverse group of creators, Volkswagen manages to stay globally visible without diluting its brand. The content feels unified, even if it comes from different places.
Volkswagen’s Instagram performance metrics
Based on HypeAuditor data from March 2024 to March 2025:
Follower growth: +1 million
Reach: 1.2 billion
Engagement rate: 8.4%
Influencers activated: 5,684
Posts featured: 13,555
Average views per post: ~25,231
Average likes per post: ~1,806
Average comments per post: ~15
Top markets: Germany, United States, Brazil
Common content types: Restoration projects, garage clips, car show footage, POV driving videos, and owner walkthroughs
An 8.4% engagement rate is well above typical performance for brand accounts. The consistency and community-led nature of the content are key factors driving that interaction.
Five things other brands can learn from Volkswagen
1. Follow the interest, not the campaign
Volkswagen builds content around what its audience is already doing, not what the brand wants to push. That means amplifying restoration stories, meetups, and day-to-day ownership instead of chasing promotional moments.
2. You don’t need thousands of influencers
Volkswagen’s creator network is smaller but focused. Most contributors are already part of the car community. That leads to better alignment, more consistent output, and less noise.
3. Show what ownership looks like
Instead of focusing on the car as a product, VW content shows how people use and care for their vehicles. That shift keeps the brand relatable and creates space for deeper engagement.
4. Let the content reflect the community
The tone and style of the posts match the people creating them. That’s what makes them feel natural. When content reflects the people it’s made for, trust builds naturally.
5. Use heritage to stay relevant, not just nostalgic
VW brings its legacy models into today’s conversation through rebuilds, stories, and active ownership. It’s a way to stay rooted in the brand’s history without relying on it to do all the work.
Final thoughts
Volkswagen’s Instagram strategy is simple and consistent. The brand doesn’t rely on flashy posts or major campaigns. It highlights the people who already drive and care about its cars, and it keeps the tone steady across everything it shares.
That’s what makes the account feel real. It’s not trying to impress. It’s showing what the community is already doing and giving it a platform. That kind of steady visibility builds trust over time.
For brands with a strong existing audience, this is a reminder: growth doesn’t always require more. It often comes from listening, staying present, and sharing content that reflects your users, not just your message.
Looking for more brand insights?
Download the full Top Auto Brands on Instagram 2025 report to explore the full list of brands and see what’s helped boost their growth over the past year.
