In a significant shift in strategy, Tesla is ramping up its social media marketing amid a pronounced brand crisis linked to CEO Elon Musk’s controversial reputation.
Since acquiring Twitter, now rebranded as ‘X’, Musk has guided Tesla to experiment with a more ‘edgy’ and humorous approach to marketing. However, the results so far have been far from successful, prompting criticism that the company’s attempts at humor often miss the mark.
The electric vehicle manufacturer, which historically shied away from advertising, began running campaigns on the platform in 2023 following Musk’s acquisition. This coincided with a troubling exodus of advertisers from X, which has faced backlash over various controversies.
Tesla’s Social Media Shift: A Risky Move During Reputational Turmoil
Despite launching 37 affiliated accounts centered around business engagement, many remain inactive, with only a handful actively posting as Tesla navigates severe demand issues.
This surge in social media efforts has been fueled by ongoing boycotts from left-leaning groups in the U.S. who perceive Musk as using Tesla as a vehicle to fund his personal ideology. Consequently, Tesla now finds itself at a crossroads, relying heavily on social media strategies as it tries to recover its brand image.
Musk’s humor seems to reflect a similarly juvenile outlook, with attempts at lighthearted content falling flat—such as jokes regarding the Cybertruck that merely highlight shortcomings in a manner deemed cringe-worthy.
As Tesla’s social media focus continues to skew towards X, experts suggest it’s imperative for the company to diversify its presence on platforms like Instagram and TikTok to achieve broader outreach.
Without a more balanced strategy, Tesla risks preaching to a shrinking choir, further hindering its growth amidst a cloud of reputational challenges. Thus, while these quirky campaigns have potential, their execution highlights a crucial gap in Tesla’s marketing approach during a time of urgent need.
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