Ford Takes the Wheel for Auto Earned Media Value

Move over, Tesla! New data from CreatorIQ reveals that after three years as the No. 1 automotive brand in terms of Earned Media Value (EMV), Tesla ceded the crown to Ford in 2023: The former generated $234 million in EMV over the year, while the latter racked up $235 million, an 84% year-over-year increase.

Ford has raced into 2024 as well. In January, the company topped the automaker leaderboard with $41.7 million EMV — a 59% month-over-month surge — and bested Tesla by $9.5 million. A few more stats from CreatorIQ: 

• In 2023, Ford boasted a community of 7.2K creators (an 18% year-over-year increase) who made 49.7K social media posts (+61% YoY) that received 124.6 million social media engagements (a 103% year–over-year increase).
• Its top 2023 creator was Alumi Duty, an account dedicated to Ford’s aluminum-bodied Super Duty trucks. They drove $14.8 million EMV across 2.3K posts, outpacing the next top creator by over $8 million.
• Ford’s top 2023 post was Red Bull’s “Ultimate Drag Race” featuring a Formula 1 car, MotoGP bike, WRC car, World Rallycross car and a Ford turbo SuperVan. It amassed over 38 million views on YouTube.