The 2017 edition of Eicma – the Milan Motorcycle Show from 7th to 12nd November, had a great success on social media. The official hashtag #eicma2017 was mentioned 93% more than the last year official hashtag #eicma2016 and the event obtained about 13.3M of total interactions, with a total of 147.2k dedicated posts.
The biggest peak in terms of engagement and posts was on November 7th, the day the event began: 4.1M of interactions and 39k posts. The most engaging post on the first day is from PowerDrift and is dedicated to the Ducati Panigale V4 with 187k interactions. The motorcycle, presented as the big news at the Show, has been awarded “EICMA 2017’s most beautiful bike”. The peak of posts is instead caused by a Harley-Davidson Facebook live.
The majority of the posts, almost half of the total (45.5%), have been published on Instagram, followed by Twitter (28.6%) and Facebook (18.5%). Only 4.7% of the contents have been posted on YouTube, but the channel collects the largest number of interactions by far, up 63.9% of the total, against 31.5% of Instagram.
The most engaging content is from November 8th by the PowerDrift YouTube channel, featuring the two new motorcycles of Royal Enfield, Interceptor 650 and Continental GT 650, a video that has reached 531k interactions. For what concerns Italian posts, we find a video of OmniMoto.it that archives 84k interactions with Ducati Panigale V4.
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In total, the unique authors who posted contents related to Eicma2017 are 81.8k. Among them, the most engaging Italian medias are the YouTube profiles of Moto.it (708.8k interactions), OmniMoto.com (484.6k) and MotorboxTV (226.6k). The most engaging brands are instead on Instagram with Tm Racing achieving 100.1k total interactions, followed by Husqvarna Motorcycles (93.3k), BMW Motorrad (68k) and AGV Helmets (64.8k). On Facebook, among the most engaging brands, we find the already mentioned BMW Motorrad with 25.1k interactions, Moto Guzzi with 16.5k, Husqvarna Motorcycles with 15.9k and Scrambler Ducati with 15.4k interactions.
Methodology: The analysis, realized with the Social Listening tool, considers all posts and interactions in all languages on the main social networks such as Twitter, Facebook, Instagram, Google+, Youtube and forums, blogs, news websites and reviews related to Eicma 2017. We considered all the messages containing the Eicma keyword and the hashtag #Eicma2017.