ABSTRACT
PurposeThe main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use of a branded content format, the application of insights to creative conceptualization and the dissemination of messages related to messages' environmental commitment.Design/methodology/approachA descriptive study was conducted using qualitative content analysis as the methodological approach. The sample is made up of 691 videos posted on YouTube from September 2020 to August 2021 by the ten automotive brands with the biggest advertising budgets in Spain (InfoAdex, 2021).FindingsThe findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos with an advertisement format. The theme of respect for the environment is used mainly in connection with the discourse on vehicle features and not so much as a commitment by the brand in response to consumer concerns or the changes that the automotive sector is undergoing.Originality/valueThe originality of the study lies in the approach it takes to content posted by automotive brands on YouTube. The paper's contribution is innovative in that the study monitors posts by brands in the sample on YouTube over the course of a year, rather than just during the specific periods when these brands run advertising campaigns.