Anja Hager and Matthias Luft have always been interested in cars and, above all, the technology built into them. The couple has long since turned their hobby into a successful career. On their Instagram, YouTube and TikTok channels, the Hirschaiders show sometimes short and sometimes longer explanatory videos about the car technology of fast new cars. Often also so-called life hacks, short tips about cars with an aha effect.
Life hacks about cars – internationally successful
A ten-second clip just a few weeks ago has now broken all records on Instagram, garnering 772 million views. There has probably never been more.
“We were just in the pool in South Tyrol when we saw how quickly the number of clicks was increasing.” Matthias Luft
According to Matthias Luft, whether it is actually the most clicked reel of all time on the platform cannot be proven 100 percent because there is no official ranking for it. But no one has yet found a reel with more views. The world record top spot is already pretty much guaranteed. It’s difficult to say exactly why this video attracted so much interest. It works internationally without language, has an arc of suspense and is surprising in terms of content. It’s not just a coincidence. Many of the couple’s car technology videos exceed the million mark many times over.
Matthias and Anja have been successful with their channel for years. Almost 400,000 followers regularly click on the “motoreport“, where they learn a lot about modern technology in cars and get user tips, for example how to easily open a bottle while driving. Matthias and Anja borrow the cars to be tested free of charge from various manufacturers. No money flows between the car companies and you. It is more likely to be beneficial overall for both sides. The cars and the gadgets built into them get attention, Matthias and Anja get content.
“Impact protection” tops football in a waterfall
They didn’t get rich with their most clicked video, as no money actually flows to the producers on the said platform. Maybe a few cents, says Matthias Luft. They generate their income primarily through longer, detailed explanatory videos on YouTube and the associated advertising. You go into technical depth and take time for individual topics. This also gets a lot of clicks. However, not nearly as massive as on Instagram.
The click world record holder so far was probably the Indian Muhammed Riswan. In his reel he shoots a soccer ball into a picturesque waterfall. As of today, 553 million users wanted to see how the ball bounces out again. For whatever reason. Explaining exactly why something works and to what extent is almost impossible, says Matthias Luft. Their record number was definitely not bought or manipulated. Perhaps it is partly the result of twelve years of continuous work. The next videos have already been produced. Breaking your own record again will definitely be really difficult.
