How Formula One is breaking conventions & winning social media

For decades, Formula One had a reputation—fast cars, expensive, and a very "dad-coded" fanbase.

Except for Mr. Hamilton because. Well, you know.

Anyway, in recent years, something has shifted. What was once an exclusive, somewhat inaccessible sport has become a social media powerhouse. And this has helped the brand captivate younger audiences and reach entirely new demographics.

How? By ditching the traditional, stiff marketing playbook and fully embracing the chaos of platforms like TikTok.

One of the best examples of Formula One’s digital transformation? Fernando Alonso’s unexpected foray into TikTok stardom.

Of course, this was fuelled by a completely unverified Taylor Swift dating rumour. The internet ran with it, and rather than shutting it down, Alonso leaned in. A few cheeky winks at the camera, a video dancing to one of her songs, and suddenly, Aston Martin F1 had a viral moment on their hands.

The results? 111 million views on TikTok throughout the 2023 season, averaging 3.3 million views per piece of content.

This is the new era of F1 marketing. It’s no longer just about race results, it’s about drama, personality, and behind-the-scenes access.

Fans want more than just the Sunday podium these days. They want to feel like they’re part of the journey. And TikTok, Instagram, and YouTube Shorts are giving them that access in ways traditional broadcasting never could.

It all started with Drive to Survive.

Netflix’s hit documentary series gave fans an unprecedented behind-the-scenes look at the sport. This humanised drivers and teams in a way that traditional coverage never did. But where Drive to Survive cracked the door open, social media blew it off its hinges.

F1 teams quickly realised that storytelling—especially the kind that thrives on social platforms—was just as important as performance on the track. Now, teams are using memes, influencer collaborations, and even self-aware humour to grow their audiences.

How different teams are leveraging social media:

• Red Bull Racing: High-energy, youth-focused, and always on trend, Red Bull Racing has turned social media into an extension of their brand. Their content is fast-paced and designed for maximum engagement.

• Mercedes-AMG Petronas: While still leaning into the fun side of social media, Mercedes also prioritises technological insights and team dynamics. This makes their platforms a mix of education and entertainment.

• Scuderia Ferrari: The legacy team has found a way to blend nostalgia with modern digital tactics. This keeps older fans engaged while attracting newer ones through race updates and historical throwbacks.

• McLaren: Perhaps one of the most socially savvy teams, McLaren frequently collaborates with influencers and embraces internet culture. And this has made them a fan favourite among younger audiences.

Each team has taken a unique approach, but the goal is the same—breaking the old conventions of motorsport marketing and creating an experience that extends far beyond race day.

Most major sports leagues have an active social media presence. But Formula One’s strategy stands out in a few key ways:

• Global fan engagement: Unlike regionally dominated leagues like the NFL or MLB, F1 has a truly global audience. This means multilingual content, cultural inclusivity, and a focus on universal engagement.

• Behind-the-scenes access: Few sports offer the level of insider content that F1 does. Showing team radio communications, pit lane drama, pre-race rituals creates an irresistible mix of sport and storytelling.

• Data and analytics: Basketball or soccer might focus on player highlights. But F1 incorporates real-time race data, telemetry, and strategy breakdowns into its content. This caters to both hardcore fans and casual viewers.

The NBA thrives on personality-driven content and meme culture. And the NFL leans on game highlights. But F1 has found its niche in making the sport feel personal.

By embracing storytelling, Formula One has rewritten its own marketing rulebook. And the results speak for themselves.

-Sophie, Writer