How F1 is breaking conventions and uniting audiences by embracing social media
As Formula One teams get ready for the new season, brands are using social media to transform the traditional sport into an inclusive and accessible community giving fans “a look behind the curtain”.
In the world of motorsport, athletes cooperating to jump on viral trends may have been unheard of a decade ago, but it’s now a vital part of social media strategies in Formula One.
Fernando Alonso embracing TikTok, and a Taylor Swift dating rumour, may have come as a surprise to fans, but it’s been a great benefit to his team, Aston Martin F1, which saw 111 million views on TikTok during the 2023 season – an average of 3.3 million views per piece of content.
