How TikTok is Widening the Audience of Formula 1 Fans

Formula 1 has been enjoyed by audiences around the world for years, but now it's gaining traction with a much wider audience with the help of Tik Tok. The popular social media platform has helped Formula 1 to reach potential new fans with its unique and creative content, resulting in increased exposure of the sport on a global scale. When F1 revealed its 2021 media figures back in February, it was once again the fastest-growing major sporting championship on social media. Across Facebook, Twitter, Snapchat, Instagram, Twitch, YouTube and TikTok, followers were up 40% to 49.1 million.

It was only a few years that Formula 1 was suffering with declining profits and discontented fans, especially amongst younger audiences. However, in 2017 Liberty Media emerged and shaped Formula 1 into the entertainment brand we see today. Under the management of Bernie Ecclestone, the power of social media was both undermined and neglected. Once Liberty Media identified an opportunity to expand audiences using the online sphere, digital content quickly began to infiltrate the paddock. Liberty Media’s new approach included an increased presence on social media to provide a more immersive experience and bring fans closer to all the action and Tik Tok has proven to be just the platform to make it happen.

This new form of marketing has helped bridge gaps between traditional sports broadcasting and modern digital platforms, allowing teams and drivers to showcase their spectacular cars, thrilling race tracks, and incredible personalities in ways never before possible.

With social media and content creation only growing in popularity, we’ve seen a huge rise in content creators breaking into the motorsport world. Whilst the racing teams are successfully providing exclusive behind-the-scenes access, these up and coming content creators are building a community of fans with a shared passion.

Lissie Mackinton, Formula 1 content creator and presenter, quickly broke into the motorsport world after posting a video on TikTok that amassed thousands of views overnight. Known for her creativity and light-hearted interview style, Lissie has successfully built a community and audience of new and old fans alike. Lisse previously stated that she aims to use her platform to make the sport more accessible, especially for younger audiences. Whilst its wheel to wheel action provides hair-raising entertainment, the complex regulations and vast terminology can often make it feel inaccessible to new fans. Creating content such as her weekly F1 news roundups and race recaps has enabled new and younger audiences to join the ever growing Formula One community. The 22-year-old has amassed almost 120,000 followers on TikTok and Instagram since she started working in F1 content creation last year.It is content creators such as Lisse that have played a vital role in captivating new fans and driving the sport into the new, modern era of fan entertainment and engagement.

Whilst Bernie Ecclestone may once have disagreed, the benefits of Tik Tok for Formula 1 are undeniable. On a practical level, teams have been able to utilise social media performance analytics tools like Tik Tok Insights in order to gain valuable insights into their fanbase while also understanding which types of videos perform best on the platform. By encouraging followers to create user-generated content related to Formula 1, brands can also benefit from increased exposure as well as curated fan generated content that speaks directly to their target audience.

This new approach was notably embraced by Aston Martin in 2021 when they appointed TikTok as its Official Creator Partner. The Aston Martin Aramco Cognizant F1 car launch kick started the partnerships which was live-streamed for six hours on TikTok and the development of global hashtag challenges including the #CatchChallenge and #DayInTheLife content gave fans behind the scenes content of the British team. Rob Bloom, Chief Marketing Officer who joined the team in 2021 after a nine-year stint at McLaren said that it is his ambition at Aston Martin to “redefine” the role of F1 fans by creating a marketing platform built by the fans. He said that TikTok will be the primary tool for his creator-led strategy as “there is an opportunity to engage a broad audience on a global scale [as well as] the storytelling opportunity about the role of tech and data that tells our brand positioning”. The unique partnership saw the team working with both TikTok’s in-house creatives and the platform’s own creative community to explore new and innovative ways to engage with the AMCF1 story. The TikTok logo also featured prominently on the AMCF1 driver’s headrest and inner Halo following a reveal at the Brtish Grand Prix.

The popularity of Formula 1 accounts on Tik Tok is skyrocketing, as the platform provides an opportunity for teams and drivers to reach a global audience with their content. Through Tik Tok’s unique user-generated content challenges, followers can get creative and share their excitement about all things F1 related – from following team updates and driver highlights to participating in fun challenges that fuel anticipation ahead of each race. This engagement has resulted in increased viewership, giving brands around the world an incredible opportunity to market themselves directly to potential new fans.

Tik Tok has become not just a place where Formula 1 followers can watch races live or highlight exciting moments post-race, but also a destination where they can connect with fellow fans across the globe. Fans now have access to exclusive behind-the-scenes action at test days or photos featuring iconic racers – allowing them to immerse themselves into F1 culture like never before! Many popular accounts feature driver interviews, garage tours and even funny skits which add another layer of entertainment for viewers; making it easy for users everywhere to keep up with the latest news from their favourite teams without missing out on anything important!

The growth of Tik Tok and its impact on Formula 1 have been clear to see. With the help of Tik Tok, Formula 1 is reaching a much wider audience than ever before. Through creating and sharing content that is both exciting and informative, easily digestible media has given Formula 1 fans around the world something new and exciting to sink their teeth into. Formula 1 is proof that embracing behind-the-scenes content and unique brand personas can have a profound impact on a loyal fan base.