Formula One keeps engagement high as social media strategy bears fruit

March 29, 2018 Kristy Ramer

As a new season of Formula 1 racing kicks off, their social media content is revamping, drawing eyes from all over the globe to the racing sport. To keep their fans involved the organisation is using its online platforms to break down results and create engaging content.

Giving fans an in-depth look at what goes into race day, F1’s Twitter presented videos of all areas of the race. Cutting them into short bites to keep followers intrigued, fans could watch clips of the best responses during the pre-race interviews with their favorite drivers. During the race the crashes were showcased alongside videos created from driver cams that showed the best quick saves of the race.

What's it like to race around Albert Park? Well…#AusGP #F1 pic.twitter.com/r6hci67gJl

— Formula 1 (@F1) March 25, 2018

The content was constantly updated during the race allowing fans who could not attend to keep up with every part of race day from the presentation of the drivers to the quickly changing positions on the track. This was done by presenting graphics and photos from the track that enhanced the posts. Formula 1 made good use of multimedia on Twitter to draw likes and mixing up the type of multimedia to keep content fresh.

???? ALO:

"Well done guys, very proud of you all. Long winter. Long seasons… now we can fight!" ????#AusGP #F1 pic.twitter.com/EJXZFa7CC9

— Formula 1 (@F1) March 25, 2018

Instagram was all about the videos and good-naturedly poking fun at the drivers. Playing into popular social media trends, Formula One made captions witty and used popular effects to make their videos appealing to a younger fan audience in order to grow their following. One of their most popular post compared six shades of driver Kimi Räikkönen.

Six shades of Kimi ???? #AusGP #Formula1 #F1 #kimi7

A post shared by FORMULA 1® (@f1) on Mar 27, 2018 at 6:10am PDT

Moving forward through the rest of the season, Formula One’s social media will be one to watch as they keep up this solid level of content and retain fan engagement as their new digital strategy continues to unfold.