Top Performing Social Media Channels for F1 Teams in Q2 2023

Purpose of This Research

• Determine which F1 teams are winning and losing in terms of social media performance. 
• See which social media channels are driving the best results for F1 teams.
• Understand seasonal, YoY, and tactical trends in the top F1 teams’ social media activity.

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Competitors Analyzed

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Key Takeaways

Team Metrics

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Platform Recommendations

• Instagram is the leading platform in terms of followers, views and engagements. On average, teams share 117 posts monthly. Concentrate your strategy on this platform, increasing your posting rate. Adopt a varied content strategy, placing particular importance on carousel posts to achieve the best outcomes.
• While Facebook's follower growth has stagnated for all teams, they collectively amassed 661M views on the platform, trailing only Instagram and TikTok in viewership. With an average of 86 posts per month, teams should prioritize sharing video content to leverage Facebook's potential for producing viral videos, as exemplified by this video which generated 51M views.
• Considering TikTok's audience growth of +103% YoY and its high average video views per post, prioritize this platform for engaging F1 fans. Focus on creating short, captivating videos under 30 seconds, which generate the most views and engagement. Increase your posting frequency to maximize TikTok's potential.
• Capitalize on Twitter's expanding audience, with a +17% YoY growth, and its position as the third-largest platform among the teams. Prioritize sharing visually engaging photo tweets, responsible for 71% of all tweets and yielding the highest engagement. Aim to post frequently, following the average team benchmark of 111 tweets per month to optimize content reach and user engagement.
• Although YouTube has the smallest audience share, it offers growth potential, as demonstrated by its +15% YoY growth in total followers. Concentrate on producing 5-10 minute videos, yielding the highest average views and engagements, despite only making up 9% of shared content. Maintain an active presence, following the average of 19 uploads per month.

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Total Audience Size Per Team

As of April 2023

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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Mercedes, Red Bull, Ferrari, McLaren, and Aston Martin are the leading teams in terms of audience size.

*Combined total audience from YouTube, Instagram, TikTok, Facebook, Twitch and Twitter as of April 2023. 

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Mercedes boasts the highest number of followers, at 32M, while Red Bull closely trails with 29M.

*Combined total audience from YouTube, Instagram, TikTok, Facebook, Twitch and Twitter as of April 2023. 

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Ferrari experienced the largest surge in its audience, amassing +5.2M followers across its social media platforms in one year.

*Combined total monthly audience from YouTube, Instagram, TikTok, Facebook and Twitter. 

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Aston Martin stood out among the teams with the highest audience growth rate of +29% YoY.

*Combined total monthly audience from YouTube, Instagram, TikTok, Facebook and Twitter. 

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Amongst the competitive set, Instagram boasts the most extensive F1 audience with 45M followers, followed by Facebook.

*Combined total audience from Mercedes, Red Bull, Ferrari, McLaren, and Aston Martin F1 profiles.

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TikTok's audience size has surged by +103% YoY, highlighting its growing popularity amongst F1 fans.

*Combined total audience from Mercedes, Red Bull, Ferrari, McLaren, and Aston Martin F1 profiles.

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Ferrari leads on Instagram with 10.8M followers, followed closely by Mercedes (10.7M) and McLaren (10.3M).

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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Instagram follower growth was highest for teams during the first half of the season and stabilized from September to February.

The average MoM growth on Instagram was +1.6%.

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Aston Martin saw the greatest increase in its Instagram audience, growing by +25% YoY.

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Ferrari surpassed Mercedes to become the largest team on the platform in January 2023 and had the second-highest YoY increase in Instagram followers.

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Mercedes and Red Bull are the leading teams on Facebook.

With over 11M followers each, they are the only teams with a bigger following on Facebook than on Instagram.

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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The audience growth on Facebook was minimal across all teams, with the combined audience only increasing by +0.2% YoY.

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Twitter has the third highest audience amongst the teams, with Mercedes, Red Bull and Ferrari all having over 4M followers each.

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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Twitter showed significant growth for all teams, with Aston Martin and Ferrari increasing the most at +22% and +20%, respectively.

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Mercedes dominates TikTok with 4.5M followers, outpacing McLaren's 3.1M.

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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Red Bull has the smallest TikTok audience share at just 9% of its total followers.

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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All teams saw notable TikTok growth: Ferrari gained +2.4M followers, Mercedes nearly doubled, and Aston Martin increased by +137%.

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TikTok Growth

Ferrari saw three distinct increases in its TikTok followers that were closely related to its increased post cadence.

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YouTube represents the smallest audience share. 

Red Bull (1.4M), Ferrari (1.3M) and Mercedes (1.1M) as the only teams surpassing 1M subscribers.

*Combined total audience from YouTube, Instagram, TikTok, Facebook and Twitter as of April 2023. 

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Teams grew steadily on YouTube, with Ferrari's +19% YoY growth narrowing the subscriber gap with Red Bull from 160K to 130K.

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Total Posts Per Brand

From April 2022 to March 2023

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Ferrari's audience growth can be linked to their posting frequency, having shared the highest number of posts among all teams at 5.6K.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Ferrari, who became the most followed team on Instagram at the start of 2023, shared the greatest number of posts on the platform at 1.7K.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Teams posted an average of 117 posts per month on Instagram, with a spike in October, coinciding with Max’s 2022 championship title.

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Among the platforms, Twitter had the second-largest volume of content, with Ferrari being the most active team by sharing 2.4K tweets.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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On average teams tweeted 111 times per month, with a notable increase in October when Mercedes shared 401 tweets.

Mercedes' most engaged tweet extended congratulations to Max for his second Drivers' World Championship.

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Mercedes and McLaren led the way in sharing content on Facebook, with 1.6K and 1.2K posts over the 12-month period, respectively.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Teams averaged 86 monthly posts on Facebook, peaking in October at 821 posts, aligning with the pattern seen on Instagram and Twitter.

Top viewed Facebook video in October featured Vettel’s goodbye at Suzuka.

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TikTok had a low post frequency, with only 1.3K videos shared. McLaren posted the most with 345 videos, accounting for 27% of the total.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Teams averaged 21 videos uploaded per month on TikTok. McLaren saw the greatest spike, sharing 60 videos in February 2023.

McLaren’s content in February centered around building excitement for their team launch and the reveal of their 2023 car.

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YouTube saw the least amount of uploads among all platforms (1.1K).

Ferrari had the most videos with 468 uploads, followed by Aston Martin with 225.

*Combined total of posts from TikTok, Instagram, Facebook, Twitter, YouTube between March 2022 and April 2023.

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Teams averaged 19 YouTube videos per month, with content spiking in October at 145 total uploads.

During October, Ferrari streamed the Ferrari Challenge Europe Trofeo Pirelli + APAC live on YouTube, Aston Martin shared 7 INSIDER episodes, and McLaren posted 3 “Substitute Teacher” and 3 “Unboxed” episodes.

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The teams’ audiences, on average, primarily consist of individuals aged 25-34.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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McLaren and Red Bull possess the highest percentages of followers aged 13-17, comprising 3.2% and 2.4% of their respective audiences.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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McLaren (36%) and Red Bull (34%) are the only teams with above-average percentages of followers aged 18-24.

Conversely, Ferrari has a significantly lower proportion of followers within the 18-24 age range, at 15%.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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With the exception of McLaren, all teams have the largest segment of their audience within the 25-34 age group.

Red Bull, McLaren, and Aston Martin feature above-average percentages of 25-34-year-olds in their audience.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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Ferrari and Mercedes have above-average shares of their audience in the 35-44 age range, with 22% and 19%, respectively.

In contrast, Red Bull and McLaren each have below-average proportions of their audience in this age group, at 15%.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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Ferrari's audience tends to lean towards an older demographic, with 15% of its followers between the ages of 44-54.

On the other hand, McLaren's and Red Bull's audiences lean towards a younger demographic.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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Ferrari's audience features equal segments of followers aged 18-24 and those aged 55+, each making up 15% of the overall audience.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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On average, the teams' audiences consist of 90% males.

Mercedes has the highest proportion of male followers, with 95% of its audience being male.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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On average, the teams' audiences consist of just 10% females.

Ferrari and McLaren have the highest portion of female followers at 12% and 15%, respectively.

*% calculated using the average of the YouTube or Facebook demographic data available from competitive set. Demographic data is approximate and should be used for general directional purposes only.

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While post types on Instagram were evenly distributed, carousels tended to perform slightly better with an average engagement of 129K.

*Instagram posts from April 2022 to March 2023.

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Facebook photo posts generated the most engagement on average and made up 75% of the posts shared.

Experiment with video content to stand out from competitors, as it currently makes up only 23% of the shared content.

* Facebook posts from April 2022 to March 2023.

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On Twitter, photo tweets generated the most engagement and were the most popular format, accounting for 71% of all shared tweets.

Utilize visual content to capture users' attention and increasing engagement on the platform.

* Twitter posts from April 2022 to March 2023.

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Short videos under 30 seconds generated the most views and engagements on average on TikTok, comprising 84% of all shared videos.

* TikTok posts from April 2022 to March 2023.

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5 to 10 minutes videos had the highest average views and engagements (217K), despite comprising just 9% of the shared videos.

* YouTube posts from April 2022 to March 2023.

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Combined video viewership has been trending upwards.

Emphasizing the successful expansion of the teams' social media presences and their effectiveness in connecting with the growing F1 audience.

*Combined total of views from TikTok, Instagram, Facebook, Twitter, YouTube from the 5 teams included in the competitive set.

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Mercedes is the clear leader in terms of total video views, generating 2.1B views, followed by Red Bull with 1.6B.

*Combined total video views from Facebook, Instagram, TikTok, Twitter and YouTube from April 2022 to March 2023.

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Mercedes (65) and McLaren (57) have the highest video views per follower rates, indicating strong audience engagement.

*Combined total video views from Facebook, Instagram, TikTok, Twitter and YouTube from April 2022 to March 2023.

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Whereas Ferrari (45) and Aston Martin (47) have the lowest video views per follower rates among the teams.

*Combined total video views from Facebook, Instagram, TikTok, Twitter and YouTube from April 2022 to March 2023.

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From March 2022 to April 2023, Instagram and TikTok generated the highest number of views across platforms.

*Video Views from TikTok, Instagram, Facebook, Twitter and YouTube between March 2022 and April 2023.

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Instagram and TikTok had the highest average video views per video, standing at 1.4M and 1.2M views per video, respectively.

*Video Views from TikTok, Instagram, Facebook, Twitter and YouTube between March 2022 and April 2023.

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Instagram accounted for the greatest share of views for all teams, with Red Bull’s 1.2B representing 75% of its total views.

*Combined total of video views from TikTok, Instagram, Facebook, Twitter, YouTube from April 2022 to March 2023.

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McLaren had a surge in Instagram views in November 2022, with the following two videos generating a combined total of 117M views.

Videos featured a FIA jump-out test and Oscar Piastri’s first ride in the McLaren.

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In March 2023, Red Bull experienced a surge in Instagram views, reaching 230M, which is four times higher than the teams' average.

The viewership spike was led by a video of Ricciardo racing a plane on a coastal trail, which garnered over 20M views.

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Mercedes had the highest number of TikTok views at 694M, while Aston Martin's 160M views accounted for 41% of its total views.

*Combined total of video views from TikTok, Instagram, Facebook, Twitter, YouTube from April 2022 to March 2023.

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Mercedes was the dominant leader in TikTok viewership each month, with the highest viewership of 82M in July 2022.

The following video accounted for over 50% of Mercedes TikTok viewership in July, generating 41M views.

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Mercedes saw the greatest number of views on Facebook at 307M, representing 15% of its total views.

*Combined total of video views from TikTok, Instagram, Facebook, Twitter, YouTube from April 2022 to March 2023.

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In July 2022, Mercedes saw a surge in Facebook viewership as a result of the same viral video that had gained popularity on TikTok.

This video garnered 51M views on Facebook.

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The following two humorous videos generated a total of 75M views for McLaren, causing an increase in Facebook views in August 2022.

Videos featured Norris poking Sainz with an umbrella (53M views) and a crew member's luggage rolling down the track (22M views).

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Aston Martin and Red Bull have the highest relative share of total views on Twitter at 8% and 6%, respectively.

*Combined total of video views from TikTok, Instagram, Facebook, Twitter, YouTube from April 2022 to March 2023.

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Mercedes and Red Bull’s YouTube views are neck and neck with Red Bull leading by 200K.

*Combined total of video views from TikTok, Instagram, Facebook, Twitter, YouTube from April 2022 to March 2023.

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Ferrari leads the pack in total engagements at 350M followed closely by Mercedes with 338M.

*Combined total engagements from Facebook, Instagram, TikTok, Twitter and YouTube from March 2022 to April 2023.

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Aston Martin leads with a 0.34% engagement rate. 

Having the highest engagement rate of the teams on TikTok at 6.65%.

*Combined total engagements from Facebook, Instagram, TikTok, Twitter and YouTube from March 2022 to April 2023.

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Instagram notably outperformed other platforms in terms of engagement.

Generating 4X more than the cumulative total of TikTok, Twitter, Facebook, and YouTube combined.

*Total Engagements from April 2022 and March 2023.

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Instagram and TikTok lead in engagement per post, significantly outperforming Twitter, Facebook, and YouTube.

*Total Engagements from April 2022 and March 2023.

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On average, Mercedes generates the most relative search interest at 52, followed by Red Bull at 50.

*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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McLaren experienced a spike in interest in August 2022, likely due to the announcement of Ricciardo’s leave from the team.

*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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Unsurprisingly, Red Bull experienced a spike in interest in October 2022, aligning with Max's 2022 championship victory.

*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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All teams have observed a notable increase in interest since the commencement of the 2023 season in February.

*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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With 2.1B views and the highest views per follower ratio, Mercedes is the leading team in video viewership.

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Mercedes experienced spikes its monthly viewership in July, November and February.

*Combined total of views from TikTok, Instagram, Facebook, Twitter, YouTube.

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In July 2022, the increase in views was fueled by Mercedes' "Hammer Time" video.

This video accumulated 97M views on Facebook, TikTok, Instagram, and Twitter, contributing to 31% of their monthly video views.

• BTS Moments: The video reveals Hamilton's playful side with his teammates in the Paddock. Sharing behind-the-scenes moments can showcase team dynamics and drivers' off-track personalities.
• Platform Adaptation: Mercedes strategically cross-posted the video on Facebook, TikTok, Instagram, and Twitter, tailoring the captions to suit each platform.
• Memorable Expressions: The game takes inspiration from the iconic "It's Hammer Time (2)" radio message. To create captivating content, explore ways to weave in drivers' distinct attributes, mentalities, or memorable expressions that resonate with fans.

Views: 51M

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Views: 42M

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Views: 4M

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Views: 481K

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In November 2022, these TikTok videos constituted 16% of the Mercedes’ monthly views.

Videos included the inauguration of Luada Drive, a motivating message from Hamilton, and a humorous GTA trend:

• Driver Participation: Mercedes shares brief clips showcasing Lewis delivering a message to his fans.
• Masterful Storytelling: The Lauda Drive video deeply resonates with viewers by skillfully blending heartfelt music, Totto's emotional speech, and poignant clips that pay tribute to the legendary Niki Lauda.

Views: 15M

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Views: 8M

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Views: 8M

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The surge in viewership in February 2023 coincides with the unveiling of their W14, leveraging social media to highlight their striking new black vehicle.

• On-Track Footage: Top performing Instagram videos provided viewers with a captivating look at the performance and capabilities of the new W14 on the track.
• Anticipation Building: Mercedes captivated their audience with a sequence of intriguing teasers prior to the grand reveal of their new car on February 15th, as seen in these exemplary posts (here and here).
• In-Depth Driver Perspective: The most replayed (24:27) moment of Mercedes' F1 Team Car Launch on YouTube features Lewis expressing his eagerness about the new W14, appreciating his team's dedication, and providing valuable insights into the car's potential.

Views: 18M

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Views: 12M

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References:

1.Max Verstappen crowned 2022 F1 world champion amid Japanese GP confusion after winning wet race

2.Hamilton explains F1 origins of “hammer time” radio call