Is Social Media Ruining Formula 1?
Let's Talk...
This argument is frequently heard today, especially among long-time fans. Increasing attention to shows like “Drive to Survive” started a new era for the sport. Even drivers themselves often remark that previously, attention wasn't so focused on individual personalities. Today, thanks to social media, fans can get to know drivers better, which undoubtedly fosters a stronger connection to one driver or another.
People complain that previously, information was more focused on performance and analytics, whereas now it's centered on drivers' pictures and other interests. I don't necessarily view this shift as a negative thing. However, I believe there should be a balanced approach to cater to all segments of the motorsport community: those who prefer more entertaining and personal content and those who enjoy analytical insights.
Moreover, attracting new fans introduces a fresh audience to the sport. We witness numerous memes and content created by younger fans online, including bracelets, video edits, and artworks, all contributing to shaping this new era of the sport. Social media serves as a platform to draw in even more followers. Influencers with millions of followers are often invited to races, presenting the show in their unique format, thus appealing directly to their audience. This represents a novel approach to attracting a wider audience!
Ultimately, these two aspects allow you to create a personal brand for each driver and the community around him and his team. Undoubtedly, this new era of social media means a different approach to content creation. Even if the audiences of TikTok and Instagram do not overlap, then even more so, they will be even more different audiences from those who read the newsletter or watch other forms of content, like YouTube and so on!
One notable issue is when teams themselves become more like fan accounts, posting thirst traps of drivers. While connecting with a younger audience is crucial, maintaining an informative focus is equally important.
On the other hand, a good example can be the use of entertaining references; for instance, posts referencing “The Hunger Games” during the Las Vegas Grand Prix resembled the tributes' parade, and images with Taylor Swift's new album work well, as they draw attention to cultural references without overdoing it.
Pros:
• Better understanding of driver personalities
• Attracting new sponsors
• Improved connection with fans and understanding what they want
Cons:
• Alienating other generations of drivers
• Making the sport overly personalized (intruding into personal lives)
In conclusion, I definitely don’t think that social media is running the sport. I believe it's essential to strike a balance between developing new strategies, and the question of how to build the right community. I think there's still much to learn and explore
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