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Formula 1 has paved the way to increase the interest of the youngest: a clear change of pace compared to the Ecclestone years

Giulio Caronia

Anti-social Formula 1, which almost ran away from new fan interaction techniques, is now a thing of the past. In fact, every week, the organizers of the World Cup share decisions about videos, interviews, photos, polls, quizzes and insights on all social platforms: a perfect way to communicate with the youngest fans and that, in an exciting season like the current one ( or like the 2021 one dominated by the total battle between Max Verstappen and Lewis Hamilton) allows you to capture the attention of fans even with the engines off. A very clear communication strategy to Stefano Domenicali and the top management of Liberty Media, who even intend to increase the quantity and quality of social content through a new partnership with Twitter.


Thanks to its innate simplicity and immediacy, the chirps social network has always been one of the most used by Formula 1, especially to communicate what happens on the track during official sessions. The relationship between Twitter and the World Cup has gradually evolved over time, leading for example to the birth of real television shows broadcast after the competition or, in any case, to the publication of an increasing amount of videos or interactive content for the fans. A partnership that F1 has announced that it has further extended and that will bring even more video clips on our smartphones on the GP weekends, with the aim of reaching 20 films for each race weekend, including session highlights and interviews with protagonists.


With 7.5 million followers on Twitter, the Formula 1 account generated a global volume of over 70 million tweets last season in the 2021 season alone, an increase of 63% compared to the (much less exciting) World Cup . Numbers that could easily be beaten by insisting on involving fans: a goal that F1 also wants to pursue by posting archival materials for the not so young – 65% of active users are under the age of 35, but there is a large share of history buffs – and by organizing question and answer sessions between drivers and fans registered on the social network.


“We are really excited – explains Ashwin Desai, Formula 1’s head of digital rights – to extend this long-standing partnership and bring even more content to our community. Twitter is the platform on which our fans gather to get to the heart of the action and our improved output will help generate even more conversations in this new era of F1. ” In short, a real change of pace that, in general, is tangible and evident, considering the constant presence on all platforms, from Facebook to Youtube, from Instagram to TikTok, without forgetting the undeniable help of the Netflix docuseries “Drive to Survive ”to involve the US public. Like it or not, the era of Bernie Ecclestone who, at the helm until 2016, snubbed social media and openly declared that he managed a sports product not intended for young people, has never been so far away.

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