How do Formula One drivers score on social media?

How do Formula One drivers score on social media? In the coming period, NXTLI will be tracking how the races affect the online performance of the drivers. Do wins on the track also mean wins on socials? First, we look back at how the drivers got through the winter break online. Then we look at how things went at the first race.

New teams are boost to online performance

Sunday, March 28, was the day that Formula One fans and drivers have long looked forward to: the start of the new season. During the winter break, there is generally little new content to share for drivers. However, one thing that does particularly well with fans is the announcement of drivers with their new team. The top three best performing drivers on socials over the winter break - Daniel Ricciardo, Sergio Perez, and Sebastian Vettel - are all driving for a new team this year. For these scores, NXTLI analyzes the Digital Reputation Index, which includes post rhythm, post interaction, engagement, and follower growth.

Vettel gets warm reception

January is a quiet month at Formula One on socials. For drivers driving for the same team this year, there are few updates to share with fun fans. One exception is Vettel, who, despite his small amount of posts, is creating very high engagement. The driver is sharing his first posts with his new team. The video of his arrival at Aston Martin is viewed nearly half a million times.

New cars catch on

February saw a slight increase in drivers' online activity. The new season is getting closer, leading to more content to share. Ricciardo is doing best this month. Especially his post of McLarens' new car scores very well. Nicholas Latifi also shows how to successfully present a new car. Furthermore, Pierre Gasly and Valtteri Bottas are making good use of the opportunities to keep their fans warm with their updates towards the new season.

Masters on track, quiet on socials

In Bahrain, Lewis Hamilton again shows his worth and takes his first win of the season. Verstappen follows him closely in this exciting race, taking second place. 

Verstappen and Hamilton, the biggest players at the moment, score poorly online in both months. As seen in this article from last week, Mercedes is not active in these months, which is also true for Hamilton. With by far the most followers on social media, he is missing out on the opportunities this presents. He says he is focusing and preparing for the new year and therefore is less active. 

Verstappen, who like Hamilton has a very large online reach, also scores low. He posts little, so his engagement is also lower than average.

Conclusion

The winter break in Formula One causes drivers to be less active on social media. The drivers racing for a different team in the new season are exceptions to this rule. They have the most engagement, which combined with updates such as the team's new car, makes for a No. 1: Daniel Ricciardo. 

Verstappen and Hamilton are missing many opportunities for online engagement with their fans, but may change this in the new season. Furthermore, there are three rookies: Yuki Tsunoda, Nikita Mazepin and Mick Schumacher, the son of F1 legend Michael Schumacher. Soon we will show you how their performances on the track have an effect on the various social media channels. 

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NXTLI analyzes and publishes on various other social media achievements including the top 100 DJs on social media.