From The Tracks to TikTok: What F1’s Marketing Strategy Teaches Us About Engagement

Introduction

Formula 1 has undergone a marketing transformation over the past decade, evolving from an exclusive, technical sport to a global entertainment powerhouse. While F1’s thrilling races have always drawn in hardcore fans, its modern success is largely due to a shift in digital strategy. In particular, a strategy that prioritises social media, meme culture, and fan engagement. 

This article explores how F1 has mastered online engagement, what businesses can learn from its digital-first strategy, and how meme culture has fuelled its rise among younger audiences.

How F1 Leverages Social Media to Reach Younger Audiences

F1 has successfully repositioned itself for a new generation by embracing social media platforms like TikTok, Instagram, and YouTube. Historically, the sport was seen as elitist and inaccessible, but today, its content is fast-paced, entertaining, and interactive – perfect for Gen Z and Millennials.

By investing in short-form, high-energy content, F1 teams and the official F1 account deliver race highlights, driver personalities, and behind-the-scenes moments that extend engagement beyond race weekends. TikTok, in particular, has allowed the sport to reach casual fans who might not sit through an entire Grand Prix but will engage with viral clips and trending sounds.

Key tactics include:

• Clipping the best moments – Dramatic overtakes, fiery team radio exchanges, and pit stop blunders are packaged into engaging short videos.
• Humanising drivers – From Daniel Ricciardo’s humour to Charles Leclerc’s Twitch streams, F1 promotes driver personalities, making them more relatable.
• Leveraging influencer partnerships – Collaborations with YouTubers, content creators, and celebrities extend F1’s reach into non-traditional audiences.

This strategy has helped transform F1 from a niche motorsport into a social media-driven entertainment brand.

The Impact of Meme Culture and Fan-Created Content

Meme culture has become one of F1’s most effective engagement tools, and the sport has embraced it rather than resisted it. Teams like Mercedes-AMG F1 have leaned into the internet’s love for drivers like George Russell, whose “T Pose” and exaggerated mannerisms have become viral sensations.

Fan-created content – ranging from funny edits to Twitter commentary – has given F1 organic reach and free publicity. The community-driven nature of memes has led to moments like:

• "George Russell doing the T Pose" – A running joke embraced by the Mercedes team, turning a simple moment into social engagement gold.
• "Fernando Alonso’s 100-year-old wisdom" – Fans meme Alonso as an eternal racing sage, increasing his online popularity.
• "Lando Norris and the Twitch Quartet" – A group of F1 drivers who streamed on Twitch during the pandemic, breaking down barriers between fans and drivers.

By allowing and even amplifying these internet moments, F1 has encouraged deeper fan engagement, proving that marketing isn’t just about broadcasting, it’s about participating in conversations.

Lessons from F1’s Shift to Digital-First Strategies

The key takeaway from F1’s marketing evolution? If you want to grow, you need to meet your audience where they already are.

F1’s digital-first shift offers three major lessons for brands:

1. Prioritise Social Media Storytelling – Short, engaging content outperforms static promotion. Whether you’re in sports, retail, or tech, storytelling is what drives engagement.
2. Embrace Community-Driven Content – The best marketing often comes from fans and customers themselves. Encourage and reshare user-generated content.
3. Lean Into Pop Culture and Trends – Brands that adapt to trending moments build stronger audience relationships. F1’s acceptance of meme culture has created stronger emotional connections between the sport and its fans.

Conclusion

F1’s marketing strategy proves that digital-first engagement is the future. By embracing social media storytelling, fan-driven content, and meme culture, the sport has captured an entirely new generation of fans. Businesses looking to enhance their reach, engagement, and brand loyalty can take a page from F1’s playbook. Be authentic, embrace trends, and prioritise digital connection.

How We Think Digital Can Help

At We Think Digital, we help brands tap into audience engagement strategies that work. Whether you're looking to create viral content, improve your digital presence, or build an engaged community, we know how to make your brand part of the conversation. 

The race for audience attention is on; is your brand ready to take pole position?