F1 has joined yet another social media platform – under Liberty Media – as it opened up a Tik Tok account amid the COVID-19 pandemic.
Ever since Liberty Media took over F1, the sport has opened itself to various new social media platforms, especially to tap into the younger generations and expand its reach. The biggest of the lot was setting up its own Youtube channel with large content base.
Previously, Youtube wasn’t used extensively by F1 but gradually they have added quality content from the loads of footage they have – although the videos cannot be used as a direct source by websites unless given permission to re-produce.
One can still share the links for it as FOM give exclusive rights of track action to various broadcasters. The primary social media work – whether for F1 or teams/drivers – goes on Facebook and Twitter but Instagram is being used now extensively as well.
They partnered with Snapchat too for selected races but the content there is limited. And now, F1 has opened up a Tik Tok account, to tap a whole new market and mix the sport with trending audio/video content, which is being used worldwide.
They have 15 videos already posted on their official account, where they have incorporated the songs/videos which is trending worldwide, in their own way. The followers list is still growing with over 30,000 already in and over 2,10,000 likes (at the time of writing).
Apart from F1, it is unclear if any driver has joined but talk on social media was of Lando Norris and Charles Leclerc joining. Among the teams, Red Bull Racing did announce joining the platform with its account being: https://www.tiktok.com/@redbullracing?lang=en
Here’s the link to the F1 account: https://www.tiktok.com/@f1
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