Formula 1 driver Fernando Alonso averages this reach on his TikTok, an insane feat for any influencer - especially considering Alonso is not in the typical TikTok age demographic.
(image: Fernando Alonso on TikTok)
Alonso’s insane success on TikTok is down to his understanding and openness to hop on GenZ trends on his social media . Alonso has been open in interviews about discussing his view on this recent success stating he's completely on board with embracing this new market that F1 has built from Drive to Survive and their increased social media presence.
And building on those Taylor Swift dating rumors.....
Alonso recognizes the power being comedic and engaging on social media has with this new, younger generation of fans and the numbers speak for themselves:
📱 TikTok: 1.5 million followers
152.50% reach
19.28% engagement on that reach
📱X: 3.7 million followers
30.7% reach
2.43% engagement on that reach
Being with Aston Martin F1 Team, this also fits their strategy on TikTok to target more comedic and trending content. Recent videos featuring the mechanics and pit crews dancing to trends have gained hundreds of thousands, if not millions, of views. Having a driver and team that are cohesive with their branding (as most across the grid are) helps develop more engaged fans as they know what kind of content to expect, and fans of the individual driver or the team are likely to cross over to the other as the content is similar in tone and strategy.
Something interesting to see from Alonso would be more promotion on his platforms about his young drivers.
He promotes the drivers on his karting team and those partnered with his A14 management company a lot on X through reposting or in the comments and based on A14’s services on their website, he is very involved with their careers and very supportive of his young drivers.
However, it would be interesting to see some collaborations in the reels on Instagram or TikTok from time to time, especially when he’s at their races. Alonso has a platform that he can thus further lend to up and coming drivers and seeing them and their personalities on videos with him occasionally would be a great way to further promote them to his far reaching and highly engaged TikTok audience, thus building the fan base and following for younger drivers. If they happen to follow a similar content strategy with trends and comedic tones, Alonso's followers and fans would likely go on to follow the younger driver to see similar content, thus giving them a larger and more engaged audience.
Originally posted on LinkedIn in November 2023.
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