Williams Racing have the best Social Media in F1

Williams Racing has some of the most underrated social media and marketing of the F1 grid. 

Why is that? They perfectly target the “entry level” F1 fan. With Formula 1’s recent rise in North America and mainly the US, there are a lot of new fans who have little to no motorsport knowledge beyond Drive to Survive and social media. Americans take a deep sense of pride in sports, especially those on the international stage. Logan Sargeant being the lone American on the grid provides an instant connection for these new F1 fans. 

So why is Williams so good at this “entry level” fan content? They explain every aspect of F1. They make interacting and being a fan fun, without making a new fan feel out of place for having a lack of motorsport knowledge. 

Here’s a list of SOME of their marketing that fits this strategy: 

-Vowels verdict (sponsored by Kraken Digital Asset Exchange) 

-Video recaps and Written content on lessons learned from every race 

-Posting amazing photos - it's all about the ✨ aesthetic✨ (I love good photos and Richard Pardon and the rest of the team always deliver) 📸

-Variety of content featuring different staff and explaining their roles (Mercedes also does a great job with this) 

-Variety of content across all platforms explain technical aspects or rules/regulations around the sport 

-Race prediction game in the app before every race (gives hints and tips about what has been done in the past to help you make predictions) 📱

Statistically, it’s paying off as well: 

YouTube reach: 15.80% 

YouTube videos featuring Alex & Logan challenges: 32.19%

TikTok - 336,900 followers (past 18 posts)

avg. reach: 25.23%

avg. engagement: 20.35% 😮 

 the average engagement rate for sports teams on TikTok is 9.2% (rival IQ)

When their sponsors post about the team on their main accounts, they also see a boost (ex. Duracell)

Duracell Williams tweets: ~11.23% 

Duracell regular tweets: ~2.42% 

Williams maintains a serious brand with a comedic tone, timing their content well. Their partners in Duracell and Gulf Oil also have comedic tones and are very supportive of the team, even on rough weekends. This resonates well with the younger demographic that makes up Williams' more "entry level" fans. 

Many teams have amazing social media content that fits different target demographics. However, I don’t believe Williams is getting the credit they deserve for knowing their audience and appealing to them in so many unique and interesting ways.