Bernie Ecclestone propels F1 onto the web

After previously restricting the online sharing of Formula 1 photos and videos, Bernie Ecclestone now seems to be embracing modernity by approving official YouTube and Instagram accounts that will publish content, including exclusive material.

Bernie Ecclestone has long warned that Formula 1 is failing to capture the imagination of young fans. However, in a surprising turnaround, he recently gave the green light for the brand to have an official presence on YouTube and Instagram. This decision is clearly aimed at reaching the audience that has been described as “disinterested.” After a wave of criticism about Formula 1's declining public appeal, Ecclestone seems to have relaxed his traditionally cautious stance and adopted a more modern, but harder to control, communication strategy. For fans, these new platforms are a new way to indulge their passion. The Instagram feed is modest, consisting mainly of a series of historical and current photos, while the YouTube channel offers a little more variety. To date, around 30 videos have been posted, most of which are short reports, interviews, or mini-documentaries dedicated to the 2015 Grand Prix season. From time to time, the channel delves into the sport's archives and publishes historical clips such as Michael Schumacher's victory in red livery, Ayrton Senna's first victory in Portugal in 1986, and a lesson in driving in the rain given in 1993 by the three-time Brazilian champion.

Another regular feature is a pre-race poll asking fans to vote for the most beautiful circuit in the host country; the results are then compiled into a recap video presented by journalist Peter Windsor.

With an official website, Instagram profile, and YouTube channel, Formula 1 is now making a notable breakthrough online. It remains to be seen whether these digital tools will succeed in attracting a new generation of fans, which could well be a bone of contention for Ecclestone. https://www.youtube.com/user/Formula1 https://instagram.com/f1