Why social media is important in Formula 1

After being ignored under Ecclestone, social media has become a preferred communication tool for the new F1 management, which now freely shares photos and videos throughout Grand Prix weekends.

The roar of engines now resonates as much on Twitter as it does on the racetracks. Since Liberty Media took the reins, Formula 1 has traded its traditional secrecy for a calculated media strategy aimed at attracting casual viewers as well as die-hard fans. At the start of the season, the sport's official pages began posting concise video highlights of each Grand Prix on Facebook and Twitter, an initiative that would have been unthinkable under Bernie Ecclestone's secretive regime, where any video leaks were quickly removed from the internet. The new owners are not completely letting go of the reins; they continue to rigorously control content. A typical example is three-time champion Lewis Hamilton, who was asked to remove his Instagram video of the pole position lap at the Chinese Grand Prix, highlighting that exclusive footage remains tightly controlled. Beyond the commercial calculation, the real issue lies in the direct connection with fans that platforms such as Instagram, Facebook, and especially Twitter allow. Teams now employ “community managers” who post tweets on weekends, offering followers a behind-the-scenes look at a Grand Prix. These channels also serve as rapid announcement tools. When Sauber had to confirm that Pascal Wehrlein was unharmed after his accident in Monaco, the team and driver bypassed the press conference and simply posted the news on their Twitter accounts.

By removing the traditional media layers, the sport saves time and money while shedding its image of elitist exclusivity. The result is Formula 1 that is as explosive as ever, but much more accessible to a global audience hungry for instant, authentic content.