Last week I reported on the use of YouTube in Formula E, pointing out that the platform provided tangible opportunities to grow both the popularity of teams and the sport itself.
While I’m working on my follow up article, I thought it would be interesting to share how YouTube is utilised in Formula 1 and what insights into the teams’ popularity and social media savviness we might be able to glean.
Here are the results.
A surprise battle for pole
Despite their on track battles this year, McLaren Honda come out on top of the rankings for the number of overall channel views (14.3 million), slightly edging out Mercedes AMG Petronas – who boast the second highest subscribers and have the largest Twitter following, which will surely have generated a great number of the 13.8 million views.
Unsurprisingly, given their marketing background and love of large-scale stunts, Red Bull occupy second place in the highest number of overall views. Yet, they languish some way behind Lotus in terms of views per video.
Dark horses and swiss surprises
The prancing horse’s YouTube channel, which has over 217,000 subscribers and 51.1 million views, is not solely dedicated to its F1 activities. When we strip out the non-F1 content we find that the Maranello team has just 41,000 views for its 388 videos, providing an average of 107 views – the lowest on the grid (with the exception of Manor, who do not have a channel).
Sauber, conversely, punch well above their weight. Despite only having 38,000 subscribers, their channel has generated over 6 million views and an average of 31,585 views per video. As the squad has the lowest Twitter following (307,000), this is an impressive figure. Their most popular videos are of a cutaway F1 car, providing tech insights, and their pit crew doing the Harlem Shake – a well-timed video to coincide with the social media phenomenon.
Box, box, box
Having reviewed the information, it is clear that Torro Rosso, Force India and Ferrari need to rethink their social media strategy and better utilise video. They are falling behind their competitors off the track, and social media success means more merchandise sales and bigger funds to invest in their cars.
I have also included F1 itself in the findings. In recent months F1 itself has picked up the pace of its formerly neglected social media presence and is doing better at providing content that users want. This is supported by a larger Twitter following and a renewed approach to social media for the 2015 season, and this should be recognised and applauded.
Below is a wider breakdown of the figures, and I hope you find this a useful article.