In this report, we present an analysis of the social media activity of each constructor in Formula One, based on their Twitter and Instagram pages. Specifically, we examine the engagement and reach of each team's posts, as well as the social media following of their drivers. The objective of this analysis is to identify which constructor had the best social media output and how they achieved it.

1. Analysis of Formula One
Car Launch 2023
How did the social media post revealing the car perform for each team?

2. INTRODUCTION
• In today's world, social media has become a crucial component of any brand's marketing strategy. As such, it
is essential for teams in the competitive world of motorsports to have a strong presence on social media
platforms like Twitter and Instagram. One key indicator of a team's social media success is its engagement
rate, which is the ratio of total interactions (likes, comments, shares, etc.) to the total number of followers.
• In this report, we present an analysis of the social media activity of each constructor in the motorsports
industry, based on their Twitter and Instagram pages. Specifically, we examine the engagement and reach of
each team's posts, as well as the social media following of their drivers. The objective of this analysis is to
identify which constructor had the best social media output and how they achieved it.
• By analyzing each constructor's social media performance, we can gain valuable insights into the factors that
contribute to social media success in the motorsports industry. This report highlights the social media reach
and engagement of each team, as well as their drivers' social media following, and includes images of their
car liveries and the most visible sponsors on each car. With this information, we can draw conclusions about
the effectiveness of each team's social media strategy and provide recommendations for improving their
social media presence in the future.

3. 0 100,000 200,000
Mercedes AMG Petronas
MoneyGram Haas
Oracle Red Bull Racing
Scuderia Ferrari
Aston Martin Aramco Cognizant
Alpha Tauri
Mclaren
Alfa Romeo F1 Team Stake
Williams
BWT Alpine
Total Engagement on Twitter
Likes Retweets Comments
-
1,000,000
2,000,000
Mercedes AMG Petronas
Oracle Red Bull Racing
Scuderia Ferrari
Williams
Alpha Tauri
Mclaren
Aston Martin Aramco Cognizant
Alfa Romeo F1 Team Stake
BWT Alpine
MoneyGram Haas
Total Engagement on
Instagram
Likes Comments
4.3 4.5
3.5
4.3
1.8 2.0
1.5 1.4 1.7 1.4
10.5 10.4 10.2
9.2
3.0 2.7 2.6 2.5 2.4
2.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
Scuderia
Ferrari
Mercedes
AMG
Petronas
Mclaren Oracle Red
Bull Racing
Aston Martin
Aramco
Cognizant
BWT Alpine Alpha Tauri MoneyGram
Haas
Williams Alfa Romeo
F1 Team
Stake
Followers Comparison for Each Constructor ( In Millions)
Twitter Followers Instagram Followers
Image Source: F1.com

4. TOP VISIBLE SPONSORS
MoneyGram Haas has a comparatively smaller social
media following but a high engagement rate on
Instagram, indicating a strong connection with their
followers.
Haas has successfully capitalized on the growing F1
audience in the US, demonstrated by significant
reach and engagement on social media.
Haas was the first team to release their new car,
which could have contributed to their social media
success.
Launch Date: 31 January Launch Location: Online Image Source: Twitter
Kevin
Magnussen
Nico
Hulkenberg
853K 1.1M
1M 1.3M
1.4M Followers
5.6M Views
2.5M Followers
353K Likes
MONEYGRAM HAAS FORMULA ONE ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
103,332
86,000
15,600
1,732
- 20,000 40,000 60,000 80,000 100,000 120,000
Total Engagement
Likes
Retweets
Comments
7.4%
14.2%
1.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
DRIVERS
MONEYGRAM
HAAS
palm Angels

5. TOP VISIBLE SPONSORS
Oracle Red Bull Racing has a large social media
following with high engagement rates on Twitter
and Instagram, indicating strong brand loyalty
among their followers.
Red Bull hosted their launch in New York where they
announced their new partnership with Ford from
2026
Bybit, their one of their top sponsor, is featured in
their social media content and could be contributing
to their social media success.
Launch Date: 3 February Launch Location: New York Image Source: Twitter
Max
Verstappen
Sergio
Perez
3.2M 3.5M
9.4M 5.3M
4.3M Followers
9M Views
9.2M Followers
1.4M Likes
ORACLE REDBULL RACING ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
BYBIT
ORACLE
MOBIL
1.9%
15.4%
0.9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
83,843
63,600
16,900
3,343
- 40,000 80,000 120,000
Total Engagement
Likes
Retweets
Comments
DRIVERS

6. TOP VISIBLE SPONSORS
Williams has one of the lowest following on social
media, yet they have over 800K likes on Instagram
which means that the fans loved their new livery.
Williams has a young squad and the least number of
sponsors, which gave new sponsors like Gulf and
Duracell more exposure.
Williams Racing's clever use of the Duracell branding
on their FW45 car's airbox inlet has garnered
attention and reminded fans of the brand's classic
gold-and-black battery design.
Launch Date: 6 February Launch Location: Online Image Source: Twitter
Alex
Albon
Logan
Sargent
763K 41K
1.8M 225K
1.7M Followers
1.3M Views
2.4M Followers
827K Likes
WILLIAMS RACING ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
DURACELL
STEPHENS
GULF
DRIVERS
15,400
12,000
3,041
359
- 4,000 8,000 12,000 16,000
Total Engagement
Likes
Retweets
Comments
0.9%
34.6%
1.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View

7. TOP VISIBLE SPONSORS
Alfa Romeo F1 Team Stake has a comparatively
smaller social media following but a high
engagement rate on Instagram, particularly in terms
of comments, indicating a strong connection with
their followers.
Alfa Romeo has announced a new co-title sponsor,
Stake, an online casino and betting company with
cryptocurrency integration, replacing Orlen as their
previous sponsor who now join their rivals
AlphaTauri.
Launch Date: 6 February Launch Location: Online Image Source: Twitter
Valtteri
Bottas
Zhou
Guanyu
1.5M 353K
3.6M 774K
1.4M Followers
1.8M Views
2M Followers
435K Likes
ALFA ROMEO FORMULA ONE STAKE ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
STAKE
SINGHA
ALFA ROMEO
DRIVERS
24,708
18,900
5,456
352
- 10,000 20,000 30,000
Total Engagement
Likes
Retweets
Comments
1.8%
21.9%
1.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View

8. TOP VISIBLE SPONSORS
Alpha Tauri has a good social media following,
resulting in high engagement on Twitter and
Instagram, particularly in terms of likes and retweets
compared to it’s mid-table rivals.
AlphaTauri has a high engagement rate on
Instagram, indicating strong brand loyalty among
their followers and boosted by their association with
RedBull Racing
Alpha Tauri prominently features Alpha Tauri and
Orlen, in their social media content.
Launch Date: 11 February Launch Location: New York Image Source: Twitter
Yuki
Tsunoda
Nyck De
Vries
469K 87.3K
1.3M 714K
1.5M Followers
2.6M Views
2.6M Followers
775K Likes
SCUDERIA ALPHATAURI ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
ORLEN
ALPHATAURI
FLEXBOX
DRIVERS
2.2%
29.9%
1.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
33,096
26,300
6,372
424
- 5,000 10,000 15,000 20,000 25,000 30,000 35,000
Total Engagement
Likes
Retweets
Comments

9. TOP VISIBLE SPONSORS
Aston Martin Cognizant's significant social media
following can be attributed to the team's return to
F1 after a long hiatus and their partnership with
Aramco, a major player in the oil and gas industry.
The team's focus on Instagram has resulted in the
most growth, likely boosted by the high-profile
signing of Fernando Alonso.
The team's strong brand name, partnerships, and
strategic social media efforts have contributed to
their success on social media platforms.
Launch Date: 13 February Launch Location: Silverstone Image Source: Twitter
Fernando
Alonso
Lance
Stroll
3.3M 360K
4.9M 866K
1.8M Followers
3.2M Views
3M Followers
651K Likes
ASTON MARTIN AMARCO COGNIZANT ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
cognizant
aramco
BOSS
DRIVERS
46,247
37,200
8,155
892
- 10,000 20,000 30,000 40,000 50,000
Total Engagement
Likes
Retweets
Comments
2.6%
21.8%
1.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View

10. TOP VISIBLE SPONSORS
McLaren's large social media following has not
translated to high engagement rates on Twitter and
Instagram when compared to other teams, despite
having the third most followers on Instagram.
One unique sponsorship property that McLaren has
is Google chrome on their tire rims, which sets them
apart from other teams and adds to their appeal.
One reason for McLaren's lower engagement rate
could be attributed to the departure of Daniel
Ricciardo, a popular figure in f1
Launch Date: 13 February Launch Location: McLaren Technology Center Image Source: Twitter
Lando
Norris
Oscar
Piastri
2.2M 278K
5.9M 627K
3.5M Followers
1.9M Views
10.2M Followers
702K Likes
MCLAREN ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
VELO
CHROME
OKX
DRIVERS
0.8%
6.9%
1.4%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
26,361
20,800
5,060
501
- 10,000 20,000 30,000
Total Engagement
Likes
Retweets
Comments

11. TOP VISIBLE SPONSORS
Scuderia Ferrari has a large social media following,
but their engagement rate on Instagram and Twitter
is below that of Red Bull and Mercedes.
Ferrari's launch of their SF23 Formula One car was a
perfect example of engaging their loyal following,
known as the tifosi. The event was held at the
Fiorano test track and drew hundreds of fans in
person, with an additional 200,000 watching via
YouTube. Ferrari's sponsors were also in attendance,
making it a well-rounded launch event.
Launch Date: 14 February Launch Location: Maranello Image Source: Twitter
Charles
Leclerc
Carlos
Sainz
2.4M 2M
9.9M 6.2M
4.3M Followers
2.4M Views
10.5M Followers
1.1M Likes
SCUDERIA FERRARI ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
SHELL
CEVA
RAY-BAN
DRIVERS
1.5%
10.5%
2.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
65,810
52,200
13,000
610
- 20,000 40,000 60,000 80,000
Total Engagement
Likes
Retweets
Comments

12. TOP VISIBLE SPONSORS
Mercedes AMG Petronas boasts the largest social
media following among all F1 teams, with the
highest total engagement on Twitter and Instagram.
This is partly due to their loyal fanbase, which is
reflected in consistently high levels of likes and
retweets.
Additionally, the team's recent launch of the W14 E
Performance, featuring an all-black livery and
retaining its signature no side-pod design, has
generated significant buzz among fans and the
wider F1 community.
Launch Date: 15 February Launch Location: Silverstone Image Source: Twitter
Lewis
Hamilton
George
Russell
7.9M 1.8M
31.5M 4M
4.5M Followers
11.3M Views
10.4M Followers
1.5M Likes
MERCEDES-AMG PETRONAS ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
PETRONAS
INEOS
TEAMVIEWER
DRIVERS
1.5%
10.5%
2.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
192,328
143,000
44,500
4,828
- 50,000 100,000 150,000 200,000 250,000
Total Engagements on TW
TW Likes
TW Retweets
TW Comments

13. TOP VISIBLE SPONSORS
Launch Date: 16 February Launch Location: London Image Source: Twitter
Pierre
Gasly
Esteban
Ocon
1.3M 806K
3.8M 1.7M
2M Followers
2M Views
2.7M Followers
402K Likes
BWT ALPINE ENGAGEMENT ON TWITTER
ENGAGEMENT ON SOCIAL MEDIA
BWT
CASTROL
ALPINE
DRIVERS
19,921.00
15,500
3,805
616
- 5,000.00 10,000.00 15,000.00 20,000.00 25,000.00
Total Engagement
Likes
Retweets
Comments
1.0%
15.3%
1.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Avg Engagement Twitter Avg Engagement Insta Engagement Rate Per View
Alpine has a strong presence on Instagram, with a
high engagement rate despite having a lower
number of likes and retweets on Twitter compared
to other teams.
Alpine, a French team and luxury sub-brand of
Renault, has an all-French driver line-up as they
head into their third season since the name change.
Zinedine Zidane has been announced as a brand
ambassador for Alpine and will be a sponsor of their
equality opportunities programs.

14. CONCLUSION
• In conclusion, social media has become an integral part of Formula One team
marketing, with all teams actively engaging with fans and sponsors through various
social media platforms.
• Mercedes AMG Petronas leads the pack with the highest total engagement on Twitter and
Instagram, while Scuderia Ferrari's car launch event was deemed near-perfect by ESPN.
• Red Bull Racing and McLaren Racing also have a strong social media presence, with both teams
experiencing high levels of engagement across multiple platforms.
• BWT Alpine and Alfa Romeo Racing ORLEN have a relatively lower number of followers but still
have a loyal fan base that actively engages with their content.
• After analyzing the social media performance of Formula One teams, it's clear that
success in the digital world is just as important as success on the track. In the fast-
paced world of Formula One, teams that can effectively harness the power of social
media are more likely to secure sponsorships, engage with fans, and ultimately, win
races.
BY: AKSHAY KULKARNI