Unveiling the Hidden World of F1’s Social Media Managers
In the hustle and bustle of Manhattan, far from the headquarters of the Aston Martin F1 Team in Silverstone, Jimmy Horne found himself in a party store one Monday morning. The team’s TikTok following was on the verge of hitting one million. With bated breath, Horne watched as the number ticked down to one digit, signaling a milestone. As the count reached one million, he began filming.
Reflecting on the moment, Horne recalls with a grin, “I still love the video. It was literally very mundane… and then everyone was like, ‘Oh my God, that’s who it is.'” The 12-second TikTok video captured Horne draped in white bedding in a dimly-lit New York apartment, donning his emerald green uniform, and blowing a party horn in celebration of reaching one million followers. The video garnered half a million views, offering fans a glimpse behind the curtain.
A New Era of Engagement in Formula 1
The release of Netflix’s “Drive to Survive” in 2019 marked a turning point for Formula 1, granting fans unprecedented access to the lives of their favorite athletes. Cameras delved into driver rooms, childhood bedrooms, and daily commutes, ushering in a new wave of social media activity that allowed spectators to engage with the sport like never before. Jimmy Horne recognized the growing demand for engagement and became Aston Martin’s first dedicated social media administrator in 2020. Over the years, his role evolved into overseeing a team of content creators as the team’s art director, reflecting the sport’s increasing emphasis on social media presence.
Breaking the Fourth Wall: A Personal Connection
As the sport’s social media star power soared, fans began craving a deeper connection with the individuals behind the lens and social media accounts. Breaking the fourth wall became not only a savvy business move for content creation but also a way to cultivate personal relationships with fans. In F1 circles, Horne, affectionately known as “Jimmy,” has become a household name, with his face gracing fans’ social media feeds and his personal Instagram account amassing a following of 40,000 users eager to peek behind the scenes of a career in Formula 1.
From sharing videos like “Admin Tries Paddock Tacos” at the Mexican Grand Prix to offering a behind-the-scenes look at content creation processes, Aston Martin was at the forefront of satisfying fan curiosity. The trend of revealing the faces behind the social media handles quickly caught on, with other Formula 1 teams and motorsport series following suit to engage with their ever-growing audience of young fans.
Diverse Approaches to Social Media Management
While some teams, like Aston Martin, embraced showcasing their social media managers, others took a different approach. Red Bull Racing’s senior social manager, Lucy Gray, opts to remain behind the scenes, focusing on maintaining authenticity and originality in the team’s content. Gray emphasizes the importance of embodying the rebellious and playful spirit of Red Bull, leveraging Gen Z slang and playful banter to connect with the sport’s youthful fanbase. Red Bull’s Threads account manager, known for teasing other teams and engaging with fans in a lighthearted manner, has garnered a dedicated following for their witty interactions.
The influx of female fans and younger spectators in Formula 1 has reshaped the landscape of social media engagement in the sport. With female fans accounting for 40% of the total audience and the average fan base age decreasing to 32, Formula 1 has seen a significant shift towards a younger and more diverse demographic. As the sport’s social media presence continues to evolve, teams are adapting their strategies to cater to the changing preferences of their audience.
Navigating the Realities of Social Media Management
Behind the glitz and glamour of Formula 1 lies the reality of late nights and meticulous planning for social media administrators. Lizzy Brown, a motorsport content creator, emphasizes the extensive coordination and effort required to curate engaging content for fans. While spontaneous moments are cherished, the behind-the-scenes process often involves multiple rounds of approval and careful planning to ensure a cohesive social media strategy.
Despite the challenges of creating authentic and organic content in a fast-paced environment, social media managers like Lucy Gray at Red Bull Racing strive to maintain a balance between planned content and spontaneous creativity. Red Bull’s emphasis on empowering their social media team to act on their ideas has led to the creation of engaging and entertaining content that resonates with fans.
As Formula 1’s social media landscape continues to evolve, the role of social media managers has become increasingly vital in engaging with fans and promoting the sport to a global audience. By offering a glimpse into the world behind the screens, these unsung heroes of the digital age are shaping the narrative of Formula 1 and forging personal connections with fans around the world.