Uncovering the Digital State of the Top Five Formula 1 Manufacturer Brands
The Digital Due Diligence white paper of Leading Formula 1 Manufacturers examines how effectively leading brands such as Mercedes-AMG Petronas, Red Bull Racing, Scuderia Ferrari, McLaren and Aston Martin leverage digital presence to elevate their positions in the ever-evolving online landscape.
Kinga Forró
Digital Marketing Specialist
This article showcases key insights from our simplified Digital Due Diligence focusing on five prominent Formula 1 manufacturer brands. Read on to discover the practical benefits that such an analysis can provide for this industry.
KEY POINTS:
There is consistent digital interest in Formula 1, with peaks closely linked to the racing calendar and Grand Prix events.
Instagram serves as a key strategic focus for Formula 1 brands’ social media presence.
Formula 1 brands excel in effective content optimisation strategies, but there remains room for improvement in the overall user experience.
Constantly in overdrive, Formula 1 is a fusion of strategy and high-end technology that never misses the opportunity to bring the world excitement. It’s the challenge of speed, the certainty found in unpredictability that weaves stories, reminding us that big moments demand focus, perseverance, bravery (and, obviously, a very fast car). However, success is not merely measured by crossing the finish line first, but by the dedication and teamplay it takes to overcome obstacles along the way. In this adrenaline-fueled world every decision on the racetrack can make history, driving brand heritage and social popularity in an increasingly digital era.
Insights into the Level of Digital Interest in Formula 1
Global digital interest in Formula 1 has shown a continuous flow over the analysed period, experiencing remarkable peaks closely tied to the Grand Prix events and the racing calendar. The pandemic significantly impacted this trend, as the sport effectively leveraged increased digital engagement to captivate a wider, home-bound audience. This strategic shift to digital-focused communication not only broadened the global fanbase, but also demonstrated the resilience and adaptability of Formula 1. Over the past 19 years, the average annual digital popularity of F1 has grown at a rate of 1.73%.
Relative popularity of Formula 1
How F1 Brands Leverage Social Media
Social media is not just a way to communicate widely; it shapes consumer behavior by offering digital versions of real-life experiences. Especially in the sports industry.
Formula 1 brands showcase an impressive social media presence, establishing strong global communication strategies that significantly enhance their engagement with fans. Each analysed brand boasts a substantial follower count, with over 10 million followers, indicative of the sport's substantial growth in digital popularity. As illustrated in the chart below, Mercedes-AMG Petronas takes the lead with more than 38 million followers, closely followed by Red Bull Racing with more than 37 million.
Aggregated social media followers of F1 teams
On a platform level, Instagram serves as a key strategic choice for connecting with audiences through its visual storytelling and dynamic content-sharing capabilities. Notably, Scuderia Ferrari stands out with the greatest overall reach on Instagram. This achievement not only reflects a significant follower count, but also showcases the Team’s deeply devoted fanbase.
Navigating F1 Brands’ Webpage Performance
The average webpage performance score for Formula 1 brands stands at 78 out of 100. This result indicates webpages with moderately fast loading times that meet the technical standards. However, the case of four out of the five analysed brands suggests room for improvement in terms of overall user experience, as their average scores falls below 70 for both desktop and mobile versions.
Desktop and mobile performance by brand
Overall, Aston Martin performs best in terms of webpage performance, achieving scores of 87 for desktop and 82 for mobile.
Evaluating the search engine optimisation (SEO) performance, Red Bull Racing has the highest score at 92.5 out of 100, followed closely by Scuderia Ferrari at 91 and Mercedes-AMG Petronas at 89. These scores highlight the relevance of strong content optimisation strategies and an enhanced focus on this competitive aspect of webpage performance.
Digital Popularity Trends in the F1 Sector
Over the past decade, Formula 1 team brands such as Ferrari, Red Bull, and Mercedes have consistently demonstrated an upward trend in the level of digital popularity.
Red Bull Racing emerges as the dominant searched brand globally, with an average monthly search volume of around 1.8 million.
Relative digital popularity of top F1 Formula 1 teams
Scuderia Ferrari has maintained an above-average level of digital interest from 2004 to 2023, underscoring the Team's enduring appeal along with its cultural and historical significance within Formula 1.
The Aston Martin team is also showing substantial growth in digital interest since its official return under the iconic Aston Martin name at the beginning of the 2021 season. This legacy extends beyond the recent rebranding, with roots in previous iterations such as Racing Point and Force India.
The present analysis utilises data collected in September-October 2024. The Formula 1 manufacturer brands were selected based on the highest number of wins as of January 2024.
This blog outlines the strategic essentials of Digital Market Analysis, the first pillar of our Digital Due Diligence (DDD) methodology, designed to inform decision-making and identify growth opportunities. Our complete analysis, customised for your organisation, includes an in-depth examination of business-specific data and offers a detailed perspective of your industry landscape.
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