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Toni Cowan-Brown
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Special feature

The encouraging trend emerging from F1’s embrace of social media

Formula 1’s growing audience is turning to social media in record numbers and new content creators are helping to fuel that trend, explains MARK GALLAGHER

Assuming you follow F1 closely, chances are you consume it through multiple devices across a number of social media platforms. You know the form. Streaming races on TV while running live timing through the F1 app on a tablet and interacting with the Twitter feeds of teams, drivers and fellow fans on your mobile.

When F1 revealed its 2021 media figures back in February, it was again the fastest-growing major sporting championship on social media. Across Facebook, Twitter, Snapchat, Instagram, Twitch, YouTube, TikTok and the Chinese platforms – Weibo, WeChat, Toutiao and Douyin – followers were up 40% to 49.1 million.

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