ON THE TOPIC OF INFLUENCERS…

Khaby Lame on the red carpet. Image Copyright: Vianney Le Caer (2022 Invision)

On the topic of influencers in the Formula 1 paddock and the reactions they generate, the most important takeaway from this very sharp article by tech & F1 commentator, Toni Cowan-Brown, is not just the critique itself, but where that critique is directed. Too often, the reaction is aimed at the influencer, when the real issue sits elsewhere.

As Toni rightly points out, influencers are not new. They are simply the latest iteration of individuals who shape demand through taste, credibility and proximity to culture. In many ways, influencing now sits as a new rung on the celebrity ladder. Like athletes, actors or models, influencers reach a sort of celebrity status when they achieve cultural resonance. The difference is that the term today is often applied to individuals without clearly defined or recognisable skill sets (singing, writing, acting or even athletics), but who can still generate desire through their interaction with products and experiences.

The concept of influencing gained traction in the mid-2000s through fashion bloggers like Bryanboy, Susie Bubble and Chiara Ferragni who were individuals with genuine subject knowledge and distinct perspectives, evolving from online commentators to front-row regulars at major fashion shows. They were not given space within traditional fashion media, so they built their own platforms and forced the industry to respond. Their role was clear. They wrote well, had a point of view, understood style, and could translate their experiences to both insiders and newcomers. It was not just about imagery; it was about perspective and communication.

Today, that clarity has weakened. “Influencer” has become a broad label, very often reduced to follower counts and passing moments of internet popularity, with little scrutiny of engagement or audience fit. Ambiguity has noticeably crept in.

“I’m not entirely sure what they do, but people seem to like it” has become an acceptable rationale when onboarding talent in some cases. The thing is that without a clear understanding of what someone does or how they influence, it becomes difficult to use them effectively. Placing a brand in the hands of someone who cannot properly interpret or communicate it, and expecting strong results to follow, is a strategy that raises more questions than it answers.

The VIP Paddock pass is a marketing tool, and it is often misunderstood by fans and insiders alike. Marketing exists to communicate with either general or specific audiences. If an influencer you don’t know is in the paddock and it does not resonate with you, you were likely not the target. If an influencer you do follow does not resonate in that space, then it points to a misstep in execution.

Where many teams fall short is in the thinking beneath the surface. Influencer strategy requires careful engineering, not just “plug and play” access. Too often, that layer is missing. By midweek after a race, interest in who was in the paddock has already faded. What tends to linger instead is a growing sense that these highly coveted spaces are not being handled with the consideration they deserve.

There is also a broader issue around guidance. Formula 1 and the teams need to offer clearer direction to sponsors and partners on how these influencer partnerships should be executed. Whether those conversations are not happening or simply not translating into execution, there is a foundational gap that needs to be addressed.

Media literacy is often brought into this conversation, but there is also such a thing as fan literacy, and that deserves equal respect. Fans understand the spectrum of interactions around an F1 race, from pure sport to entertainment. When confusion or negativity arises around an influencer’s presence, the issue is not a lack of understanding from the audience. It is a question of cultural relevance and execution.

The custodians of the sport, whether it’s F1 itself or the teams, need to ensure a more deliberate approach to their respective influencer strategies, as that alone holds the key to one of the biggest KPIs set out by Liberty Media, making the sport find new levels of sustained cultural relevance across new audiences.