McLaren accelerates to 1M followers on Instagram
They say a picture is worth a thousand words, such is the depth and richness of content available in a photograph.
It’s a notion that McLaren’s Instagram community has certainly taken to heart – our official Instagram channel (@mclaren) has now surpassed one million followers across the globe.
It’s an astonishing statistic; since joining the platform in December 2012, Instagram has not only become McLaren’s fastest-growing social channel, it’s now also the fastest-growing Instagram community overall versus all other F1 teams, based on stats from the second half of the year.
But perhaps that growth is less surprising: Instagram’s immediacy and richness lend it perfectly to the power and intensity of Formula 1, and McLaren-Honda has embraced the medium.
“Instagram has a unique place in our digital and social media ecosystem,” says Rob Bloom, McLaren’s group head of digital & social media. “And its role is simple: to celebrate the magic and majesty of the sport and showcase the beauty of McLaren’s illustrious 50-year Formula 1 history.
“McLaren uses Instagram to provide our fans with a touchpoint that enables them to engage with their passion – giving them a show-reel of incredible imagery and short video content.
“If you look at the last six months alone, McLaren has introduced a number of new lifestyle partners, including two excellent partnerships with Richard Mille and Chandon, and a hugely exciting new relationship with Michael Kors. These join our long-standing partners, Johnnie Walker and Hilton, in the lifestyle sector, for which content resonates particularly well on this channel.
“In the world of sports sponsorship, the model has shifted from a branding canvas to a story-telling platform, with social media opening up a new suite of opportunities for McLaren and its partners to create exciting and engaging content along every step of the Formula 1 journey, from the McLaren Technology Centre ‘boulevard’ [central atrium] to Formula 1’s 21 global destinations.”
Reaching our millionth follower on Instagram also showcases some of the similarities that exist between McLaren’s social media content strategy and other familiar techniques that run through McLaren’s corporate DNA.
“The world of McLaren is powered by creativity, data and innovation,” adds Bloom, “and all of these reside at the heart of our constantly evolving channel strategy. We’re always working hard to ensure we’re giving our fans the best access and the most current methods via which to engage with the team.
“And while that’s an ever-changing landscape, it’s satisfying to note that the core principles that took McLaren into social media back in 2008 still ring true: to provide an opportunity for fun, simple, light-touch interaction between ourselves and our fans.”
McLaren has more than six million fans across all its social media platforms:
Read more about how McLaren's data driven digital strategy is putting its sponsors out in front, as featured in The Drum.