The 2018 Formula One World Championship came to a close in November with Lewis Hamilton securing a second consecutive Drivers’ Championship Trophy for Team Mercedes and continuing his decade of dominance in the sport. Hamilton’s daring approach to driving and celebrity lifestyle have helped him build the largest audience in Formula One. With just over 18 million total followers on social, Hamilton is one of the most engaging figures not only in auto racing, but all of sports.

Throughout the regular season, F1 drivers took to social to build their brands beyond the speedway. While Hamilton captured the momentum from his in-race success, many of the biggest names in Formula One — specifically Fenando Alonso, Daniel Ricciardo, and Max Verstappen — continued to move up the ranks and establish massive audiences. Now that the checkered flag has flown, we look back at the social MVPs of the F1 regular season. 

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Bad boys in AD ? @willsmith ?

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While Hamilton comfortably led all drivers in engagements and total video views, Fernando Alonso and Daniel Ricciardo battled it out for second place. Alonso and Ricciardo both sit near the top in nearly every category. The three of these drivers, along with 17-year-old fan favorite Max Verstappen, illustrate the impact F1 drivers create for the sport and its fans on social.

F1’s athlete-driven leaderboard

Below is the performance analysis for every active Formula One driver of the 2018 regular season on social. We break down the data by audience, activity, engagement, and growth on Twitter, Facebook, and Instagram from the Australian Grand Prix in Melbourne on March 25, 2018, until the Abu Dhabi Grand Prix at the Yas Marina on November 25, 2018.

Audience
  • Lewis Hamilton  — 18.1 million followers
  • Fernando Alonso  — 6.6 million followers
  • Daniel Ricciardo  — 4.3 million followers
  • Max Verstappen  — 3.5 million followers
  • Sergio Pérez — 3 million followers
Twitter
  • Lewis Hamilton — 5.4 million followers
  • Fernando Alonso  — 2.5 million followers
  • Sergio Pérez  — 2.1 million followers
  • Daniel Ricciardo  — 1.6 million followers
  • Max Verstappen  — 887.1 thousand followers
facebook
  • Lewis Hamilton  — 4.2 million followers
  • Fernando Alonso  — 1.8 million followers
  • Daniel Ricciardo  — 950.5 thousand followers
  • Max Verstappen  — 690.7 thousand followers
  • Sergio Pérez  — 344.4 thousand followers
instagram
  • Lewis Hamilton  — 8.5 million followers
  • Fernando Alonso  — 2.3 million followers
  • Max Verstappen  — 1.9 million followers
  • Daniel Ricciardo  — 1.8 million followers
  • Kimi Räikkönen  — 1.2 million followers
Activity
  • Valterri Bottas  — 936 posts
  • Lewis Hamilton  — 911 posts
  • Max Verstappen  — 910 posts
  • Fernando Alonso  — 888 posts
  • Romain Grosjean  — 799 posts
Twitter
  • Fernando Alonso  — 452 posts
  • Romain Grosjean  — 320 posts
  • Valtteri Bottas  — 291 posts
  • Lewis Hamilton  — 275 posts
  • Carlos Sainz  — 260 posts
facebook
  • Max Verstappen  — 597 posts
  • Valtteri Bottas  — 323 posts
  • Lewis Hamilton  — 274 posts
  • Carlos Sainz  — 222 posts
  • Romain Grosjean  — 174 posts
instagram
  • Fernando Alonso  — 365 posts
  • Lewis Hamilton  — 362 posts
  • Valtteri Bottas  — 322 posts
  • Romain Grosjean  — 305 posts
  • Pierre Gasly  — 167 posts
Engagement
  • Lewis Hamilton  — 81.2 million engagements
  • Fernando Alonso  — 24.5 million engagements
  • Max Verstappen  — 16.5 million engagements
  • Kimi Räikkönen   — 12.3 million engagements
  • Daniel Ricciardo  — 10.5 million engagements
Twitter
  • Lewis Hamilton  — 3.5 million engagements
  • Fernando Alonso  — 2.2 million engagements
  • Max Verstappen  — 853.1 thousand engagements
  • Valtteri Bottas  — 687.6 thousand engagements
  • Daniel Ricciardo  — 433.6 thousand engagements
facebook
  • Lewis Hamilton  — 4.1 million engagements
  • Max Verstappen  — 965.7 thousand engagements
  • Daniel Ricciardo  — 764 thousand engagements
  • Valtteri Bottas  — 381.6 thousand engagements
  • Sergio Pérez  — 327.3 thousand engagements
instagram
  • Lewis Hamilton  — 73.6 million engagements
  • Fernando Alonso  — 22 million engagements
  • Max Verstappen  — 14.7 million engagements
  • Kimi Räikkönen  — 12.3 million engagements
  • Daniel Ricciardo  — 9.3 million engagements

Engagement Rate

*min 18 posts

  • Kimi Räikkönen  — 14.65%
  • Charles Leclerc  — 10%
  • Lance Stroll  — 6.94%
  • Pierre Gasly  — 6.08%
  • Sergey Sirotkin  — 4.44%
Twitter
  • Charles Leclerc  — 7.69%
  • Pierre Gasly  — 3.69%
  • Brendon Hartley  — 2.17%
  • Esteban Ocon  — 1.95%
  • Sergey Sirotkin  — 1.42%
facebook
  • Lance Stroll  — 9.11%
  • Marcus Ericsson  — 3.93%
  • Pierre Gasly  — 3.92%
  • Kevin Magnussen  — 2.50%
  • Brendon Hartley  — 1.24%
instagram
  • Kimi Räikkönen  — 14.65%
  • Charles Leclerc  — 11.53%
  • Pierre Gasly  — 9.47%
  • Brendon Hartley  — 7.74%
  • Daniel Ricciardo  — 7.27%
Growth
  •  Lewis Hamilton — 2.6 million followers
  • Kimi Räikkönen  — 703.2 thousand followers
  • Daniel Ricciardo  — 699.3 thousand followers
  • Max Verstappen  — 588.6 thousand followers
  • Charles Leclerc — 443 thousand followers
Twitter
  • Daniel Ricciardo  — 135.5 thousand followers
  • Max Verstappen  — 88.2 thousand followers
  • Lewis Hamilton  — 73.7 thousand followers
  • Charles Leclerc  — 72.3 thousand followers
  • Pierre Gasly  — 52 thousand followers
facebook
  • Daniel Ricciardo  — 52.2 thousand fans
  • Lewis Hamilton  — 40.9 thousand fans
  • Charles Leclerc  — 29.4 thousand fans
  • Max Verstappen  — 26.3 thousand fans
  • Pierre Gasly  — 18.4 thousand fans
instagram
  • Lewis Hamilton  — 2.5 million followers
  • Kimi Räikkönen  — 703.2 thousand followers
  • Daniel Ricciardo  — 511.6 thousand followers
  • Max Verstappen  — 474.1 thousand followers
  • Charles Leclerc  — 341.2 thousand followers

Growth Rate

  • Charles Leclerc  — 218.84%
  • Pierre Gasly  — 142.06%
  • Kimi Räikkönen  — 135.98%
  • Sergey Sirotkin  — 121.55%
  • Brendon Hartley  — 62.36%
Twitter
  • Charles Leclerc  — 191.33%
  • Pierre Gasly  — 113.87%
  • Brendon Hartley  — 48.56%
  • Sergey Sirotkin  — 41.51%
  • Esteban Ocon  — 39.69%
facebook
  • Charles Leclerc  — 87.24%
  • Pierre Gasly  — 66.88%
  • Kevin Magnussen  — 9.18%
  • Brendon Hartley  — 7.95%
  • Daniel Ricciardo — 5.81%
instagram
  • Charles Leclerc  — 260.69%
  • Pierre Gasly  — 171.12%
  • Sergey Sirotkin  — 141.22%
  • Kimi Räikkönen  — 135.98%
  • Brendon Hartley  — 110.13%