NASCAR’s Social Leaderboard

Nascar

The NASCAR regular season came to a close last week with the 2018 Monster Energy NASCAR Cup Series at Homestead-Miami Speedway. In a season dominated by talk of a ‘Big 3’ champion — Kevin Harvick, Martin Truex Jr., or Kyle Busch — it was wild card Joey Logano who roared past the pack to take home the crown.

 
 
 
 
 
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NASCAR 2018 Cup Champions!!! #nascarplayoffs #TeamJL

A post shared by Joey Logano (@joeylogano) on

Throughout the regular season, NASCAR drivers took to social to build their brands beyond the speedway. While Logano captured the momentum from his end-of-the-season success to become one of the most engaging drivers in the sport, the biggest winners may have been NASCAR’s seasoned vets. Several established stars — specifically Jimmie Johnson, Kyle Busch, and recently retired drivers Danica Patrick and Kasey Kahne  — continued to move up the ranks and build large audiences on social.

 
 
 
 
 
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We set some people up with plenty of @mmschocolate for #Halloween and made some friends along the way. Full video on my Facebook page. #HappyHalloween ??

A post shared by Kyle Busch (@rowdybusch) on

Now that all three title winners have taken home their hardware, we look back at the social MVPs of the NASCAR regular season. Kyle Busch led all drivers in engagements and total video views, with Danica Patrick coming in a close second. Busch and Patrick both sit near the top in nearly every category. They, along with Jimmie Johnson and Kevin Harvick, illustate how NASCAR has become an athlete-driven power in the United States, and why the drivers and sport could benefit by sharing even more.

NASCAR’s athlete-driven leaderboard

Below is the performance analysis for every active NASCAR driver of the 2018 season on social. We break down the data by audience, activity, engagement, and growth on Twitter, Facebook, and Instagram from February 11, 2018, to November 18, 2018.

Audience

Jimmie Johnson — 4.1 million followers
Danica Patrick — 3.9 million followers
Kevin Harvick — 1.8 million followers
Kyle Busch — 1.6 million followers
Kasey Kahne — 1.6 million followers

TWITTER

Jimmie Johnson — 2.6 million followers
Danica Patrick — 1.9 million followers
Kasey Kahne — 986.8 thousand followers
Kevin Harvick — 981 thousand followers
Kyle Busch — 897.5 thousand followers

FACEBOOK

Danica Patrick — 1.4 million followers
Jimmie Johnson — 391.2 thousand followers
Kevin Harvick — 563.3 thousand followers
Kyle Busch — 463.8 thousand followers
Kasey Kahne — 389.6 thousand followers

INSTAGRAM

Danica Patrick — 653.1 thousand followers
Jimmie Johnson — 391.2 thousand followers
Kevin Harvick — 292.3 thousand followers
Chase Elliott — 262.6 thousand followers
Kyle Busch — 240.8 thousand followers

Activity

Joey Gase — 2,805 posts
Chad Finchum — 2,009 posts
Joey Logano — 1,348 posts
Kyle Busch — 1,321 posts
Parker Kligerman — 1,218 posts

TWITTER

TWITTER Joey Gase — 2,082 posts
Chad Finchum — 1,309 posts
Parker Kligerman — 1078 posts
Daniel Suárez — 917 posts
Gray Gaulding — 714 posts

FACEBOOK

Joey Gase — 545 posts
Kyle Busch — 504 posts
David Ragan — 482 posts
Martin Truex Jr — 433 posts
Ross Chastain — 374 posts

INSTAGRAM

Joey Logano — 408 posts
Chad Finchum — 328 posts
Kyle Busch — 324 posts
Aric Almirola — 302 posts
Erik Jones — 233 posts

Engagement

Kyle Busch — 3.9 million engagements
Danica Patrick — 3.7 million engagements
Jimmie Johnson — 2.2 million engagements
Chase Elliott — 1.7 million engagements
Joey Logano — 1.6 million engagements

TWITTER

Jimmie Johnson — 830.3 thousand engagements
Bubba Wallace — 701.5 thousand engagements
Clint Bowyer — 591.1 thousand engagements
Ryan Blaney — 543.3 thousand engagements
Kyle Busch — 534.7 thousand engagements

FACEBOOK

FACEBOOK Kyle Busch — 1.3 million engagements
Danica Patrick — 578.4 thousand engagements
Chase Elliott — 556.7 thousand engagements
Jimmie Johnson — 450.5 thousand engagementsents
Martin Truex Jr. — 335.1 thousand engagements

INSTAGRAM

Danica Patrick — 2.9 million engagements
Kyle Busch — 2 million engagements
Joey Logano — 1.1 million engagements
Austin Dillon — 1 million engagements
Jimmie Johnson — 942.7 thousand engagements

Engagement Rate

*min 18 posts
Jeffrey Earnhardt — 2.66%
William Byron — 2.51%
Ryan Blaney — 2.16%
Kurt Busch — 2.02%
Matt DiBenedetto — 1.90%

TWITTER

Charles Leclerc — 7.69%
Bubba Wallace — 0.87%
Matt Kenseth — 0.83%
Aric Almirola — 0.51%
Martin Truex Jr. — 0.48%

FACEBOOK

Martin Truex Jr. — 0.48%
Matt Kenseth — 0.87%
Kasey Kahne — 0.61%
Kurt Busch — 0.60%
Kyle Busch — 0.58%

INSTAGRAM

Ryan Blaney — 10.29%
Chase Elliott — 9.97%
Kyle Larson — 5.78%
Bubba Walace — 5.77%
Clint Bowyer — 4.96%

Growth

Daniel Suárez — 139.7 thousand followers
Bubba Wallace — 137.2 thousand followers
Chase Elliott — 131.3 thousand followers
Ryan Blaney — 89.5 thousand followers
Danica Patrick — 68.2 thousand followers

TWITTER

Chase Elliott — 62.2 thousand followers
Bubba Wallace — 53.3 thousand followers
Ryan Blaney — 43.9 thousand followers
Kyle Larson — 33.5 thousand followers
Kurt Busch — 26 thousand followers

FACEBOOK

Daniel Suárez — 108.2 thousand fans
Bubba Wallace — 33.8 thousand fans
Erik Jones — 25.1 thousand fans
Jeffrey Earnhardt — 21.5 thousand fans
Chase Elliott — 16.4 thousand fans

INSTAGRAM

Danica Patrick — 123.8 thousand followers
Chase Elliott — 52.8 thousand followers
Bubba Wallace — 50.1 thousand followers
Kyle Busch — 38.2 thousand followers
Kurt Busch — 35.3 thousand followers

Growth Rate

Daniel Suárez — 142.81%
Bubba Wallace — 57.40%
Erik Jones — 47.83%
Jeffrey Earnhardt — 42.27%
William Byron — 34.48%

TWITTER

Bubba Wallace — 41.15%
Ryan Blaney — 26.06%
Aric Almirola — 11.90%
Kyle Larson — 9.26%
Chase Elliott — 8.34%

FACEBOOK

Daniel Suárez — 428.99%
Bubba Wallace — 79.26%
Erik Jones — 77.21%
Jeffrey Earnhardt — 60.65%
Ryan Blaney — 29.07%

INSTAGRAM

Bubba Wallace — 74.99%
Kurt Busch — 45.78%
Ryan Blaney — 37.69%
Clint Bowyer — 25.78%
Chase Elliott — 25.16%

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