TikTok is the world's largest-growing social media platform with 50 million daily users. The app is becoming something that users around the world can not get enough of. NASCAR like all other sports has jumped on the new platform and is using it to target the younger audience, something they have not been able to capture in recent years. This is why social media is crucial for the sport for future growth. NASCAR’s main account has over 700k followers on the app. They post all things NASCAR, from news to announcements and more. Most of the track’s NASCAR races at are also all using the app to show what's happening during the race weekend. With how TikTok works, if you can get your posts on the user’s For You page and they engage with your content, they will watch and give you a better chance to be on more user’s accounts and gain more engagement. This is an easy way to get people who do not necessarily know what NASCAR is to watch which could turn them into a fan.
Like NASCAR and the tracks, drivers are also using the platform. Ryan Vargus, Anthony Alfredo, and Hailie Deegan are a few that have grown a following on the platform. By these young drivers capitalizing on the trends, they are able to grow their brands to a younger audience. Sponsorship and personal brand for drivers are extremely important to make it to the next level of racing. These drivers as well as others are showing what it is like to be a NASCAR driver by posting what it is like to be a driver and things race car drivers do throughout the race day. They are also able to show their personality which fans love to see.
During last season's Championship race weekend at Homestead-Miami Speedway TikTok and NASCAR partnered to showcase the TikTok logo on the track. This was the first time Tiktok sponsored a NASCAR event. On September 24th Ryan Vargus announced that TikTok will join his Xfinity Series Team JD Motorsports as a sponsor for six races. Vargus said,
“TikTok has provided me with an incredible outlet to reach new fans and demographics through fun and creative content, and I’ve seen the highest growth in followers on TikTok over my other social channels.”
This shows how TikTok believes in the future of NASCAR, and how Drivers also believe that it is one of the best ways to grow.
The future of NASCAR TikTok is bright and is going to be a way that the sport grows with the younger audience. Being able to capture this demographic and making a strong impression will be huge in getting back to how the sport once was. Having drivers be able to show their personalities and who they are, will make them more likable and attract sponsors that will want to partner which helps everyone.
Image Credit: @ryanvargus_23 on Twitter, AdWeek
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