With a global fanbase of over 800 million, Formula 1 is one of the most watched and talked-about sports in the world. Social media has been a driving force behind the sport’s recent growth, with 22% of new fans discovering F1 through these platforms. At Atlassian Williams Racing, our F1 social media jobs open the garage doors and bring fans closer to the action.
From race weekend storytelling to data-led strategy, Formula 1 social media jobs have become some of the most dynamic and creative roles in the sport. Showing the realities of life on the grid, while bringing the personalities of drivers and teams to the forefront, helps build a stronger and more authentic connection with fans around the world.
If you’re wondering what Formula 1 social media jobs actually involve, and why they can be such an exciting career path, here’s how it looks inside one of the most iconic teams in Formula 1.
Capturing race weekends in social media jobs
Race weekends are where social media jobs in F1 tell our story in real time. Plans are in place, but they’re kept flexible by design. The social team is constantly reading the room, trackside, in the paddock, and online, to identify the stories fans need to see.
In our F1 social media jobs, professionals work closely with content creators, engineers, drivers, and press teams at the heart of the action. Decisions are made quickly, with a clear understanding of how each post fits into the wider narrative of the season.
As Ebrahim Ginwalla, Social Media Manager, reflects:
“It’s been full of learnings and challenges but also great rewards at the same time. To work for one of Formula 1 and Motorsport’s most prestigious teams is a huge opportunity and I am super excited to support the team in their ambition of becoming best in class on and off the track in the coming years.”
How Formula 1 social media jobs stay strategic throughout the season
While race weekends bring intensity, Formula 1 social jobs are shaped just as much by what happens in between. Strategy keeps the team on track and moving quickly without losing direction.
At Atlassian Williams Racing, social and digital roles focus on building a clear, consistent story across the season.
Data plays an important role in shaping that approach. The team analyses how fans engage across platforms, refine content planning across social, and use insight to inform everything from posting times to longer-form storytelling. This is where social media jobs in F1 bring creativity and accountability together, improving the output week by week.
What do content creator roles involve?
Content creator roles are some of the most hands-on social jobs in F1. Photography and film teams spend much of the year on the move, capturing the sport as it happens, whether that’s trackside, in the paddock, or back at Grove between races.
Creators work in close proximity to drivers and senior stakeholders, capturing the season’s key moments as they unfold. That access comes with responsibility and accountability. Knowing when to step forward and when to blend into the background is part of the job.
A typical race weekend might include:
- Producing fast-turnaround content under time pressure
- Creating both short-form and long-form content with drivers and team members
- Working alongside social managers, editors, and producers
- Maintaining a consistent visual style across platforms
- Representing Williams professionally in high-profile spaces
How is the impact of F1 social media jobs measured?
When it comes to our social media platforms, numbers are only one part of the story. The team also looks at what content fans return to, what sparks conversation, and what helps people feel closer to the team.
Over the past 12 months, the work of the social team has delivered clear momentum:
- YouTube subscribers more than doubled, passing 500,000
- Instagram gained 1.5 million new followers
- TikTok grew to over 1.3 million followers
- Two new social channels were launched, with WhatsApp and Instagram Broadcast both surpassing 100,000 followers
These figures reflect consistent decision-making rather than isolated spikes. As Ebrahim explains:
“Although social isn’t just a numbers game, it’s great to see all of our hard work is paying off, as well as working with our creative and brand team to solidify our brand positioning even further. I’m looking forward to seeing what the rest of the year holds and beyond.”
What skills are needed for social media jobs in F1?
Social media professionals arrive with different backgrounds and levels of expertise. Technical skills and experience are important, but mindset plays a huge role. F1 social media jobs are great for people who take ownership and want to keep learning as the season unfolds.
Those who thrive typically bring:
- Strong judgement in fast-moving environments
- Clear communication and confidence working with stakeholders
- A balance of creative instinct and analytical thinking
- Curiosity about platforms, people, and performance
- A passion for social media and a finger on the pulse of the latest trends and developments
- Genuine understanding and respect for the sport and its fans
Cover our rise back to the top in a social media job
As we rev up our journey back toward the front of the grid, social media professionals play an important role in telling that story. The social team helps fans see behind the scenes and feel the momentum building across the seasons. Formula 1 is a rare environment where you can reach millions of people and make real impact on those who care deeply about the sport.
Explore our latest social media roles and wider marketing jobs today or join our talent community to stay connected.
