How these F1 drivers are leading the way on Threads

In the fast-paced world of Formula 1, drivers are competing on the track and in the digital arena. Charles Leclerc (3.1M followers), Lando Norris (1.9M followers) and George Russell (1.4M followers)—names synonymous with speed, style and precision—are pioneers on Threads, leading the charge in a new era of fan engagement and community building.

We caught up with the drivers to hear the story behind their success on Threads and their advice for getting the most out of the platform.

Charles Leclerc

🏁 TOP THREADS TIP

Find your own style and post frequently - take fans on the journey with you

How do you decide what to share on Threads?

I’m a creative person and love trying new things. Threads gives me the space to show both the racing side and the more personal one, like spending time with Leo, playing piano or flying a Rafale plane. I’ve got a great team that helps capture the special moments, whether I’m racing or just enjoying time with friends.

What is the fan engagement like on Threads?

I’m really proud of how my community has grown on Threads. Over the last year, I’ve had some amazing moments, and it means a lot to be able to share them with my fans. They’ve really stuck with me through both the highs and the tougher moments.

Any favorite posts?

Celebrating on the podium at Monza last year, with thousands of tifosi behind me, was something I’ll never forget. That photo brings back incredible memories. I never expected it to be one of the most viral ever on Threads! I’m glad I got to share a bit of that moment with my fans around the world.

To what do you attribute your success on Threads?

I think the biggest reason for our growth is that we always keep it authentic. Just being myself, not overthinking it, and having a team around me that understands what works. We also pay close attention to what people are replying to and asking for, so we can create content that feels real but also gets engagement.

What advice do you have for growing on Threads?

Threads is powerful because it gives you direct access to millions of people. That also means it’s important to stay grounded. In the past, I probably paid too much attention to what people were saying, good or bad. No matter what’s being said, stay true to who you are. Be honest, find your own style and don’t be afraid to try things. Do what feels like you.

George Russell

🏁 TOP THREADS TIP

Show behind-the-scenes and keep experimenting with content types - texts, images, videos are all great!

What brought you to Threads?

I started using Threads to share various aspects of my life on a platform that encourages originality.

How does Threads help you get closer to your fans?

My team and I have built a specific kind of community on Threads, a loyal one that truly appreciates the behind-the-scenes aspects of being an F1 driver. In my experience, the audience on Threads is proactive, curious and enjoys a more direct form of engagement. They’re a creative bunch, too! All kinds of illustrations, unique fan graphics and I’m even seeing more fans do the T Pose.

How do you decide what content to share?

My day-to-day life looks different depending on where I am in the world. At the same time, my lifestyle also involves a disciplined routine: I train, keep active, spend plenty of time in the factory with the team, recharge with family in between race weekends and overall look after my mind and body. Threads is where I get to share a real, unfiltered view of my life with my fans.

You often post behind-the-scenes moments from your travels. Any favorites?

Too many to list! Over the past year, I attended Wimbledon, Euros, Real Madrid at the Bernabéu, as well as my races. It is incredible seeing athletes at the top of their game, competing at the highest level, and being able to share the journey on Threads.

What are your top tips for Threads?

Keep it real, keep it authentic and keep experimenting.

Lando Norris

🏁 TOP THREADS TIP

Engage with others using the reply feature. It goes down incredibly well with fans!

Lando has had great success on Threads by sharing in-the-moment, behind-the-scenes content while traveling around the globe to race weekends.

In addition to these peeks backstage, Lando also makes a point to engage with fans and fellow athletes. Using the reply feature allows Lando to join ongoing conversations, and gives him the opportunity to showcase his authentic personality and humor—a big factor in the continued growth of his account. Today, his replies receive almost as many views as his original posts.

Some of Lando’s most popular replies were with Olympic gold medalist Simone Biles, as well as regular replies to fans.

Want to grow your presence on Threads? The same principles behind these drivers’ success can be applied to anyone looking to build a loyal following:

• Mix it up
  Text is the secret sauce that gets people engaged on Threads, but you can cater to different audiences by exploring different topics and content formats, like photos and videos
• Don’t sleep on replies
  Engagement is a two-way street. Replying helps your content reach people who don’t follow you yet and increases engagement with those who do.
• Stay true to yourself
  Post what you like, whenever you like. There's no perfect way to post on Threads. It's more about sharing in a way that feels authentic to you.

Join the conversation on Threads today and see how you can connect with your audience in an entirely new way.