It is a study conducted by Epsilon Technologies and Far Consulting, which analyzes the 30,000 social media posts made by MotoGP riders and teams, from January 2022 until November 6 of the last race in Valencia. In total, the MotoGP spectrum has spawned more than 378 million impressions, 150 million of which on the official accounts managed by Dorna. The Motorsport site gives the news.
The analysis focuses on a total of 128 profiles distributed on the various platforms available, and draws an approximate x-ray of the footprint left by MotoGP on social networks. To better understand reality, the analysts cross-referenced the data obtained with those obtained from the survey conducted last year by MotoGP, Motorsport Network and Nilesen Sports on a sample of over 100,000 fans.
Marc Marquez is the driving force behind MotoGP on social media, and with a massive lead despite missing eight GPs. This trend in favor of the driver with the best resume continues on major platforms, from Instagram to Facebook, Twitter and TikTok.
The most popular channel is Instagram, with 82.3% of the total interaction share (over 175 million). The difference in fans that separates Marquez from the 2021 world champion Fabio Quartararo is striking: the Yamaha rider has five times fewer followers than the Honda rider.
Even further back it is Andrea Dovizioso, who is the third most popular followed by Maverick Vinales. The world champion Francesco Bagnaia is only in seventh place. Marquez holds 40% of the total share of interactions on Instagram, Quartararo 17. On the photo app, the ten posts that generated the most activity belong to Marc.
Comprehensibly Alex Marquez benefits from the fraternal drive and occupies fourth place in the “movement” chart on Instagram. But two of her most engaged posts—over 200,000 interactions each—were paired with Marc.
It should be noted that on Twitter someone like Aleix Espargaro, who does not hold back in giving his opinion every time he is asked, rises to third place in the standings with 7% of the share, however far from Marquez’s 38% and 11 points from Quartararo (at 18%).
If we look at the teams, the study identifies the different strategies applied. While some, like Honda and Yamaha, rely mainly on the activity generated by their top riders (Marquez and Quartararo), others like Ducati and Aprilia try to make the most of their corporate profilesmaximizing the showcase offered by races and victories.
Ducati leads the ranking of interactions between the MotoGP teams, thanks to the results obtained with Bagnaia and his companions as well as in the Superbike World Championship and which are also echoed in the DucatiCorse profile. The strategy of publishing production models is also successful, allowing Ducati to project its image as a winning brand on the circuits and on the roads.
