Within the first of a two-part sequence, RACER is taking an intensive look into how IMSA and IndyCar grew their sequence by means of digital platforms in 2024. IndyCar’s will comply with in January.
Tv stays a significant software for each racing sequence of their efforts to extend viewers dimension and attain, however it’s a passive relationship. IMSA and IndyCar aren’t answerable for their TV broadcasts, nor have they got a gradual potential to make direct connections with their followers by means of the networks whereas stay on NBC (IMSA) and FOX (IndyCar).
However that’s fully completely different in relation to their digital initiatives, all pushed by means of social media and the net video platforms they management. Each have a everlasting inexperienced gentle to craft and management their very own content material, and in methods they can’t by means of their tv companions. It’s right here the place the 2 sequence took main steps ahead, in ways in which had been distinctive to their fashion of racing and the primary demographics of their supporters, over the previous 12 months.
The place IMSA (11) and IndyCar (17) have a hard and fast variety of races to harness the facility of their TV companions, it’s within the clever deployment of digital content material, from easy issues like photograph and short-form video posts on Instagram, TikTok, Fb, and X the place they’re in a position to have essentially the most affect.
Longer video items on YouTube together with authentic behind-the-scenes materials, full race replays and recaps, and retro content material assist make new followers and feed longstanding followers, and has change into the best space for a racing sequence to develop its world footprint.
Doug O’Donnell, who joined IMSA as its new senior director of brand name and digital technique in June of 2023 after holding related positions for the IRONMAN triathlon and the NBA’s San Antonio Spurs, YouTube has been the first space for its development technique.
Based mostly on the numbers, the technique is an awesome winner which can proceed into 2025 and past.
Freed from most geoblocking restrictions, IMSA used its presence on YouTube to comply with Season 1 of its Win The Weekend docuseries and deploy Season 2, which was watched all through the world by hundreds of thousands of viewers for every episode. And in one other vital resolution, IMSA began going stay on YouTube — initially for worldwide followers, and with out advance promotions — with parts of its legendary Mobil 1 Twelve Hours of Sebring race in March.
The outcomes had been an instantaneous hit, which led to IMSA using YouTube for stay racing motion frequently by means of the remainder of the 12 months, together with IMSA’s Historic Sportscar Racing sequence.
IMSA additionally made spectacular headway with its different digital platforms on social media, however none had been larger than what came about on YouTube.
On January 1, 2024, IMSA had 290,000 subscribers, which was respectable, however ripe for enchancment. Its efforts to make its YouTube web page a central rallying level for video content material rocketed upward all year long, and on September 24, simply after the Battle on the Bricks race at Indianapolis, IMSA caught and matched IndyCar’s subscriber base at 389,000.
IMSA made big strides with its social media metrics in 2024. Jake Galstad/Motorsport Photos
Including 99,000 subscribers from Jan. 1 by means of Sept. 24 was good, however IMSA’s YouTube initiative has actually taken off to shut the 12 months.
IndyCar was an early adopter of YouTube, becoming a member of in July of 2006. Since then, IndyCar has posted 6459 movies which have amassed 143,353,394 views.
IMSA, which was reborn when the American Le Mans Collection and Grand-Am merged in 2012, arrived on YouTube as a part of that merger in February of 2013. Regardless of its comparatively late look on YouTube and a modest quantity of posts with 1797 movies, its content material has generated 115,915,103 views.
Nearing the top of 2024, the subscriber hole has continued to develop, with IMSA nearly doubling its Jan. 1 quantity to 571,000 — a 97 % improve with 281,000 new subscribers, 182,000 of these touchdown since Sept. 24 – whereas IndyCar, which has additionally added subscribers, is at 391,000, up 2000 for the reason that similar date.
As of November when IMSA did most of its metrics for the season, it had 2,100,000 general social media followers, which was up 40 % – 600,000 individuals – from 1,500,000 in 2023. IMSA additionally experiences it has seen a 160 % development in social media fan engagement and a 70 % development in general video views.
Amongst different knowledge factors associated to YouTube, the eight-part Win The Weekend sequence was accountable for 15,700,000 views, and the place IMSA doubled its YouTube watch time in 2023, it doubled once more in 2024, which speaks to the home and worldwide viewers it’s constructing by means of digital video.
Of the various causes IMSA went all-in with YouTube as soon as O’Donnell acquired settled, the youthful demographics stand out, as greater than 70 % of the sequence’ subscribers are beneath the age of 44. Nicely-known methods of utilizing Instagram and TikTok to succeed in new and youthful followers have been employed for a few years by each sequence, however extending that technique to YouTube has been a game-changing transfer by IMSA.
Right here’s a fast take a look at the important thing digital properties for IMSA earlier than we delve into our dialogue.
IMSA’S PRIMARY DIGITAL CHANNELS
YouTube: 571,000 subscribers as of 12/23/24
Instagram: 647,475 followers as of 12/23/24
Fb: 462,000 followers as of 12/23/24
TikTok: 281,400 followers as of 12/23/24
X: 182,259 followers as of 12/23/24
All figures present as of 12/23/24
