“What the Formula 1 does that mean?” asks Lissie Mackintosh, breaking down the intricacies of pre-season testing to her 400,000 TikTok followers in a recent F1 news round-up. Four years have passed since the 25-year-old British content creator and presenter began sharing her F1 analysis, interviews and behind-the-scenes style and beauty.
Posting content was her way of bringing attention to the sport on social media among Gen Z — one of the first creators to do so. “I became someone that I had wanted to see, growing up on TikTok and talking about sport,” Mackintosh says.
She has amassed 23.1mn likes on TikTok — where 77 per cent of her viewers are women and 70 per cent Gen Z — along with more than 335,000 Instagram followers, 57 per cent of whom are aged 18 to 24. Mackintosh’s online presence has seen her work with brands, such as Charlotte Tilbury, F1 Academy’s partner, and her motorsport podcast, Going Purple has become a hallmark of motorsport’s social coverage.