Redefining F1: Interview With the Pitlane Twins and Their Role in F1 Content Creation
The acceleration of Formula 1 into the digital age has set the stage for a revolution, one that's not just confined to the engineering marvels on the track, but also in how the sport is experienced by fans across the globe. The evolution of the fan experience now sees a significant digital component, driven by content creators who act as the new conduits between the races and the audience.
At the vanguard of this shift are Desiree and Virginia, the Pitlane Twins, who have adeptly embraced this role, offering innovative angles and insights into the pulsating heart of F1.
Their journey, as shared in this in-depth interview, is one of organic growth fueled by a genuine love for the sport. Starting as a personal project to document their own adventures in the world of F1, they stumbled upon a gap in the fan experience that they could fill — with authentic stories and a behind-the-scenes look that the traditional coverage rarely provided.
This resonated deeply with fans, resulting in a surge of followers who saw in them a reflection of their own passion and enthusiasm for F1.
We are extremely thrilled to tell you that we had a chance to interview Desiree and Virginia, and that they shared not only their amazing journey, but also suggestions for anyone out there who is thinking about stepping into the F1 content creator role. Here's what we chatted about!
Q: What was the catalyst or defining moment that made you decide to become F1 content creators?
In 2021 we attended the Austrian GP and started posting about our experience trackside and how we met the drivers.
It was more like a personal Instagram account back then and we didn’t intend to reach a big audience.
However we received positive feedback from our 150 followers and the account grew as more and more fans discovered our account and liked what we posted.
So we continued that style for the other two races we visited that year (Spa & Zandvoort) and slowly grew into the role of being an F1 content creator. In 2021 we didn’t even know this term existed and there weren’t many people on Instagram who posted about F1 how we did.
Q: How do you think the digital age has redefined the F1 fan experience?
Digital content is incredibly fast moving and there is news all the time. Social media makes it much easier for fans to stay up to date. At the same time, teams (and the sport itself) have developed many formats to engage fans and make them more a part of their team. The fan experience has therefore become more an online than offline topic. And by offline we mean the fan experience trackside. Considering only 1% of the fans will ever attend a race, the need for digital fan experience is immense.
Q: How do you ensure that your content remains authentic and true to your personal experiences, even as you grow in popularity?
The interesting thing about being a content creator is that each creator brings their own creativity to the table, making it "hard" to copy someone else. At the same time, more and more creators are entering the market and it is therefore important to consolidate and define your own USP and style. In our opinion, the content must always be authentic and relatable, otherwise it will not be watched.
For example, for the Japan GP we published some reels about getting up early as a European fan. These reels didn't perform so well because the message we wanted to transport didn't appeal enough to other fans. That's interesting to reflect on, because the content was authentic - but obviously not that relatable.
A technique we regularly use to prove relatable content is to ask our audience. We regularly do polls on our Instagram story and ask for example: what is typical for RedBull fans or what do you do in the F1 Winter Break? These answers are very valuable because the more often an answer is mentioned, the more we can assume that it has social proof and is relatable. This means: if we find an entertaining way to present the answer in a reel, many fans will feel represented and the post will go viral.
The other point is the growth in popularity. It increases the pressure on the quality and quantity of the content because, quite simply, you have a reputation to lose. You have to be careful how and what you say. At the same time you want to put your opinions out there, because ultimately that's how you are and what makes you interesting as a person, and that's why people follow you.
Q: Are there any stories or moments that you felt hesitant to share but did anyway? What was the response?
Whenever we post our opinion about a hot topic we hesitate. The reason is that we expect negative feedback and still have to learn to deal with it. We are both very sensitive people in need of harmony and of course, whenever you give a point for discussion, not all people will agree. But that's normal - that's how we are learning to see it now and become more confident in expressing our opinions.
Q: Let's talk about the business side of F1. How do you measure the success of a collaboration? Is it purely by numbers, or are there other qualitative factors involved?
We always look at how much reach a post gets or how many link clicks it causes. Engagement (likes, comments, shares) is also an important indicator in our eyes, because it shows that the audience is really interested in the product/brand. Something that cannot be measured directly is the amount and kind of requests in the DMs. The other day, for example, someone asked about a brand we worked with in June. It's been so many months since then, but apparently the collaboration was so positively remembered that people are still asking about it now
Q: Recent data suggests a decline in F1's social media mentions and shares compared to the highs of 2021. Have you observed this trend, and what do you believe might be causing it?
We recently experienced a massive drop in reach too. We figured out that many factors play a role (like the algorithm) but surely the lack of competition in the sport does too. In 2021, we saw an extraordinary season in which Max and Lewis battled until the last lap, while Max has been miles ahead of the others after that. You certainly have to take into account that 2021 was an enormous peak period for the sport, which captivated the spectators. So we were coming off a very big "high" for the sport and it would have taken a lot to maintain that level. From that point of view, it's no wonder that the numbers have dropped so much. The Max dominance is definitely contributing to the decline. It's obvious, because fans watch the sport to see action and close battles for the win.
Q: Now for the most important question - How do you think content creators, like yourselves, can play a role in maintaining the momentum F1 gained?
A big factor in the growth of F1 was also DTS. And with it, we've seen scenes of the sport that were previously hidden from view. We got to see the scenes behind and got to know the characters of the drivers. In our opinion, there is still a lot of untapped potential there - because how drivers interact with fans is never really shown.
We realize that whenever we post content with drivers (like when we meet them trackside and interact with them), the posts are very likely to go viral. One reason for this is certainly that the fans feel picked up with the content in a completely different way, because it is content from us fans for other fans. So we have a completely different approach and creative mind than the teams or media. It would make our audience go wild if we posted more content with teams and drivers. Eventually that would support F1 in gaining more momentum.
Q: What challenges and opportunities do you see for F1 content creators in the current digital landscape, especially in light of fluctuating social media trends?
We are noticing that more and more creators enter the market and put different focuses on their content.
A big problem for us is that we don't get media accreditation from F1. In our opinion, F1 must open up social media even more and also grant media accreditations to creators. It should be possible for creators to take their audience along and thus show the F1 fans at home how a race attendance looks like - in the end that would be good promo for ticket sales too!
Q: What's the funniest or most unexpected comment / remark you've ever received on your content? And can you share a memorable behind-the-scenes moment from your journey?
Last year, when we attended the Miami GP, we posted some reels of that adventure and some content pieces went viral. With virality come comments that aren’t always positive. So it happened that people who didn’t know us left comments stating “lucky, spoiled girls. Their daddy is paying for their F1 trips.”
This showed us how people can perceive you and be totally wrong with their conclusions. It was scary to read that this prejudice still prevails that "girls" are spending their parents' money. We work very hard to be able to attend the races, and we finance our hobby (which evolved into work) ourselves.
On the bright side, a while ago Desiree was in the supermarket and it happened that someone approached her saying he knew her from Social Media. The interest for F1 in Germany has decreased, so firstly it’s very unlikely to meet another F1 fan and secondly to meet someone who follows you on Instagram! That was a funny moment and made us a bit proud too!
Q: Navigating the world of content creation can be overwhelming for newcomers. What are the top three lessons you've learned that you'd pass on to budding creators?
The first lesson would be about the account in general and what content you post. You MUST find a niche and something that sets you apart from others. It would be a failure if you just start copying others’ style - be unique!
The second lesson is connecting with other creators. In the beginning of our account, we gave other accounts shout-outs and in exchange they did the same. That helped to grow the account and make others aware of what we had to offer.
The third lesson is consistency. There are periods of ups and downs and the challenge is to stay motivated in the lows. Recently another creator told us “enjoy the process” and it’s pretty much about that!
Q: Lastly, if you could go back in time to when you first started, what advice would you give to your younger selves about the world of F1 content creation?
Think BIG! Honestly, when we started we were kind of naive and that was so good! If we had known some of the challenges we are now facing, we probably wouldn't have even started.
