Instagram, TikTok or YouTube: where should a driver start

There's no universally correct platform to start with. It depends on three factors: the category you race in, the type of content you can produce consistently, and the sponsor profile you want to reach.

Instagram remains the sector standard: it's where most motorsport brands are and where most sponsorship deals get negotiated. TikTok works very well for reach and younger audiences, but demands a higher posting pace. YouTube has the longest long-term payoff but requires more production per piece.

The usual recommendation is to start with one platform, do it well for a full season, and expand once the content creation process is already running smoothly.