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Off-Road Racing Sponsorship 101. Part 4: Social Media is Still a Powerful Tool

Social Media is still a powerful tool but understand that their updated model is to charge you.

Facebook and Instagram organic reach or the number of people who are exposed to a Facebook page’s unpaid content has been in steady decline. Why? There are a number of reasons but ultimately it’s because they want to charge you to communicate to the fan base you have built. In other words if you have 10k followers not all of them are seeing it unless you pay to boost it. In fact if you have a “Fan Page” that number may be less than 16%. Combining Facebook, Instagram, and Twitter does help spread your brand awareness. You need to post frequently especially in between races. Use your social media post to drive fans to your website which you ultimately own and control 100%. All is not lost, you just need to understand that social media is a pay-to-play platform so treat it accordingly.

jamie obrien youtube
Jamie O’brien does and excellent job putting out engaging content via his Youtube channel!

The other important aspect of social media to point out is because nobody is sure who has fake accounts; it’s not about total reach rather it’s about engagement or how many people are liking and more importantly sharing your posts. The whole idea behind social media is that your friends introduce you to their friends and you reach more people that can interact with you and your team/brand. Do not rely on social media solely, ultimately you do not own it and it can be taken away at any time.

leticia bufoni instagram
Leticia Bufoni does and excellent job of engaging her fans on Instagram!

It doesn’t matter whether you race a Class 1, Trick Truck or a Motorcycle, you can get sponsored! Getting sponsors for your off-road racing program requires time and effort, but it’s not impossible to find a company to sponsor your race car. Check back weekly, we’ll be sharing sponsorship best practices from verteran off-road racers and industry experts.

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Matt Martelli

Founder of Mad Media, a multidisciplinary creative and marketing firm and CEO of Off Road Racer and The Mint 400 Matt is one of the biggest influences in Off-Road Racing