The future of TikTok has become a growing concern in the United States. With more than 170 million users, the social media platform faces scrutiny because of national security fears. These fears have led to huge discussions in Congress, with proposals ranging from stricter regulations to an outright ban. While politicians debate the fate of TikTok, content creators are left in a state of uncertainty.
This uncertainty extends to the NASCAR community, where TikTok has become a vital tool for drivers and teams to connect with a younger audience. NASCAR has leveraged the platform to expand its fan base, especially among Gen Z. A TikTok ban would disrupt this growing engagement, forcing many influencers, including drivers, to rethink their social media strategies.
Among those most affected is Ryan Vargas. Known as the ‘TikTok guy of NASCAR’ Vargas’s career and visibility owe much to his TikTok presence. Recently, Vargas shared his candid thoughts on how the platform shaped his journey and what its potential ban could mean for him.
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Impact of TikTok on Ryan Vargas’s career
For Ryan Vargas, TikTok is more than just a social media platform. With more than 570k followers and over 8.2 million likes, it’s been a lifeline for his racing career. Recently in a discussion with Jeff Gluck of The Athletics, he voiced his concerns about a TikTok ban.
“Had I not been on TikTok, my name probably wouldn’t have been in front of half these people… I want that engagement to be real. Through TikTok, I had a lot of goofy funny, and unorthodox content. But behind that content was a really good story that a lot of people thankfully followed,” Vargas told Jeff Gluck.
Ryan’s TikTok journey started in 2019 when he started sharing his unheard ‘mid-pack’ stories with audiences. His videos highlighted career milestones, such as his first top 10 finish, while weaving in personal stories that resonated with his audience. The result? Thousands of fans connected with Vargas, not just as a driver but as a relatable underdog chasing his dreams.
This growing fan base didn’t just boost his visibility; it also had tangible career benefits. In 2020, TikTok itself took notice of Vargas’ rising popularity and chose to sponsor his car for six races. This sponsorship was a breakthrough for Vargas, providing him with the funding and exposure he needed to compete at a higher level. It also marked the first time TikTok ventured into NASCAR sponsorships, making Vargas the face of this unique partnership.
Recently, NASCAR driver turned TV presenter Kenny Wallace reflected on this partnership. “These racers, they live on TikTok. It must be a really good app… NASCAR says TikTok is very important to them,” Wallace explained. Notably, TikTok’s influence on NASCAR is undeniable. The sport has witnessed a 14% year-on-year growth in followers on the platform, with NASCAR’s official account amassing 2.6 million followers and over 59 million likes. Overall, there have been more than 140 million tags for NASCAR on the platform.
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Other NASCAR stars who will face the heat!
Ryan Vargas is not the only NASCAR figure leveraging TikTok. The platform has become a hub for content from other drivers and teams, further cementing its role in the sport’s digital growth. NASCAR teams like Joe Gibbs Racing and Hendrick Motorsports have also capitalized on TikTok to promote their drivers and events. This strategy aligns with NASCAR’s broader efforts to engage Gen Z and sustain the sport’s relevance in a competitive entertainment landscape.
Joe Gibbs Racing team president Dave Alpern has embraced TikTok to connect with fans. Alpern’s creative content has drawn new followers to NASCAR, with some fans attending their first race after discovering him on TikTok. He shared, “A guy in Atlanta told me, ‘I follow NASCAR because of your TikToks. I discovered you and now I’m a fan.’”
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The uncertain future of TikTok has cast a shadow over these successes. As Vargas and other drivers await clarity, one thing remains clear: TikTok has transformed how NASCAR connects with its audience, offering an unprecedented platform for storytelling and fan engagement. Whether through humor, behind-the-scenes moments, or personal triumphs, the app has given drivers a voice that resonates far beyond the track.
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