Norris made his F1 debut at McLaren in 2019 and immediately caught the attention of fans with his entertaining social media channels that regularly post memes and funny content.
But Norris said ahead of last season that he wanted to try to get a little more serious after worrying that trivializing bad weekends could be misunderstood and lead to questions about his engagement.
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Norris also announced earlier this year that he is no longer posting on his own Twitter account in an attempt to withdraw from social media.
The Brit made an impressive start to the 2021 season, clinching three podiums and only crossing the finish line once outside of the top 5. Before the start of the second half of the year, he is in third place in the drivers’ championship.
Norris thought it was “definitely” a challenge to find the sweet spot between young fans and look grown up.
“A bit of that was reassurance and confidence from what I see on social media and stuff, just trying to be a better person and allow people to support me and like me,” Norris said of his approach to social media.
“I don’t want people to see me as just a prankster or a guy who doesn’t take things seriously because I’m not like that. I just wanted to show them that I make an effort, I work very hard.” to do better and get the results I am getting at the moment.
“It’s not free. And I just wasn’t very good at showing that side of it. I feel like I’ve shown more of that for the past year and a half or so.
“A little bit of that was just for myself, it made me feel better and it allowed people to see me for who I am, not just a wild card. People just post these photos and videos and stuff because it makes people laugh, that’s what people like to see, you’re not that interested in seeing hard work and things like that.
“But it also gives people a good idea of who you are as a person, and that was important to me. So I changed it for personal reasons.”
Norris interacts particularly productively with fans via the streaming platform Twitch, on which he regularly broadcasts gameplays. He also started a new brand called Quadrant along with a number of high profile gaming streamers.
“I love having the following that I have on Twitch and this young generation,” said Norris.
“But I also want to be approachable and the type that the older generation supports because they see me as a grown-up – a grown-up guy who just wants to do it well, and not just a fun guy who’s immature and things like that I’m not.
“A lot is finding this balance for personal reasons, but also for the overall picture and for my hard work.”
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