Now, I believe DriveTribe was released in 2016 from GrandTour trio Jeremy Clarkson, James May and Richard Hammond.
It was supposed to be a social media hub where Tribes would get together, be found or be created. Housing all things motoring. So you could go onto the site and then find groups of your motoring interest. In 2018 it had 10 million daily active users. It also had outside investment cash.
It doesn't look like that now, so what changed?
Now, officially, according to Drive:
"The protracted global shortage of computer chips has caused a number of challenges for the automotive industry, and led to severe reductions in marketing budgets across the industry. This has made for an incredibly difficult operating environment for businesses like ours which are dependent on advertising."
Unofficially and a 2+2= 90 vibe. It seems like moniterisation was done through ads. Figuring out how to gain money from a following is difficult, especially when the industry is reducing/ freaking out. And if you think of moniterisation after the launch. But as long as the industry is a rock solid one- cars and motoring for example, then they bounce back.
But weathering the storm is difficult and is a reason why multiple income streams are preferable, with ones being:
But you have to ask as well, where did those 10 million active daily users go to?
Now DriveTribe has an assortment of media outlets- in other words, social platforms. As of 2024:
DriveTribe.com- This seems to be the hub and "front end" of the company
Instagram- 1.1 million followers
X.com- 186k followers
Youtube- 493 million views, 2.68 million subscribers, most of the videos are hovering around the 1-2 million views.
The idea behind the social content is to open brands to a specific audience and to find data insights.
So have they done that?
Well, we believe yes they have.
The amount of content that is put out seems to be targeted towards motoring. The videos:
There's merch- which I don't see worn too often
Links from each social property to each other, which is nice
There's also channel partners.
It seems that way. But there could be one thing that might be the saviour and its problem.
It depends on how much referencing they do to the GrandTour trio. They each have their separate channels and media outlets. Sometimes they cross promote. Sometimes they hark back to the excursions that they did. But how long can that last?
We think it can last if they give new insights to the projects that they did. Some behind the scenes info is always nice rather than a recreation of what we have already seen.
Now, are people watching DriveTribe because of the trio or is it because of what is on offer on DriveTribe? We only say this because quite a bit of the promotion of the various properties show the trio. Now, sure they are the creators of DriveTribe and you would expect them to be in it. But can DriveTribe survive without the trio...or even should it?
This is difficult because we enjoy the trio and it is nice to see them on DriveTribe away from the GrandTour and seeing them just be themselves. It's like seeing an old friend and you are catching up.
But then, if someone else is introduced is that helpful or not, are we going to gel?
Maybe. Ben Collins (the second Stig) is now on the platform and seems to do what Ben does- which is what we want to see.
Izzy (Richards daughter) is present and has got a large viewing video from her appearance. This is a good thing in that it bring a fresher audience.
So it seems like DriveTribe is trying to bring in people we know and at the same time allow people who we know to bring in others. This is a good way to intrioduce unknowns to a crowd who has followed some of the stars for a while.
When you look at DriveTribe you see a community and people just interested in driving, cars and fun.
But there just seems to be something missing. And I don't know what it is. We have thoughts. Are they trying to do the trio and what they did? Is the GrandTour and Top Gear too overshadowing?
?
Check out the video below for a demonstration of what we mean:
Now this looks similar to this:
Both are a challenge but the first video just seems to be more professional. How can it be better?
Instead, if you wanted to show off how cool the camper product was then why not:
For DriveTribe, again these are just suggestions and not being negative to the channel, just helpful comments which might or might not work or help :)
We are coming at this on how to make the channel fun but also utilising the brand as a professional and trustworthy brand in the car industry
As always we which DriveTribe all the best.
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