Formula 1 and Snap Inc., the parent company of popular media sharing app Snapchat, have announced a new partnership that will see a brilliant new feature be available at seven races this year, beginning this weekend at Silverstone.

The collaboration marks another major shift towards embracing social media by new F1 owners Liberty Media after lifting restrictions on postings from the paddock from pre-season testing as well as increased coverage and interaction on platforms such as Twitter and YouTube.

Under the new partnership, drivers, teams and fans alike will be able to share photos and videos in one big Grand Prix 'Story' through the 'Our Stories' feature, with the first to be created at the British Grand Prix before a wider roll-out later in the year with each race to have its own 'Story' starting from Singapore in September.

"This is the first step towards expanding our social media strategy," said F1's head of digital Frank Arthofer.

"Right from the start, we have said we want to work with partners to bring fans closer to the amazing show that is Formula 1, an incredible mix of technology and individual talent - and Snap fits that bill.

"We need to continue to bring new fans to the sport - by reaching out to them on social media platforms with behind the scenes, fun and engaging content.

"Snap's platform is one of the most popular among 'millennials', a sector we are particularly keen on attracting, as it represents the future of our sport."

Snapchat was memorably the cause of a brief spat between Lewis Hamilton and the media at last year's Japanese Grand Prix after the British driver posted several snaps of himself and other drivers using various filters during the official press conference.

Though that kind of use of the app will still be frowned upon, the company was delighted to become the first mobile platform ever to tie-up with F1.

“We want to work with the most iconic sporting organisations in the world, that are beloved by our global community of passionate and highly engaged fans - and working with Formula 1 has been at the top of our wish list for a long time,” Vice President for Partnerships at Snap Inc. Ben Schwerin said.

“We are honored to be the first platform they are partnering with, and are excited to start offer their teams, partners and advertisers an opportunity to reach millions of Snapchatters around the globe.”