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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
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The Best (and Worst) Social Channels to Reach the General Dance Audience in Q3 2023

August 23, 2023
Sport & Outdoor

Purpose of This Research

To identify where competitors are focusing their efforts opposed to where audience members meeting the following criteria spend time:

  • Interested in general dance topics (all genres)
  • Based in the United States

Key Takeaways

Key Takeaways

Between February to July 2023, the Dance Audience Attention was the highest on YouTube, followed by TikTok and Instagram.

Audience Attention

Dance Competitors’ Focus is highest on Facebook followed by YouTube.

Competitor Focus

There is a whitespace opportunity on YouTube, Instagram and TikTok, where there is high Audience Attention and lower Competitor Focus.

An increasing number of brands are choosing not to advertise on X (formerly Twitter)(1), with advertising spend down -59% YoY(2). 

Attention vs. Competition

Facebook is an oversaturated platform with high Competitor Focus and low Audience Attention.

Attention vs. Competition

Audience Attention is growing on YouTube by +10% this quarter. 

Audience Attention Trend

Audience Attention is stable for all other platforms with less than a 10% change during Feb. ‘23 to Jul. ‘23.

Audience Attention Trend

Competitor Focus is growing on YouTube, Facebook and Instagram during Feb. ‘23 to Jul. ‘23.

Competitor Focus shrank significantly during Feb.’23 to Jul. ‘23 on Twitter and TikTok. 

Competitor Focus Trend

Competitors in the Dance industry are currently not active on Snapchat, Reddit, and Twitch while Pinterest data is unavailable.

Competitor Focus Trend

*Composite metric consists of Monthly Android Active App Users, and Monthly Unique Site Visitors
*Competitors are not active on Pinterest and Twitch, while Snapchat and Reddit data are not available. 
*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 16 brands in the Dance industry.

References:
1. Elon Musk loses top advertisers on Twitter in a month: study
2. Twitter’s U.S. Ad Sales Plunge 59% as Woes Continue

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