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

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

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Key Takeaways

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

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

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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). 

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

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

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

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

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

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

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*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.

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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