Facebook Freerunning Content Opportunity Analysis™ Q2 2022

Key Takeaways

‍

The freerunning space can find content opportunities in Q2 2022 from:

Water Challenge. The Water is Lava: Videos of athletes attempting tricks or stunts over bodies of water while trying not to fall in. Top videos featured Fletcher Hansen attempting to jump from the dock onto a platform above the water, followed by Storror’s complication of their best and worst water challenge stunts. 

POV Extreme Heights. Taking Things to New Heights: GoPro footage showcasing the perspective of athletes as they practice parkour from extreme heights, such as a rooftop to rooftop in Paris or a bridge in Portugal. 

Wall Tricks. Using Walls to Perform Epic Tricks: Videos showcasing flips, twists, climbs and descents using walls. Top videos featured Dominic Di Tommaso, Joe Scandrett and Felix Quinton & Li Xingnan.

Unique Parkour Stunts. Parkour vs Everything: Videos of athletes participating in creative challenges or stunts in unique locations. Top videos in this content bucket included Pasha Petkuns performing parkour in a $60 million house and Storror athletes racing against the tube in London. 

Parkour Course Feature. Incredible Parkour Course: Top videos featured POV footage of the Skyladder Parkour course in Tianmen. Footage was originally shared by Calen Chan in 2017, and later repurposed by UNILAD and SPORTbible on Facebook.

‍

Content Opportunity Methodology

1. Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
3. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
4. Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
5. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

‍

Facebook Content Bucket Definitions

• Compilation Video: A collection of clips of freerun or parkour stunts done by one athlete on multiple days, compiled into one video.
• Athlete Feature: Videos featuring professional parkour or freerun athletes showcasing their impressive skills and talents.
• Best of Stunt Reel: Videos featuring the “best of” or “top” freerun or parkour clips. 
• Urban Parkour Sesh: Highlight clips from urban parkour exploring sessions (solo or with a group of traceurs). 
• Parkour Course Feature: Videos showcasing new or noteworthy parkour course or parks. 
• Parkour Community: Videos that are relatable, entertaining, or humorous to the parkour community. 
• Jump Challenges: Videos of athletes attempting the impossible. 
• Fail Compilations: Fall clips of athletes trying difficult tricks and having less than desirable outcomes.
• Gym Stunts: Athletes performing combinations of tricks using different elements in a gym. 
• Water Challenge: Athletes attempting tricks or stunts over bodies of water while trying not to fall in.  
• POV Extreme Heights: Daring athletes using GoPro cameras to capture thrilling stunts from extreme heights.
• Wall Tricks: Videos of athletes using walls to perform epic tricks. 
• Unique Parkour Stunts: Entertaining videos of athletes attempting creative parkour challenges.
• Slow-mo Tricking: Slow motion videos of athletes tricking. 
• Trampoline Tricks: Videos of athletes performing flips or twists on a trampoline. 
• Parkour 101: Videos educate viewers about parkour or freerunning basics, including terminology and beginner skills.

‍

The freerunning Facebook content whitespace opportunities include:

‍

Facebook content that is the most competitive due to its popularity and high competitor saturation in the freerunning space include: 

‍

Content to avoid due to low attention and high competitor saturation in the freerunning space include:

‍

Content to ignore due to low attention and low competitor saturation in the freerunning space include:

‍

Whitespace Opportunities:

‍1. Water Challenge

The Water is Lava. Videos of athletes attempting tricks or stunts over bodies of water while trying not to fall in. 

Team Farang shared the top video, which featured Fletcher Hansen attempting to jump from the dock onto a platform in the water. The second top video was shared by Storror, which entailed a compilation of their best and worst water challenge stunts. 

Tactics to Implement:

• Video Duration: Of the analyzed Facebook freerun videos in Q1 2022, videos 3:10-3:19 minutes long generated the highest number of views and engagements on average, followed by videos 10-19 seconds long.  

Top Format:

• Video Ratio: 2:3 Vertical & 1:1 Square
• Video Duration: 11 sec. & 3:16 min.

‍

*Facebook Content Opportunity analysis only included the views from video shared during Q2 2022 and does not include the total views from the video reposts.

‍

2. POV Extreme Heights

Taking Things to New Heights. GoPro footage shows the perspective of parkour practitioners as they practice parkour from extreme heights, such as a rooftop to rooftop in Paris or a bridge in Portugal. Top videos featured parkour athletes, Simon Nogueira and Marcio Filipe.

Tactics to Implement:

• Explain the Significance: This video explains how the stunt was performed without any ropes in the captions. As these videos aim to thrill the viewer, be sure to explain the full significance of the stunt in the video caption or subtitles.
• Hook Viewer: This video contains a hook to keep the audience engaged by saying, "stick around for the other camera angle" at the 14 second mark. 

Top Format:

• Video Ratio: 4:5 Vertical
• Video Duration: 3:06 min. & 42 sec.

‍

‍

3. Wall Tricks

Using Walls to Perform Epic Tricks. Videos showcasing flips, twists, climbs and descents using walls. Top videos feature the following athletes: 

• Dominic Di Tommaso
• Joe Scandrett
• Felix Quinton & Li Xingnan

Tactics to Implement:

• Facebook FTW: These two videos by Team Farang generated 29x more views on Facebook than they did on Instagram, despite having 158K fewer followers on Facebook than on Instagram. Avoid sharing short, vertical videos as feed posts instead of reels on Instagram. 
• Use Emojis: According to Hubspot, adding an emoji to a Facebook post’s caption can help increase the post’s likes by 57%, comments by 33% and shares by 33%.

Top Format:

• Video Ratio: 2:3 Vertical 
• Video Duration: 11 sec. & 8 sec.

1M Views

‍

‍

‍

4. Unique Parkour Stunts

Parkour vs Everything. Videos of athletes participating in creative challenges or stunts in unique locations. Top videos in this content bucket included Pasha Petkuns performing parkour in a $60 million house and Storror athletes racing against the tube in London. 

Tactics to Implement:

• Get Creative: Creative stunts that use unusual elements or obstacles work well. Look for unique locations to set up creative stunts.
• Repost: Storror has reposted this video five times since March 2021. The first time they posted the video, they have generated over 57M views, and each time after, they have generated an average of 688K views.

Top Format:

• Video Ratio: 1:1 Square & 4:5 Vertical 
• Video Duration: 3:38 min. & 1:04 min.

765K Views

62M Repost Views (Facebook Content Opportunity analysis only included the views from video shared during Q2 2022 and does not include the total views from the video reposts)

‍

461K Views

‍

5. Parkour Course Feature

Incredible Parkour Course in China. Top videos in Q2 2022 featured the Skyladder Parkour course at Tianmen. The footage of the course was originally shared on Calen Chan’s YouTube channel in 2017. Media channels, UNILAD and SPORTbible repurposed this footage to create a 3-min feature on this incredible course in China. Video posts gave credit to Calen in the video comments. 

Tactics to Implement:

• Repurpose: UNILAD and SPORTbible repurposed Calen's older YouTube video to create this viral Facebook post. Look at older video content on different platforms to create new content for your audience by repurposing. 

Top Format:

• Video Ratio: 1:1 Square
• Video Duration: 3:00 min.

‍