Key Takeaways

Top content opportunities from July 2021 - June 2022 in the Padel space on Facebook include:

Rally Play:

• Shot for Shot: Videos of rallys between well matched duos that stand out for the their length or high level of technicality.

Replay:

• Closer Look: Videos that revisit stellar padel plays in slow motion or from multiple angles.

Perfect Point:

• Flawless Execution: Videos of the most impressive points scored by athletes in professional padel match.

Trick Shots:

• Surprise and Delight: Videos that highlight an athlete playing around on the court with unique and unpredictable shots.

Humour:

• Lighten Up: Short videos with funny content that only padel players can relate to.

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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.

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Facebook Content Bucket Definitions

• Rally Play: Videos of rallys that stand out for the their length or high level of technicality.
• Replay: Videos that revisit stellar padel plays in slow motion or from multiple angles.
• Perfect Point: Videos of the most impressive points scored by athletes in professional padel matches.
• Trick Shot: Videos that highlight an athlete playing around on the court with unique and unpredictable shots.
• Padel Humour: Short videos with funny content that only padel players can relate to.
• Match Highlight: Highlights from the most impressive plays during a match.
• Defensive Play: Athletes perform impressive blocks and saves to keep the ball in play.
• Training: Videos of padel athletes working on their technique or physical fitness outside of a match setting.
• Tournament Clips: Clips from the most epic athlete plays throughout a tournament.
• Tips & Drills: Coaches and padel pros offer tips and demonstrate drills for amateur players to improve their game.

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Rally Play is an extreme performing content opportunity, averaging 3X the views & engagement rate on Facebook.

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Excellent performing content buckets for the Padel audience on Facebook include:

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Good performing content opportunities for the Padel audience on Facebook include:

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Substandard performing content for the Padel audience on Facebook include:

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Low performing content for the Padel audience on Facebook include:

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Extreme Performing Segment:

Rally Play

Videos of rallys that stand out for the their length or high level of technicality.

Tactics to Implement:

• Follow the ball: Videos in this category made it easy for the viewer to follow the entire play by either tracking the ball with the camera or using a wide angle.
• Repurpose: Top rally videos on Facebook were first posted on Tik Tok or clipped from videos on Youtube.
• Length: Videos show the entire rally and end after the point is scored. The longer the rally the better.

Content Opportunities:

• Reposting: Use previously posted rally footage that is generating high engagement and repurpose it for facebook using “Rally” as a keyword in the caption.

4.7M Views

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4.5M Views

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Content Opportunities:

1. Replay

Videos that revisit stellar padel plays in slow motion or from multiple angles.

Tactics to Implement:

• Context: Replay clips specify which match and tournament the clip is from in the captions or audio commentary.
• Slow Motion: Popular videos are in slow motion to give viewers a closer look at the play being highlighted.
• Multiple Angles: Another style of replay videos shows an entire play from multiple angles, giving viewers a clear view of each hit.

Content Opportunities:

• Full Picture: Look for the plays being widely shared and edit together footage from multiple POV’s to give your audience a 360 degree view. Include footage from multiple sources for a unique take and optimize video quality for both desktop and mobile viewing.

639K Views

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342K Views

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2. Perfect Point

Videos of the most impressive points scored by athletes in professional padel matches.

Tactics to Implement:

• Commentary:  Top videos include original game play audio with commentary and crowd reactions from the stands.
• Location Specific: World Padel Tour is the top creator in this category and uses simple captions with the unique tournament hashtag that always includes location.

Content Opportunities:

• Add Detail: Name and tag the athletes in the video and consider using subtitled captions if commentary language is different than that of your target audience.

66K Views

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65K Views

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3. Trick Shot

Videos that highlight an athlete playing around on the court with unique and unpredictable shots.

Tactics to Implement:

• Captions: Videos are captioned with light remarks that compliment the playful nature of the athletes trick.
• Length and Style: Top videos are under 25 seconds in length and footage is typically recorded on a cell phone and not professionally filmed.

Content Opportunities:

• Series: Consider posting a weekly trick shot video to break up regular match content.

577K Views

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467K Views

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4. Padel Humour

Videos with funny content that only padel players can relate to.

Tactics to Implement:

• Captions: Similar to trick shot content, these videos are captioned with light remarks that compliment the humour of the clip.
• Variety: High performing humour videos cover a broad range of content and include footage of both amateur and professional athletes in a wide variety of settings.

Content Opportunities:

• Highlight Reels Compilations: a compilation of the funny moments and bloopers from matches and athletes that show viewers the lighter side of Padel.

546K Views

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276K Views

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Outlier Videos.These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Perfect Point

• Tactics: Video length is 8 seconds and recorded from the angle closest to the game play.
• Content: Athlete scores a point through perfect positioning and execution.

23M Views

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Defense

• Tactics: Videos in this category vary in length from 3:40 to 0:14. The top two clips are 3:40 and 00:24 respectively and use original audio.
• Content: These videos highlight impressive and often surprising shots used by athletes in professional matches to keep the ball in play. Top videos include the athlete going outside the court to make a save

14M Views

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434K Views

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Training

• Tactics: Training videos are filmed from behind the athlete giving the audience a full length view of the court. Top videos are between 30 and 35 seconds.
• Content: Videos show athletes performing repetitive exercises during 1 on 1 padel training and highlight their control and consistency.

294K Views

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292K Views

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Padel Humour

• Tactics: Video is 5 seconds in length featuring a single play.
• Content: Amatuer padel player uses too much force on his return, nearly hitting his opponent.

1M Views

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Replay

• Tactics: This viral video has been shared by multiple creators with various formatting. This clips uses slow motion video with classical music played in the background.
• Content: A standout play where an athlete executes exceptional speed and accuracy.

1M Views

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Tournament Clips

• Tactics: Videos are 00:37 and 00:50 seconds respectively.
• Content: Clips from matches played by winning team, Aguirre and Restivo, at the APT Simsa Torreon Open.

203K Views

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194K Views

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Tips & Drills

Tactics

• Detailed instructions: Top videos sharing tips and drills include step by step directions for how to improve elements of your padel technique. Instructions are provided in a variety of formats including verbally, with annotations, and listed in the caption.
• Length: Videos vary in length from 30 seconds to 22 minutes. Shorter videos typically provided more detailed explanations in the caption.
• Engagement: Otro Nivel Padel is a top performer in this category and most of their posts in this category included a request in the caption for the audience to like the post.

132K Views

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113K Views

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98K Views

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80K Views