Social Content Opportunities for the Football Audience on YouTube Shorts in Q2 2023

Purpose of This Research

• ‍Identify white space content opportunities for YouTube Shorts‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities‍
• ‍Identify content themes that are not performing well and may be avoided

In order to drive the most effective possible YouTube Shorts content strategy possible to resonate with the Football audience.

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Top YouTube Shorts content themes in the Football space.

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Good YouTube Shorts content themes in the Football space.

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Okay YouTube Shorts content themes in the Football space.

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Poor YouTube Shorts content themes in the Football space.

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Game Skits

What are Game Skit videos?

Lighthearted skits that utilize the public to recap and satirize a team's tactics and goals from recent games.

Production Elements From Top Performing Posts

• ‍29 seconds average duration. 1-5 hashtags used.
• A team logo or country flag is displayed alongside the game scores to aid in the visual recap.
• Videos engage with the public during major football events by kicking the football to a stranger.
• Utilizing footage from public games, FAST FOOT crew creates skits that recap the wins and losses of a team during the tournament.
• Foster a sense of community and drive public engagement by initiating spontaneous football games with strangers and then utilizing the footage to recap a team's performance.

Examples

Views 39M | Engagements 907K

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Views 32M | Engagements 1.3M

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Views 20M | Engagements 539K

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Penalty Card Highlights

What are Penalty Card Highlight videos?

Compiling together videos of frustrating moments where a penalty was called by a referee. 

Production Elements From Top Performing Posts

• ‍39 seconds in duration on average.
• ‍3-4 hashtags are used on top videos.
• Increase viewer comprehension by utilizing on-screen editing and captions to visually point out athletes and describe the situation.
• Showcase emotional reactions of the referees and athletes in these heated situations.
• To elicit strong emotional responses from viewers and foster engagement, compile the high intensity moments during a game and enhance the video by using on-screen editing that spotlights an athlete.

Examples

Views 30M | Engagements 3.7K

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Views 22M | Engagements 700

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Views 21M | Engagements 3K

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Teammate Camaraderie 

What are Teammate Camaraderie videos?

Athletes engaging in playful pranks and shared moments of fun with teammates.

Production Elements From Top Performing Posts

• ‍16 seconds in duration on average.
• ‍1-3 hashtags are used on top videos.
• Videos reveal a relatable and human side of the sports icons by showcasing the fun and light-hearted dynamic between team members.
• The laughing emoji ( 😂) is used in the title for all the top performing videos.
• Partner up with athletes to create fun and entertaining content showcasing their fun personalities and friendships with other team members.

Examples

Views 15M | Engagements 284K

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Views 13M | Engagements 281K

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Views 8.6M | Engagements 285K

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Comedic Skits

What are Comedic Skit videos?

Relatable videos for football enthusiasts that are infused with humor and brings to light common, shared experiences when playing the sport.

Production Elements From Top Performing Posts

• ‍44 seconds in duration on average.
• Videos incorporated dramatic acting to emphasize the skit’s humour.
• Emphasizing theatrical elements, such as seemingly impossible or extreme scenarios, like a goalkeeper saving a goal while taped to the net, creates a sense of amusement for viewers.
• Become an entertaining voice within the football community by producing skits that use wit, humour and theatre to critique aspects of the sport.

Examples

Views 24M | Engagements 1.1M

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Views 14M | Engagements 738K

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Views 11M | Engagements 857K

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Fan Celebration

What are Fan Celebration videos?

Showcasing the infectious enthusiasm of fans through their celebratory dances, vibrant gatherings, and general excitement towards the sport. 

Production Elements From Top Performing Posts

• ‍13 seconds in duration on average.
• ‍4-7 hashtags are used on top videos.
• Trending topics, such as Brazilian football player, Richarlison’s pigeon dance, was featured by sharing a cute video of a kid mimicking Richarlison. 
• Top performing videos in this category feature organically filmed videos of fans taking part in the street celebrations. 
• Capitalize on fans’ high energy, excitement and adrenaline rush during celebratory moments by collaborating with athletes to surprise fans.

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Examples

Views 10.6M | Engagements 108K

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Views 6.8M | Engagements 182K

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Views 6.2M | Engagements 346K

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.

Game Skits

A recap of all the World Cup games that the Portugal National Football Team competed in using videos featuring the public. The video ends with a humorous portrayal of their loss against Morocco.

Views 98M | Engagements 3.2M

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Football Challenge

Featuring the Brazil National Football Team's innovative practice sessions, where a football drops from a drone in the sky.

Views 72M | Engagements 3.7M

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Athlete Spotlight

Showcasing the insane speeds at which Kylian Mbappé can run ahead of other football players during a game.

Views 28M | Engagements 737K

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Athlete Friendships

A video that showcases the close friendship between Lionel Messi and Sergio Agüero through their embrace after Messi finishes the World Cup semi-finals.

Views 17M | Engagements 687K

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Goal Scoring Moment

Compiling together all the nerve-wracking moments during a penalty shootout by showcasing the exhilarating clips of the goal and athletes' reactions.

Views 17M | Engagements 717K

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Fan Celebrations

Highlighting panoramic views of massive crowds celebrating in the city after Argentina's World Cup victory and tapping into the powerful shared emotions of triumph and unity.

Views 11M | Engagements 285K

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Content Theme Definitions

Game Skits: Lighthearted skits that utilize the public to recap and satirize a team's tactics and goals from recent games.

Penalty Card Highlights:  Compiling together videos of frustrating moments where a penalty was called by a referee. 

Teammate Camaraderie: Athletes engaging in playful pranks and shared moments of fun with teammates.

Comedic Skits:  Relatable videos for football enthusiasts that are infused with humor and brings to light common, shared experiences when playing the sport.

Fan Celebration: Showcasing the infectious enthusiasm of fans through their celebratory dances, vibrant gatherings, and general excitement towards the sport. 

Athlete Spotlight: Highlighting a specific athlete’s talented skills and sharing moments deserving of recognition.

Goal Scoring Moment: Videos that leverage on the suspenseful final moments leading up to the goal and the euphoria of the goal itself.

Fun Facts: An informative series by Pêche Football that provides novel and intriguing insights into the field of football.

Athlete Friendship: Videos that showcase the emotionally close friendships between athletes: within their own teams and across different teams.

‍Football Challenge: A series of football challenges and tricks that engage with the public and encourage active participation.

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*For videos in this content category. View + Engagement data collected via direct social media platform API.

*Measured by Average Views + Engagements