How Kayaking Social Properties Generated 281M Video Views From Apr. '21 - Apr. '22

Key Takeaways

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Overview of the digital kayaking landscape from April 2021 to April 2022: 

Audience Demographics:

• Geolocation: Visitors of the top kayaking websites and followers of top kayaking social properties are based largely in the US, followed by Canada and the UK. Other leading countries include Australia, France and Ireland.
• Age & Gender: 64% of the web visitors to the top 10 kayaking websites were male, and the majority were 25 to 44 years old. Followers of the top kayaking social properties are overwhelmingly male (97%) and predominantly ages 25 to 44 (56%). 

Platforms:

• Instagram (43%) and TikTok (35%) generated the highest amount of kayaking views, followed by YouTube (12%) and then Facebook (11%). Instagram has the largest audience of followers for the top 15 kayaking athletes and generated the most engagements from Apr’ 21 to Apr’ 22 by a significant amount (68%).

Top Athletes: 

• Dane Jackson, Jessica Fox and Ryan McAvoy are the most popular kayaking content creators on social. Jessica Fox has the highest average engagement followed by Dane Jackson and Abby Holcombe.

Content Opportunities: 

• YouTube: Top opportunities on YouTube include VLOG’s from whitewater kayakers, kayaking race and competition clips, athlete highlight reels and video footage from kayaker’s trips abroad.
• Instagram: Top opportunities on Instagram include videos of athletes dropping into water with unique trick entrances, sharing clips of their experience competing in Olympic paddling events, training in the pool and performing freestyle tricks on big whitewater waves.
• Facebook: Top opportunities on Instagram include videos of extreme stunts in kayaks, kayak race and competition clips, epic waterfall drops, and POV footage of what it’s like to whitewater kayak.
• TikTok: Top opportunities on TikTok include athletes sharing clips of their experience competing in Olympic paddling events, training in the pool, answering questions and responding to comments from followers, and videos of extreme stunts in kayaks.

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Based on web traffic, the following were the top ten kayaking websites from April 2021 to April 2022. On average, these kayaking resources generated 233K web visits per month.

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The United States accounted for 77% of traffic to the top ten kayaking websites, followed by Canada (13%), the United Kingdom (2%) and Australia (1%).

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Males account for 64% of all top kayaking website traffic. As for age, people between the ages of 25 and 54 accounted for 65% of the traffic.

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Top 10 Kayaking Social Properties by Total Views*

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From Apr. ‘21 to Apr. ‘22. Canoe Sport generated the most views by a significant margin, with 170M+ views. 

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The United States accounted for 70% of traffic to the top ten kayaking social properties, followed by Canada (9%), the United Kingdom (6%) and France (4%).

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The followers of the top 10 Kayaking social properties skew male (97%) and are predominantly aged 25 to 44 years old (56%). 

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Instagram generated the highest amount of kayaking views across top social properties and top athletes, accounting for 42% of the total views from Apr. ‘21 to Apr. ‘22. TikTok generated the second highest (35%), followed by Youtube (11%) and Facebook (12%).

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Top 15 Kayaking Athletes by Average Engagement*

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Dane Jackson has the largest audiences on YouTube with 76K subscribers followed by Bren Orton, Adrian Mattern, and Kalob Grady who own shared channel, Senders (27K). Jessica Fox, Abby Holcombe, Ryan McAvoy and Vavra Hradilek do not have YouTube channels. 

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Dane Jackson has the most followers on Instagram by a significant margin (331K), followed by Jessica Fox (152K), and  Aniol Serrasolses (106K). All athletes are active on the Instagram platform. 

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Jessica Fox, Aniol Serrasolses and Dane Jackson have the most followers on Facebook with 52K, 42K, and 41K followers respectively. Abby Holcombe does not have a profile on FB.

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Ryan McAvoy, Jessica Fox and Dane Jackson have the most significant followings on TikTok with 128K, 80K, and 57K followers respectively. All other athletes have <15K followers or are not active on the platform. 

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Dane Jackson, Jessica Fox and Ryan McAvoy are the most popular kayaking content creators on social. Jessica Fox has the highest average engagement followed by Dane Jackson and Abby Holcombe (9K).

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Instagram has the largest audience of followers for the Top 15 kayaking athletes and generated the most engagements from Apr’ 21 to Apr’ 22 by a significant amount.

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CONTENT OPPORTUNITIES: YOUTUBE

1. Whitewater Kayaking VLOG

Athletes detail a kayaking trip using talking head angles and POV shots. [Example 1, 2]

180K Views

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2. Race and Competition clips‍

Videos of athletes competing in white water races or freestyle competitions. [Example 1, 2]

105K Views

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3. Highlight Reel‍

Video montages from an athlete's best and biggest kayaking feats of the year. [Example 1, 2]

25K Views

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4. Kayaking Trips Abroad

‍Athletes travel to new or remote destinations and share footage of their experiences. [Example 1, 2]

21K Views

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CONTENT OPPORTUNITIES: INSTAGRAM

1. Trick Launches‍

Athletes drop into the water with unique trick entrances. [Example 1, 2]

10M views.

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2. Tokyo Olympics‍

Kayaking athletes share videos from their experience competing in olympic paddling events. [Example 1, 2]

14M views

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3. Pool Training

‍Athletes practicing tricks and skills in the pool. [Example 1, 2]

4M views

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4. Freestyle Tricks on Big Waves

‍Clips of professional Kayakers doing tricks on big whitewater waves. [Example 1, 2]

21M views

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CONTENT OPPORTUNITIES: FACEBOOK

1. Kayaking Stunts

‍Athletes perform extreme stunts or tricks, pushing the boundaries of the spot. [Example 1, 2]

125K Views

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2. Race and Competition clips

‍Videos of Athletes competing in white water races or freestyle competitions. [Example 1, 2]

180K Views

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3. POV White Water Footage

‍First person perspective of what it’s like kayaking in white water. [Example 1, 2]

2M Views

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4. Epic Waterfall Drops

‍Videos of kayakers descending one or more waterfalls. [Example 1, 2]

17K Views

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CONTENT OPPORTUNITIES: TIKTOK

1. Tokyo Olympics

‍Kayaking athletes share videos from their experience competing in olympic paddling events. [Example 1, 2]

8M Views

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2. Pool Training

‍Athletes practicing tricks and skills in the pool. [Example 1, 2]

6M Views

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3. Answering Questions

‍Athletes respond to questions and comments from viewers. [Example 1, 2]

8M Views

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4. Kayaking Stunts

‍Athletes perform extreme stunts or tricks, pushing the boundaries of the spot. [Example 1, 2]

7M Views

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*Content opportunities are based on the top 10 athletes who are on TikTok