Social Content Opportunities for Wilderness Adventurers in Q4 2023

Purpose of This Research

• ‍Identify top-of-funnel white space content opportunities for Wilderness Adventurers.
• ‍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 omni-channel content strategy possible to resonate with the Wilderness Adventurer audience.

‍

‍

Keywords Included in the Boolean Search Analysis

• "off the beaten path” 
• "adventure travel"
• "adventure tourism"
• "outdoor adventures"
• "adventure holidays"
• "adventure activities"
• "adventure tours"
• "epic adventures"
• "best hikes"
• "wilderness adventures”

‍

‍

Top content themes for Wilderness Adventurers.

‍

Excellent content themes for Wilderness Adventurers.

‍

Good content themes for Wilderness Adventurers.

‍

Okay content themes for Wilderness Adventurers.

‍

Poor content themes for Wilderness Adventurers.

‍

‍

Off-Roading Adventures

Capture adventures through rugged wilderness. 

Showcase the thrill and allure of navigating rugged terrains. Bring the untamed beauty of diverse landscapes to life.

Elements From Top Performing Posts

• Utilize high-quality, dynamic visuals to capture the vast untamed landscapes. Include aerial shots for scale, close-ups for detail, and action shots that convey the excitement of off-roading.
• Highlight the adventurous spirit of off-roading by showcasing challenging terrains and the skill required to navigate them to cater to Wilderness Adventurer's desire for experiences that test their limits and provide a sense of achievement.
• Tell compelling stories of real adventurers. Feature actual off-roading experiences, including the preparation, the journey, and the triumphs and challenges along the way.

Examples

Views 630K | Eng. 94K

‍

Views 570K | Eng. 23K

‍

Views 5K | Eng. 670 

‍

Backcountry Road Trip

Capture the spirit of exploration and the joy of discovering hidden natural wonders. 

Highlight the unique appeal of road trips that venture beyond the conventional.

Elements From Top Performing Posts

• ‍Showcase diverse landscapes of dense forests to rugged mountain ranges. Share details in the caption to give Wilderness Adventurers an idea of what to expect if they embark on the journey.
• Utilize keywords on-screen with text effects like this video's “POV: you discover the most epic camping spot…” to hook the attention of Wilderness Adventurers.
• Create a narrative that goes beyond the scenery – tell a story of adventure, freedom, and personal discovery. This storytelling approach creates a memorable impression on Wilderness Adventurers.

Examples

Views 168K | Engagements 10K

‍

Views 6.2K | Engagements 573

‍

Views 185K | Engagements 4.1K

‍

Vacation Travel Spots

Provide a comprehensive guide to exploring majestic landscapes. 

Create detailed itineraries, offering viewers a step-by-step guide to experiencing the the most breathtaking and unspoiled regions of the area.

Elements From Top Performing Posts

• Craft itineraries for Wilderness Adventurers looking to embark on exciting expeditions during their holiday breaks. Focus on showcasing the experiences available in BC, particularly during peak holiday seasons like the December holidays, spring break, and summer vacations.
• Utilize multiple video shots of each location to help Wilderness Adventurers easily get a grasp of the location. 
• Give Wilderness Adventurers advice on planning a remote trip in nature, such as tips on navigating challenging terrains, then end the video by providing an itinerary for explorations that they could follow if they desire.

Examples

Views 65K | Engagements 3.2K

‍

Views 27K | Engagements 586

‍

Views 27K | Engagements 292

‍

Hidden Gem Activities

Showcase the range of activities available in a location.

From hiking and mountain biking to kayaking and wildlife watching, highlight a variety of outdoor adventures. 

Elements From Top Performing Posts

• Appeal to a broad spectrum of Wilderness Adventurers by featuring a range of activities for different interests and skill levels, ensuring that both popular and lesser-known adventures are covered. 
• Provide informative elements in the captions that help Wilderness Adventurers plan their activities. This can include tips on equipment, the best times to visit, and environmental considerations.
• Offer a detailed visual guide, showcasing what to expect from each activity. Emphasize the benefits and experiences Wilderness Adventurers can gain from these adventures.

Examples

Views 125K | Engagements 14K

‍

Views 816K | Engagements 562

‍

Views 66K | Engagements 2.6K

‍

List of Places to Visit

Highlight destinations that promise epic landforms, raw beauty, and rare experiences.

Create a visually rich collection of scenic and underrated places that take one's breath away.

Elements From Top Performing Posts

• Convey the emotional experience of visiting these places by incorporating narrative elements that tell a story or convey a mood, such as voice-overs or textual overlays, that emphasize the transformative journey of travelling to these destinations.
• Provides succinct yet informative descriptions of the locations, making it easy for viewers to identify and remember the places featured.
• Compile a list of hidden gems and off-the-beaten-path spots, including unique sites in a specific location and globally, to engage audiences who may not have previously considered BC as a travel destination.

Examples

Views 109K | Engagements 4.5K

‍

Views 50K | Engagements 2K

‍

Views 36K | Engagements 81

‍

Viral Outliers

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

List of Places to Visit

Curate a visually captivating collection of nature shots highlighting unique and lesser-known natural destinations in a location, specifically aimed at Wilderness Adventurers visiting the region for the first time. 

Views 3M | Engagements 123K

Backcountry Road Trip

Guide viewers on a visually stunning road trip through backcountry using a 360 camera mounted on a motorcycle helmet or a car roof. 

Views 1.1M | Engagements 52K‍

Activity Guide

Compose a caption with detailed instructions for engaging in a specific activity, akin to a mini travel blog post. Include essential details such as the duration and cost of the activity to provide a comprehensive guide.

Views 519K | Engagements 32K

Locals Guide

Create a list of unique activities for adventurers, including dining at local hidden gems, visiting intriguing pit stops, and exploring areas with rich historical significance.

Views 482K | Engagements 10K

‍

Content Theme Definitions

Off-Roading Adventures: Showcase the excitement of off-road exploration to inspire Wilderness Adventurers to experience rugged terrain and adrenaline-filled
journeys.

‍Backcountry Road Trip:  Highlight serene and remote road trip routes to attract travellers seeking scenic drives through less explored backcountry landscapes.

Vacation Travel Spots: Provide a comprehensive guide to exploring majestic landscapes during popular holiday seasons. 

Hidden Gem Activities: Present a variety of engaging outdoor activities, providing detailed insights and tips.

List of Places to Visit: Create a visually rich collection of scenic and underrated places that take one's breath away.

Locals Guide: Utilize local insights to offer authentic, off-the-beaten-path experiences, appealing to travellers seeking genuine cultural immersion.

Location Showcase: A compilation of scenery shots that showcase what it’s like to be in a specific location.

Add to Bucket List:  Aspirational destinations to encourage Wilderness Adventurers to add these spots to their bucket lists.

Off-the-Beaten Path Spots: Unique locations that are secluded and require an adventure to get to. 

Nature Highlight Reel: A compilation of the most stunning natural sights into high-energy short films. 

Relatable Quotes: Inspirational and relatable travel quotes to resonate with the adventurous spirit of Wilderness Adventurers. 

‍

‍

Accounts Included in the Analysis

‍

‍

‍

Top content themes for Wilderness Adventurers.

‍

Excellent content themes for Wilderness Adventurers.

‍

Good content themes for Wilderness Adventurers.

‍

Okay content themes for Wilderness Adventurers.

‍

Poor content themes for Wilderness Adventurers.

‍

‍

Gourmet Meals in Nature

Inspire foodies and nature enthusiasts alike.

Capture the essence of culinary excellence set against the backdrop of the world's most breathtaking natural landscapes. 

Elements From Top Performing Posts

• ‍Partner with local producers and foragers to showcase how to cook fresh, indigenous ingredients while in nature.
• ‍Highlight interactive experiences where guests can participate in the food preparation process. This can include outdoor cooking classes, foraging tours for ingredients, or even fishing excursions.
• Utilize a mix of close-up shots to capture the intricate details of the food preparation and plating, alongside wide shots that encompass the surrounding scenery. 
• ‍Natural soundscapes are incorporated, such as the crackling of the fire, the sizzle of ingredients cooking, and ambient outdoor sounds. 

Examples

Views 181M | Eng. 12M

‍

Views 172M | Eng. 12M

‍

Views 143M | Eng. 7.5M 

‍

Outdoor Activity Inspiration

Motivate viewers to explore the natural world through exhilarating activities.

Engage viewers with dynamic, accessible, and exciting recreational opportunities that encourage them to step outside their comfort zones. 

Elements From Top Performing Posts

• Showcase activity options that cater to different skill levels and interests. Ensure there are beginner-friendly activities as well as options for the more seasoned adventurers, highlighting accessibility for all.
• Incorporate moments that show genuine reactions — laughter, exhilaration, even moments of overcoming fear or hesitation — to help build an emotional connection with the audience.
• ‍Create content that educates the viewer about the activity, safety measures, necessary gear, or even the geographical and cultural context of the location to add depth to the viewing experience.

Examples

Views 20M | Eng. 14K

‍

Views 17M | Eng. 9.4K

‍

Views 3.9M | Eng. 420K 

‍

Primitive Survival Techniques

Educate audiences that are intrigued by the raw and authentic aspects of outdoor survival. 

Delve into the ancestral skills and knowledge required to thrive in the wilderness with minimal modern equipment. 

Production Elements From Top Performing Posts

• Develop content that is rich in instructional detail. Viewers should come away with actionable knowledge, such as how to start a fire without matches.
• Provide clear, step-by-step guides that viewers can practice and apply in their outdoor endeavours.
• Showcase the trial and error process, which makes the content more relatable.
• Utilize close-up shots to help viewers understand the minutiae of the skill being demonstrated. 
• Avoid overly polished or cinematic footage in favour of a more gritty, authentic look that aligns with the survivalist theme.

Examples

Views 30M | Engagements 265K‍

‍

Views 1.2M | Engagements 19K

‍

Views 1.2M | Engagements 21K Click to view

‍

Nature-Filled Transportation

Highlight the charm of nature travel via different transports.

Showcase how the journey is just as important as the destination.

Elements From Top Performing Posts

• Align each transportation experience with a unique destination. Include maps or routes to give viewers a clear idea of the journey and destination.
• Produce content that doesn't just show the mode of transportation but also focuses on the sensory experiences it provides. Use audio and visual elements to capture the rustling leaves, the splashing water, and the tranquillity of moving through nature to provide an immersive experience for the viewer.
• Use drones for aerial shots and steady cams for smooth motion to capture the beauty of the surroundings in high-definition.

Examples

Views 6.3M | Engagements 1.2M

‍

Views 4.9M | Engagements 1.1M

‍

Views 12M | Engagements 1.7M

‍

Location Showcase

Place viewers directly in the shoes of the adventurer.

Create a compilation of scenery shots that showcase what it’s like to be in a specific location.

Elements From Top Performing Posts

• Highlight spontaneous and unscripted moments that naturally occur during travel to differentiate the content from more staged or polished travel material and resonate strongly with an audience looking for genuine experiences.
• Each video stitches together a tapestry of shots that, without the need for narration, tell the story of the location. The scenery is the star, and the editing flow ensures a cohesive visual journey.
• Improve videos by using high-definition, well-composed shots that capture the intricate details and broad vistas of the environment.

Examples

Views 7.6M | Engagements 1.4M‍

‍

Views 816K | Engagements 121K‍

‍

Views 53K | Engagements 3.1K

‍

Viral Outliers

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

Sunrise or Sunset Views

By employing a 360 camera, this video provides a deeply immersive experience, giving viewers a first-hand look at the exploration of a secluded natural landscape.

Views 20M | Engagements 29K

Location Showcase

The video delivers invaluable travel tips, which can be tailored for adventurers in remote locations without access to Wi-Fi, ensuring they are well-prepared for their journey.

Views 1.8M | Engagements 56K‍

Nature Adventure Tips

This video merges the breathtaking hues of sunrises and sunsets with the vibrant autumnal colors of foliage, offering viewers a stunningly beautiful experience.

Views 4.6M | Engagements 796K

Nature-Filled Transportation

This video captures magnificent landscapes through the unique perspective of a car window, offering a quick yet memorable journey.

Views 13M | Engagements 2.7M

Outdoor Etiquette

This video provides an educational take on outdoor etiquette during adventures, emphasizing the importance of sharing and respecting communal spaces like the summit of a mountain with fellow hikers.

Views 5.2M | Engagements 575K

‍

Content Theme Definitions

Gourmet Meals in Nature: Highlight the sensory delight of dining with sumptuous meals set against breathtaking natural backdrops.

Outdoor Activity Inspiration:  Showcase a variety of outdoor activities to spark interest in nature enthusiasts.

Primitive Survival Techniques: Demonstrate survival skills that resonate with viewers interested in self-sufficiency and nature immersion.

Nature-Filled Transportation: Feature transport methods that offer unique perspectives of the natural world, such as ferries or horseback. 

Location Showcase: Create a compilation of scenery shots that showcase what it’s like to be in a specific location.

Adventure Filmmaking: Craft a narrative that captures the full arc of an adventure and have a host take viewers on the entire journey.

Nature Adventure Tips:  Practical and savvy tips for nature exploration. 

Sunrise or Sunset Views:  Shows the ephemeral beauty of dawn and dusk in diverse locations. 

Nature Highlight Reel: A compilation of the most stunning natural sights into high-energy short films. 

Nature Stays & Retreats: Accommodations that offer unique experiences, like treehouse lodgings or eco-pods. 

Relatable Commentary for Nature Fans: Content that mixes humour or relatable captions with scenes of nature, making it relatable and shareable. 

Backcountry Adventure Vlog: Authentic vlogs of backcountry adventures to inspire confidence in off-the-beaten-path travel. 

Outdoor Etiquette: Educational content that shares the importance of respecting nature & other travellers while enjoying the trip. 

Add to Bucket List: Videos that share must-visit destinations with awe-inspiring visuals with an “add to bucket list” caption. 

Story of the Land: Videos that showcase the history and culture of travel destinations to connect visitors deeply with the places they explore.

‍

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

*Measured by Average Views + Engagements