YouTube MotoGP Content Opportunity Analysis™ Q2 2022
Key Takeaways
Top content opportunities in Q2 2022 for the MotoGP audience include:
Off-Track Drama:
- Controversies, Conflicts and Rumours: Videos discuss controversies, conflicts and rumours related to MotoGP, such as driver rivalries, talks about team contracts, and drama taking place off the track.
Injuries & Recoveries:
- Racer Injuries, Recoveries and Returns: Videos discuss professional riders' injuries, including updates on their recovery, future plans to return to competition, and showcase their comebacks to riding. In Q4 2022 and Q1 2022, many videos were featuring Repsol Honda racer, Marc Márquez.
Superbike Shootout:
- Putting the Bikes to the Test: Moto bike enthusiasts test out various bike brands and models in these videos to determine which performs best.
Competition Highlights:
- Top Moments from Competitions: Popular videos feature various clips from exciting parts of the competition, including clips from individual races, event days, or the entire event.
Content Opportunity Methodology
- Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
- Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
- Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
- Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
- Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
The top 20 YouTube posts from Oct. ‘21 to Apr. ‘22 from the following MotoGP creators were analyzed in this case study:
Content buckets that had the highest average views + engagement rate* in the MotoGP space on YouTube include:
Good performing content opportunities for the MotoGP audience on YouTube include:
Substandard performing content opportunities for the MotoGP audience on YouTube include:
Low performing content opportunities for the MotoGP audience on YouTube include:
Content Opportunities:
1. Off-Track Drama
Controversies, Conflicts and Rumours: Videos discuss controversies, conflicts and rumours related to MotoGP, such as driver rivalries, talks about team contracts, and drama taking place off the track. Top videos included:
- How Rossi’s request to keep one of his championship bikes was denied
- Rossi's criticism Of Marc Marquez
- Quartararo’s conditions for renewing his contract with Yamaha
Tactics to Implement:
- Facts, not Opinions: The top videos shared the details of the MotoGP drama by quoting the direct words of those involved without offering their own opinions.
- Slideshow Video: In Moto World's videos, relevant images zoom in or panel across the screen and are paired with a voiceover. Additionally, quotes are featured using a text overlay over the images.
Top Format:
- Video Duration: 3:48 & 4:51
410K Views
73K Views
2. Injuries & Recoveries
Racer Injuries, Recoveries and Returns: Videos discuss professional riders' injuries, including updates on their recovery, future plans to return to competition, and showcase their comebacks to riding.
Tactics to Implement:
- Marc Márquez: A number of the top “Injuries & Recoveries” videos featured Repsol Honda racer Marc Márquez, discussing his recovery from his injuries in 2020 and his return to racing in 2021.
- Fast Feed: Moto World often features a “Fast Feed” chapter toward the end of their videos, which quickly recaps additional MotoGP news and update. MotoWorld uses YouTube's video chapters feature and links to the chapter in the video's description.
Top Format:
- Video Duration: 3:33 & 4:31
117K Views
82K Views
3. Superbike Shootout
Putting the Bikes to the Test: Moto bike enthusiasts test out various superbike brands and models to determine which performs best. Top videos featured the following bikes:
- RSV4 v S 1000 RR v Panigale v Fireblade v ZX-10R v GSX-R v R1M
- 400bhp Supercharged Hayabusa v Stock Hayabusa
Tactics to Implement:
- Long-Format: The video on the left was over 56 minutes long and was 44Teeth’s most viewed video from Q4 2021 and Q1 2022. Try incorporating longer-form content for Superbike Shootout videos.
- Onboard Action: The video on the right utilizes footage from the driver’s perspective while they raced. Viewers can hear the raw, excited reactions of the riders while they test drove the bikes.
Top Format:
- Video Duration: 56:48 & 14:09
802K Views
153K Views
4. Competition Highlights
Top Moments from Competitions: Popular videos feature various clips from exciting parts of the competition. Videos showcase highlights from individual races, event days, or the entire event.
Tactics to Implement:
- Build Suspense: The video on the left features auto clips from the race commentating and uses music to build suspense.
- Throwback: Give fans a chance to “relive” epic races. The video on the left was published three weeks after the race happened.
- Day Of: Many of the top-performing videos featured “day of” highlights. Videos were uploaded within 24 hours of the race.
Top Format:
- Video Duration: 6:42 & 0:58
1M Views
1M Views
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