YouTube F1 Content Opportunity Analysis™ Q4 2022

How the Social Content Opportunity Analysis™ Methodology Works

1. ‍Measure & Categorize Posts. 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. Measure The Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
4. Identify & Rank 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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The F1 industry generated 3.2B video views on YouTube between January 2022 and September 2022. July 2022 saw the highest video views at 514M and September 2022 saw the lowest video views at 263M.

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YouTube Content Bucket Definitions

• Race Highlights: Long-form content highlighting the most unique and interesting moments during a race.
• Never Give Up: Showcasing adversities a driver faced during a race and their tenacity to come back and win the race despite all odds. 
• Pit Stop Moments: The shockingly quick turnaround and efficient maneuvers at the pit stop are showcased through unedited, short-form content. 
• Interview Snippets: Short-form content using snippets of interesting moments from an interview with a driver.
• Passenger's Seat: Compilation-style footage of moments where drivers took “normal” people for a ride.
• F1 Humour: Relatable humourous content that only F1 fans would understand; content varies from poking fun at driver’s performance to rivalries between teams. 
• Dash Cam: Unedited footage taking place from a POV on the vehicle as they race around the track.
• Risky Moves: Quick footage of dangerous overtakes and cars losing control that almost leads to a huge accident.
• F1 Education: Informative and in-depth educational videos about F1’s regulations, car evolution, history, and athlete’s driving styles. 
• Fan Cam: Footage filmed directly from a fan’s phone while meeting a driver or videos made by fans to showcase the best parts of a driver’s personality or talents.
• Candid Moments: Short-form content that showcases quick unedited moments between drivers, team executives, or fans during a racing event. 
• Drivers Being Funny: Compilation-style footage where drivers prank each other or showcase the goofy side of their personality.
• Car Launch: Drivers and executives are interviewed to discuss their thoughts on the upcoming season and new vehicle announcements.
• Fun Challenges: Drivers are challenged to play a fun game with their teammate; dedicated to giving fans additional content aimed at entertainment.

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Content buckets in the F1 space on YouTube include:

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Content Opportunities:

1. Race Highlights

Top Moments Compilation

Long-form content highlighting the most unique and interesting moments during a race. 

Tactics to Implement:

• Team Stats: Within each video, team stats for lap performance (during qualifying), average speed, and lap time are shown for each team. 
• Lap Organization: Each lap that is showcased has its own video entrance slide.
• Narrated Context: Includes commentator’s audio so viewer can understand context of the respective situation.

Top Format:

• Video Duration: 7:18 & 7:16 minutes
• # of Hashtags: 2 & 2

11M  Views

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10M Views

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2. Never Give Up

Greatest Comebacks

Showcasing adversities a driver faced during a race and their tenacity to come back and win the race despite all odds. 

Tactics to Implement:

• Challenges: Footage of drivers that encounter challenges with their vehicles is shown along with the athlete’s strong determination to perform well despite the difficulty. 
• The Whole Story: The second video below was edited to combine all the top moments of a driver's comeback into one short and easy-to-digest video.
• YouTube Shorts: This content bucket’s main video format is YouTube Shorts. 

Top Format:

• Video Duration: 1 & 1 minute
• # of Hashtags: 3 & 4

9M  Views

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4.4M Views

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3. Pit Stop Moments

Fastest Pit Stops

The shockingly quick turnaround and efficient maneuvers at the pit stop are showcased through unedited, short-form content. 

Tactics to Implement:

• Shock Factor: The first video below showcases the skills of the pit stop crew performing back-to-back rapid pit stops.
• Dramatic Music: In the first video below, dramatic music is added at 0:14 to really accent the moment when the cars begin to get fixed up at the pit stop.
• Roles Reversed: In the second video below, Mercedes flips the roles to see how fast driver, Lewis Hamilton, can pit a car.

Top Format:

• Video Duration: 0:38 & 0:11 seconds
• # of Hashtags: 3 & 5

3.9M  Views

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2.8M Views

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4. Interview Snippets

Interviews with Drivers

Short-form content using snippets of interesting moments from an interview with a driver.  

Tactics to Implement:

• Emojis: Use of emojis in the video title helps showcase what the video is trying to convey without using additional words. 
• Large Video Captions: When viewing a YouTube Short on a mobile device, the video title is inconspicuously small. In both of these videos, the video title is clearly displayed in the first couple of seconds with a large font size to help viewers quickly understand the context of the video. 
• Subtitles: Both videos contain closed-captioning; which helps increase watch time.

Top Format:

• Video Duration: 1 minute & 0:51 seconds
• # of Hashtags: 3 & 3

5.9M  Views

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2M Views

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Outliers:

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

Fun Challenges

Tactics:

Showcasing a driver and their team’s fun and candid moments during a Grand Prix.

60M Views

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Fun Challenges

Tactics:

Creating short-form videos using clips of drivers challenging their reaction speeds and pairing it with upbeat music when the athlete wins the challenge.

24M Views

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Day in the Life

Tactics:

Showcasing a driver’s life beyond the race track; balancing epic moments such as showcasing a car collection to monotonous moments such as going to the grocery store.

5.4M Views

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Engine Sounds

Tactics:

The evolution of F1 car engines are showcased through their engine sounds.

5M Views