The Best Content to Create for the Australian Cricket Audience Based On Their Reddit & Organic Search Behaviour
August 18, 2023
Sport & Outdoor
Key Takeaways — Search Trends
Interest in “cricket” in Australia has been on the rise, with an +88% increase from 2018 to 2022*. The upcoming 2023 Cricket World Cup is set to further amplify this interest.
- Recommendation
(i) Strategically release the doc during the holiday seasons to align with heightened cricket enthusiasm.
(ii) Highlight Cameron’s performances in tournaments like the World Cup and the Ashes Series.
(ii) Leverage the nation's growing anticipation for the 2023 Cricket World Cup by rolling out relevant content before and during the event.
Search trends have shown an increase in interest in women’s cricket, Cameron Green and the Big Bash League.
- Recommendation
Consider featuring an Australian female cricketer alongside Cameron.
Leverage Cameron’s popularity during the BBL season.
Consider forming a partnership the way Netflix did with PGA for "Full Swing" with the Big Bash League.
Key Takeaways — Content Opportunities
Searches for scores and match specifics exceeded 3M, with a predominant interest in live updates.
- Recommendation
Take viewers alongside Cameron while he competes. Use on-screen visuals to showcase the match scores and heighten the excitement.
There's a spectrum of cricket fans, ranging from absolute beginners to seasoned followers who seek advanced knowledge.
- Recommendation
Ensure the documentary caters to both novices and avid followers of the sport. The content should:
(i) Address fundamental aspects such as pitch dimensions, understanding the scorecard, and the core rules, explained in straightforward terms.
(ii) Delve into the rich history of cricket and its cultural relevance.
(iii) Explore in-depth strategies, sophisticated techniques, and Cameron’s performance metrics.
There's a high demand for in-depth cricket content, with users seeking detailed insights into teams, players, and rankings.
- Recommendation
Provide an insider's view of Cameron, revealing his dynamics with teammates and coaches.
(i) Player Spotlights: Feature each of Cameron’s team member's history, career path, and role.
(ii) Incorporate interviews with those close to Cameron, including teammates, rivals, and cricket experts, to highlight his accomplishments and gather diverse perspectives.
Fans want a holistic view of their sports heroes — wanting insights into both their on-field achievements and personal lives.
- Recommendation
Opportunity exists to spotlight Cameron Green on and off the field:
(i) Comprehensive biography: Details about his age, height and nationality.
(ii) Personal insights: "10 Things You Didn't Know about Cameron Green" covering personality, hobbies, and interests.
(iii) Career journey: Explore his cricket path, stats, achievements, and player comparisons.
Fans seek real-time communal engagement during live matches.
- Recommendation
(i) Incorporate humorous comments or spot-on reactions from these match threads for added flair and authenticity.
(ii) Consider collaborations with cricket forum platforms such as CricketWeb to tap into their Australian fan base.
Fans actively discuss player performance, match predictions, and the sport's broader context.
- Recommendation
(i) Incorporate interview-style clips from cricket commentators sharing insights and anecdotes about Cameron.
(ii) Platforms like "The Grade Cricketer" present cross-promotion opportunities, catering to the target audience.
Fans cherish memes, humour, and local slang, especially related to historic cricket rivalries.
- Recommendation
Infuse the documentary with a lighthearted cricket rivalry feel, showcasing humorous on-field moments and the Aussie spirit. Spotlight banter and fans' witty contributions through cheers and signs.
From setbacks to monumental triumphs, supporters are eager to delve into Cameron's story.
- Recommendation
Invite fans to contribute their personal videos or memories associated with Cameron. By integrating these fan-recorded moments, you can make the audience feel an integral part of the narrative.
Purpose of Research
- Identify the primary inquiries posed by the Cricket audience in Australia on Search and Reddit.
- Pinpoint recurring themes within these questions to uncover content opportunities.
- Analyze top-performing Search & Reddit content to unveil key tactics to reach the Cricket audience in Australia.
Piggy-back off periods of heightened excitement around cricket by premiering the documentary during the holiday season.
Cricket interest spikes in late December/early January, driven by the Boxing Day and Sydney New Year Tests. This enthusiasm begins rising from late October/early November, in line with the BBL season.
Highlight Cameron’s performances in tournaments like the World Cup and the Ashes Series.
Australians are keen to watch their national teams compete internationally, especially during high-profile events like the World Cup and the Ashes Series.
Interest in cricket among Australians has grown overall.
With the exception of 2019 with the CWC19, interest in cricket in Australia has been trending upwards, increasing by +88% from 2018 to 2022.
Capitalize on Australia's enthusiasm for the Cricket World Cup.
Interest for cricket in Australia skyrocketed in 2019 as a result of the 2019 Cricket World Cup. The 2023 Cricket World Cup is scheduled for October- November 2023.
Emphasize Cameron's Australian heritage and deep affection for his home state, Western Australia.
Cricket is widely searched across all of Australia, with particular interest seen in Tasmania, South Australia, Victoria and Western Australia.
*Values range from 0-100, with 100 indicating the highest popularity fractionally. It reflects query proportion, not count. For example, a small country with 80% 'bananas' queries scores double than a large country with 40%.
Consider featuring an Australian female cricketer alongside Cameron, as Netflix did in "Break Point".
Australians are interested in women’s cricket, with interest peaking during the 2022 Women's Cricket World Cup and the 2023 ICC Women's T20 World Cup, with Australia taking home the gold in each tournament.
The interest in "cameron green" has been rising since 2020.
With interest spiking at the end of December 2023 following his impressive five-wicket haul (1) against South Africa on Boxing Day 2022.
Leverage Cameron’s popularity during the BBL season.
Spikes in interest for “cameron green” correlates with the interest spikes for “bbl score”.
Consider forming a partnership as Netflix did with PGA for "Full Swing" with the Big Bash League.
Over the past five years, the interest in "bbl score" has been on the rise, reaching its peak popularity during the 2022/23 season.
The following content themes were identified among the top search queries for the Australian Cricket audience:
Content creation opportunities exist amongst the following search content buckets:
Match News, Schedule & Scores
Take viewers alongside Cameron while he competes. Use on-screen visuals to showcase the match scores and heighten the excitement.
Content Ideas
- Provide match previews: Breakdown upcoming matches, including player form, team strategies, weather conditions, information about the toss, team line-ups, predictions, etc.
- Share match highlights: Detailed summaries of matches, with key performances and turning points highlighted. Use video compilations to give viewers a quick overview of the match.
Organic Content Examples
Key Tactics
- Display the score on-screen to amplify the excitement for viewers.
- Visual ease and quick identification by utilizing team and league logos.
*Traffic share based on the worldwide traffic from July 2022 - June 2023 from the keyword “cricket scores”.
Cricket 101
The documentary should aim to educate, inform, and engage individuals about cricket, ensuring it's approachable for those unfamiliar with the sport. Content should span from basic concepts to the advanced techniques employed by Cameron Green.
Content Ideas
- Understanding the Game: Explore the basics of cricket, helping both newcomers and those with some knowledge to understand the game better. Topics covered: basic rules, match types, game strategies, and cricket etiquette.
- History & Origins: Give an overview of cricket's origins and growth, covering its inception, early history, global spread, cultural significance, key milestones, and ongoing evolution.
- Advanced Concepts & Stats: Breakdown the more nuanced, intricate, or statistical aspects of the sport involving game strategies & tactics, advanced techniques and Cameron’s performance metrics.
Organic Content Examples
Key Tactics
- Start with the basics: The fundamentals of cricket are simplified for beginners, focusing on key elements and basic skills.
- Clear Definitions: Terms are clearly explained, making the sport's jargon accessible to beginners.
*Traffic share based on the worldwide traffic from July 2022 - June 2023 from the keyword “cricket rules”.
Teams & Players
Take viewers behind-the-scenes with Cameron, showcasing his interactions with his teammates and coaches.
Content Ideas
- Team Breakdowns: Incorporate segments in the documentary that highlight each player's backstory, professional journey, and their role within the team. Specifically, ensure that Cameron, as a central figure, is explored in depth - from his cricket skills to his personal life and relationship with his teammates and coaches.
- Conversations: Share interviews and discussions with Cameron's teammates, competitors, coaches, and cricket commentators, shedding light on Cameron's achievements with narratives and expert opinions.
Organic Content Examples
Key Tactics
- Provide detailed information on players, including birth date, birthplace, batting style, bowling style, on-field role, affiliated teams, summary, and statistics.
*Traffic share based on the worldwide traffic from July 2022 - June 2023 from the keyword “cricket players”.
Fans want a holistic view of their sports heroes — wanting insights into both their on-field achievements and personal lives.
- Comprehensive biography including details about his age, height and nationality.
- Deepen fans' connection with Cameron by revealing more about his personality and interests outside cricket, through content such as “10 Things You Didn’t Know about Cameron Green”.
- Dive deep into Cameron’s cricket journey, providing a career overview, detailed stats, key milestones, awards & recognition, comparisons to other players, and video highlights.
Fans are not only interested in match outcomes but also want a deeper understanding about the league as a whole.
- Provide an overview of the BBL, including its history, and an explanation of the league’s rules.
- Collaborate with former players or BBL creators for exclusive content like match analyses, predictions, or behind-the-scenes insights.
- Shadow Cameron during the BBL season, highlighting behind-the-scenes glimpses of his training, pre-game preparations, and post-match reflections. Capture his thoughts before major matches and his post-game analysis.
Top subreddit communities and users based on the number of comments made on “cricket” posts from July 2022 to July 2023.
Top subreddit communities and users based on the number of posts made about “cricket” from July 2022 to July 2023.
Among the most popular Reddit threads, users are engaging in the following types of discussions:
Content creation opportunities exist amongst the following Reddit content buckets:
Match Threads
Fans utilize forums to connect and share their insights in real-time during matches.
Leverage Active Forums: With 30K monthly desktop users, 20% from Australia*, consider partnering with CricketWeb to boost the documentary's exposure and reach these engaged fans.
From these match threads, countless humorous comments and spot-on reactions emerge in real-time, which the documentary can incorporate for added flair and authenticity.
Other Match Threads
Match Thread: Final - Australia vs India, Day 2
Post Championship Thread: Australia Wins 21-23 WTC and Defeat India in the Final by 210 Runs
Match Thread: 1st Test - Australia vs India, Day 3
Opinions & Discussions
Fans share views, seek others' opinions, and offer match predictions.
In the documentary, akin to "Drive To Survive" with Will Buxton, include segments of cricket commentators discussing their thoughts, forecasts, and stories about Cameron Green.
TGC — The Grade Cricketer, is an Australian podcast, that garners an estimated 34.5K listeners per episode from a primarily male audience. Look into partnering with TGC to promote the upcoming doc.
Other Opinions & Discussion Threads
Backup WK / Middle order cover
Does ODI skipper Cummins even have a place in the main XI ?
Memes & Humour
Fans don't just celebrate sixes and wickets; they revel in memes, chirps, and that unmistakable local slang, all deeply rooted in with rich historical rivalries.
Be sure to weave in that playful, tongue-in-cheek cricket rivalry energy into the documentary. Highlight humorous antics both on the pitch and behind the scenes, epitomizing the true essence of Aussie cricket spirit.
Chirps & Cheers: Showcase some of the most iconic, light-hearted banter from the cricket field. Also, touch upon how the crowds and fans add their own flavor with humorous cheers and signs.
Other Memes & Humour Threads
Player Love & Discussions
From setbacks to monumental triumphs, supporters are eager to delve into Cameron's story.
Invite fans to contribute their personal videos or memories associated with Cameron Green. By integrating these fan-recorded moments, reactions, or unique encounters, you can make the audience feel an integral part of the narrative.
Fans take immense pleasure in discussing players and commemorating victories. Compile standout moments from matches, particularly of epic moments like Cameron Green's maiden century or an inspiring comeback after an injury.
Other Player Love Threads
*A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term.
*Based on the search term “cricket”’s absolute search volume. 2023 YTD as of July 26, 2023.
*The data encompasses top search queries in Australia, pertaining to the keyword “cricket”.
*Based on the “cricket” posts shared from 2022-07-30 to 2023-07-31, globally.
*Average monthly worldwide desktop traffic from 2022-07 to 2023-06.
*Based on top posts shared from 2022-07-30 to 2023-07-31, on /r/cricketaus.
References:
1. Cameron Green tears through South Africa on Boxing Day for first Test five-wicket haul
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