Social Content Opportunities for the Ski Audience on Facebook in Q1 2023

Key Takeaways

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Top content opportunities in Q1 for the Ski audience on Facebook includes:

• Big Drops & Drop Ins. Views of drops and drop-ins where athletes fall in from major heights and then continue on their run.

• Free-ride & Competition POV. Videos that focus on a specific portion of a run from a helmet or chest-mounted angle.

• Downhill Moments. Although similar to POV as a category, downhill moments tend not to have one singular focus but emphasize the different lines chosen on runs from various angles.

• Follow Cam. One athlete follows another as they trek down the mountain passing in front and behind one another.

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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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Facebook Content Bucket Definitions

• Big Drops & Drop Ins: Views of drops and drop-ins where athletes fall in from major heights and then continue on their run.‍
• Free-ride & Competition POV: Videos that focus on a specific portion of a run from a helmet or chest-mounted angle. 
• ‍Downhill Moments: Similar to POV runs, these video aim to give viewers a look at a skiers run from various angles.
• ‍Follow Cam: One athlete follows another as they trek down the mountain passing in front and behind one another.
• ‍Downhill Race Runs: Clips that show various downhill ski racers and their run at competitions. 
• ‍Ski Vlog: Videos that showcase different situations and experiences with skiers narrating the experience as they go or answering common questions.
• ‍Trick in Passing: Footage captured specifically of skiers performing tricks, typically filmed from a stationary position. ‍
• Race Moments: Similar to Downhill Race Runs but focuses its editing on having a compilation of different moments from competitions and occasionally behind-the-scenes footage.
• ‍Moguls Run: Various Skiers capturing their full run at a moguls competition. 
• ‍Ski Cross Runs: Videos that capture Ski Cross competitions from different angles, from top to bottom. 

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Excellent performing content categories for the Ski audience on Facebook include:

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Good performing content categories for the Ski audience on Facebook include:

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Substandard performing content categories for the Ski audience on Facebook include:

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Low performing content categories for the Ski audience on Facebook include:

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Content Opportunities:

1. Big Drops & Drop Ins

Views of drops and drop-ins where athletes fall in from major heights and then continue on their run.

Tactics to Implement:

• Shot From The Peak: As shown in this video, skiers approach the massive drop-off and it gives a full-scope for viewers to see how steep the drop is. 
• Aerial Views: Another way to create a feeling of steepness and scale is to take footage from an aerial view, as seen in this video, to give viewers a sense of how steep and fast the run will be. 
• POV: Alternatively, filming from the skiers POV emphasizes the degree of drop along with their landing. 

Content Opportunities:

• Skier’s Live Commentary: As heard in this video, the skier walks through his thought process of how to tackle steep runs with big drops.

756K  Views

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421K Views

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2. Free-ride & Competition POV

Videos that focus on a specific portion of a run from a helmet or chest-mounted angle. 

Tactics to Implement:

• Specific Lines: A common theme in these types of videos is observing skiers move their way through a particular line, relative to posting the entire run. 
• Different Styles: As seen in this video, one skier records their practice for a Mogul competition relative to the more commonly uploaded style of POV videos that focus more on free-ride. 

Content Opportunities:

• Showcase The Styles: The most common style of ski video on Facebook focuses on free-ride, but given the performance of some different styled videos, there’s an opportunity to showcase other styles of downhill racing and ski cross from a POV angle. 

574K  Views

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492K Views

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3. Downhill Moments

Although similar to POV as a category, downhill moments tend not to have one singular focus but emphasize the different lines chosen on runs from various angles.

Tactics to Implement:

• Compilation: Although there is no evidence that this is a required component to be high performing, some videos are edited to showcase the generalized runs in a compilation-styled format.
• Humour: As seen in this video, the original audio is intentionally left in to let viewers hear the skier having fun, making noises, etc. as they tear through the tree line. 

Content Opportunities:

• 360° Camera Angles: Videos within various action sports have shown a steady increase in the use of 360° cameras, such as the Instacam 360 that can be used to further enhance the experience of viewers.

278K  Views

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223K Views

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4. Follow Cam

One athlete follows another as they trek down the mountain passing in front and behind one another.

Tactics to Implement:

• Huge Air: Although POV free-ride-styled videos can perform well, using the follow-cam method provides a great alternative angle for viewers to observe skiers performing tricks and catching huge air. 
• Front Seat View: In certain cases, like this video, a skier follows another down a mogul course giving viewers another alternate view of a skier and their run. 

Content Opportunities:

• Compilation: Follow cams also provide a great amount of footage for compilation-styled clips in this video. Instead of needing the skier to nail every part of the run perfectly, you can collect different angles and clips and still look cohesive in the final product.  

210K  Views

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92K 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.

Big Drops & Drop Ins 

Tactics:

Following the tactics suggested above for this category, both clips focus on an aerial camera angle showing the steepness of the run and huge drops along the way. Skiers in these clips start from the peak of the mountain too.

3.5M Views

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2.6M Views

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Downhill Moments

Tactics:

An additional tactic to those suggested above for this is their capitalization of fresh powder days alongside the “Downhill Moment” format of generalized runs with different types of cameras but with very satisfying footage of untouched snow. 

1M Views

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898K Views