Facebook Adventure Content Opportunity Analysis™ Q2 2022

Facebook
July 18, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
  3. Identify Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

Facebook Content Bucket Definitions

  • Slo-Mo Shots: Videos showcase different stunts, tricks, moves, and techniques all in slow motion. 
  • Follow Cam Footage: Short clips that make it’s focus the camera angle of, quite literally, following different athletes across closely as they do their sport.
  • Competition Footage: Videos that showcase the competition among adventure sports from multiple breathtaking angles.
  • POV Downhill Run: POV footage of athletes on downhill runs across a variety of sports.
  • Documentary Snippet: Short cuts and highlights from full length documentaries. 
  • Short Adventure Clips: Short clips showcasing athletes in their element of their respective sport.
  • Suits & Accessories: Long form content showcasing different gear pieces and accessories to adventure sports. 
  • Indoor Training & Camps: Videos of athletes performing their training and practice in each respective sport. 
  • How-To's & Guides: Videos that provide guidelines and walkthroughs about adventure sports. 

Top performing content opportunities in the Adventure space that had the highest average number of views & engagements on Facebook include:

Good performing content opportunities in the Adventure space on Facebook include:

Substandard performing content for the Adventure space on Facebook include:

Low performing content for the Adventure space on Facebook include:

Content Opportunities:

1. Slo-Mo Shots

Lots of (Slow) Motion. Videos showcase different stunts, tricks, moves, and techniques all in slow motion. 

Tactics to Implement:

  • Compilation: This trait is unique to Facebook in that each of the videos within this category, although similar to that of Instagram, typically showcase stunts in a compilation format of different tricks and/or athletes.
  • Captions: Top videos contain text to give background information and context to the video

Top Format:

  • Duration: 0:31 & 3:12
  • # of Hashtags: 0 & 0

8.4M  Views

3M Views

2. Follow Cam Footage

Follow Along. Short clips that make it’s focus the camera angle of, quite literally, following different athletes across closely as they do their sport.

Tactics to Implement:

  • One with Nature: These clips not only showcase the athlete but the beautiful backdrop of nature from the desert to the peaks of the mountains.
  • Follow-Through: Another key aspect of these videos is showcasing the athletes throughout the entirety, or at the very least the majority, of each stunt they perform. 

Top Format:

  • Duration: 0:46 & 0:39
  • # of Hashtags: 0 & 0

3.7M Views

2.3M  Views

3. Competition Footage

Competition Among All. Videos that showcase the competition among adventure sports from multiple breathtaking angles.

Tactics to Implement:

  • Athletes in Action: The videos in this category focus heavily on showcasing the athletes performing either at the competition of each respective sport. 
  • Unique Sports: Viewers responded with intrigue and interest to the varied sports across this category, even though each sport may not be particularly popular on it’s own. 

Top Format:

  • Duration: 0:37 & 0:38
  • # of Hashtags: 0 & 0

5.2M  Views

71K Views

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