Facebook Biking Content Opportunity Analysis™ Q2 2022

Facebook
July 8, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. 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. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify 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.

Facebook Content Bucket Definitions

  • Downhill Action: Pure and high adrenaline downhill action, typically captured in a single clip format.
  • BMX Tricks: This category showcases different styles and stunts performed by riders on a BMX bike. 
  • Trials Biking: Alternatively to BMX bikes, Trials biking focuses on performing platforming stunts on a lightweight bike if a variety of diverse landscapes
  • POV Footage: Footage captured from a mounted camera on a riders helmet for chest mount, as they go through their run. 
  • Fail of the Day: Riders encountering an unfortunate fate as they either crash or fall off their bike, celebrated by the community as “Fail of The Day”.
  • Race Highlights: Short clips capturing the intensity and excitement of either downhill or or cross country mountain biking races.
  • Urban Freeride: Videos showing what freeride mountain biking looks like in an urban setting.
  • MTB Tutorials: How-to guides from seasoned professionals talking about the different aspects of mountain biking and how to improve yourself.
  • Bike Review: Clips that focus solely on showing off and discussing new components, aspects, or full on bikes. 
  • Bike Tips & Tricks: Similar to MTB Tutorials, however these clips focus on a wider breadth of topics along with biking maintenance tips.
  • Downhill Cornering: Short and sweet actions shots of downhill mountain bikers hitting corners at incredible speeds. 
  • Biking Humour: Clips that poke fun at all the small and funny encounters someone would have while mountain biking.

Content buckets that had the highest average number of views & engagement in the Bike space on Facebook include:

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

Substandard performing content opportunities for Bike space on Facebook include:

Low performing content opportunities for the Bike space on Facebook include:

Content Opportunities:

1. Downhill Action

Down, Down, We Go!

Pure and high adrenaline downhill action, typically captured in a single clip format. These focus on the technicality and style that is downhill mountain biking.

Tactics to Implement:

  • Downhill Only: All clips in this category focus solely on riders on downhill bikes and, typically, downhill courses such as bike parks.
  • Being Filmed: Unlike POV footage often found within Downhill biking, these clips showoff the rider in full frame and are typically shown from a handful of angles.

Top Format:

  • Duration: 0:13 & 0:55
  • # of Hashtags: 0 & 7

26M  Views

20K Views

2. BMX Tricks

Technical Doesn’t Begin To Cover It

This category showcases different styles and stunts performed by riders on a BMX bike. Often close ups and highlights of flatland tricks, these short clips and compilations show just that.

Tactics to Implement:

  • Technicality: What draws crowds, and is the same case in these videos, is showing off the truly technical and methodical nature of performing BMX tricks. 
  • Compilations: The majority of videos within this category showcased compilations of either one specific rider or many performing a variety of tricks. 

Top Format:

  • Duration: 0:25 & 2:43
  • # of Hashtags: 0

8.3M Views

161K  Views

3. Trials Biking

BMX’s Alternative Brother

Alternatively to BMX bikes, Trials biking focuses on performing platforming stunts on a lightweight bike if a variety of diverse landscapes. Often shown in urban landscapes or rough terrain, the goal is to get from Point A to Point B, without touching the ground or getting off your bike. 

Tactics to Implement:

  • Tension: When watching these videos, viewers vicariously feel the tension of riders as they catch they’re balance from jump to jump. The footage focuses on this throughout the entire video.
  • Interesting Landscapes: Aside from the focus on the rider, interesting landscapes add to the attraction of these videos due to the rider never experiencing the same style of jump twice.

Top Format:

  • Video Duration: 0:16 & 0:24 
  • # of Hashtags: 0

3M  Views

136K Views

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