Facebook Dance Audience Content Opportunity Analysis™ July 2022

Facebook
September 1, 2022
Music

Content Opportunity Methodology

  1. Measure & Categorize: Analyze the Top 150 videos from the 10 creators provided by Red Bull to find content buckets 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

  • Full Battle: Long-form clips that are cut from full competitions showing the entire battle between two, or multiple, dancers.
  • Throwback Clips: This category focuses on historically significant and notable competitions, routines, or singular dancers making their mark on the scene throughout history.
  • Battle Compilations: This category capitalizes on consolidating the best of the best from different battles for easy viewing. 
  • Singles Routine: Videos in this category focus purely on one singular dancer’s routine from competitions, groups, or even at home. 
  • Group Routine: Similar to the Singles Routine, but showcases the same elements within a group of 3+ dancers. 
  • Choreographed Group: Groups of dancers, typically ranging from 3-6, perform a street dance routine, mixing breaking and hip hop with high production values. 
  • Kids Dancing: Videos showcase young kids expressing their dancing styles in competitions and routines. 
  • Duos Routine: Similar to the Singles Routine, but showcases the same elements with 2 dancers in a variety of performances.
  • Single Dancer Focus: Videos that specify and focus on a particular dancer with a group routine or group setting. 

Top performing content opportunities in the Street Dance space that had the highest views & engagement rate on Facebook include:

Good performing content opportunities for the Street Dance audience on Facebook include:

Substandard performing content for the Street Dance audience on Facebook include:

Low performing content for the Street Dance audience on Facebook include:

Content Opportunities:

1. Full Battle

Head to Head: This category focuses on long-form clips that are cut from full competitions that show the entire battle between two dancers within a competition. 

Tactics to Implement:

  • No Cuts: Battles are shown in-full capturing dancer and crowd reactions. 
  • Contextual: Titles of each video typically highlight what competition the clip is from and what specific round it is.
  • Archived: Given that some viewers will inevitably not be able to see the competition live, the title structure and format of these style of videos creates an archive for viewers to watch at a later date.

Top Format:

  • Length: 6:57 & 5:00
  • Hashtags: 0 & 0

3.2M  Views

420K Views

2. Throwback Clips

History & Culture: This category focuses on historically significant and notable competitions, routines, or singular dancers making their mark on the scene throughout history.

Tactics to Implement:

  • History Lesson: The use of captions here is critical in that it provides the viewers with a small lesson on why the compilation is significant and, in some cases, the events that surrounded it. 
  • Compilation: The top performing videos in this specific category follow a compilation style of editing that, combined with the caption, gives users get a holistic picture of each piece of history.

Top Format:

  • Length: 7:38 & 0:59
  • Hashtags: 0 & 0

2.6M  Views

535K Views

3. Battle Compilations

All The Highlights: This category capitalizes on consolidating the best of the best from competitions for easy viewing. 

Tactics to Implement:

  • The Whole Deal: Videos typically exceeded 10 minutes and compile the best moments from the respective competition or battle.  
  • Inclusive: Videos within this category don’t specify a focus on any singular dancer but simply highlight each dancer with their best performances.

Top Format:

  • Length: 18:36 & 10:42
  • Hashtags 0 & 0

1.9M  Views

1.1M Views

4. Singles Routine

One Man Army: Videos in this category focus purely on one singular dancer’s routine from competitions, groups, or even at home.

Tactics to Implement:

  • Personalization: Given that all eyes are on one dancer in these settings, this style of video excels at showcasing the personal touch different dancers bring to their routines.  
  • Length: Videos in this category average a length of approximately 1 minute. 
  • To The Point: Within the short timeframe, typically, the video only shows the dancer's routine and nothing else 

Top Format:

  • Length: 0:58 & 0:59
  • Hashtags: 1 & 0

2.6M  Views

887K Views

Outliers:

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

Singles Competition Clips

Tactics: Clips highlight the entire performance of singles routine dancer in the World of Dance competitions. Clips are occasionally edited to have multiple performances within one video, 

Length: On average, 3 to 7 minutes. However, shorter videos performed better on average. 

18M Views

7M Views

12M Views

Group Competition Clips

Tactics: Clips highlight the entire performance of group routine dancer in the World of Dance competitions. Clips showcase the entirety of the routine and have a consistent focus on keeping the majority of dancers in frame. 

Length: On average 3 to 6 minutes. However, shorter videos performed better on average. 

16M Views

10M Views

6.2M Views

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