The Mountain Bike industry can find content opportunities on Facebook in Q1 2022 from:
Red Bull Rampage:
Product Feature: Partner with athletes to use products while competing and utilize competition content to promote these products.
Hype Video: Create hype videos to explain how the competition works and to increase event viewership.
Event Content: Share clips from the competition event, including course previews, athlete interviews, and competition highlights.
MTB Community:
Relatable: Share short-form content that aims to entertain, humour or engage with mountain bike enthusiasts of all skill levels.
Bike Tech:
Innovation: Share new technologies or innovations in the sport.
POV Race:
Exhilarate: Share POV footage that captures the chaos and extreme elements from competitions.
Data Collection Methodology
Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
Measure Saturation. Identify content themes that are already oversaturated with a heavy posting cadence.
Identify Whitespace. Look at the data and find the content themes that are both resonating with the audience and not oversaturated with a heavy posting cadence.
Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
Facebook content the audience has been the most interested in Q4 2021 includes:
While the majority of Facebook content in the mountain biking space has focused on:
The mountain biking Facebook content whitespace opportunities include:
Content to avoid due to low attention and high competitor saturation in the mountain biking space include:
Whitespace Opportunities:
#1. Red Bull Rampage
Annual Freeride MTB Competition. Red Bull Rampage is an invitation-only freeride mountain bike competition held in Utah. Top performing videos featuring this competition included:
Top Runs
Thomas Genon’s run
Carson Storch’s course preview
Red Bull’s event hype video
Pre-competition interview with Jaxson Riddle
Tactics to Implement:
Product Feature: Thomas Genon rode Canyon’s new Torque bike at the competition prior to it being released. Canyon later used his run video to help promote the release in December.
Hype Video: Red Bull launched a hype video three days before the event started which explained the competition and had a CTA to watch the event live.
Top Runs: After the event, Red Bull shared a 4 minute video with clips from the top runs which generated 9.9M views.
9.1M Views
9.9M Views
#2. MTB Community
Relatable Mountain Biking Content. Videos are either relatable, entertaining or humorous to mountain bikers of all skill levels. Top videos in Q4 2021 included:
A protective grouse on a biking trail
Opening a beer with an endo
A 3-year-old learning to mountain bike
A rental property feature designed for mountain bikers
Faffing
Tactics to Implement:
Video Length: These two videos (shown on the left) are only 33 and 19 seconds long. Make sure your videos are short and engaging.
Engaging Captions: Asking a question or asking viewers to tag their friends in the video caption encourages viewers to leave comments, which helps to improve the video's organic reach.
3.9M Views
219K Views
#3. Bike Tech
Featuring Innovative Mountain Biking Tech. Mashable posted a minute-long video on Facebook in November showcasing a chainless bike prototype. The video was was shared 36 times and in total generated over 43M views. GMBN Tech explains how the innovative Effigear gearbox system works.
Tactics to Implement:
Tell Story With or Without Sound: The video on the left is effective at capturing the viewer's attention with or without sound by using text overlays that explain the features of the video. The video also offers additional value if viewed with sound on by using intriguing music. The video on the right uses auto-captions to help increase accessibility.
Mobile Friendly: The videos ratios are 1:1 and 4:5, and can be easily viewed when scrolling vertically. To increase mobile-friendliness, the video on the left uses close-ups of the subject and text in contrasting colours, with a legible font*.
Point-of-View Video Footage from MTB Races. Top videos were filmed using a GoPro on the helmets of the two professional mountain bikers during the 2021 Red Bull Campo event. The footage shows the chaos and extreme elements of the competition.
Tactics to Implement:
Raw Footage: The raw footage in these videos captures the exhilaration and danger of these races, including many crashes.
Point-of-View: To get the best footage of a race, shoot with a GoPro on a competitor's helmet.
Music: Adding music to the video makes watching the race more exciting and invigorating.
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