Facebook Poland Electronic Music Content Opportunity Analysis™ 2019-2022

Facebook
November 16, 2022
Music

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. Repeat For Each Platform: Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Identify Opportunities: Look at the data and find the content themes that are resonating with the audience based on a set of top creators.

Facebook Content Bucket Definitions

  • Live Performance: Footage from a live festival or performance. 
  • Sample Challenge: Artists sample unusual sounds to create a track. 
  • Electronic Humour: Videos meant to be entertaining, humorous or relatable to the electronic music community.  
  • Street Performance: Impressive videos of artists performing electronic music on the street.
  • Unique Raves: Videos showcasing unusual, well-known or secret ways people experience electronic music and performances.
  • Sound Definition: A video series by Czwórka in which they discuss the history and definition of various electronic music subgenres. 
  • XONI On Air: A live broadcast of the podcast episode featuring well-known polish DJs, live sets, premieres, interviews, interesting facts, competitions and news.
  • Festival Live Stream: Live stream footage from festival performances. 
  • Unique Location Mix: Videos of artists playing sets in outrageously stunning or unique locations.
  • Festival Set Up: Behind-the-scenes footage of the festival set up and production.

Live Performance and Sample Challenge is an extreme performing content opportunities, averaging 3X the views & engagement rate on Facebook.

Excellent performing content opportunities for the Polish electronic audience on Facebook include:

Good performing content for the Polish electronic audience on Facebook include:

Substandard performing content for the Polish electronic audience on Facebook include:

Low performing content for the Polish electronic audience on Facebook include:

Extreme Performing Segment:

1. Live Performance 

Top videos included footage from Eric Prydz’s performance at Tomorrowland in 2017 and Darren Porter performing “Take Me Away”.  

Tactics to Implement:

  • Various Footage: Videos captured elements of the performance outside of the DJ, such as close-ups of audience members and drone footage of the festival.
  • Video Length: Top videos were 6:31 & 2:19 minutes in length. Of the data set, videos that were 2:00-2:29 long generated the greatest amount of views and engagements on average, followed by those 4:30-4:59. 

Content Opportunities:

  • Utilize footage from your epic festival performances, shot from various perspectives and angles, to create 3-7 minute long videos for Facebook.

1.3M  Views

1.1M Views

2. Sample Challenge

Top videos were reposted from the live electronic act, The Kiffness. In these videos, Kiffness uses samples from cats meowing to create a beat for a catchy electronic track.

Tactics to Implement:

  • Split Screen: The Kiffness videos use a split screen so that the viewer can see both the original video and the new track as it's being created.
  • Repost: Muno.pl and HouseMafia.pl reposted these videos (with credit to The Kiffness in the caption) and generated 2.3M views. 

Content Opportunities:

  • Create a series which challenges artists to use electronic assets to make a synthesized beat and melodic components through non-organic sounds such as a cat's meow.

1.4M Views

898K Views

Content Opportunities:

3. Electronic Humour

Electronic Humour videos are meant to be entertaining, humorous or relatable to the electronic community and often include reposts and memes. 

Tactics to Implement:

  • Video Format: Top videos were 0:21 and 0:15 seconds long and had an aspect ratio of 4:5 and 9:16.
  • Humour: 4Clubbers.pl shares funny/meme videos among its Facebook content to engage with electronic music fans by being relatable to ravers/festival goers.
  • No Links: Facebook’s algorithm supports content that keeps people on Facebook longer and therefore does not link to external websites — Over 90% of the video views in the US during Q2 2022 did not include a link to a source outside of Facebook. 

Content Opportunities:

  • Add humorous videos to Red Bull’s Facebook strategy to help engage with the electronic community through relatable and entertaining content.

1M Views

965K Views

4. Street Performance

Video footage of artists performing electronic music on the street for strangers to enjoy. The top videos include a saxophone player performing the song Insomnia by Faithless, and an artist creating a house beat with PVC piping and a flip-flop.

Tactics to Implement:

  • Video Titles: Of the data set, video titles with 15-19 words generated the most significant number of average views and engagements.
  • Video Format: The most popular videos were 0:53 and 0:45 minutes long, and had an aspect ratio of 16:9 and 9:16. 

Content Opportunities:

  • Electronic music is often associated with synthesizers and controllers, but in these two videos, artists are putting their own spin on the genre. Challenge artists to think of new ways to make music and let them use unconventional items to create sounds. Give artists a set of random objects that can mimic classic electronic production methods so they can get creative in the studio in a set amount of time.

1M  Views

372K Views

Outliers:

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

Unique Rave

Video Length: 1:01

Content: Footage of people raving to electronic music in the streets in the Netherlands during COVID-19 lockdowns.

1.8M Views

Street Performance

Video Length: 0:33

Content: A “DJ Techno girl” brings her equipment with her on the subway to perform a set outside for the public on the street.

2.3M Views

Electronic Humour

Video Length: 0:10 & 0:39

Content: In the video below, a man tries to play EDM for his neighbours who strongly disagree. The video second video shown below is a meme-styled video showing us a cat's build-up from Monday to raving on the weekend.

2.8M Views

1.6M Views

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