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.

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‍Facebook Content Bucket Definitions

• Rap Game: A format created and distributed by Puma in Poland to connect rappers in a head to head battle to uncover who knows the most about rap. ‍
• Rap Show: A Pizza Hut sponsored video series that invites rappers on to answer provocative & unique questions from hosts and complete musical tasks. ‍
• Remix: These feature rappers re-writing the lyrics to popular songs and performing over the original beat with their own twist to the music.‍
• Interview: Videos in this category tend to feature artists opening up about themselves more in the context of different interview formats.‍
• Prompt Freestyle: Videos that leverage raw talent from rappers as they ask for random words on the spot and must create a freestyle using all the words given.‍
• Live Rap Battle: Live Rap Battles feature a series of artists competing against each other in front of a live audience through freestyles.‍
• Radio Performance: Ranging about 3 minutes in length, videos in this category feature artists performing their songs live on air for the radio. ‍
• Rate Verses: Guests are invited on to read fellow rappers bars without knowing who wrote it while they give them a general rating.‍
• Best of Rap Battle: Compilations of the top moments in live rap battle performances.‍
• Sound Definition: A breakdown of the music industry and how different rap formats and beats came to be.‍
• #hot16challenge2: In these videos creators have 72 hours to write 16 bars and film it, nominating 4 others to complete the challenge in the process. ‍
• Topic Freestyle: These videos build expectations and intrigue for the audience to find out what an artist will freestyle about around a specific topic.‍
• Rap History: A conversation between rap buffs who breakdown the history of rap in a series called “40 Lat Rapu” (40 Years of Rap).‍
• Hip-Hop & Fashion: Celebrating the intersection of hip-hop and fashion by honoring moments with rappers at streetwear retailer Grail Point in Poland or through brand sponsored videos such as Reebok.

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Rap Game and Rap Show are extreme performing content opportunities, averaging 3X the average view & engagement benchmark on Facebook.

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Excellent performing content buckets in the Polish hip-hop space on Facebook include:

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Good performing content opportunities for the Polish hip-hop audience on Facebook include:

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Substandard performing content for the Polish hip-hop audience on Facebook include:

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Low performing content for the Polish hip-hop audience on Facebook include:

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Content Opportunities:

1. RapGame

RapGame is a format created and distributed by Puma in Poland. Hosted by Polish Singer Rogucki it connects rappers to each other in a head to head battle to uncover who knows the most about rap. 

Tactics to Implement:

• Setting is Everything: Puma has created an elaborate set for RapGame that nods to original game shows with big glamour, strong branded fonts, funky music and bright lights. The video introduction lasts about 40 seconds as the host explains the game and introduces contestants.
• Video Length: RapGame tends to last 11 minutes in length. 

Content Opportunities:

• This format is very similar to Red Bull’s Rapowy Quiz, the main difference is that RapGame is condensed spatially and in length in comparison. With less contestants, the set is much smaller allowing both the competitors and host to always be in frame so no reactions are missed. 
• RapGame is filmed to create a lot of depth for the viewer between the bright colourful set and the players.

2.3M  Views

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1.8M  Views

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2. Rap Show

As seen in the Games & Challenges segment on YouTube, Rap Show is a Pizza Hut sponsored series that invites rappers on to answer provocative & unique questions from hosts and complete musical tasks. 

Tactics to Implement:

• Segmentation: Unlike RapGame, where Puma posts the full video to Facebook, Rap Show only features a series of snippets from the videos with no introduction to the series or guests. 
• Video Length: On Facebook, Rap Show tends to be 5 minutes in length on average. 

Content Opportunities:

• Rap Show is popular because it is unpredictable in its nature to introduce new hosts for different rappers (from a child to a middle-aged woman). 
• In this episode, after answering questions, Kabe is seen performing two of his songs that have been translated into German. 
• Building discomfort and unfamiliarity is a strong way to introduce unique content into the Polish rap scene. Try pairing up top rappers to interview each other or challenge each other to musical tasks on the spot.

1.7M  Views

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700K  Views

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3. Remix

Remixes feature rappers re-writing the lyrics to popular songs and performing over the original beat with their own twist to the music.

Tactics to Implement:

• Informal Introductions: Typically these videos start going directly into the song with a title on the screen to let the audience know the name of the original song.
• Captions: Providing the new lyrics on the screen with the post editor allows the video to be more searchable and accessible to viewers.
• Video Length: Typically posted as Reels, remixes tend to be less than 50 seconds.

Content Opportunities:

• Currently this content format is self-recorded as creators show themselves casually remixing existing songs on the go or in their studios. 
• There are very limited content categories featuring artists freestyling in the Polish rap scene. This format could leverage a “freestyling on…” category that will entice performers to perform on famous, classic beats.

1.3M Views

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314K Views

4. Prompt Freestyle

Freestyle Prompt videos leverage raw talent from rappers as they ask for random words on the spot and must create a freestyle using all the words given.

Tactics to Implement:

• Leverage the Unexpected: These videos are successful when there are people around to impress. Artists approach random people on the street for three words or ask their partners and friends who are close by. They film the videos with people in the back so the audience can see their reactions in real time.
• Video Length: Typically posted as Reels, these videos tend to be 1 minute and 10 seconds long.

Content Opportunities:

• Create a Red Bull branded random word generator for artists to activate when they visit the studio and have them create a random word freestyle in the moment. 
• An object box can be a good way to mix this up as the rapper creates a flow in the moment while grabbing different items from a closed box. 

606K Views

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504K Views

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Outliers

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

Best of Rap Battles

Length. This viral outlier is 4 minutes and 27 seconds in length.

Content. This video features the best moment from a final filmed in 2018 but posted in 2020. The throwback nature of the video seems to resonate with audience members looking back on nostalgic rap battles. 

The participants are very physical, pushing and tapping each other as they deliver their freestyles. One contestant even makes use of the stage by using it to hop around as he performs.  

683K Views