Facebook Skate Audience Content Opportunity Analysis™ Q2 2022

Facebook
June 30, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  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 Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

Facebook Content Bucket Definitions

  • Park Lines: High momentum park lines focused on skaters tackling bowls, transitions, hips, and other vert elements
  • Street clips: Skaters get creative using urban environments and public spaces for flat-land tricks, grinds, slides and aerials.
  • Throwback Footage:: Replays of the most impressive runs and highlights from past year’s contests and events.
  • Contest Highlights: These videos capture the energy of a live event and not just the highlights.  While clips vary in length, top videos provide more details on the skaters, features and results of a contest.
  • Interview Edits: Video interviews with a skater combining clips of conversation, skating, and often daily life.
  • Single Trick Short: Short form clips showcasing one flat ground trick, slide or drop.
  • Unique Boards: From snake boards to omnidirectional wheels, these videos showcase the weirdest decks and the skaters who attempt to ride them.
  • Crew Footage: Skate crews and teams in the their element skating park or street with lifestyle clips and curated music.
  • Feature Spotlight: Skaters tackle epic features in these videos highlighting extreme walls, slides, and drops.
  • Trick Progression: Showcasing skaters as they push themselves through the pain of bailing to finally land their intended line or trick.
  • Part (Single Skater Highlight): Like an athlete demo tape, a Part highlights a skater's best runs and tricks. These clips can be standalone, or clips of one skater cut from the film of an entire skate crew. Filming style is typically refined, includes multiple POV’s and a soundtrack. 

Park Lines is an extreme performing content opportunity, averaging 3X the views & engagement rate on YouTube. 

Top performing content opportunities in the Skate space that had the highest views and engagement rate on Facebook include:

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

Substandard performing content categories for the Skate space on Facebook include:

Low performing content categories for the Skate space on Facebook include:

Extreme Performing Segment:

Park Lines

Park skating at it’s finest. High momentum park lines focused on skaters tackling bowls, transitions, hips, and other vert elements

Tactics to Implement:

  • Single Take: Videos film a skater’s line in its entirety in one take.
  • Raw Audio: Videos use original audio. 
  • Caption: Captions tag the skater and provide details on their recent accomplishments.

Content Opportunity:

  • Low Budget, High Value: Publish simple content that captures skaters in their element, getting creative with park features. Use these videos as anchors to increase awareness for new releases and events.

2.9M Views

2.7M Views

Content Opportunities:

1. Street Clips

Taking to the streets. Skaters get creative using urban environments and public spaces for flat-ground tricks, grinds, slides and aerials.

Tactics to Implement:

  • All angles: Videos typically show a skater in full frame and from a handful of angles.
  • Compilation: High performing videos within this category compile videos of one skater riding features in various locations.

Content Opportunity:

  • Street League Skateboarding consistently highlights competitive skaters outside contest settings to elevate their profiles and build anticipation for fans waiting to see them compete.

959K  Views

913K Views

2. Throwback Clips

Timeless Runs and High Scores. Replays of the prolific skater’s most impressive performances and top scores from past year’s contests and events.

Tactics to Implement:

  • Detail: Top performing videos in this category include event commentary or subtitled play by plays. Captions often provide additional context about skaters overall event performance or use of specific tricks.
  • Length: Videos vary in length but all content is uncut and stays focussed on their entire run.

Content Opportunity:

  • Brands like Street League Skateboarding leverage nostalgic footage from famous skaters and events for viewers to engage with in a way that also creates excitement for the next installment of the same events.

704K Views

581K  Views

Viral Videos:

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

Street Clips

Tactics: In this post the brand uses a video of a well known skater performing a suspenseful trick as a means to promote their upcoming event. 

2.6M Views

Throwback Footage

Tactics: In this video the brand highlights a highly ranked tricked performed by a pro skater in a throwback post. Commentary on his score is included.

1.1M Views

Contest Highlights

Tactics: These contest highlight videos are similar in style to the throwback clip but instead feature footage from recent or live events. The first includes play by play commentary of one of the highest scored runs while the others combine clips of the best tricks in event highlight compilations.

Length: 47, 92, and 47 seconds 

1.3M Views

1M Views

904K Views

Single Trick Short

Tactics: In this video the skater is filmed executing a trick in a high risk situation. Footage is uncut and <10 seconds.

3.6M Views

Crew Footage

Tactics: The brand and individual skaters in this film used a consistent hashtag and posted multiple teasers like this one in the weeks leading up to its release to build anticipation.

550K Views

Trick Progression

Tactics: This video shows four short, fast clips of the skater attempting the same trick before the 5th and final attempt where he lands it and the camera pans to the celebration.

675K Views

Part (Single Skater Highlight)

Tactics: Both of these videos are accompanied by captions with a CTA linking back to the brand’s website. Videos include raw footage highlighting  the skater and the caption references their recent Part videos.

Length: 30-60 seconds

290K Views

241K Views

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