Facebook South Africa Electronic Music Content Opportunity Analysis™ 2019-2022

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.

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Facebook Content Bucket Definitions

• EDM Animal Remixes: Videos that focus on a single remix done by creators that primarily use different videos of animals and their odd noises as source material for remixes. 
• Popular Video Remixes:  Videos that focus on just a single remix done by creators and primarily use varying popular videos as a source of material for their remixes.
• EDM Covers: Popular EDM songs covered by varying musicians and producers.
• Dance Duets: Plain and simple, these videos observe the fun and stylistic ways amapiano dancers interact with each other in different circumstances.  
• Amapiano Dances:  Similar to “Dance Duets”, but is filmed to focus on one dancer as they perform and dance. 
• Dance Challenge: Content that focuses on short form clips of creators trying their hand (or body) at different dance challenges.
• Solo Performances: Videos singularly focused on one artist performing in their respective environments; whether that be a show, in their car, or studio.
• Candid Crowd Shots: Videos that spend time focusing on the interaction between the crowd and artists as they perform.
• Musicians in EDM: Hybrid crossovers where musicians of a particular instrument blend their ability with different styles of EDM production to create new and novel musical styles. 
• Intimate Live Mix: This content category focuses on a community focused event, where a much smaller crowd is invited.
• In The Studio: Candid footage of different artists and creators in their studio performing or working together.
• Mixing Moments: Short videos that highlight the different moments where a DJ goes above and beyond to maintain the flow and character of a live mix. 
• Live Stream: Videos from past live streams, typically of live mixes and occasional interviews.

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EDM Animal Remixes & Popular Video Remixes are extreme performing content opportunities, averaging 3X the benchmark rate on Facebook.

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

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Good performing content opportunities for the South African electronic audience on Facebook include:

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Substandard performing content for the South African electronic audience on Facebook include:

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Low performing content for the South African electronic audience on Facebook include:

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Extreme Performing Segment:

1. EDM Animal Remixes

Videos that focus on a single remix done by creators that primarily use different videos of animals and their odd noises as source material for remixes. 

Tactics to Implement:

• Splitscreens: Seen in the first video below, creators will edit their video to show both clips in tandem as a visual reinforcement and display of what the animal looks like when making such odd noises. As seen in the second video below, the creator splits the video into 4 squares showcasing each instrument as he plays them. 
• Step-by-Step Instructions: The second video below shows step by step instructions on how he remixed the song with the cat video. 

Content Opportunities:

• Pre-existing Popularity: Capitalize on the already popular animal videos via EDM remix for positive association.

33.8M  Views

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13M  Views

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2. Popular Video Remixes

Videos that focuses on just the single remix done by creators that primarily use varying popular videos as source material for their remixes.

Tactics to Implement

• Themed Remixes: In certain cases, creators will theme their remixes, as seen in the first video below.  
• Clever Editing:  As seen in the second video below, the creator edits himself to looks as if he’s sitting on the bench with the percussionist, adding a level of immersion to the video.

Content Opportunities:

• Again, similar to the “EDM Animal Remixes” category, this content is highly repeatable and low cost due to the few variables it requires to made.

19.8M  Views

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18.4M  Views

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Extreme Performing Segment:

3. EDM Covers

This content category focuses on different types of musicians and producers covering popular EDM songs in some capacity, whether it be on an instrument or in their studio.

Tactics to Implement:

• Musicianship: One main draw to this type of content is a clear focus on the musician and their instrument. In practice, said focus translates to concentrating and varying camera angles while the musician performs.
• Organic vs. Digital: Electronic Dance Music gets its name from the use of synthesizers and other non-organic instruments. Therefore a subtle but easy way to contrast this is having the covers use organic instruments to add a novel flavour to the sound. 

Content Opportunities:

• Positive Association: Song covers are an easy way to capitalize on content that may already be popular in a new and engaging way also allowing for genre crossovers that may sound out of place if done differently.

2.9M  Views

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1M  Views

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4. Dance Duets

Plain and simple, these videos observe the fun and stylistic ways amapiano dancers interact with each other in different circumstances. 

Tactics to Implement:

• Compliment vs. Challenge: Within this style of dancing, two approaches are found. The first is complimenting where, as seen in the second video below the dancers move in unison. In the first video below the dancers can be seen challenging AND complimenting each other’s dance moves. 
• Short and Sweet: Facebook content typically varies in length, however, this form of content presents the opportunity to capture shorter moments purely focused on dancing, relative to longer-form content. 

Content Opportunities:

• New Songs: While still maintaining the focus on dancing, this content category leaves the door open to creating this style of video to new and/or trending songs that are released.

2M  Views

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1.8M  Views