Facebook Spain 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. 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

• Techno Dancers: Highlighting and celebrating techno dancers in their element.
• Festival Set: Classic festival sets of artists performing with different angles behind the DJ to admire the masses.
• Home Sessions: Artists take viewers into their homes for mix streams that can be played anytime for a quick playlist.
• TBT: Honouring old moments in the Spanish electronic and production scenes.
• Single Format Performance: A performance format where an artist is invited to perform in a dedicated setting that has been created for a live mix.
• Unique Production Elements: Highlighting different ways creators make music such as sampling & mixing viral videos into a beat.
• Unique Location Mix: Creators performing in intriguing locations such as in their kitchen or on a mountain range.
• Live Club Performance: Footage of artists performing in club settings where audience members are closer to the performer.
• Techno Humour: Poking fun and sharing funny or relatable content in the techno scene that fellow listeners would appreciate.
• Radio Set: A performance set where an artist mixes live on air.
• Flaix History Makina Legends: Flaix History is a segment that empowers original Makina-style DJs to perform mixes live.

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Techno Dancers is an extreme performing content opportunity, averaging 3x the average view & engagement benchmark on Facebook.

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Excellent performing content categories for the Spanish Electronic Music space on Facebook include:

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Good performing content for the Spanish Electronic Music Audience on Facebook include:

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Substandard performing content for the Spanish Electronic Music Audience on Facebook include:

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Low performing content for the Spanish Electronic Music Audience on Facebook include:

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Content Opportunities:

1. Techno Dancers

Videos featuring Techno Dancers tend to capture audience members at festivals or clubs in the moment as they celebrate electronic music through dance. This content is also found on Instagram.

Tactics to Implement:

• Network Effect: These videos tend to be casual and quick captures that share a mutual love for the music genre. Many pages on Facebook share quick content like this because it has a higher likelihood of reaching others and being shared. 
• Video Length: These videos tend to be about 52 seconds in length on average.

Content Opportunities:

• This content opportunity leverages music in the moment. These videos aren’t creators performing choreographed dance movements but instead intuitively enjoying and moving to the beat. 
• Create a series that invites artists to build music for specific movements. See how trends like this are going viral on TikTok through Phonk music.

2.6M  Views

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1.5M  Views

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2. Festival Set

Festival Sets feature artists performing and sharing footage from on stage. These are often Live Streamed and shared by festivals. This content is also found on YouTube, Instagram and TikTok.

Tactics to Implement:

• Bright & Engaging: Festival “Elrow” uses these live streams to help people enjoy from the comfort of their homes. A colourful visual border was created with the names of performing artists listed on the bottom of the screen in order.
• Video Length: These videos tend to be about an hour in length.
• Screen-in-Screen: Elrow uses two different views to show viewers the DJ booth but also the surrounding environment’s details and design. 

Content Opportunities:

• Consider sponsoring or working with a festival to produce a segment like this. The screen-in-screen style is similar to the trend of BeReal, allowing people to share moments with two lenses.

1.5M Views

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1M Views

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3. Home Sessions

Home Sessions feature artists hosting mixes from the comfort of their own homes or studios. This content is also on Instagram.

Tactics to Implement:

• Choose One: Either keep it super long or super short. The average video length is long for the category, however, there are top performing videos that are only 60 seconds in length. If going shorter on a video, they focus specifically on building up to a drop and following through.
• Video Length: These videos tend to be about an hour in length.
• Introduction: These videos have no introductions and tend to jump straight into the mixes. Unexpected audio in the intro makes it difficult to stream as supplement music throughout the day.

Content Opportunities:

• As mentioned for YouTube, there are no dedicated setting performance formats on Facebook that viewers can expect some consistency from. Hosting live streams or a series in the home of artists can help build a form of intimacy and low production costs.

1.1M Views

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986K  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.

Techno Humour

Tactics:

This video uses the element of surprise to show a dog producing a beat from scratch.

28M Views

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Single Format Performance

Tactics:

This example features a Facebook Live video of a DJ performing in a park on a beautiful day.

3.3M Views

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TBT

Tactics:

This throwback builds anticipation and suspense before finally dropping and offering a lot of energy.

11M Views

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Festival Set

Tactics:

This festival set features circus performers dancing in the screen along with people vibing out to the set on zoom calls.

1.8M Views

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Live Club Performance

Tactics:

A 40 second video that features a tight knit space as people dance and enjoy the artist’s set.

598K Views

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Radio Set

Tactics:

57 minutes in length, an artist performs live on air at a radio station.

323K Views

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Flaix History Makina Legends

Tactics:

This 59 second video features high energy from an artist in the middle of a Makina-focused set.

143K Views