Surf Film: These videos aim to direct viewers to larger films that have been made to represent different surfing trips and moments artfully.
Live Competition Stream is an extreme performing content opportunity, averaging 3x the views & engagement rate on Facebook.
Excellent performing content categories for the Surf audience on Facebook include:
Good performing content categories for the Surf audience on Facebook include:
Substandard performing contentcategories for the Surf audience on Facebook include:
Low performing contentcategories for the Surf audience on Facebook include:
1. Competition Live Stream
These videos are hosted by WSL to share every moment from international surf competitions with fans at home.
Tactics to Implement:
Video Length: These videos average about eight hours in length.
Non-Stop Entertainment: Throughout these live streams, there are often constant sources of entertainment. When competitors are not surfing, people are being interviewed, replays are being hosted, and panels are conducted with commentary on the competition.
Text: To keep viewers who tune in throughout the day up to date, WSL uses text on the screen to display standings and transition cards to tell viewers what is coming up next.
2. Surf Edit
These feature beautiful surf visuals that link to longer YouTube videos with a series of surfing clips throughout the day.
Tactics to Implement:
Video Length: These videos average about 40 seconds in length.
Music: The biggest difference between this content and Raw Footage or Stylized Captures is that these videos are more intentional with their editing. Instead of leaving the video with its original audio, editors aim to add music that fits the energy of the video.
Context: These videos are short to excite a viewer to follow through and watch more. This video uses the title to guide viewers to the full edit link.
3. Raw Footage
These videos feature in-the-moment captures of surfers on the water; their only purpose is to follow a surfer on the waves.
Tactics to Implement:
Video Length: These videos average about 45 seconds in length.
Shoot & Post: Raw footage videos have an organic element to them. They often feature the original background audio. This allows viewers to hear the audience's tension, excitement and awe.
From the Shore: Raw footage is often shared from a viewer on the shore so that other people can be seen in the foreground.
Purpose: These videos can sometimes redirect to Surf Edits, but the nature of the content is different from a traditional Edit Facebook video because these are less curated and filmed organically.
Video Length: These videos average about 36 seconds in length.
Visuals: Stylized Captures aim to convey the holistic beauty of the sport from the geography to the swell and the athlete in more detail.
Effects: These videos tend to have another element of editing where the footage is intentionally slowed down to help the viewer soak in the moment with the athlete.
Angles: Drones and GoPros are used in this segment to create a unique viewing experience for the audience - another way to see the water
While these videos may not have been top performing - they have great concepts that could be executed and experimented with.
Dynamic Surf Vlogs: Dynamic surf vlogs feature a creator who engages with the camera and takes viewers through a day of surfing. These are dynamic because they feature a variety of both surfing shots and on-land shots as the athletes take viewers through the moment with voice-overs and mics.
* Views shown on Facebook represent total for the cross-posted video. These views are how much the video produced itself.
Reality Surfing Show: This video is part of a competition series by Stab Magazine, where competitors are tasked with different to-dos based on surfing. In this video, a contestant must try to save surfboards off restaurant walls to get them on the water.
Outliers: These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.
Tactics: This is a 14 second video featuring Kai Lenny on Maui’s South Shore surfing one of their biggest swells in history.
Live Competition Stream
Tactics: This video is just over 5 hours in length (-37% less than the average stream length). It features a full competition with commentators reporting from the water.
Tactics: This video is 33 seconds in length and features two longboard surfers as they share a wave.
Tactics: This video is three minutes in length and features the full construction of a river breach from a river to the ocean as well as the creators surfing in it.