Facebook UK 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

• Sports x Electronic: Extreme sport clips paired with electronic music.
• Roller Disco: Videos of people rollerblading or roller skating on beat to electronic music.
• Dance Video: Upbeat videos of people dancing to different subgenres of electronic music. 
• Creative Set-Up: Artists using unconventional ways to create mixes.
• Street Performance: Impressive videos of artists performing electronic music on the street.
• Extreme Sport Sets: DJs participating in extreme sports or activities while performing a live set. 
• Unique Rave Locations: Videos showcase unusual or secret ways people experience electronic music and performances.
• Special Festival Moments: Clips from memorable or surreal moments during an electronic festival or performance. 
• Electronic Music Humour: Videos meant to be entertaining, humorous or relatable to the electronic music community.
• Sample Challenge: Artists sample unique or unusual sounds to create a track. 
• Raving Shenanigans: Crazy, funny or entertaining clips of ravers at home, at festivals or in public. 
• MIDI Controller Skills: Impressive clips showcasing artists' skills on MIDI controllers.
• Livestream Performance: Full artist’s performances from festivals, concerts and clubs streamed live on Facebook.
• Against the Clock: A series by Fact Magazine where artists are given 10 minutes in the studio to see what they create.
• Patch Notes: A series by Fact Magazine which invites artists to perform using various modular synthesisers.
• Audiovisual Show: Visual installations or shows paired with music.
• Set in a Unique Location: High-production videos of artists playing sets in outrageously stunning or unique locations.
• Co-Creation Moments: Strangers coming together to co-create music in a public setting.

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Sports x Electronic, Roller Disco, and Dance Video were extreme performing content opportunities, averaging 3X the benchmark rate on Facebook.

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Excellent performing content opportunities for the UK Electronic Music Audience on Facebook include:

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

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

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

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Extreme Performing Segment:

‍1. Sports x Electronic

Top videos feature electronic music paired with clips from sports, such as Isamu Yamamoto dancing on his skateboard or a mountain biker descending an extreme mountain. 

Tactics to Implement:

• Deep End: In addition to the video on the right, Defected Records promoted their John Summit song “Deep End” by pairing the track with footage from extreme sports where the athlete was literally trying not to “go off the deep end.” See another example here. 
• Track ID: Often, videos feature the track ID in the caption, video title or on screen.
• Video Lengths: Top videos were 2:08 and 0:38 minutes long. 

Content Opportunities: To increase the engagement on a new track, try pairing it with a clip from an extreme sport, stunt or performance that is on the beat of the song, such as this. 

36M  Views

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22M  Views

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2. Roller Disco

Top videos were shared by Defected Records and feature clips from various group roller dances by SkateLyfe Co. and a kickflip by Ruinmist paired with the song Let It Go.

Tactics to Implement:

• Promote Tracks: Defected Records promote their label songs, such as Let It Go, by using them in their Facebook videos. 
• Repurpose: In June 2020, Defected Records posted a 30-second snippet of the video on the left, which generated 9.5M views. Then in September 2020, they posted the full 7:14 minute version of the video, which generated 39M views.
• Intriguing Captions: “The best thing you’ll see today” and “Can’t stop watching this..” are attention-grabbing phrases that intrigue viewers.

Content Opportunities: Create a roller-dancing challenge where participants have to submit their best roller dance to a particular electronic song and then repost the top videos.

39M  Views

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8.6M  Views

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3. Dance Video

The heart of electronic music is dancing. On the left is a video featuring two boys dancing outside when a group of girls join in. On the right, an older man throws his canes aside to get down on the dance floor.

Tactics to Implement:

• Video Lengths: Of the top ten dance videos analyzed, 90% are less than 1:02 minutes long, averaging 59.4 seconds. 
• Off-Peak Posting: Of the Facebook data set, videos posted at 8 am generated 3x the amount of views and engagements on average, followed by those at 11 pm, which generated 1.5x. These times have relatively less competition and are often when people are scrolling before bed or first thing in the morning. 

Content Opportunities: Dance videos are lighthearted and uplifting. Share short (less than 1 minute) videos of people dancing paired with a trending electronic track. Use captions that celebrate the weekend, such as “That Friday feeling”. 

24M  Views

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17M  Views

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Content Opportunities:

1. Creative Set-Up

Videos of artists using unconventional ways to create mixes, such as Mezerg using melons and kiwi as a keyboard synthesizer and Shawn Wasabi using his bathroom faucet as a kill switch. 

Tactics to Implement:

• Video Format: Top videos were square (1:1) and vertical (4:5) and were 1:21 and 0:38 minutes long, respectively. 
• Repost: Both of these videos were reposts from other accounts and have been posted on other electronic music media outlets in the US and the UK, yet still generated significant views. Additionally, DJ Mag shared the video on the right four months later and generated an additional 23M views. 

Content Opportunities: Don’t be afraid to share unoriginal content that other outlets have already shared or to repost videos that previously performed well on Facebook. Additionally, if a particular video performs well in one geographic area, try posting it across other geographic regions — the same goes for platforms. 

5M  Views

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4.2M  Views

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1 Viral Videos:

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

Dance Video

Length: 0:30, 0:47, 0:57 & 0:29

Content: Viral dance videos featured a group of construction workers dancing on site, a dance-off between a group of adults and a toddler, a woman dancing alongside a young boy a part of Masaka Kids Africana and a young girl killing it on the dance floor.  

Tactics: Young Talent — Three out of the four viral videos feature young talented dancers.

69M Views

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53M Views

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34M Views

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32M Views

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Viral Videos:

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

Electronic Music Humour

Length: 0:26, 0:24, & 0:47

Content: Top videos include a mom jamming out in her kitchen in front of her teenage child to the dance music classic track, Show Me Love, a parrot raving in front of a crowd, a guy using snow to create pretend decks, a group of girls testing for COVID on their way to the club.

Tactics: 35% of the electronic humour videos analyzed featured a pet/animal raving or DJing. 

19M Views

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12M Views

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8.7M Views

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Creative Set-Up

Length: 0:38

Content: DJ Mag reposted this video in September 2020 of the creative faucet kill switch and it generated an additional 23M views.

23M Views