Facebook UK Hip-Hop Content Opportunity Analysis™ 2019-2022

Facebook
July 7, 2022
Music

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.

Facebook Content Bucket Definitions

  • Interviews: These are video formats featuring artists who participate in conversations for their fan base to get to know them on a deeper level. Facebook features a range of interviews reposted on media accounts as well as owned media from content creators.
  • Single Format Performance: A video format featuring freestyles and performances by an artist live or in studio from a variety of series such as size? Sessions, #LiveTrax, Fire in the Booth, Daily Duppy, Warm Up Sessions and organic iPhone performances.
  • Live Club Performance: A format by Boiler Room, these performances include a mixture of rap dj-ing and performances in crowded and small performance spaces.
  • Beat Challenge: Beat Challenges include videos of people working to create new hip-hop music under specific constraints or circumstances.
  • Lyrical Translation Challenge: A video format where hosts translate an artist’s lyrics into formal English and see if the artist can recognize their own bars.
  • Acoustic Rap: A BBC Radio 1xtra “Live Lounge” acoustic performance series of an artist’s songs with a live band.
  • Cyphers: Cyphers are video formats featuring freestyles and performances with rappers in a collaboration of two people or more.
  • The Rap Game UK: A series where each episode challenges contestants to learn how to meet specific challenges like making a music video.
  • Live Streams: Instagram Live streams where artists join each other virtually to talk, perform together and engage with their audiences.
  • Then & Now: A series that compares the beginning of an artist’s career to their work now.

Content buckets that had the highest average views & engagement in the UK hip-hop space include:

Good performing content opportunities for the UK hip-hop audience on Facebook include:

Substandard performing content opportunities for the UK hip-hop audience on Facebook include:

Low performing content opportunities for the UK hip-hop audience on Facebook include:

Viral Callout:

Word Prompt Freestyle

Word Prompt Freestyles are a viral segment of content on Facebook that has performed much higher than average compared to other Facebook content categories. These videos feature artists who go on Omegle, a random video chat platform, to ask strangers for words to make a freestyle with.

Tactics to Implement:

  • Split-Screens: These videos thrive off of a split-screen showing both the rapper and the stranger’s reaction to their ability to ra
  • Captions: Top performing videos feature captions overtop of the speaker to help with accessibility.

Content Opportunities: There is a high repost culture on Facebook where media outlets share interesting content from other creators. For example, content is usually taken from other artists and shared on media platforms like UNILAD Sound. At this time there are no media outlets producing content in this genre, only individual creators.

17M Views

4.8M Views

Content Opportunities:

1. Interviews

Interviews are video formats featuring artists who participate in conversations for their fan base to get to know them on a deeper level.

Tactics to Implement:

  • Video Length: Top performing videos in this category generally are less than 10 minutes.
  • Prompts: Interviews that engage the artist in unique ways can also activate some interesting responses. For example, on BBC Radio 1xtra, the host plays a game where the artist can react to Unpopular Opinions.

Content Opportunities:

  • These shows tend to start with an interesting reaction from the artist then cut to the intro before returning to the beginning of the interview.
  • Currently, Facebook isn’t being leveraged as a cross-promotion platform to direct traffic to other channels. Shorter form content can be shared to Facebook as a way to direct viewers to the full-length content on YouTube.

1.5M Views

1.3M Views

2. Single Format Performance

Single format performances are videos featuring performances by a single artist on their iPhone, live or in a studio.

Tactics to Implement:

  • Video Format: The top-performing single format freestyle is organic iPhone content (62% of average views) followed by radio station freestyles (13% of average views). A combination of serialized production-focused freestyle such as Daily Duppy and size? Sessions make up 15% of average views.
  • Production Value: On Facebook, the unexpected organic moments are what see the most success. For example, a person filming a random freestyle on their phone and getting reposted by a rap outlet.

Content Opportunities: Make a call to action for up & coming artists to submit their own freestyles or host an independent virtual competition and post the results in a playlist on Facebook to help generate jaw dropping moments that will keep Facebook viewers sharing.

880K Views

610K Views

3. Live Club Performance

Live club performances are a format predominantly created and distributed by Boiler Room. Traditionally these performances include a mixture of rap dj-ing and performances in crowded and small performance spaces.

Tactics to Implement:

  • Shared Experience: These performances are so interesting because of the proximity that everyone has to each other. There is no separation between the artist and the crowd. The communal experience allows people to see and feel the energy of the crowd and the way the artist navigates the small space.
  • Long Streams: Boiler Room sets can be over an hour for as long as two hours. This gives viewers the opportunity to leave the video on in the background as a playlist while they go about their day.

200K Views

200K Views

4. Beat Challenge

Beat Challenges include videos of people working to create new hip-hop music under specific constraints or circumstances. Similar to Word Prompt Freestyles, these videos are popularized and widely spread by bigger media outlets reposting creator content.

Tactics to Implement:

  • Specific Challenge: Videos that focus on a specific challenge like making a beat with specific objects or within a limited time frame create a more engaging format for viewers.
  • The Process: The creators show the full beginning to end process of creating the beat to help the viewer see something created the whole way through.

Content Opportunities: Challenges are a great way to engage artists around the world to participate and show off their talent. Leveraging a challenge can help creators come out of their shells but also potentially work together upon seeing each other’s challenge videos.

202K Views

197K Views

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