How Mountaineering & Alpinism Social Properties Generated 190M Video Views from May 2021 to May 2022

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July 6, 2022
Sporting Goods & Outdoor

Key Takeaways

Overview of the digital alpinism landscape from May 2021 to May 2022: 

Audience Demographics:

  • Geolocation: Looking at the geolocation of the top alpinism website visitors and the top alpinism social properties followers, the US has the largest alpinism audience, followed by Italy. Other leading countries include France, Switzerland, Germany, the Philippines, and Brazil.
  • Age & Gender: 60% of the web visitors to the top 10 alpinism websites were male, and the majority of these visitors were 25 to 44 years old. Followers to the top alpinism social properties are predominantly male (72%) and range mostly from ages 25 to 44 (52%). 

Platforms: Instagram generated the highest amount of alpinism views, followed by Facebook (11%) and then by Instagram (7%) and TikTok (7%). Instagram has the largest audience of followers for the top 15 alpinism athletes. Although TikTok has the smallest audience relative to the other platforms, it’s generated significant engagements on average for from May. ‘21 to May. ‘22. 

Top Athletes: Nirmal Purja, Kilian Jornet, and Simone Moro have the largest alpinism audience on social. When looking at the average engagement per post, Kilian Jornet,, Nirmal Purja and Will Gadd have the highest rates. 

Content Opportunities: 

  • YouTube: Top opportunities on YouTube include vlogs that share the experience of the entire expedition, vlogs of reaching the summit,  videos showcasing the panoramic views from the summit, and historical achievements made by mountaineers. 
  • Facebook: Top opportunities on Facebook include videos of athletes celebrating reaching the summit, historical achievements made by mountaineers, trekking POVs, and videos that share the expedition’s highlight reel.
  • Instagram: Top opportunities on Instagram include videos showcasing the panoramic views from the summit, highlighting the expedition’s highlight reel, showing how athletes train for expeditions, and trekking POVs.
  • TikTok: Top opportunities on TikTok include videos from that share the fun moments at basecamp,  ice climbing POVs, trekking POVs, and views from the summit.

Alpinism Audience Scan

Based on web traffic, the following were the top ten alpinism websites from May 2021 to May 2022. On average, these alpinism resources generated 457K web visits per month.

Italy accounted for 22% of traffic to the top ten alpinism websites, followed by the United States (19%), Switzerland (18%) and France (10%).

Traffic share by country for Desktop traffic only

Males account for 60% of all top alpinism website traffic. As for age, people between the ages of 25 and 44 accounted for 47% of the traffic.

Top 10 Alpinism Social Properties by Total Views*

Total views from Facebook, Instagram, TikTok and YouTube from May ‘21 to May ‘22

From May. ‘21 to May. ‘22. Mountain Planet generated the most views by a significant margin, with over 106M+ views. 

The United States accounted for 39% of the top ten alpinism social properties followers, followed by the Philippines (29%), France (20%) and Brazil (18%).

*Demographics are a directional approximation using Facebook subscriber geo-breakdown. Mountain Planet, Exped Review, and Elia Saikaly follower demographics unavailable and have been removed from data set. Alta Montanha and Mediocre Amateur data based on YouTube demographics.

The followers of the top 10 alpinism social properties skew male (72%) and are predominantly aged 25 to 44 years old (52%). 

*Demographics are a directional approximation using Facebook and YouTube subscriber age and gender. Mountain Planet and Jackson Groves follower demographics unavailable and have been removed from data set. 

Instagram generated the highest amount of alpinism views, accounting for 75% of the total views from May. ‘21 to May. ‘22. Facebook is the second highest and makes up 11% of alpinism video views. YouTube and TikTok generated 7% each of the total video views. 

*Does not include views from Instagram reels. Total views from date range: 05/01/2021-05/31/2022 from top alpinism creators, social properties and brands.

Top Alpinism Athletes

Top 15 Alpinism Athletes by Average Engagement

Top 15 Alpinism Athletes based on total followers on YouTube, Facebook, Instagram and TikTok ranked by average engagement per post from May. ‘21 to May. ‘22. 

Kilian Jornet and Nirmal Purja have the largest audiences on YouTube with 88K and 78K subscribers, respectively. Simone Moro, David Goettler, Don Bowie, and Liv Sansoz currently do not have YouTube channels. 

Nirmal Purja and Kilian Jornet have most followers on Instagram with 1.9M and 1.1M, respectively. All athletes are active on the Instagram platform. 

Kilian Jornet, Nirmal Purja and Simone Moro have the most followers on Facebook with 1.3M, 492K and 190K followers, respectively. All athletes are active on the Facebook platform.

Nirmal Purja has the largest athlete following on TikTok with 52K followers. Kilian Jornet, Mingma Gyabu, and Will Gadd have 11K, 9K, and 3K followers, respectively. All other athletes are not active on the platform. 

Nirmal Purja and Kilian Jornet are the most popular alpinism content creators on social. Will Gadd and Jon Gupta's average engagement per post is higher on average than other alpinists with similar follower counts. 

Instagram has the largest audience of followers and number of engagements for the Top 15 alpinism athletes from May. ‘21 to May. ‘22. Although TikTok has the smallest audience relative to other platforms, it generated a significant number of engagements on average.

Top Content Buckets

YOUTUBE

Expedition Vlogs - Experience life during the expedition through the lens of each athlete. [Example 1, 2]

300K Views

Summit Vlogs - Athletes capture the climactic moments before the reaching the summit. [Example 1, 2]

83K Views

Summit Views - Seeing the panoramic view from the top of a mountain. [Example 1, 2]

1M Views

Historical Feats - Athletes achieving a historical accomplishment in alpinism. [Example 1, 2]

28K Views

INSTAGRAM

Summit Views - Seeing the panoramic view from the top of a mountain. [Example 1, 2]

12.2% ER

Ice Climb POV - Showing first person perspective of what it’s like to ice climb up a frozen waterfall. [Example 1, 2]

5.8% ER

Trekking POV - First person perspective of what it’s like to to walk in the mountain ranges. [Example 1, 2]

4.7% ER

Summit Views - Seeing the panoramic view from the top of a mountain. [Example 1, 2]

8.1% ER

FACEBOOK

Reaching the Summit - Celebrating reaching the summit and seeing the view from above the clouds. [Example 1, 2]

465K Views

Historical Feats - Athletes celebrating or acknowledging historical achievements in the sport. [Example 1, 2]

795K Views

Trekking POV - First person perspective of what it’s like to to walk in the mountain ranges. [Example 1, 2]

53K Views

Highlight Reel - Epic shots of alpinism expeditions that highlight the best views and moments. [Example 1, 2]

69K Views

TIKTOK

Fun Moments - Athletes sharing fun moments at basecamp and during the expedition. [Example 1, 2]

@mingmadavidsherpa Mountain Life @TikTok Nepal @tiktorikiofficial ♬ original sound - Mingma David Sherpa

1.7M Views

Ice Climb POV - Showing first person perspective of what it’s like to ice climb up a frozen waterfall. [Example 1, 2]

1.4M Views

Trekking POV - First person perspective of what it’s like to to walk in the mountain ranges. [Example 1, 2]

73K Views

Summit Views - Seeing the panoramic view from the top of a mountain. [Example 1, 2]

@nimsdai_official High vibes at high altitude @eliteexped 🙌🏽🙏🏽.Fancy a visit up here with us next year ? #eliteexped #nimsdai #alwaysalittlehigher #manaslu #8000er ♬ Acoustic Guitar Stroll - Dow Brain

101K Views

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