Instagram Adventure Content Opportunity Analysis™ Q2 2022

Instagram
July 18, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  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 Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

Instagram Content Bucket Definitions

  • Follow Cams: Short clips that make it’s focus the camera angle of, quite literally, following different athletes across closely as they do their sport.
  • Trials and Attempts: Akin to training and progression but with more focus on the trial and error nature of having to dial in an athlete’s respective sport.
  • Slow-Mo Action Shot: Videos showcase different stunts, tricks, moves, and techniques all in slow motion. 
  • Tips and Tricks: Videos of that provide guidelines and walkthroughs. 
  • Gear and Accessories: Content that’s focused on the application and maintenance of specific pieces of adventure sporting equipment. 
  • Adventure Film/Documentary: Videos that either show snippets or full on full footage from adventure focused films. 
  • Adventure Highlights: Similar to Adventure films, but more so focused on specific moments or feats within adventure sports
  • Drone Shot: Footage of different athletes and sports captured from the camera of a drone. 
  • POV Action Shot: Footage of different athletes and sports captured from the a POV angle - typically a GoPro on the athlete themselves. 
  • GoPro360 Shot: Footage of different athletes and sports captured from a 360 degree angle through newer 360 Cameras. 
  • Sustainability Initiative: Videos focused on spreading awareness of new initiatives and a call to action in helping fight against climate change.

Top performing content opportunities in the Adventure space that had the highest average number of views & engagements on Instagram include:

Good performing content opportunities in the Adventure space on Instagram include:

Substandard performing content for the Adventure space on Instagram include:

Low performing content for the Adventure space on Instagram include:

Content Opportunities:

1. Follow Cams

Follow The Leader. Short clips that make it’s focus the camera angle of, quite literally, following different athletes across closely as they do their sport.

Tactics to Implement:

  • Athlete Focus: These clips reserve little space for scenic angles or cinematic presentation. Each clip focuses on keeping the rider in focus and in frame throughout the entire clip.
  • Popular Audio: In many of the clips, trendy or viral audio is used from current popular TikTok clips and contextualized by what's happening within the footage. 

Top Format:

  • Duration: 0:18 & 0:14
  • # of Hashtags: 0 & 8 

1.7M  Views

1.7M Views

2. Trials & Attempts

Try Try, and Try Some More?. Akin to training and progression but with more focus on the trial and error nature of having to dial in an athlete’s respective sport. In some cases however, the first try is all they need.

Tactics to Implement:

  • Highlighting The Challenge: Within seconds a viewer knows exactly what that athlete is trying to achieve due to camera placement and the start of the clip.
  • Willing To Try: Although subtle, each of these clips conveys a tone that the athlete showcased not only have the courage to attempt, but also had the creativity to trial something of unique nature, further adding to the authenticity of each clip.

Top Format:

  • Duration: 0:05 & 0:28
  • # of Hashtags: 10 & 5

176K  Views

867K Views

3. Slow-Mo Shots

Full Range of (Slow) Motion. Videos showcase different stunts, tricks, moves, and techniques all in slow motion. 

Tactics to Implement:

  • Varying Angles: Although the act of filming something in slow motion is fairly cut and dry, a subtle but flavour adding aspect is the varying angles at which these acts are filmed. The video on the left is a great example of POV meets Slow Motion, style of filming.
  • Unique Stunts: The video on the left shows a skier jumping over a pool of water, adding a unique element to a ski jump.

Top Format:

  • Duration: 0:08 & 0:09
  • # of Hashtags: 11 & 8

769K  Views

769K Views

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