Instagram South Africa 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. Repeat For Each Platform: Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
5. Identify Opportunities: Look at the data and find the content themes that are resonating with the audience based on a set of top creators.

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Instagram Content Bucket Definitions

• Live Event Snippets: Short clips that focus on varying moments with crowds and members of the audience, instead of the artists performing. 
• Amapiano Dances: Dance content that is filmed to focus on one dancer as they perform and dance, specifically to Amapiano music.
• Dance Challenge: Content that focuses on short-form clips of creators trying their hand (or body) at different dance challenges.
• Intimate Live Mix: This content category highlights community-focused events, where a much smaller crowd is invited.
• Solo Performances: Videos singularly focused on one artist performing in their respective environments, whether that be a show, in their car, or studio.
• In The Studio: Candid footage of different artists and creators in their studio performing or working together.
• Behind The Scenes: Footage from different aspects behind the scenes of artists and creators.
• Popular Video Remixes: Videos that focus on just the single remix done by creators that primarily use varying popular videos as source material for their remixes.
• Song Remakes: Creators showcasing themselves as the re-create popular EDM songs. 
• Midi Controller Performance: Creators in their studio performing parts of, or whole, EDM songs on a MIDI controller.
• EDM Fun Facts: Short-form videos showcasing different facts from EDM.
• Candid Crowd Shots: Videos that spend time focusing on the interaction between the crowd and artists as they perform.

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Excellent performing content opportunities for the South African electronic audience on Instagram include:

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Good performing content opportunities for the South African electronic audience on Instagram include:

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Substandard performing content for the South African electronic audience on Instagram include:

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Low performing content for the South African electronic audience on Instagram include:

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Excellent Performing Segment:

1. Live Event Snippets

Short clips that focus on different moments with portions of the crowd or members of the audience.  

Tactics to Implement:

• Focus on The Crowd: Throughout videos in this category, the audience is the core focus whether that be capturing particular characters or the audience in unison.
• Reciprocation: Although subtle, a core theme observed throughout these clips is the willingness of the community and crowd members to engage with the camera. For example, if the camera focuses on some individuals, it’s expected that those being filmed start dancing or showing how they feel about the music.
• Behind the Deck: Top-performing videos capture the DJ's point of view from behind the deck. 

Content Opportunities:

• Capturing The Moment: These clips are almost entirely candid and caught in the moment, therefore capitalizing on the times that this environment exists is critical for the sake of authenticity. 

544K Views

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495K  Views

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2. Amapiano Dances

Dance content that is filmed to focus on one dancer as they perform and dance, specifically to Amapiano music.

Tactics to Implement:

• Vibe: Amapiano music focuses on a humble vibe when dancing. As seen in both clips below, it’s not an overtly stated form of dancing, but one that shows a heavy presence when observed. 
• In The Moment: Clips across this content category don’t showcase a high level of production. The majority of clips showcase a very spur-of-the-moment approach to Amapiano dances.  

Content Opportunities:

• Authenticity: Within the Amapiano scene, dancing and music are completely intertwined with one another. Therefore, capturing the dancing in the moment and from anyone in the audience is a great way to respect the culture while still producing new content. 

357K Views

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341K Views

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3. Dance Challenge

Content that focuses on short-form clips of creators trying their hand (or body) at different dance challenges.

Tactics to Implement:

• Community Engagement: Dance challenges present a great way for fans of the music to engage as a community. 
• Accessibility: Given the focus on community within South African music, dance challenges also open the door for different fans to engage with the latest cultural developments without having to attend shows. 

Content Opportunities:

• Evolution: As the Amapiano and South African EDM scenes grow in popularity, dance challenges are a repeatable and easy way to develop content for different channels, specifically Instagram and TikTok. 

366K Views

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204K  Views

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4. Intimate Live Mix

This content category focuses on a community-focused event, where a much smaller crowd is invited. It is similar to the same content category within YouTube but focuses on shorter-form content. 

Tactics to Implement:

• Community Attitude: Varying shots within this category focus on specific members of the crowd as they dance and feel the vibe of the specific set, reinforcing the community aspect. 
• Mix Highlights: Relative to similar content on Facebook that focuses on being edited as long-form, this focuses on short-form. Short clips from the same events is taken and edited into a compilation format. 

Content Opportunities:

• Condensed: This content category, in long-form, is a high performer on other platforms. Therefore the opportunity here is to optimize the videos for the platform. Being that IG thrives on short-form content, pairing down the videos is likely to yield stronger results.

311K Views

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254K  Views