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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Instagram Content Bucket Definitions

• Downhill Action: Pure and high adrenaline downhill action, typically captured in a single clip or montage style format.‍
• POV Downhill: Much like Downhill Action as a category, these videos focus on similar content but from the POV angle of the rider for downhill and slope style riders alike. ‍
• Huge Air Shots: Videos highlight footage of riders hitting massive jumps to achieve even bigger air.‍
• Downhill Cornering: Short-form clips of downhill mountain bikers hitting particularly narrow and sharp corners at breakneck speeds.‍
• Freeride Action: Videos that capture the alternative form of downhill biking, Freeriding, through courses on mountains or urban. ‍
• Race Highlights: Clips that showcase the most intense and exciting moments of different races.‍
• Bike Flips & Spins: Similar to Huge Air Shots, but focused on riders performing backflips or frontflips, while rotating mid-air.‍
• Trials Biking: Clips showing off the technical prowess required in Trials biking, typically filmed across different urban landscapes with interesting features.‍
• Winning Moment: Videos capturing that the pain staking finish but spectacular moment of placing first in a race.‍
• Bike Launch: Videos showcasing the arrival of brand new bikes on the market.‍
• Full Run Replays: Although not always a completely raw cut, these videos focus on showing the start to finish of a riders run during a race.‍
• Downhill Compilation: Similar to other Downhill categories, but different in that it shows a variety of different videos with Downhill MTB.‍
• Bikers Message: Riders taking a moment to spread awareness with a personalized message.‍
• Wheelies: Different riders showing off their skills by performing what’s commonly known as a wheelie, either off or on the trail.

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Content buckets that had the highest average number of views & engagement in the Bike space on Instagram include:

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

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Substandard performing content opportunities for Bike space on Instagram include:

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Low performing content opportunities for the Bike space on Instagram include:

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Content Opportunities:

1. Downhill Action

The Fast and The Furious. Pure and high adrenaline downhill action, typically captured in a single clip or montage style format. These focus on the technicality and style that is downhill mountain biking.

Tactics to Implement:

• Downhill Only: All clips in this category focus solely on riders on downhill bikes and, typically, downhill courses such as bike parks.
• Being Filmed: Unlike POV footage often found within Downhill biking, these clips showoff the rider in full frame and are typically shown from a handful of angles.
• Slo-Mo Footage: Occasionally videos will replay certain moments or the whole clip in slow motion.

Top Format:

• Duration: 0:09 & 0:15
• # of Hashtags: 5 & 5

1.5M  Views

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1M Views

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2. POV Downhill

Front Row Seats

Much like Downhill Action as a category, these videos focus on similar content but from the POV angle of the rider for downhill and slope style riders alike.

Tactics to Implement:

• Perspective: A key aspect that is amplified by the POV angle of the rider is the perspective they have before doing their line showcasing huge drops or massive jumps as how they see it.
• Bags of Tricks: These video highlight the biggest and gnarliest tricks, further adding the POV style of footage. 

Top Format:

• Video Duration: 31 & 37 seconds
• # of Hashtags: 3 & 6

1M  Views

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106K Views

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3. Huge Air Shots

Flying High in the Sky. Videos highlight footage of riders hitting massive jumps to achieve even bigger air. Often filmed with with a bit of anticipation to the jump or slow motion mid-air. 

Tactics to Implement:

• Multiple Angles: Clips focus on shooting from multiple angles while the rider hits said jump, whether that be a slow-motion angle as seen on the right video, versus multiple jumps like the left.
• Variety: These shots also showcase the different styles of bikes used, whether that be a downhill mountain bike or BMX bike.

Top Format:

• Duration: 0:07 & 0:22
• # of Hashtags: 4 & 5

729K  Views

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360K Views

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4. Downhill Cornering

Tearing Up That Loam. This category showcases short-form clips of downhill mountain bikers hitting particularly narrow and sharp corners at breakneck speeds.

Tactics to Implement:

• Short & Sweet: Clips across this entire category do not exceed 10 seconds in length, focusing on one specific corner.
• Speed: Although short-form, a consistent aspect to these videos is the focus on the riders speed, whether that be through camera work for a caption on the post, as seen on the left video.

Top Format:

• Video Duration: 0:05 & 0:03 seconds
• # of Hashtags: 3 & 4

473K  Views

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259K Views