Instagram MotoGP Content Opportunity Breakdown™ Q2 2022

Key Takeaways

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Top content opportunities from Nov. ‘21 to Apr. ‘22 for the MotoGP audience include:

Fan Interactions:

• Heartfelt Moments with Fans: Videos show racers sharing special moments with different fans. Often, the racer will be seen either greeting a crowd or having their picture taken with a fan.
• Funny Moments: Track Shenanigans and Laughing Racers: Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans doing something that gets the entire crowd laughing.
• Focus on Racer(s): Who, what, and when?: Videos focus on short-form and in-between moments where a specific racer is the core point of a video. Typically done with them in a specific situation, focused on their bike or racing.
• Bike Reveal: Check Out The New Ride: Popular videos feature various snapshots of racers or teams unveiling different bikes. The videos are entirely focused on the bike itself and showing off as many angles as possible.

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The top Instagram posts from Nov. ‘21 to Apr. ‘22 from each of the following MotoGP creators were analyzed in this case study:

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Instagram Content Bucket Definitions

• Fan Interaction: Videos show racers sharing special moments with different fans.
• Funny Moments: Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans.
• Focus on Racer(s): Videos focus on short-form and in-between moments where a specific racer is the core point of a video.
• Bike Reveal: Popular videos feature various snapshots of racers or teams unveiling different bikes.
• Team Arrival: Teams introduce themselves before the grand prix, showcasing all teams competing.
• Racer Celebrations: Different celebrations, where specifically one racer is shown in the video.
• Fan Highlights: Short-form highlights showing off different moments with the fans of MotoGP.
• Awards: Honouring the careers of legends or paying respects to athletes in the sport who have passed away or retired.
• History of the Sport: Longer-form content where historical moments or races are talked about by a select group.
• Team Celebration: Relative to just the racer celebrating, these are entire team celebrations where pit staff will join.
• Racer Q&A: Racers are asked a variety of questions in an interview like format.
• Acts of Kindness: Videos where someone goes out of their way to help a racer when a problem occurs on the track.
• Race Preparation: Montage like formats where racers from each team are shown getting ready for the race.
• Track Highlights: Showing off aspects of a track, whether that be aerial, wide-lens, or specific pictures.
• Timelapse(s): Timelapse footage of different projects that occur on a specific track.
• Pit Start: Racers are shown prepping their bike and taking off from their respective garage on the track.

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Content buckets that had the highest views + engagement rate in the MotoGP space on Instagram include:

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Good performing content opportunities for the MotoGP audience on Instagram include:

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Substandard performing content opportunities for the MotoGP audience on Instagram include:

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Low performing content opportunities for the MotoGP audience on Instagram include:

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Content Opportunities:

1. Fan Interactions

Heartfelt Moments with Fans. Videos show racers sharing special moments with different fans. Often, the racer will be seen either greeting a crowd or having their picture taken with a fan. Top videos included:

• When MotoGP racers become film stars!
• This is what happens when you give the phone to @Aleixespargaro
• Hello Indonesia!

Tactics to Implement:

• Fans in-frame: A consistent theme across every video is that fans are always seen interacting with the racer in some capacity. Whichever the format, the fans are consistently inframe. 

• Racer Reactions: As seen in with Valentino Rossi here, footage will capture the reaction of racers when they encounter their fans.

Video Duration: 0:44 & 0:29

6.7M Views

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2.1M Views

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2. Funny Moments

Track Shenanigans and Laughing Racers. Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans doing something that gets the entire crowd laughing. Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans doing something that gets the entire crowd laughing. Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans doing something that gets the entire crowd laughing. Videos exemplify the fun and playful nature of MotoGP through either racers, staff, or fans doing something that gets the entire crowd laughing.

Tactics to Implement:

• Candid Moments: Although the tone of a race is quite serious, a pattern in each of the videos examined was capturing racers with their guard down and seeing them laugh with their team or fellow racers.

• Crazy Situations: It’s entirely unpredictable and still showed itself as a trend, but capturing moments that seem as if they were a joke, like watching track staff ride a bike as if they were racing, perform very well.

‍Video Duration: 0:29 & 0:15

3.4M Views

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1.6M Views

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3. Focus on Racer(s)

Who, what, and when? . Videos focus on short-form and in-between moments where a specific racer is the core point of a video. Typically done with them in a specific situation, focused on their bike or racing.

Tactics to Implement:

• Singular Focus: Specific racers, that are typically named either within the audio or caption, in specific moments.
• Situational: Captions will give context to these specific situations with a racer. Sometimes made to be comedic as well.

Video Duration: 0:12 & 0:14

2.1M Views

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1.9M Views

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4. Bike Reveal

Check Out The New Ride. Popular videos feature various snapshots of racers or teams unveiling different bikes, in some cases with themes behind them. The videos are entirely focused on the bike itself and showing off as many angles as possible.

Tactics to Implement:

• Anticipation: The entire payoff of a reveal is all within its anticipation. Different announcements present themselves in different ways, such as the second video with a MotoGP themed Santa, or the legitimate unboxing.

Video Duration: 0:58 & 0:21

2.3M Views

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1.7M Views

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Views + Engagement is the total number of views plus the total engagement divided by the number of account followers. 

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