Instagram Dance Audience Content Opportunity Analysis™ July 2022

Instagram
September 1, 2022
Music

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.

Instagram Content Bucket Definitions

  • Singles Routine: Videos in this category focus purely on one singular dancer’s routine from competitions, groups, or simply at home. 
  • Duos Routine: Similar to the Singles Routine, but showcases the same elements with 2 dancers in a variety of performances. 
  • Group Routine: Similar to the Singles Routine, but showcases the same elements within a group of 3+ dancers.
  • Choreographed Group: Groups of dancers, typically ranging from 3-6, perform a street dance routine, mixing breaking and hip hop with high production value.
  • Group Battles: Dance battles that specifically focus on teams of dancers battling each other.
  • Competition Highlights: The most exciting and interesting moments from a competition cut up into a highlight reel.
  • Single Dancer Focus: Videos that specify and focus on a particular dancer with a group routine or group setting. 
  • Streetdance Humour: Culturally driven humour inspired by what goes on within the scenes of Street Dance.
  • Battle Highlights: Short highlights of single moves or portions of a routine from varying dance battles.

Top performing content opportunities in the Street Dance space that had the highest views & engagement rate on Instagram include:

Good performing content opportunities for the Street Dance audience on Instagram include:

Substandard performing content for the Street Dance audience on Instagram include:

Low performing content for the Street Dance audience on Instagram include:

Content Opportunities:

1. Singles Routine

All It Takes Is One: Videos in this category focus purely on one singular dancer’s routine from competitions, groups, or simply at home. 

Tactics to Implement:

  • Personalization: Given that all eyes are on one dancer in these settings, this style of video excels at showcasing the personal touch different dancers bring to their routines.   
  • To The Point: Within the short timeframe, typically, the video only shows the dancer's routine and nothing else 
  • Synced: As seen on the right, dancers will sync their individual routine to the choreography of a group routine. 

Top Format:

  • Length: 0:15 & 0:31
  • Hashtags: 2 & 2

2.1M  Views

1.8M Views

2. Duos Routine

Two’s a Party: Similar to the Singles Routine, but showcases the same elements with 2 dancers in a variety of performances.

Tactics to Implement:

  • Non-Stop Energy: Something unique to duo routines is the energy sustained when dancers tag in and out of the spotlight. Viewers get a consistent but simultaneously varied routine to enjoy. 
  • Symmetry: A opportunity that’s afforded to singles or duo routines is the ability to focus on precise and complimentary movements, relative to group routines focused on consistency across each member. 

Top Format:

  • Length: 0:14 & 0:12
  • Hashtags: 1 & 1

2.1M  Views

1.8M Views

3. Group Routine

Squad Up: Similar to the Singles Routine, but showcases the same elements within a group of 3+ dancers.

Tactics to Implement:

  • Drawing Focus: A key tactic that this category capitalizes on is the ability to use multiple members to draw focus towards the dancer in the focal point of a user’s screen. 
  • Complimentary: Another consistent pattern observed is the use of varied but similar moves by each member in their routine to create cascading moves through the entire group. This is reinforced even further by matching outfits, as seen in the left video.

Top Format:

  • Length: 0:19 & 0:15
  • Hashtags: 0 & 2

1.4M  Views

1.1M Views

4. Choreographed Group

Quality Over Quantity: Groups of dancers, typically ranging from 3-6, perform a street dance routine, mixing breaking and hip hop with high production value.

Tactics to Implement:

  • Highlight Driven: As opposed to the same content bucket seen in the YouTube section, on Instagram, these clips originate from the same content but are edited to be shorter than 1 minute, and focus on short clips from an entire performance.  
  • Sing The Chorus: Another consistent choice made within these clips is using the chorus and the most memorable part of the songs within the short clip to capitalize on trending songs. 

Top Format:

  • Length: 0:10 & 0:18
  • Hashtags: 0 & 0

1.1M  Views

821K Views

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