Instagram Italy Hip-Hop 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. 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

• Questionnaire of Life: Noisey Italia created a series that engages artists in a set of meaningful questions about their lives.
• Intervista: Italian media publications share interviews as a way for fans to connect on a deeper level with their favourite artists.
• Trap Take: Artists are invited onto live radio to do a ‘trap take’ where they are given a trap style beat to rap over and showcase their talent.
• Freestyling on...: Focuses on rappers putting their own spins on classic beats the world has grown to love from Dr. Dre to The Notorious B.I.G.
• Grade School Questions: Rappers are invited into a classroom with grade school students to talk to and respond to their comments.
• Live Solo Performance: Italian rappers stepping up to the mic in a controlled setting to perform a song or series of songs for a video.
• Responding to Hate: Rappers are invited on to read negative & funny comments on the internet about themselves and respond.
• This or That: Rappers go through rapid fire questioning where they must choose their favourite between two options.
• Track by Track: Artists take the audience through their new albums ‘track by track’.
• Ones to Watch: Rappers sharing their favourite tracks, artists, producers and inspirations for the audience to check out or keep an eye on.
• How It Was Made: A series exploring the production and conception of the biggest songs in Italian rap.
• Studio Performance: A series inviting rappers to perform live in studio.
• Secret Reaction: A series where two people are listening to something with headphones on and must react to their impression of it without the other knowing what the content is.
• Levi's Music Project: A series of content created to share Italy’s top artists and dive into their processes & lives to be passed onto up and coming artists.

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Content buckets that had the highest average views & engagement in the Italian hip-hop space include:

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Good performing content opportunities for the Italian hip-hop audience on Instagram include:

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Substandard performing content opportunities for the Italian hip-hop audience on Instagram include:

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Low performing content opportunities for the Italian hip-hop audience on Instagram include:

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Content Opportunities:

1. Questionnaire of Life

Noisey Italia created a series called “Questionnaire of Life” that engages artists in a series of meaningful questions about their lives.

Tactics to Implement:

• Find the Root: These questionnaires aim to encourage artists to discuss their inspirations and experiences that have led to the version of themselves they are as an artist today.
• Repurposing: Since this content is being used to cross-promote longer videos on different channels, the editors cut the most intriguing part of the video and followed it up with a title card of the series, urging viewers to visit YouTube for the full version.

Content Opportunities: Fans are intrigued by which artists or inspirations propelled these rappers to find their style. A series challenging artists to tap into their favourite artists’ styles could build on this concept.

341K Views

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161K Views

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2. Intervista

Italian media publications share interviews as a way for fans to connect on a deeper level with their favourite artists.

Tactics to Implement:

• Serialize the Content: Interviews in the Italian media space all tend to have very specific angles that can be serialized. For example, Noisey has a series called Personal where artists can dive deeper into their history while ESSE has a series called At The Theater where artists are invited to a theater setting in front of a live audience to do their interviews.

Content Opportunities: Short, impactful moments from artist interviews that can capture audience attention fast can be used to leverage social media content from longer form videos across platforms.

397K Views

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367K Views

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3. Trap Take

Artists are invited onto live radio to do a ‘Trap Take’ where they are given a trap style beat to rap over and showcase their talent.

Tactics to Implement:

• Compilation: This top performing video in the category featured a compilation of four different artists’ Trap Takes. The caption asks viewers to comment which one was their favourite.
• Editing Style: Trap Takes tend to flip between a series of video effects and angles to enhance the rapping process for the viewers.

Content Opportunities:

• Inter-rap genre specific content isn’t as focused on in the Italian landscape and could be highlighted more often
• Red Bull has an opportunity to create a space for drill, classic, contemporary and storytelling/conscious rap to challenge artists to engage with those forms of art.

553K Views

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346K Views

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4. Freestyling On…

“Freestyling On…” focuses on rappers putting their own spins on classic beats the world has grown to love from Dr. Dre to The Notorious B.I.G.

Tactics to Implement:

• Reactions: As the artists are freestyling, the videos will often cut to show hosts and other viewers in studio to get their reactions live.
• Intro: These videos on Instagram tend to cut directly into the content and don’t feature any introduction titles or words from the hosts.

Content Opportunities:

• Radio 105 started a short series highlighting rapper’s flows "sulla base di" classic beats.
• There is an opportunity to integrate more recent beats into the game as a chance to tap into the international hip-hop community for Italian rappers & beyond.

233K Views

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217K Views