Instagram Mountain Biking Content Opportunity Analysis™ Q4 2022

Instagram
December 1, 2022
Sporting Goods & Outdoor

Key Takeaways

Top content opportunities from July 1st to Sept 30th, 2022 for the Mountain Biking audience includes:

  • Bike Challenges: Shorts clips that highlight a rider trying their hand at a specific challenge on a bike.
  • Hardware Demo: Short videos showcasing very specific pieces of mountain bike hardware and how they interact with the bike.
  • Riders Practicing: Behind-the-scenes clips showcasing riders practicing their skills for competitions and specific tricks.
  • MTB Trials: Video clips of different riders performing tricks and challenging movements through difficult features.

How the Social Content Opportunity Analysis™ Methodology Works

  1. Measure & Categorize Posts: 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. Measure The Benchmark: Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify & Rank 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.

Bike Challenges is an extreme performing content opportunities, averaging 3X the views & engagement rate on Instagram.

Excellent performing content categories for the bike audience on Instagram include:

Good performing content categories for the bike audience on Instagram include:

Substandard performing content categories for the bike audience on Instagram include:

Low performing content categories for the bike audience on Instagram include:

Extreme Performing Segment:

Bike Challenges

Shorts clips that highlight a rider trying their hand at a specific challenge on a bike.

Tactics to Implement:

  • Variety: Top videos in this category showcase a variety of odd or outlandish ideas of what can be done on a bike and then putting them to the test (i.e. wearing a parachute glider and hitting a jump.)
  • Testing: Another key aspect of these clips is taking the challenge and applying it to typical riding challenges such as jumps for local trails.
  • Chaos: The typical (and attractive) result of the challenges is watching experienced riders face the challenge and struggle.

Content Opportunity:

  • Random Hardware: One type of video that could be derived from this category is building a “wheel of fortune” like mechanism where riders randomly choose what hardware gets put together on a bike and proceed to ride it.

2.7M Views

2.1M Views

Content Opportunities:

1. Hardware Demo

Short videos showcasing very specific pieces of mountain bike hardware and how they interact with the bike.

Tactics to Implement:

  • Sound: One aspect of these clips is placing the microphone in close proximity to the hardware in order to capture the various sounds. Similar content like this has performed well on TikTok in the past.
  • Informative: Although simple, these videos provide a clear and concise example of how specific hardware works, helping out riders who may not be familiar with it.
  • Interaction: As seen in the captions, these videos open up opportunities for a brand to interact with its fans and their opinions on different pieces of hardware.

Content Opportunity:

  • Fan Favorites: Create a series where specific pieces of hardware (i.e. Fork or back suspension) are explained with the context of their design philosophy behind them. Additionally, ask viewers what their opinion on that particular piece of hardware is.

3M Views

1.8M Views

2. Riders Practicing

Behind-the-scenes clips showcasing riders practicing their skills for competitions and specific tricks.

Tactics to Implement:

  • Humanization: A key tactic here is humanizing riders to the viewers. A very real feeling exists among newer riders that make them wonder if they’ll ever be this good, and showing these styles of videos helps newer riders connect on a deeper level.
  • The Struggle: Showing the struggle riders go through to nail specific tricks gives the viewer a sense of progression and pay-off, making videos satisfying to watch.

Content Opportunity:

  • Training: Building single videos (or a series) around the training regimens that riders commit to in their day-to-day lives.

1.9M Views

744K Views

3. MTB Trials

Video clips of different riders performing tricks and challenging movements through difficult features.

Tactics to Implement:

  • Weird Features: High performing Trials videos consistently shoot in locations that possess weird and challenging features.
  • Interesting Locations: As seen in the video below, the rider made an appearance at an F1 race.
  • Tricks: Moving from feature to feature is impressive in and of itself, however combining this movement with tracks only adds to the appeal and is seen among high performing videos in this category.

Top Format:

  • Pop-up Courses: Create a trials course for mountain bikers and invite a handful of riders to try their hand at creatively moving through the course.

1.3M Views

963K Views

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