Downhill Mountain Biking Dominates:
Red Bull Rampage made up 70% of Red Bull's MTB content in October:
Tricks to Capture the Pic. Videos showcase a rider performing one or more tricks specifically on a downhill bike. Typically seen on a downhill style course such as Red Bull Rampage or Dark Fest.
Tactics to Implement:
Top Format:
1.26M Views
2.44 Views
Tricks to Capture the Pic. Videos showcase a rider performing one or more tricks on a slope style bike specifically. Typically on a slope style course built specifically for events such as Red Bull Joyride.
Tactics to Implement:
Top Format:
3.5M Views
929K Views
Tricks to Capture the Pic. Videos showcase riders falling off or crashing their bike while on a course or specific trail. These are often shown in the “Behind The Scenes” posts for official rider videos.
Tactics to Implement:
Top Format:
3.39M Views
2.27M Views
Tricks to Capture the Pic. Videos showcase riders progressing through a trail or course in a montage styled format or single highlight. These videos specifically do not showcase any rider performing tricks.
Tactics to Implement:
Top Format:
1.19M Views
626K Views
Red Bull Bike published 96% of the total content in the top performing Mountain Biking posts on Instagram. Given this distribution, any posts that could have lead to a change in traffic are likely going to be seen in the social traffic of Redbull.com
Redbull generates 47% of their social media traffic from Facebook, followed by YouTube at 20%. Instagram makes up 5% of total traffic.
Traffic to Red Bull Rampage went up by 1479% in Oct. and during the same timeframe Instagram engagement went up by 19% where the top performing post was where the top performing post featured Jaxson Riddle's first RB Rampage appearance. Additionally, 70% of the total Instagram posts in Oct., from Red Bull Bike, involved Red Bull Rampage.
Instagram engagement also increased by 125% in Sep. 2021, with 39% of generated engagement being from posts involving Red Bull Rampage. The top performing post was a throwback to Tom van Steezbergen performing the first ever caveman at Red Bull Rampage. The second, being first pieces of footage of Red Bull Rampage. Both posts in anticipation of that upcoming October 2021 Rampage.
In Oct. 2021, monthly Instagram traffic to Redbull.com increased by 36%, and during the same timeframe IG engagement increased by 19%. Although this data could point to some kind of correlation, this cannot be confirmed as directly correlated given that we cannot get traffic share driven by specific Instagram posts.