Instagram Mountain Biking Content Opportunity Analysis™ Q1 2022

Instagram
March 31, 2022
Sporting Goods & Outdoor

Key Takeaways

The Mountain Biking industry can find content opportunities in Q1 2022 from:

POV Race. Competition Mayhem: GoPro footage from the 2021 Red Bull Campo event. The video shows the extreme elements of the trails and the chaos of the competition.

MTB Stunts. Attempting the Unthinkable: Top videos feature fearless mountain bikers performing death-defying stunts such as biking while on fire or jumping off a rooftop. Viral stunts are original and creative.

Race Footage. Hardcore Downhill Racing: Video clips and footage filmed at various mountain biking races. Races featured in the top-performing videos included the Enduro World Series and UCI Mountain Bike World Cup.

MTB Community. Relatable & Humourous: Videos are entertaining to bikers of all skill levels and range from relatable to humorous, sharing values that bikers care deeply about. MTB community profiles often share UGC.

Data Collection 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. Measure Saturation - Identify content themes that are already oversaturated with a heavy posting cadence.
  4. Identify Whitespace - Look at the data and find the content themes that are both resonating with the audience and not oversaturated with a heavy posting cadence.

Instagram Content Bucket Definitions:

  • Fails: Videos compiling different clips of mountain bikers falling and failing on their rides.
  • Red Bull Rampage: Videos include race highlights, course previews, and athlete interviews.
  • POV Rides: Downhill trail or slopestyle rides filmed with a GoPro to show the ride from the biker's point of view.
  • Film Teasers: Sneak peek clips from high-quality MTB film productions with a call-to-action to watch the full video on a different platform.
  • POV Race: Video footage taken with a GoPro while competing in an MTB race or competition.
  • MTB Extreme Stunts: Professional mountain bikers doing extreme stunts or difficult tricks on trails, parks, or obscure places.
  • Race Footage: Video clips filmed and content from MTB races (excluding Crankworx and POV race videos).
  • MTB Community: Videos that are relatable, entertaining or humorous to the community of mountain bikers.
  • Trail Review: Videos touring viewers through a specific mountain biking trail or park.
  • Competition Hype Video: Videos introducing new or upcoming MTB races/events and driving event sign-ups or excitement.
  • MTB Training: MTB Training: Videos sharing fitness routines to help bikers train and stay in shape during the offseason.
  • MTB Hacks: Informative videos sharing quick and useful mountain biking hacks.

The Mountain Biking Instagram content whitespace opportunities include:

Instagram content that is the most competitive due to its popularity and high competitor saturation in the Mountain Biking space include:

Content to avoid due to low attention and high competitor saturation in the Mountain Biking space include:


Content to ignore due to low attention and low competitor saturation in the Mountain Biking space include:

Whitespace Opportunities:

#1. POV Race

Competition Mayhem. GoPro cameras were installed on the helmets of Loïc Bruni and Myriam Nicole, the two champion mountain bikers in the 2021 Red Bull Campo event. The top videos showcase the extreme elements of the trails and the chaos of the competition.

Tactics to Implement:

  • Share on multi-platforms: The two top Instagram videos were also identified as top-performing videos on Facebook. As different platforms reach different audiences, try sharing content across various platforms to see where it performs best.
  • Event Footage: Though the two videos from the Red Bull Campo event are quite similar, Red Bull broke up the event content by sharing them 27 days apart.

1M Views

359K Views

#2. MTB Extreme Stunts

Attempting the Unthinkable - Top videos feature fearless mountain bikers performing death-defying stunts such as biking while on fire or jumping off a rooftop. The following videos were among the most popular:

Tactics to Implement:

  • Behind-the-Scenes: The video shown on the right was taken behind the scenes footage from a stunt Jaxson Riddle did for Red Bull Rampage’s hype video.
  • Unique Stunts: Viral videos involve people attempting daring, creative stunts, such as biking on fire or jumping off a building. When planning an epic mountain biking stunt, consider trying a thrilling or daring stunt in a situation that has never been done before or is out of the ordinary.

339K Views

195K Views

#3. Race Footage

Hardcore Downhill Racing. Video clips and footage filmed at a variety of mountain biking races*. Races featured in the top-performing videos included:

Tactics to Implement:

  • Race Updates & News: The video on the right generated significant views and engagements by sharing controversial news from the EWS when Richie Rude was disqualified for riding outside of the course tape at the Tweed Valley of Scotland.
  • Tagging Athletes: Top posts mention the athletes featured in the caption to notify them and reach the athlete's fanbase.
  • Race Highlight: The video on the left features a quick 8-second clip from the World Cup.

344K Views

132K Views

#4. MTB Community

Entertaining MTB Content - Videos are entertaining to bikers of all skill levels and range from relatable to humorous, sharing values that bikers care deeply about. The following videos were among the most popular MTB Community videos in Q4 2021:

Tactics to Implement:

  • Holiday Inspired: The top video (shown on the left) was shared on Halloween and features a mountain biker riding with a jack o'lantern on their head.
  • User-Generated Content: The top videos shared were originally shared by Mountain Biking enthusiasts and later got picked up and reposted by the MTB community profiles, Pinkbike and Wolf.mtb. Posts credit the original creators in their captions.

265K Views

138K Views

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