Instagram Spain Hip-Hop Content Opportunity Analysis™ 2019-2022

Instagram
July 8, 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

  • Double Speed Challenge: A feature of several rap battles that forces artists to perform at 2 times the speed as their usual flow.
  • Interview: Content where artists get a chance to sit down and connect with their interviewer and audience to offer insight into their lives. 
  • Window Gallery Session: Artists perform their songs in a specially designed performance space with musical accompaniment of their choosing.
  • Rap Battle Performance: A performance style where artists pair up against each other to compete through freestyles in a series of segments in front of a live audience.
  • Pro vs. Rookie: A rap battle segment where a rap veteran faces off against an up and comer in the rap scene.
  • 60 Second Freestyle: A Rap Battle segment where an artist has 60 seconds to complete a freestyle in front of a live audience.
  • Behind the Scenes: Behind the scenes footage of artists preparing for competitions, performances and seeing fans.
  • Rap Battle Reactions: Creators analyzing, reviewing and reacting only to rap battle content.
  • Freestyle Rap: Short segments of longer videos where a single person is freestyling. Made to capture impactful moments from longer content.
  • Freestyle Word Prompt: A segment in Rap Battles where random words are given to contestants on the screen to freestyle with.
  • UR Quiz: A quiz format by the media outlet Urban Roosters where rappers are asked a series of questions to help fans understand their upbringing & inspiration.
  • Acapella Rap: Performances of songs without any accompanying music, just the rapper and their voice.
  • Questionnaire Of Life: Noisey’s Questionnaire of Life that addresses different categories of an artists life in a questionnaire format.

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

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

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

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

Content Opportunities:

1. Double Speed Challenge

A feature of several rap battles that forces artists to perform at 2 times the speed as their usual flow.

Tactics to Implement:

  • Segmented with Purpose: Some rap battles in Spain are streamed for up to eight hours, leaving many different segmented areas available to repurpose on Instagram. 
  • Talent Challenge: A double speed challenge enables rappers to tap into their raw talent and experiment beyond their usual style to win in the competition segment.

Content Opportunities:

  • Very few of the rap battle videos are optimized for Instagram Reels. This is an opportunity to produce full screen content that can work for Instagram as they shift towards a fully vertical feed. 
  • Creating a video similar to the Double Speed Challenge should include a timed element as well as lyrics on the screen to help the viewer follow along.

1.2M  Views

707K Views

2. Interview

Interviews feature longer content where artists get a chance to sit down and connect with their interviewer and audience. Interviews provide a chance for the artist to offer insight into their lives. 

Tactics to Implement:

  • Live Audience: Popular show La Resistencia conducts interviews in front of a live audience with a manufactured stage set up. 
  • Relationships: Interviews on La Resistencia tend to include not only the interviewer asking questions but the sound tech and other live performers on the side stage. By allowing anyone to be part of the conversation it opens up the responses and intimacy of the interview.

Content Opportunities: Experiment with a production format that brings more people in the music industry to the table. Start a series between the rappers and a sound engineer or rappers and a videographer to experiment with how two creative minds can build a song on the spot or a music video in the moment.

Outliers in this category were omitted for exceeding more than 3x average views + engagements of its content bucket, view their tactics here

885K  Views

884K Views

3. Window Gallery Session

Artists perform their songs in a specially designed performance space with musical accompaniment of their choosing.  This segment is owned by the outlet Gallery Sessions. 

Tactics to Implement:

  • Previews: Gallery uses Instagram Reels to preview all their content and cross promote it towards YouTube. 
  • Audio-Visual: Previews are stimulating due to the mix of audio visual elements to draw the viewer in. The videos feature the artists getting acquainted with the performance space and don’t reveal any song clips. Most of the audio comes from cars passing on the street or the artists talking to each other. 

Content Opportunities: Consistency is key and there is a lack of performance formats in Spain. Create a format that plays on the success of the short Reel (~30-45 seconds) and get artists to perform a sound clip in a visual space that can be distributed as a unique sound organically after posting.

Outliers in this category were omitted for exceeding more than 3x average views + engagements of its content bucket, view their tactics here

1M  Views

1M Views

4. Rap Battle Performance

Rap Battles are a live performance style where artists pair up against each other to compete with freestyles in a series of segments with different prompts in front of a crowd.

Tactics to Implement:

  • Creator Networks: Urban Roosters, the current leader in original rap content in Spain, has an amalgamation of rap content channels under their #UrbanRoostersNetwork tag. This tag has been used on 29K videos and 2.9K channels on YouTube. This may lead to less original content networks on Instagram and high reposts and video repurposing of major rap battles instead.
  • Recaps: The majority of rap battle content on Instagram focuses on shorter recaps from longer battles posted to Reels with punchlines or winning moments.

Content Opportunities: Optimize Red Bull rap battle content in a short form format for Reels that features the main point of the video in the caption.

Outliers in this category were omitted for exceeding more than 3x average views + engagements of its content bucket, view their tactics here

1.1M  Views

535K  Views

Viral Videos:These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Freestyle Rap:

Tactics: This freestyle features a live beat boxer and high quality, close up footage of the artist as he performs a freestyle in front of a live audience.

1M Views

Interview

Tactics: The interview features a cover photo that explains the main point of discussion in the video clip. Subtitles are written across the screen during the video for accessibility.

1.2M Views

Rap Battle Performance

2.4M Views

Tactics: This video flips back and forth between the stage, the audience and close ups of the artists as they perform to demonstrate their emotions and audience reactions.

Window Gallery Session

Tactics: Most videos in this bucket tend to feature short previews with no rapping, whereas this video features a short clip of the artist performing.

3.6M Views

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