Instagram UK Electronic Content Opportunity Analysis™ 2019-2022

Instagram
September 1, 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

  • Epic Drops: Short videos from sets featuring a sudden rhythm or bass line change proceed by a build-up section and break.
  • Dance Video: Upbeat videos of people dancing to different subgenres of electronic music. 
  • Roller Disco: Videos of people rollerblading or roller skating on beat to electronic music.
  • Song Reaction: Videos of creators’ “first listen” to electronic songs or albums their initial reactions or thoughts.
  • Mobile DJing: Clips from a DJ who travels around the public with their controller while performing a live set. 
  • Electronic Music Humour: Videos meant to be entertaining, humorous or relatable to the electronic community.
  • Young Talent: Cute or impressive videos of kids performing electronic music.
  • Sports x Electronic: Extreme sport clips paired with electronic music.
  • Set in a Unique Location: High production videos of artists playing sets in outrageously stunning or unique locations.
  • Open Dancefloor Sets: Clips from DJ sets in open dancefloor clubs produced by Boiler Room and Lab LDN. 
  • Unique Rave Experiences: Videos showcase unusual or secret ways people experience electronic music and performances.
  • Rave Throwback: Throwback videos showcasing how different generations raved. 
  • Audience Videos: Lo-fi videos captured by fans in the audience at festival or during live set performance. 
  • DJ Tips & Tricks: Videos share the best tips and tricks for beginners on mixing and scratching.
  • 3 in 1: A series by Fabric London where artists share their top three favorite tracks. 
  • Gear & Tech Releases: Videos announce or showcase new gear or tech releases. 
  • Producer Tips: Videos share music-producing lessons, guides and techniques.  

Epic Drops, Roller Disco and Song Reaction were extreme performing content opportunities, averaging 3X the benchmark rate on Instagram.

Excellent performing content opportunities for the UK electronic audience on Instagram include:

Good performing content opportunities for the UK electronic audience on Instagram include:

Substandard performing content for the UK electronic audience on Instagram include:

Low performing content for the UK electronic audience on Instagram include:

Extreme Performing Segment:

1. Epic Drops

Top videos feature a massive beat drop by Carl Cox and a double drop by HEDEX

Tactics to Implement:

  • What For It…: Videos grab and hold people's attention by using text or captions that encourage them to wait for the drop.
  • Tech House: Carl Cox is known for being a pioneer of the subgenre Tech House, which took over Techno in 2021 as the best-selling subgenre. The subgenre is a blend of Techno and progressive house and features rough basslines and hard-hitting beats mixed with melodics and groove.
  • Video Lengths: 11 & 18 seconds.

Content Opportunities: Use clips from live performances featuring epic beat drops and post them on Instagram as reels. Add text to the video to encourage viewers to wait for the drop in order to hook their attention.

8.1M  Views

2.3M  Views

2. Roller Disco

Top Roller Disco videos featured the Pro Inline Skater, Miri, power gliding down a busy street in Madrid and the London based roller dancer, Frankie J skating around backwards in a parking lot to the song Back to the Raw. 

Tactics to Implement:

  • Playlist: The video on the right features a song from Defected Records’ 2021 playlist. They promote this in the video’s caption, along with a link to listen to the playlist on their bio page.
  • Video Format: All videos in this category were shared as reels. Each video featured 3-7 hashtags in its caption, and the most popular videos were 15 and 20 seconds long.
  • Follow-Cam: These videos feature footage shot by someone who followed behind the skater/blader to capture the action.

Content Opportunities: Partner with roller dancer artists who are active in the electronic community in the UK, such as Frankie J or Kadijaskaes, or sponsor house dance/roller dance events or groups such as BUMP Roller Disco or Indahouse London.

1.9M  Views

2.1M Views

3. Song Reaction

Song Reaction videos involve people filming themselves and their reactions as they listen to a song for the first time. Top videos were reposted by dnballstars and feature DJ Hato reacting to two drum and bass songs produced by the label. 

Tactics to Implement:

  • Drum & Bass: Born out of UK's jungle scene in the 1990s, the UK is where the drum and bass truly thrives and has been a ‘hotspot’ for the genre's growth. Drum and Bass was the 5th most popular genre on Beatport in 2021 and the third fastest growing subgenre (Source).
  • Subtitles: DJ Hato uses subtitles on his videos for sound-off viewing and adds humorous descriptions of his reactions with asterisks to help viewers understand what he was thinking.
  • Video Lengths: 26 & 34 seconds.

Content Opportunities: When it comes to promoting new music on social media, reaction videos are a great way to get people's attention. As a result, music labels have been partnering with creators to share these videos. See more examples here

1.8M  Views

726K Views

Content Opportunities:

1. Dance Video

Top videos featured zhanna_mood dancing in front of Saint Basil's Cathedral to the 1989 classic, Pump Up the Jam and Mufasa & Hypeman dancing to Ministry of Sound’s re-edit of Friday. 

Tactics to Implement:

  • Branded Hashtag: A branded hashtag does not need to be directly tied to a brand's name but can reflect its brand's identity, like Defected Records' #HouseMusicAllLifeLong. Defected Records used this branded hashtag on 80% of its Instagram videos during the period analyzed.
  • Weekend Celly: Mufasa is best known for his upbeat videos of him dancing alongside a moving car to celebrate the weekend. These fun dance videos even got Ye into that fridaaay mood.   
  • Video Lengths: 13 & 29 seconds.

Content Opportunities: Repost videos of impressive dance moves to your Instagram page with a short caption crediting the dancers and original creator.

2.0M Views

2.6M  Views

1. Viral Videos:

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

Mobile DJing

Length: 0:20, 0:28 & 0:14 

Content: In the first video, the mobile DJ Suatism asks parliament police to take a selfie with him. In the second viral Mobile DJing video, Suatism is battling it out with mall security while attempting to play a set. Lastly, on the far right, Mr. Afterparty shared a clip of omakssss DJing while travelling on a rickshaw followed by an audience on bikes.  

5.1M Views

12M Views

5.5M Views

Electronic Humour

Length: 0:40

Content: In this meme style video, a 15 year old streamer throws a rave with pyrotechnics after every kill he gets in the game.

6.6M Views

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