Mountain Biking Social Whitespace Map™ Q4 2022

Facebook
TikTok
Instagram
Twitter
YouTube
October 24, 2022
Sporting Goods & Outdoor

Key Takeaways

Measurement Methodology: Audience Attention

  1. Measure Each Platform’s Share of the Attention. From the total number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
  2. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis a bar chart is more effective than a pie chart.
  3. Define the Audience. For this analysis, we look at the Worldwide audience including all ages and genders. Some metrics in the analysis, such as video views, are specific to your industry.
  4. Measure the Audience’s Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience of your specific industry over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.

Measurement Methodology: Competitors’ Focus

  1. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
  2. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.
  3. Define the Competitors. For this analysis, we looked at 15 different players in the mountain biking space such as SRAM, RockShox, Specialized, Trek Bikes, and Santa Cruz.
  4. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.

In Q3 2022, the Mountain Biking Audience Attention was the highest on TikTok, followed by YouTube and Facebook.

However, Mountain Biking Competitors’ Focus is highest on Instagram, TikTok and Facebook. High competitors’ focus on Instagram was driven by Trek which gained 26.8K IG followers and generated 933K engagements in Q3 2022. 

There is whitespace opportunity on YouTube, Facebook, Twitter, TikTok, where there is high Audience Attention and low Competitor Focus. Competitors are not currently active on Pinterest, Reddit, and Twitch.

Instagram is an oversaturated platforms with high Competitor Focus and low Audience Attention.

Audience Attention is stable across all platforms with less than a 10% change this quarter.

Competitor Focus is growing on TikTok this quarter.

Competitor Focus shrank significantly this quarter on YouTube.

Competitors in the Mountain Biking industry are currently not active on Reddit, Pinterest, and Twitch.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors
*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the MTB industry.
*Competitors are not active on Pinterest, reddit, and Twitch while Snapchat is currently unavailable. 

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