Social Content Opportunities For the Aerial Sport Audience on Instagram in Q4 2022

Instagram
December 14, 2022
Sporting Goods & Outdoor

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

  • Jet Suit Demonstrations: Creators use jet suits to demonstrate the product’s capabilities by flying around bodies of water or going up hills.
  • Team & Formation Flying: Parachute or wingsuit flying is where athletes work together in the air to build different formations or free fall together.
  • Free Fall Moments: Videos that highlight and celebrate the sport of traditional skydiving, focusing on the moments before releasing the parachute. 
  • BASE Jump Takeoff: Moments before and during base jumping where creators show their preparation and takeoff.
  • Unique Launch: Varying from traditional BASE jumping and skydiving, athletes create new ways of starting their descent such as the use of rope swings.
  • Mid-Air Moments: Content where creators start the video while they are already in the air, performing tricks or navigating through space.
  • Cockpit Views: Videos that take the viewer into the cockpit to experience flight through the pilot’s eyes.
  • Helicopter Demonstration: Videos that focus specifically on helicopter flight as a way to honour and enjoy the craft of the vehicle.
  • Aircraft Tech: Exploring and understanding aircraft tech, including its benefits, features and functionality. 
  • Aerobatic Air Show: Videos featuring aircraft demonstrations and air show performances by various pilots throughout different events. 
  • Takeoff & Landing: Dedicated to the arrival and departure of different aircraft, these focus on elements such as Dirty Rolls and Low Transitions
  • FPV Drone Freestyle: Moments sharing drone freestyle perspectives through abandoned plots of land beside the controller movements of the driver.

Jet Suit Demonstrations is an extreme performing content opportunity, averaging 3x the views & engagement rate on Instagram.

Excellent performing content categories for the Aerial Sport audience on Instagram include:

Good performing content for the Aerial Sport audience on Instagram include:

Substandard performing content for the Aerial Sport audience on Instagram include:

Low performing content for the Aerial Sport audience on Instagram include:

Content Opportunities:

1. Jet Suit Demonstrations

Creators use jet suits to demonstrate the product’s capabilities by flying around bodies of water or going up hills.

Tactics to Implement:

  • Video Length: These videos average at 16 seconds in length. 
  • Content Format: Footage by drones generated +256% higher engagement compared to videos filmed from the ground.
  • Instant Feedback: Demonstrations are often filmed above bodies of water or grass to represent how powerful the airstreams are from the jet suit. As soon as the creator lifts off, waves and ripples of the elements under the athlete can be seen.

Content Opportunities:

  • Highlight impressive feats accomplished by athletes in the jet suit space by being intentional and setting a challenge to be accomplished, such as getting from point A to B. 

9.5M  Views

7M  Views

2. Team & Formation Flying

Parachute or wingsuit flying is where athletes work together in the air to build different formations or free fall together.

Tactics to Implement:

  • Video Length: These videos average at 28 seconds in length. 
  • Content Format: Videos shot with a GoPro generated the highest average views and engagement in the competitive set. 
  • Variety: Shock viewers by bringing unique concepts to the sky, such as in this video where one athlete is free falling in a kayak and another is on a snowboard. 
  • Fun in the Sky: Unique tricks like the double human zipline perform well because of the athletes’ ability to carry out those actions while falling through the sky.

Content Opportunities:

  • Continue to bring people together, as seen in this video, where athletes can attempt tricks that need multiple people or just enjoy falling through the sky together.

182K  Views

141K Views

3. Free Fall Moments

Videos that highlight and celebrate the sport of traditional skydiving, focusing on the moments before releasing the parachute.

Tactics to Implement:

  • Video Length: These videos average at 18 seconds in length.
  • Content Format: As opposed to GoPros or 360 cameras, having a videographer stay on the base while the athlete falls is a top-performing form of filming skydiving activities. In this format, the athlete’s descent is only seen minimally as the viewer watches them fall into a tiny dot on the screen.

Content Opportunities:

  • There is room for narrative in these videos, as seen here, where Freddy Chase has the videographer ask “any last words?”. Building drama or suspense into the video helps create more interest in the following seconds of the video so viewers can see how it pans out. 

232K  Views

144K Views

4. BASE Jump Takeoff

Moments before and during base jumping where creators show their preparation and takeoff.

Tactics to Implement:

  • Video Length: These videos average at 38 seconds in length. 
  • Content Format: Videos filmed by drones generated the highest average views and engagements for BASE Jump Takeoffs. Using a drone helps create a bigger picture for the viewer as they can pan back to see the creator on the base and follow them after takeoff.
  • Sport: The sport that generated the highest average views and engagement in this content opportunity are paragliding athletes followed by wingsuit athletes. 

Content Opportunities:

  • Capture athlete emotions before they launch themselves toward their descent. Give viewers a chance to see inside the minds of extreme athletes before they perform their craft.

158K  Views

129K Views

Outliers:

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

Base Jump Takeoff

Tactics:

This video is 20 seconds in length and features Théo De Blic paragliding off a rooftop with drone footage. 

10M Views

Tactics:

This video is 17 seconds in length and features a rotating drone circling Théo De Blic as he prepares and takes off.

4.5M Views

Tactics:

This video is 13 seconds in length and features Théo De Blic taking off as the videographer moves toward him before he launches.

4.4M Views

Jet Suit Demonstrations

Tactics:

This video is 16 seconds in length and features an athlete using a jet suit to get to the top of a cliff.

16M Views

Tactics:

This video is 7 seconds in length and features a 360 follow cam as two athletes use jet packs on open bodies of water to approach a boat.

12M Views

FPV Drone Freestyle

Tactics:

This video is 20 seconds in length and features a split screen showing the obstacle the drone pilot is using. The video also has text that builds suspense for the viewer.

2.6M Views

Free Fall Moments

Tactics:

This video is 10 seconds in length and features the athlete pretending to sleep and ‘fall out of bed’, except he’s falling off a platform into the sky.

Tactics:

This video is 18 seconds in length and features an athlete falling into bed but uses a transition as he lies down to switch the clip seamlessly to him falling through the sky.

351K Views

Team & Formation Flying

Tactics:

This video is 28 seconds in length and features 360 footage of an athlete and two others running and jumping off a cliff and free falling until deploying their parachutes.

997K Views

Unique Launch

Tactics:

This video is 12 seconds in length and features an athlete using a rope swing at 12,000 feet before letting go and free-falling.

297K Views

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