Social Content Opportunities For the Ski Audience on Instagram in Q4 2022

Key Takeaways

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Top content opportunities in Q4 2022 for the Ski audience on Instagram include:

• Backcountry Freeski: Insane footage of athletes freeskiing in the rugged backcountry terrain and creating a beautiful line from the peak to the bottom of a mountain. 

• Downhill Moments: Showcasing athletes enjoying themselves while shredding down a mountain with a cameraman or drone following.

• POV Ski: Giving viewers an athlete’s perspective when shredding, performing a trick, or dropping in from a dangerous angle. 

• Jumps & Tricks: Impressive footage of athletes getting air while performing jumps and tricks while skiing.

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Instagram Content Bucket Definitions

• Backcountry Freeski: Insane footage of athletes freeskiing in the rugged backcountry terrain and creating a beautiful line from the peak to the bottom of a mountain. 
• Downhill Moments: Showcasing athletes enjoying themselves while shredding down a mountain with a cameraman or drone following.
• POV Ski: Giving viewers an athlete’s perspective when shredding, performing a trick, or dropping in from a dangerous angle. 
• Jumps & Tricks: Impressive footage of athletes getting air while performing jumps and tricks while skiing.
• Unique Locations: Skiers creatively utilize features like staircases, roofs, and fences in urban environments and public spaces to perform tricks.
• Meet the Maker: Showcasing the people behind the scenes who make gear for a company.
• Athlete Spotlight: Shining the spotlight on an athlete by combining epic clips of them performing their sport with their interview footage. 
• Film Trailer: Combining the most epic shots of a movie to promote a new film. 
• Giveaway: Brands giving audiences the opportunity to win some gear by entering their contest. 

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Backcountry Freeski is an extreme performing content opportunity, averaging 3x the views & engagement rate on Instagram.

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Excellent performing content categories for the Ski audience on Instagram include:

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Good performing content for the Ski audience on Instagram include:

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Substandard performing content for the Ski audience on Instagram include:

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Low performing content for the Ski audience on Instagram include:

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Content Opportunities:

1. Backcountry Freeski

Insane footage of athletes freeskiing in the rugged backcountry terrain and creating a beautiful line from the peak to the bottom of a mountain. 

Tactics to Implement:

• Short & Sweet: Videos in this category range from 12-30 seconds.
• Hashtags: 1 & 2

Content Opportunities:

• Macro Perspective: In both videos, the athlete is only a tiny spec in the video. The filming emphasizes the grandeur of the mountain.
• Smooth Sailing: This video is filmed on a clear sunny day and viewers can see the crisp clean line that the athlete makes as they glide down the mountain.
• Trumpets & Drums: Music in both videos contain trumpet sounds and drum beats to dramatize the danger involved in making it through the narrow pass or jump.

2M  Views

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600K  Views

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2. Downhill Moments

Showcasing athletes enjoying themselves while shredding down a mountain with a cameraman or drone following.

Tactics to Implement:

• Short & Sweet: Videos in this category range from 5-25 seconds.
• Hashtags: 2 & 2

Content Opportunities:

• Slow Motion: This video utilizes the slow motion effect when the athlete carves into the snow to showcase the sheer amount of powder there is.
• On the Beat: This video pairs the video with music that contains a “snapping” sound that synchronizes perfectly with the athletes carving. 
• Music: Both videos feature pop music with a fast-paced beat.

1.5M  Views

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1.1M Views

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3. POV Ski

Giving viewers an athlete’s perspective when shredding, performing a trick, or dropping in from a dangerous angle. 

Tactics to Implement:

• Short & Sweet: Videos in this category range from 7-52 seconds.
• Hashtags: 7 & 8

Content Opportunities:

• Unique Angle: POV footage shows viewers a unique angle of the subject and the tricks they perform and gives viewers a better sense of the real-time speed of the activity. 
• Advance Locations: This video is filmed in an advanced skier location and showcases locations that are difficult to ski through.
• Skill & Precision: This video highlights an athlete’s skill & precision by showcasing him narrowly escaping a run in with a tree after making a 360 degree jump.

742K  Views

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734K Views

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4. Jumps & Tricks

Impressive footage of athletes getting air while performing jumps and tricks while skiing.

Tactics to Implement:

• Short & Sweet: Videos in this category range from 5-16 seconds.
• Hashtags: 7 & 8

Content Opportunities:

• Slow Motion: Both videos utilize the slow motion effect to enhance an athlete’s skill, talent, and athleticism, as well as the impressiveness of the trick itself. 
• Drone Footage: Using a drone to capture jumps and tricks allows for more stable footage and reduces the number of distractions. This video uses a drone to focus solely on the athlete by following along closely while they perform the jump. 

671K  Views

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238K Views

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

Ski Partner

Tactics: This video of a dog boarding a chairlift provides entertainment value for audiences beyond the skiing community.

3.9M Views

Jumps & Tricks

Tactics:

This video utilizes 3 elements to provide a “wow” factor: 

1) a beautiful backdrop 

2) an epic trick 

3) dramatic music

2.6M Views

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Tactics: This video follows a group of four skiers all performing a trick jump one after another and pairs it with music that syncs perfectly to the final jump.

2.5M Views

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Tactics: This video showcases an athlete launching themselves off a large jump and pairs it with upbeat music once they land the jump.

2.3M Views

Downhill Moments

Tactics: This video of three friends dancing down a mountain while holding their skis provide entertainment value to the audience because of its uniqueness and perfectly chosen song. 

2.3M Views

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Unique Locations

Tactics: This video features a skier being pulled by a horseback rider on flat ground. It captures an audience’s attention because of how unusual it is to see. 

2.3M Views

Jumps & Tricks

Tactics: This video features an athlete going off a large jump at sunset. The slow motion effect enhances the impressiveness of the trick and the sunset backdrop.

2.1M Views

Event Promo

Tactics: This video is a promotion for an event and showcases chaotic clips of people dressed up in retro outfits and skiing on grass and mud.

1.5M Views