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

Instagram
December 16, 2022
Sporting Goods & Outdoor

Key Takeaways

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.

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. 

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

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

Good performing content for the Ski audience on Instagram include:

Substandard performing content for the Ski audience on Instagram include:

Low performing content for the Ski audience on Instagram include:

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

600K  Views

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

1.1M Views

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

734K Views

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

238K Views

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

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

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

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

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