Social Content Opportunities for the US Compost Audience

Purpose of This Research

• ‍Identify white space composting content opportunities for videos shared across TikTok, Instagram, Facebook, and YouTube.  ‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities‍
• ‍Identify content themes that are not performing well and may be avoided in order to drive the most effective omni-channel content strategy possible, to resonate with the US Composting Audience.

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Important Definitions

The V+E metric stands for "Views and Engagements," it is a combined measurement that tracks the number of times content is viewed (views) and the level of interaction it generates (engagements), such as likes, comments, and shares. 

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The 1-Minute Gist

New composters respond best to content that emphasizes easy-to-adopt, creative composting ideas, but only when leading with the overall benefit of positive environmental impact.

• Lead with environmental impact to engage a broad audience concerned with sustainability. This compelling approach attracts new composters more effectively than other themes as stand-alones, such as ease-of-use, hacks. or tips, which are more impactful when integrated with sustainability messaging.
• Instagram leads in views and engagement, averaging 57,442 V+E across all content themes, significantly outperforming Facebook, which averaged 7,608 V+E—a performance rate over 600% higher. Prioritize Instagram for maximum reach and impact.

Let effects, technology and creative editing drive your winning content strategy.

• ‍Utilize Captions-On-Screen: Implement captions to enhance viewer retention of informational and instructional content, especially in fast-paced videos, by making it easier to follow key points. Additionally, captions help algorithms categorize and promote your videos to relevant audiences, increasing the likelihood of higher views and engagement.
• ‍Sub-insight: With captions used in only 28% of videos in the top-performing content theme but 45% overall, there's a whitespace opportunity to leverage this tactic more effectively to enhance engagement.‍

‍Maximize your video performance with strategic production techniques.

• ‍Choose the right audio: Use trending audio to maintain the rapid-pace required for instructional content. Incorporate ambient and soothing nature sounds to create an immersive and calming viewing experience, resonating with the composting audience's affinity for the environment and enhancing content appeal.
• ‍Enhance Production Quality: Capitalize on a whitespace opportunity for higher production value by using stable cameras and proper lighting, improving viewer experience and delivering a more impactful composting message. Maintain an organic, DIY feel to resonate with the natural process, ensuring content remains authentic and informative for new composters.

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Top Content Themes For the USA Composting Audience

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Excellent Content Themes For the USA Composting Audience

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Good Content Themes For the USA Composting Audience

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Okay Content Themes For the USA Composting Audience

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Poor Content Themes For the USA Composting Audience

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Content Theme Definitions

Innovative Composting Creations - Innovative and creative ways to incorporate composting into everyday life, such as using compost in arts and crafts, or unconventional composting methods.

Environmental Impact Stories: Tips And Tricks To Help The Planet - Highlighting the environmental benefits and positive impact of composting practices on the planet.

Spotlight on Composting Products: Teasers & Innovations - Featuring new and innovative composting products, with engaging previews and promotional content.

Hands-On Product Demos: Composting Essentials - In-depth demonstrations of composting products, showcasing their features and benefits in practical use.

Transformative Compost Journey: Before & Afters - Visual storytelling of composting processes, illustrating dramatic changes and successful outcomes.

Quick Hacks & Expert Tips: Composting Made Easy - Sharing easy-to-follow composting hacks and expert tips to simplify the composting process for everyone.

Composting 101: Educational How-To's & Tutorials - Educational content providing step-by-step guidance on composting techniques and best practices.

DIY Compost Bins: Creative Build Projects - Encouraging sustainable DIY projects with creative ideas for building compost bins at home.

Composting Contests & Challenges: Join the Movement - Engaging the community with fun and competitive composting challenges and contests.

Harmonizing Garden & Compost: A Perfect Integration - Exploring the synergy between gardening and composting, enhancing garden health and productivity.

Garden Alchemy: Turning Waste into Wonder - Highlighting the magical transformation of organic waste into valuable compost for enriching gardens.

Real Stories, Real Results: Composting Success - Sharing inspiring success stories and testimonials from individuals and communities who have embraced composting.

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Innovative Composting Ideas

Attract and engage new audiences by showcasing the ease of innovative composting methods, such as using unconventional waste materials, encouraging the adoption of composting as part of sustainable living.

Production Elements From Top Performing Posts

• ‍DIY Content Resonates Strongly: Emphasize innovative and practical concepts in composting projects to deeply engage audiences; the more unique and useful the idea, the greater the post’s impact and resonance. Highlight unique ideas such as how easy it is to build a multi-stage composter in your backyard, or how to  repurpose old materials for composting efforts. These unexpected and creative approaches have proven effective, featured in 69% of top-performing videos in this content theme.
• ‍Leverage time-lapse footage: Showcase the composting transformation from start to finish. This approach not only demonstrates the effectiveness of innovative composting ideas but also engages viewers by allowing them to witness the impactful results in a condensed timeframe. Used in 42% of videos showcasing innovative composting ideas, this tactic shows that audiences enjoy seeing unique concepts in action, reinforcing the value of these ideas on social media.
• ‍Whitespace opportunity: Only 28% of videos in this content theme used on-screen captions, while 45% of all videos analyzed did. Utilize on-screen captions with strong, relevant keywords to enhance content categorization by Instagram's algorithm, ensuring your videos reach the right audience and maximize engagement. Focus on a few impactful keywords per video to avoid overwhelming viewers,  risking the algorithm mis-categorizing your posts.

Examples

Views 1.5M | Eng. 24K

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Views 699K | Eng. 10K

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Views 40k | Eng. 579 

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Environmental Impact: Tips And Tricks To Help The Planet

Create a video series that connects the environmental benefits of composting with practical tips for easy implementation. Highlight real-life examples of positive change and use do's and don'ts, helpful tips, and guidance to inspire sustainable practices, showing new composters how simple it is to start their journey..

Production Elements From Top Performing Posts

• ‍Highlight Real-Life Impact: Focus on creating videos that are both informative and action-oriented, sharing practical tips, do's and don'ts, and improvement strategies to promote sustainable practices. By highlighting real-life examples of composting's positive environmental impact, you can inspire viewers to adopt these methods. This approach was featured in 88% of top-performing videos, underscoring the importance of clear, actionable advice in effectively communicating the benefits of composting.
• ‍Audio Enhancements: Use voice-overs to emphasize the environmental benefits of composting and enhance the experience with soothing background nature sounds, such as birds chirping or leaves rustling, creating an immersive and calming effect.
• ‍Utilize on-screen captions—42% of videos in this content theme effectively used this feature to present simple infographics, tips, and compelling research on composting environmental benefits, such as reduced carbon footprint and waste diversion.

Examples

Views 49.5k | Eng. 902

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Views 43.5k | Eng. 913

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Views 21.5K | Eng. 336

*Even with Instagram leading in V+E, an omni-channel strategy is essential. Facebook and other platforms can still achieve substantial engagement. Reuse and adapt optimized content across channels to maximize reach and resource efficiency, ensuring you connect with a wider audience.

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 2.5x or more.

Lomi Tutorial & Endorsement

@dwellbyMichelle leverages her social media expertise to highlight the Lomi Composting Product on Instagram. She not only explains how useful it is, but how easy it is to incorporate into your home life while giving back to the planet.

Views 26.4M | Engagements 197k

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It Turns Out Leaf Mould CAN Be Beautiful

@davefranklin_ld from @thegardenhustleaustralia joined Compostable Kate to talk about leaf mould and how it works its composting magic.

Views 3.3M | Engagements 36K

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Let your audience know it is convenient & easy

@GetLomi shares practical composting hacks and tips, highlighting how their composting device makes it easy. This post informes audiences how they can easily regrow five vegetables in water from kitchen scraps, showcasing how to achieve sustainable practices with leftover food waste.

‍Views 6.9M | Engagements 49k
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Relatable Moms Show Composting Is Easy

‍Lomi reshared  a collaborative post from @tammymerecka that shows how she uses the Lomi device to convert her food waste into nutritious plant food in just a few hours.

Views 4.8M | Engagements 140K

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Nerd Alert: Eisenia Fetida Worms Are The Best Worms

@TheEverHelpfulGardener shares detailed information on why a specific type of worm is better than composting with multiple types of worms. 

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DIY Results Are The Best Results

An Instagram Reels post from @supbod showcased a fun and creative DIY garden project for the whole family. Dressed as the Addams Family for Halloween, they humorously pretend to eat creepy-crawlies and composting worms from their lush garden, made vibrant by using SubPod's composting products that turn food scraps into nutrient-rich soil.

Views 1.6M | Engagements 12.6K

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*For videos in this content category. View + Engagement data collected via direct social media platform API.

*Measured by Average Views + Engagements