Social Content Opportunities For the Winter Sports Audience on TikTok in Q4 2022

TikTok
December 16, 2022
Sporting Goods & Outdoor

How the Social Content Opportunity Analysis™ Methodology Works

  1. Measure & Categorize Posts. 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. Measure The Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify & Rank 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.

TikTok Content Bucket Definitions

  • Deep Powder: Varying clips showcasing skiers moving through deep sections of powder. 
  • POV Downhill: This category focuses on clips with a generalized theme of POV-styled downhill skiing videos. 
  • Gear Highlight: Athletes highlight particular parts of their gear choices and how they use them
  • Follow Cam: Similar to POV Downhill clips, however, these clips primarily focus on having one skier follow behind another for the entirety of the clips.  
  • Huge Air: Straightforward videos of skiers hitting large jumps and landing.
  • Historical Clip: Clips that highlight past runs from competitions along with the athlete and the competition they competed at. 
  • Tricks & Flips: Videos of athletes performing different tricks and flips on their runs or at competitions. 
  • Meet The Skier: Short clips that give the name, age, and origin of a particular athlete with clips of their runs playing throughout the video.
  • Big Drops: Similar to “Huge Air”, however, this category focuses on skiers hitting huge drops relative to large-scale jumps.
  • Skier Humour: Videos of different skiers pointing out the funny aspects and stereotypes of ski culture.
  • Aerial View: Clips that follow a skier’s run from a distanced aerial view.
  • Novel Skiing: Athletes attempting to ski with substantially different gear such as hang gliders or being towed in by horses.
  • Slow Motion Tricks: Similar to “Tricks & Flips”, with the twist of these clips specifically focusing on the slow motion capture of tricks.

Deep Powder & POV Downhill are extreme performing content opportunities, averaging 3X the views & engagement rate on TikTok.

Excellent performing content categories for the Winter Sports audience on TikTok include:

Good performing content categories for the Winter Sports audience on TikTok include:

Substandard performing content categories for the Winter Sports audience on TikTok include:

Low performing content categories for the Winter Sports audience on TikTok include:

Extreme Performing Segment:

1. Deep Powder

Varying clips showcasing skiers moving through deep sections of powder. 

Tactics to Implement:

  • At The Peak: A constant viewpoint in these videos is the skiers filming themselves close to the mountain’s peak, indicated by the small tops of trees visible above the snow. Filming in these areas lets the viewers get a close-up of the skiers accompanied by scenic views.
  • POV: An added effect to showcase the “deep powder” effect is filming from the skier’s helmet or chest-mounted camera. 

Content Opportunity:

  • Untouched Snow: Capture skiers moving through untouched terrain but film it from angles that emphasize the depth and amount of snow they ride through. I.e. Aerial views focused on the waves of snow whilst carving.

2.6M  Views

@ian.deans Comment if you’re follower number 200k!!! I have a goodie for you! Who thinks we should do a giveaway to celebrate?! #skiing #skitok #snow #winter #POV #canada #shred #nfl #explore #diy #skiseason ♬ Follow me if you like skiing - Isaac

1.9M Views

2. POV Downhill

This category focuses on clips with a generalized theme of POV-styled downhill skiing videos. 

Tactics to Implement:

  • Compilation: Clips in this category skewed towards having compilation-styled editing from different points of their run on the mountain. 
  • Tricks: Throughout the compilation of clips, skiers will often add one or two clips of tricks or air-time-focused footage.
  • POV: Athletes often film from a steep chest-mounted POV angle.

Top Format:

  • Duration: 0:32 & 0:15
  • Hashtags: 11 & 5

1.7M  Views

409K Views

Content Opportunities:

3. Gear Highlight

Athletes highlight particular parts of their gear choices and how they use them.

Tactics to Implement:

  • Functionality: As seen in this video, skiers compare the ability and feel of their skis on a run to the bottom of the mountain. 
  • Purpose: Gear is often expensive, and creators include reasons why a particular piece of gear is worth the money. 

Top Format:

  • Duration: 0:30 & 0:24
  • Hashtags: 12 & 8

Content Opportunities:

  • Gear Tryouts: Create a series that focuses on jump-cut-styled short-form videos where one skier chooses specific gear for another skier to use and record their reactions.  

341K  Views

120K Views

4. Follow Cam

Similar to POV Downhill clips, however, these primarily focus on having one skier follow behind another for the entirety of the clips. 

Tactics to Implement:

  • Full Frame: Videos in this category consistently keep the focus on the skier in front without ever letting them leave the frame. 
  • Follow The Line: The skier filming for the other, typically follows the exact same line, giving viewers two different perspectives.

Opportunities:

  • Follow The Leader: Have 3-5 riders start a run together and have each member of the group perform the same line as the one at the front until there is no one left.

183K  Views

@ian.deans Come for a lap, stay for the lyrics @nedshreds #skitok #skiing #winter #fyp ♬ Chaise Longue - Wet Leg

184K Views

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