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

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.

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Facebook Content Bucket Definitions

• Personal Flying Machines: Creators defying gravity with a jet suit or hoverboard.
• Extreme Wingsuit Stunts: Wingsuit pilots performing daring stunts while skydiving, such as XRW, ziplining or wingsuit rodeoing.
• Group Wingsuit Skydiving: Wingsuit pilots flying through the sky after exiting an aircraft.
• Aerial Acrobatics: Footage of skydivers performing acrobatic stunts while free-falling.
• Aerobatic Flight Maneuvers: Various maneuvers performed by aerobatic pilots, such as loops, rolls, and spins, that are done individually or in formation with other aircraft.
• POV Wingsuit Footage: BASE wingsuit flying captured on a 360-degree action camera.
• JetRacer Flying: Various footage of people flying in Zapata’s vertical take-off and landing machine.
• Show Jumping: Footage of an athlete jumping out of an aircraft and landing in a sporting event or show.
• Cockpit Views: Videos taken from a pilot’s point of view while performing aerobatic maneuvers.
• Takeoffs: Footage of various aircraft taking off.
• Skydiving Compilation: A compilation of footage taken from various perspectives and phases during a jump.
• Skydive Skit: Skydivers wearing costumes and acting out humorous/entertaining skits while skydiving.
• Parachute Malfunction: Close calls when a parachute malfunctions during a jump.
• Flying Compilation: A compilation of aircraft footage taken from various moments.
• Close Calls & Fails: Videos of skydiving/paragliding mishaps, with athletes walking away unharmed.

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Personal Flying Machines & Extreme Wingsuit Stunts are extreme performing content opportunities, averaging 3x the views & engagement rate on Facebook.

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

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

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

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

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Content Opportunities:

1. Personal Flying Machines

These videos showcase a jet suit or hoverboard in action. Top videos were shared by Gravity Industries and Franky Zapata. Personal Flying Machine videos were an excellent performing content opportunity on TikTok as well. 

Tactics to Implement:

• Auto vs Man: Both Gravity Industries and Franky Zapata generated millions of views from videos that featured someone flying with a Jet Suit or Flyboard Air alongside race cars on a track — showcasing the speed of these personal flying devices.
• Cross-post: Franky Zapata shared the first video below on his TikTok and Instagram accounts, generating 3.6M and 254K views, respectively.

Content Opportunities:

• Share videos of people racing against top motor vehicles using personal flying devices to reach motorsport fans who might not be familiar with these new technologies.

4.5M Views

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2.9M Views

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2. Extreme Wingsuit Stunts

Wingsuit pilots performing daring stunts while skydiving, such as extreme relative work (XRW) or ziplining.

Tactics to Implement:

• Double Whammy: Squirrel's video features two "wow" elements —first, Pablo Signoret ziplining from a wingsuit pilot's chest while skydiving, and second, footage of him executing an extremely accurate landing on a tiny water-floating device.
• Break It Down: Additionally, Squirrel’s video utilizes its caption to break down the two impressive parts of this extreme jump. Their caption begins with an attention-grabbing first line and then breaks down the content into short, easy-to-read parts.
• Music: Skydive Mag utilizes music in its video to add an element of suspense as the athletes navigate connecting their flight in free fall.

Content Opportunities:

• Capture footage of athletes as they try new daring stunts while wingsuit skydiving. Add multiple stunts within one jump to keep the audience engaged.

1.9M Views

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1.5M Views

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3. Group Wingsuit Skydiving

Top videos showcase groups of wingsuit pilots peacefully soaring through the sky. 

Tactics to Implement:

• Stunning Views: Skydive Mag’s video featured athletes jumping at sunset, giving viewers a breathtaking shot of the sun setting on the horizon. 
• Flocking Fun: Both videos show groups of wingsuit pilots flying together in harmony, making it appear as though they are a flock of birds in the sky.
• Slow-Mo: Skydive Mag’s video captures the calmness and harmony of pilots in flight by using slow motion.

Content Opportunities:

• Wingsuit videos often focus on the adrenaline-provoking elements of the sport, but these top-performing videos capture the tranquillity of gliding flight. Share short-form video content which captures this aspect of the sport. Have a group of wingsuit pilots jump together, with one or more pilots filming from their perspective to capture the group's harmony.

715K Views

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260K  Views

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4. Aerial Acrobatics

Videos in this content bucket feature impressive footage of skydivers performing acrobatic stunts while free-falling. The first video below features Greg Crozier and Red Bull athlete Kyra Poh performing arabesque mid-air. On the right, Red Bull athlete Maja Kuczynska does the moonwalk while free-falling. 

Tactics to Implement:

• Caption Template: Top videos have one-line captions with emojis. The captions give credit by tagging the athlete(s), videographer and song featured in the video. Captions featured an average of 13-15 tags/hashtags.
• Videography: The footage was shot by a freefall videographer wearing a helmet-mounted camera so that you can see the full range of acrobatics and the ground below them.  

Content Opportunities:

• Continue sharing videos featuring Maja Kuczynska and Kyra Poh’s impressive aerial acrobatic skills as they generate significant views and engagement on Facebook. Additionally, partner with athletes like Maja Kuczynska, Kyra Poh or Greg Crozier to create more aerial acrobatic content. Look for opportunities for these athletes to work together to perform partner acro tricks.

561K  Views

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542K Views

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1. Outliers:

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

Takeoffs

Length: 0:57 & 0:41

Content: In this video, a “heavy lifter” aircraft (C-5 Galaxy) performed a takeoff roll while empty. This video showcased the "Black Mamba" (A-10) departing at AirVenture.

689K Views

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511K Views

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Parachute Malfunction

Length: 1:00

Content: These two videos are reposts of the original video shared by Kevin Philipp where he successfully ripped off his tangled canopy and deployed his backup parachute with just one second before he would have hit the ground.

625K Views

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598K Views

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Cockpit Views

Length: 0:45

Content: RAF Red Arrow shared footage of the cockpit of one of its planes while they performed a “crowd-favourite Tornado manoeuvre”. 

687K Views

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POV Wingsuit Footage

Length: 0:42

Content: Alex Aimard and Carlos Briceño BASE jump off a cliff wearing wingsuits and fly along the mountainside, capturing the flight with a 360° action camera.

37M Views

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2. Outliers:

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

Human Flight

Length: Outlier Human Flight videos ranged from 11-31 seconds in length.

Content: The first four videos above feature a pilot flying with a Gravity Industries jet suit. In this video, the pilot uses an Insta360 camera to give viewers an exciting 360-degree view of his flight over the water. The last two videos feature pilots flying Zapata’s Flyboard Air. This video is from the Spa Grand Prix, where someone races an F1 car with a Flyboard Air. 

17M Views

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12M Views

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5M Views

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Jet Racer Flying

Length: 0:21

Content: This video shows a pilot doing a landing test in Zapata’s JetRacer (flying car). 

940K Views

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Aerobatic Flight Maneuvers

Length: 0:14 & 0:49

Content: This video shows a pilot’s reaction as he pulls at 9Gs. In this video, The Flying Bulls shares footage of a pilot flying an N25Y while performing various maneuvers. 

3.5M Views

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1.8M Views