Social Content Opportunities For the E-Biking Audience on YouTube from 2012-2022

YouTube
December 9, 2022
Bike

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.

YouTube Content Bucket Definitions

  • Product Comparisons: A deep dive into two different E-Bikes or pieces of gear and their pros and cons in different environments. 
  • Product Review: A creator brings in different E-Bikes to share their experiences with these products. 
  • E-Bike vs.: Showcasing the power of E-Bikes against different vehicles and things such as cars, dogs, and electric scooters.
  • Speed Test: Testing the speed of restricted and unrestricted E-Bikes to show viewers the power of the bike.
  • How-To: Specific tutorials and guides on how to make specific changes and updates to E-Bikes.
  • Maintenance & Builds: Addressing ways to maintain the health of an E-Bike as well as performing DIY upgrades as needed.
  • Games & Challenges: Exercises to test the abilities and experiences of different people on E-Bikes through different scenarios. 
  • Pre-Purchase 101: Everything a buyer needs to know before making an E-Bike purchase.  
  • Product Launch: Brands highlighting and going over their latest products in detail. 
  • Tech & Spec: Detail-oriented videos that use a range of close-ups and panned shots with voiceovers to describe products.
  • Gear Review: A creator bringing in different gear to share their experiences with these products. 
  • Bike Hunters: A series about stolen bikes and how E-Bike brand Super73 is attempting to raise awareness around security.
  • Company Breakdown: E-Bike companies take viewers through their offices and introduce the team.
  • Seniors & E-Bikes: Showing the accessibility of E-Bikes for seniors through demonstrations of them trying the bikes.
  • Bike Edit: A compilation of moments from a bike ride that has been filmed to represent an amazing run. 

Product Comparisons is an extreme performing content opportunity, averaging 3x the views & engagement rate on YouTube.

Excellent performing content categories for the E-Biking audience on YouTube include:

Good performing content categories for the E-Biking audience on YouTube include:

Substandard performing content categories for the E-Biking audience on YouTube include:

Low performing content categories for the E-Biking audience on YouTube include:

Content Opportunities:

1. Product Comparisons

A deep dive into two different E-Bikes or pieces of gear and their pros and cons in different environments.

Tactics to Implement:

  • Video Length: While videos average at 10 minutes in length, YouTube Shorts generated the highest amount of average views and engagements. Shorts can be filmed for 60 seconds. 
  • Price Impact: This creator makes videos to determine if there is really a difference in quality based on price. 
  • Long Format: Longer videos (10 minutes) tend to be explanation videos that feature a creator speaking directly to the camera with supplemental clips to help make a point.

Content Opportunities:

  • Location Location Location: Find biking landmarks in customer target areas, such as the seawall in Vancouver or the Harbourfront in Toronto, and demonstrate the ability of your E-Bikes compared to competitors. Work with a creator to build a series of YouTube Shorts that help highlight E-Bike abilities in this space.

2.6M  Views

1.8M Views

2. Product Review

A creator brings in different E-Bikes to share their experiences with these products. 

Tactics to Implement:

  • Video Length: These videos tend to be 11 minutes and 30 seconds in length.
  • Demonstrations: Top performing product reviews provide demonstrations for the viewer in addition to highlighting the features of the bike. Demonstrations help contextualize performance by offering live reactions by the host.
  • Introduction: In the top-performing video, the creator starts by addressing who he is and diving immediately into the subject topic for the video. For example, “Hey I’m Ben from AuthenTech and E-Bikes are getting really popular…”.

Content Opportunities:

  • Unboxing: Look to work with creators who can host content on their channels or yours to do unboxing videos where they take a viewer through the full process of what it is like to receive and open their E-Bikes. 

1.4M  Views

1M Views

3. E-Bike vs.

Showcasing the power of E-Bikes against different vehicles and things such as cars, dogs, and electric scooters.

Tactics to Implement:

Content Opportunities:

  • Common Problems: Think of common pain points prospective customers may be having around transportation and biking and compare the traditional way of solving them (ie. driving) to an E-Bike.

1.2M Views

1M Views

4. Speed Test

Testing the speed of restricted and unrestricted E-Bikes to show viewers the power of the bike.

Tactics to Implement:

  • Video Length: These videos tend to be 13 minutes and 30 seconds in length.
  • Video Format: Demonstrations garnered the highest views and engagements for Speed Tests, where the creator shows examples of tests they want to carry out, like two people racing.  
  • Varying Races: In this video, the creators test multiple lengths of races to see how the E-Bikes compare over different distances. 

Content Opportunities:

  • Keep it Safe: To speak to prospective buyers, build a series about the time it takes to arrive at different destinations around target cities. This can focus on realistic E-Biking times for commuters that are safe within biking laws. For bikers looking to use E-Bikes recreationally, create a series that shows the ways it will make journeys more approachable and enjoyable.

868K Views

562K Views

Outliers:

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

E-Bike vs.

Tactics:

This video is 12 minutes in length and explores the differences between E-Bikes and road bikes when riding the same route. The most replayed moment features the host speaking in detail about the E-Bike’s features.

2.5M Views

Product Review

Tactics:

This video is 6 minutes in length and uses a voice-over method with clips on the screen to review the history of Super73 and their E-Bikes. The creator dives into the products with details about the bikes’ drive, sound, and features.

2.2M Views

Pre-Purchase 101

Tactics:

This video is 20 minutes in length and starts with the creator saying “These are 10 things you should know before buying an E-Bike”. The creator uses a whiteboard to communicate his thoughts while flipping back and forth to footage of the equipment he is referencing.

2.1M Views

Bike Edit

Tactics:

This video is 7 minutes in length and features athlete Chris Akrigg showing the different ways an E-Bike can be ridden through a series of shots throughout a trip. The video uses a mixture of shots from GoPro to drone footage.

179K Views

Based on total views and engagements, the following were the top content formats on YouTube for the E-Bike audience.  

Top YouTube Content Format Definitions

  • Demo: Videos that feature physical demonstrations of a task on an E-Bike when an idea is presented (ie. how E-Bikes are accessible for seniors). 
  • Explainer: Videos that are educational in nature and feature the creator in a controlled setting speaking to the viewer about a topic.
  • Review: Videos that focus on breaking down the benefits or drawbacks of a specific product. 
  • YouTube Shorts: Videos that are less than 60 seconds and posted in 9:16 dimensions, usually 1920x1080 pixels. 
  • List Format: Videos that introduce ideas to the viewer through a list of items, such as “10 Things We Wish We’d Known About E-Bikes”.
  • POV Footage: Videos that feature a GoPro (first-person) view of the athlete on their E-Bike. 
  • Vlogs: Videos that attempt to build a natural introduction of following creators along on a mission or test with E-Bikes.
  • Challenges: Videos that take on a task-oriented style where athletes are challenged to complete difficult actions on an E-Bike. 
  • Industry Events: Videos where the creator takes viewers along for a tour and visit of industry events like trade shows for bikes.

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