The Best (and Worst) Social Channels to Reach the Skiing Audience in Q4 2022

Key Takeaways

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From September to November 2022, the Ski Industry Audience Attention was the highest on TikTok, followed by Instagram and YouTube.

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However, Ski Industry Competitors’ Focus is highest on Instagram.

High competitor focus on Instagram was driven by LINE Skis, who generated 9M views and 685K engagements from September to November 2022. Their top video was a co-post with @alechendersonn that garnered 3.7M views and 256K engagements.

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There is whitespace opportunity on YouTube, and Twitter where there is high Audience Attention and low Competitor Focus.

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Instagram is an oversaturated platform with high Competitor Focus and low Audience Attention.

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Audience Attention is stable for all channels this period with less than a 10% change.

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Competitor Focus is growing significantly on Facebook, and Instagram this quarter.

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Competitor Focus shrank significantly this quarter on YouTube, TikTok and Twitter.

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Competitors in the Ski Industry are currently not active on reddit, Snapchat, and Twitch. 

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*Competitors are not active on Snapchat, Reddit and Twitch while Pinterest is currently unavailable.

Note:

Instagram video views for the Ski Industry Audience Attention are not currently available.

Audience Attention Composite Metrics: Consist of post cadence, video views, Monthly Active App Users, and Monthly Unique Site Visitors

Competitor Focus Composite Metrics: Consist of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the Ski Industry.