TikTok Adventure Content Opportunity Analysis™ Q2 2022

TikTok
July 18, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  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 Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

TikTok Content Bucket Definitions

  • Training & Progression: Videos showcasing the the progression and drive of each individual athlete when training or practicing in their respective sport(s).
  • #DiscoverYourTrail: This category centers on the hashtag #DiscoverYourTrail, where different influencers share their experiences within hiking. 
  • Ambassador in Action: Ambassadors from every corner showcase the live action and highlights of their passions, either for sports, adventures, or simple hobbies.
  • #OptOutside: Although not all under the same hashtag, these videos focus on what the title promotes: opting to hit the outdoors and enjoying what it has to offer.
  • Wonders of Water: Videos capturing a glimpse into the wild and flat out interesting aspects of what happens in watersports and bodies of water. 
  • Stunts & Tricks: As simple as the title - short videos of different stunts or tricks being performed by athletes. 
  • Backpacking Tips: Videos showing off what’s in a hiker’s backpack and other helpful tips for those who are planning their adventures.
  • One with Nature: Serene and peaceful videos capturing how different people connect with the beauty of nature. 
  • Gear Tips: Similar as the Backpacking Tips category, however this category stretches over multiple sports with its tips & guides.

Top performing content opportunities in the Adventure space that had the highest average number of views & engagements on TikTok include:

Good performing content opportunities in the Adventure space on TikTok include:

Substandard performing content for the Adventure space on TikTok include:

Low performing content for the Adventure space on TikTok include:

Content Opportunities:

1. Training & Progression 

Putting the Work In.This video category showcases the progression and drive of each individual athlete when training or practicing in their respective sport(s). 

Tactics to Implement:

  • In Their Element: Footage consistently shows athletes within their own sport, demonstrating different moves or techniques with proficiency.
  • Philosophy: A consistent theme shown within these videos is athletes sharing short snippets of their philosophy when training in the sport. This provides the viewer with interesting and varying perspectives in the different sports.

Top Format:

  • Video Duration: 0:15 & 0:15
  • # of Hashtags: 1 & 1
@thenorthface With the best climbers since 1966.@steghiso #NeverStopExploring ♬ original sound - thenorthface

2.5M  Views

@thenorthface With all climbers since 1966.@Molly Thompson-Smith #NeverStopExploring ♬ original sound - thenorthface

2.5M Views

2. #DiscoverYourTrail

Every Trail Has a Story. This category centers on the hashtag #DiscoverYourTrail, where different influencers share their experiences within hiking. 

Tactics to Implement:

  • Narration: Each clip is narrated by the the influencer hiking on the trail adding a personal touch to each post. 
  • Authenticity: The stories shared across each of these categories are authentic to who is narrating it, further adding to that personal appeal.
  • Inclusive: The video features minority influencers who encourage those who are skeptical about hiking or have never hiked to try it out. This is sometimes accompanied by what hiking has done for the narrator personally.

Top Format:

  • Video Duration: 0:52 & 0:59
  • # of Hashtags: 1 & 1

1.9M  Views

962K Views

3. Ambassador in Action

Who’s Doing What? Ambassadors from every corner showcase the live action and highlights of their passions, either for sports, adventures, or simple hobbies.

Tactics to Implement:

  • Capturing the Moment: The video on the left was captured on a camera mounted onto the edge of a surfboard which features Mark Healey tube riding a big wave.
  • Behind the Scenes Footage: Yeti partnered up with their ambassador Pat Martin from Martin’s Barbecue, where he gives his viewers a sneak peek into how he constructs their special West-Tennessee style pulled pork sandwich.

Top Format:

  • Video Duration: 0:16 & 0:46
  • # of Hashtags: 2 & 7
@yeti "This never gets old." - Ambassador #MarkHealey Video: Mark Healey #BuiltForTheWild #Surfing ♬ original sound - YETI

695K Views

@yeti Ambassador Pat Martin of Martin's Barbecue shares how he constructs a West-Tennessee style pulled pork sandwich. #YETI #BuiltForTheWild #BBQ #barbecue #bbqtiktok #wholehog #Tennessee ♬ original sound - YETI

478K Views

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