TikTok Content Opportunity Breakdown™ Q1 2022

TikTok
June 1, 2022
Sporting Goods & Outdoor

Key Takeaways

Top content opportunities in Q1 2022 for the EPC audience on TikTok include:

Animated Gaming Clips — Animated clips inspired by popular video games or gaming content such as Mario Kart or Xbox.

Humorous Clips from Sports —  Funny clips captured during a game/race or off the field/track, such as an F1 drive joking around with a team member or a Rugby player obviously patting his teammate's injured shoulder. 

Reacting to Exciting News — Videos of celebrities, coaches or athletes reacting to something exciting such as the news that F1 will be in Vegas or a player scoring a hat-trick goal in a football match. 

Gaming Memes, Clips and Setups —  Videos aim to be relatable, entertaining or humorous to gamers and connect to viewers in an authentic way.

The top* videos from Q1 2022 published by the following UK EPC identified creators were analyzed:  

*The top 10  applicable videos were analyzed where the creator had enough videos. Video views from Q1 2022 on TikTok.

TikTok Content Bucket Definitions

  • Reactions | Motosport & Football: Videos of celebrities, coaches or athletes reacting to something. 
  • Funny Sports Moments | Motosport & Rugby: Humorous clips captured during a game/race or off the field/track. 
  • Gaming Animations | Gaming: Animated clips inspired by popular video games or gaming content. 
  • Game Interviews | Football: Clips from post-game or pre-game interviews. 
  • Gaming Content | Gaming: Videos that are relatable, entertaining or humorous to gamers. 
  • Fortnite News | Gaming: Videos discussing the latest Fortnite news and updates. 
  • Unreal Try | Rugby: Footage of athletes scoring impressive touchdowns.
  • Athlete BTS |Motosport & Football: Behind-the-scenes footage of athletes off the track or field. 
  • Sideline Saves | Rugby: Players saving the ball from going out of bounds. 
  • TikTok Trends | Motosport, Gaming, Climbing & Music: Creators participating in TikTok trends in niche related way.
  • Athlete Feature | Motosport, Rugby & Football: Videos spotlighting one specific athlete. 
  • Epic Tackles | Rugby: Footage of epic rugby tackles, blocks or scrums. 
  • Live DJ Sets | Music: Footage from live DJ sets with crowds. 
  • DJ Set Streams | Music: Clips from DJ live stream sets. 
  • Bike Tricks | Biking:  Athletes perform flips or tricks on a mountain or BMX bike. 
  • POV Rides | Biking: Point-of-view footage from bike rides.

Content buckets that had the highest views & engagement rate for the UK EPC audience include:

*Viral videos were omitted from the data set as outliers.

Good performing content opportunities for the UK EPC audience on TikTok include:

*Viral videos were omitted from the data set as outliers.

Substandard performing content opportunities for the UK EPC audience on TikTok include:

*Viral videos were omitted from the data set as outliers.

Low performing content opportunities for the UK EPC audience on TikTok include:

*Viral videos were omitted from the data set as outliers.

Viral Callout:

#1. Sideline Saves. World Rugby shared footage of Rugby Union player, Tomos Williams heading the ball from going out of bounds and generated over 41M views and 1M engagements.

Tactics to Implement:

  • Trending Sounds: Incorporating trending sounds in TikTok videos can help increase the video's exposure and viewer’s attention. According to TikTok, 67% of users would prefer to see videos from brands featuring trending songs.

41M  Views

#2. Car Unveil. Professional race driver, Oliver James Webb shared the video shown on the right of a Devel Sixteen being taken out of a shipping container. The video generated 18M views and 2.5M engagements. 

Content Opportunity:

  • Hypercar IRL: The car featured in the video is the real-life inspiration for the Deveste Eight hypercar featured in Grand Theft Auto Online.    

18M Views

Content Opportunities:

#1. Gaming Animations

Animated Gaming Clips. Animated clips inspired by popular video games or gaming content. Top videos included: 

  • Mario from Nintendo's Mario Kart video game dancing to the TikTok trending song STAY
  • An animation of the Xbox logo.

Tactics to Implement:

  • UGC: The two top videos were initially shared by other accounts (@jigpx & @markcannatarofilms) and were reposted by GAMINGBible. Look for viral content within your niche to repost on TikTok. 
  • Hashtags: Of the competitive set, videos using 4 hashtags generated the highest views and engagements, followed by those with 9 hashtags. 

Top Format:

  • Video Duration: 15s & 10s
  • # of Hashtags: 4 & 3
@gamingbible TikTok has peaked @markcannatarofilms 🙌🤣 #mario #gaming #nintendo #stay ♬ original sound - GAMINGbible

10M  Views

6M Views

#2. Funny Sports Moments

Humorous Clips from Sports. Humorous clips captured during a game/race or off the field/track. Top videos included: 

  • Haas F1 driver, Kevin Magnussen, joking around with a team member.
  • A rugby player patting his teammate on shoulder while he was being taken off field due to a shoulder injury. 

Tactics to Implement:

  • Humour: According to GWI, 81% of Gen Z TikTok users use the platform for funny/entertaining content, whereas only 67% of those surveyed said that they use Instagram for funny/entertaining content. Look for ways to incorporate funny sport moments in TikTok videos.
  • Duration: Of the competitive set, videos 0-10 seconds in length generated the highest views and engagements, followed by those 40-50 seconds long. 

Top Format:

  • Video Duration: 9s & 16s
  • # of Hashtags: 4 & 2
@f1 punchy performance from k-mag 😳 #f1 #formula1 #motorsport #kmag @haasf1official ♬ sonido original - Sr. Lucifer

13M  Views

4M Views

#3. Reactions

Reacting to Exciting News. Videos of celebrities, coaches or athletes reacting to something exciting such as the news that F1 will be in Vegas or a player scoring a hat-trick goal in a football match. 

Tactics to Implement:

  • Capture Excitement: Captions and text overlays explain to the viewer what the people featured are reacting to. Video footage captures the genuine excitement of the people featured.
  • Showcase Personality: F1 utilizes its Tik Tok account to showcase the drivers' personalities so that fans get to know them off the track. Look for ways for viewers to get to know athletes outside of their sport.  

Top Format:

  • Video Duration: 55s & 11s
  • # of Hashtags: 3 & 6
@f1 us: how excited are you to race in vegas? the drivers: yes #f1 #formula1 #lasvegasgp @vegas ♬ original sound - F1

5M  Views

2M Views

#4. Gaming Content

Gaming Memes, Clips and Setups. Videos aim to be relatable, entertaining or humorous to gamers. Top Videos included: 

Tactics to Implement:

  • Unpolished Content: 56% of TikTok users say they feel closer to brands that publish unpolished content featuring everyday people. Try to embrace authenticity in gaming content (as shown in the example videos on the left). 
  • Social Gaming: Gen Zs are social gamers. According to GWI, Gen Z’s most distinct gaming activities are: playing with real-life friends, sharing gaming content, or watching live streams and tournaments.

Top Format:

  • Video Duration: 25s & 15s
  • # of Hashtags: 3 & 3
@gamingbible Bros got pyrotechnics 🤣🔥 (🎮: @crossmauz) #gaming #twitch #streamer ♬ original sound - GAMINGbible

6M  Views

@gamingbible *FOV left the chat* (@mrpipistro) #gaming #pc #setup ♬ original sound - GAMINGbible

6M Views

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