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.
TikTok Content Bucket Definitions
Artist Evolution: Edited videos that showcase the evolution of an artist from their first song to their most recent song.
Beat Challenge: An artist does their best to recreate respected sounds in the hip hop industry by demonstrating their vocal cadence and flow.
Duet Challenge: (aka duett) These challenges incorporate a collaboration form that enables artists who may never have worked together before to collaborate virtually by stitching their videos together.
Exploring New Rap Styles: An artist exhibiting their ability to move within sub-genres of rap from old school German rap to drill.
Finish the Lyrics: This challenge aims to push artists to finish lines from other popular songs.
(aka ohne autotune) The TikTok community is interested in understanding the true scale of an artists natural abilities. These videos demonstrate the difference between an artist with and without autotune.
Tactics to Implement:
Use an organic clip that allows the viewer to focus on the title that is written in-app explaining the content of the video for 2-3 seconds.
This content category is an under-developed format that currently only flashes back and forth between the differences in a song with and without autotune.
Top performing videos in this category are about 20 seconds long.
As a currently under-developed and unintimate category on TikTok, this concept has potential to bring a larger personal element to the forefront by collaborating with artists to showcase their abilities.
As a reiteration from Facebook’s opportunity - a mini-series can help highlight invited artists to the forefront to showcase their natural abilities in a live version of this challenge. Start the video with the autotuned version and complete it with the artist live.