TikTok Italy Hip-Hop Content Opportunity Analysis™ 2019-2022

Content Opportunity Methodology

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

• Freestyle Battle: Parties of two or more people getting together to take turns showing their talent in a face off.
• Duetto: Videos that feature two artists stitching their screens to collaborate on a song virtually.
• Freestyle Prompt: When TikTok users leave a series of words in the comments and an artist must conduct a freestyle using those words.
• TikTok Reply: These videos use a native TikTok feature where creators can reply directly to audience comments with a video.
• Intervista: Italian media publications share interviews as a way for fans to connect on a deeper level with their favourite artists.
• This or That: Rappers go through rapid fire questioning where they must choose their favourite between two options.
• 5 Rap Styles In 1 Minute: A rapper goes through a variety of different rap styles within the same freestyle in the duration of a video.
• How It Was Made: A series exploring the production and conception of the biggest songs in Italian rap.
• Psychologist Analyzes...: A psychologist is invited to share his professional thoughts on the lyrics and content of rap songs.
• Random Word Challenge: A rapper looks up random word prompts online and has to write a song & perform it.
• Rap Rating: Taking songs from Italian rappers and giving them ratings on a scale based on different variables of their performance.
• Responding to Hate: Rappers are invited on to read negative & funny comments on the internet about themselves and respond.

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Content buckets that had the highest average views & engagement in the Italian hip-hop space include:

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Good performing content opportunities for the Italian hip-hop audience on TikTok include:

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Substandard performing content opportunities for the Italian hip-hop audience on TikTok include:

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Low performing content opportunities for the Italian hip-hop audience on TikTok include:

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Content Opportunities:

1. Freestyle Battle

Freestyle battles follow parties of two people or more as they engage in real time bars to see who the stronger performer is.

Tactics to Implement:

• Keep it Organic: Content in this category is often caught in the moment from a crowd member which allows the viewer to experience the raw emotion and engagement from the rappers.
• Repurposing: Often these videos are shared from longer YouTube clips. Instead of blowing them up full screen for TikTok, two borders on the top and bottom are used to position the video with title text in the blank spaces.

Content Opportunities: There is high interest for raw freestyling talent on TikTok especially against other opponents, however there is a lack of optimized content available on the platform (16:9 aspect ratio).

2.6M Views

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1.9M Views

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2. Duetto

Duetto videos feature two artists stitching their screens to collaborate on a song virtually.

Tactics to Implement:

• Providing Context: Captions or text on screen is pivotal to explain what the purpose of the video is.
• Intro: Introductions should be made so that it is clear how the original creator of the video wants to collaborate with the ‘duett-er’. For example, “I don’t think you got bars, prove me wrong…”

Content Opportunities:

• Popular duets in Italy focus less on two parties rapping in collaboration with each other, but more so for one person to offer a beat and hold the microphone for another to perform.
• Videos that ask other TikTokers to engage in Duets tend to circulate widely if properly made. This is a chance to elevate Italian artists in a way that can reach international audiences to engage with and participate in Italian beats & rap.

2.1M Views

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650K Views

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3. Freestyle Prompts

Freestyle prompts are when TikTok users leave a series of words in the comments and an artist must conduct a freestyle using those words.

Tactics to Implement:

• The More the Better: Generally the more words included in the challenge the better the outcome because the artist must tap into the full range of their creativity on the spot.
• Freestyling vs. Pre-Writing: A version of this exists where an artist will pre-write a song with a list of random words opposed to freestyling. Freestyling content sees +750% more average views and engagement than pre-written content.

Content Opportunities:

• All content in this category is completely user-generated and there is a lack of top artists being challenged to use specific words in their freestyles.
• This can be used as a way to engage with an artist and Red Bull’s audiences for generating freestyle prompts.

2.4M Views

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123K Views

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4. TikTok Reply

TikTok Reply videos use a native feature where creators can reply directly to audience comments with a video. Rappers use these comments as inspiration for their videos.

Tactics to Implement:

• Up for Interpretation: Audience members will often leave comments with no context for the creator to make a video with based on their own interpretation.
• Organic Settings: The more natural the setting the more relatable for the viewer. Creator KYLIAN makes all his content from behind the wheel in his car.

Content Opportunities: Red Bull can use this as a chance to engage with their audience and give followers a chance to ask questions and prompt their favourite Italian rappers from the comment section.

810K Views

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673K Views