TikTok Skate Audience Content Opportunity Analysis™ Q2 2022

TikTok
August 3, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators provided by Red Bull to find content buckets 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

  • Slow Motion Shots: Simplistic videos that showcase close-ups or full frame skaters performing their line or trick in slow motion. Typically slowing the frames where the skater performs the footwork needed and following through to the landing.
  • Skater Humour: Videos in this category are packed with nuance and hidden context that’s aimed to only be obvious to knowledgeable skaters.
  • Street Clips: Videos solely focused on the use of urban environments to creatively form lines or features to perform tricks on. 
  • Flatland Tricks: Although similar in their application of creativity, flatland tricks showcase skaters performing various tricks that cater to the elements of being simple, clean, and good execution.
  • Behind The Scenes: Footage of different skaters and skate teams. 
  • Park Lines: Single lines with high momentum in the park focussed on riders tackling bowls, transitions and vert.
  • Challenges: Clips that show off skaters in different style games of S.K.A.T.E., dice rolling to form tricks, and other styles of challenges to form lines.
  • Single Trick Short: Short videos of this nature are edited to highlight one simple trick across a variety of street, park, or flatland areas. Occasionally from multiple views but only ever highlighting one piece of footage with one trick. 
  • Open Clips: Montage or compilation style edits from varying clips at different skate opens from around the world. Often showing multiple skaters hitting the same lines. 
  • Unique boards and Equipment: Videos in this category showcase creativity and ingenuity through the use of either funny or original board designs while skateboarding.
  • Skate Culture Reference: Videos that make reference in some capacity to different varieties of skateboarding culture. 
  • Skating Tutorials: Walkthroughs and guides on how to do tricks and other elements of skateboarding. 

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

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

Substandard performing content for the Skateboarding space on TikTok include:

Low performing content for the Skateboarding space on TikTok include:

Content Opportunities:

1. Slow Motion Shots 

Slow and Steady. Simplistic videos that showcase close-ups or full frame skaters performing their line or trick in slow motion. Typically slowing the frames where the skater performs the footwork needed and following through to the landing.

Tactics to Implement:

  • Full Frame: Shooting and editing choices have large impacts in this category in that the allure of a slow motion trick is only as good as how it’s captured. Full frame shots of the skater performing the entirety of each trick performed best.

Top Format:

  • Duration: 0:13 & 0:12
  • # of Hashtags: 6 & 3
@redbullskateboarding #JamieFoy with a little help from his mom 👩‍👦🏍🔥 Scene from #TheFlatEarth, available on Red Bull TV. 📺 #skate #skateboarding #florida #motorcycle #skatelife ♬ original sound - Red Bull Skateboarding

160K Views

@vans Catching 360 flips with @currencaples96. #Vans #Skatwboarding #SkateNerd ♬ original sound - The Nine Club

44K  Views

2. Skater Humour

The Funnier Side of Skating. Videos in this category are packed with nuance and hidden context that’s aimed to only be obvious to knowledgeable skaters.

Tactics to Implement:

  • Over The Top: Videos in this category play on a combination of being over the top in their delivery along with nuanced humour that elicits the concept of “if you know you know.” One good example is doing “Skate tutorials” where the tricks being taught are presented as easy, but are clearly very technical tricks, even for seasoned skaters. 
  • Taking Advantage of Trends: Other clips in this category, as seen on the left video, take advantage of TikTok style trends and apply those in a context more appropriate for skateboarding. 

Top Format:

  • Duration: 1:38 & 0:10
  • # of Hashtags: 2 & 4
@berrics @bammargiela.00 finally teaches us all how to kickflip… you’re welcome. ‘Hopping Fences’ with BurberryErry is now live on TheBerrics.com 📺 #skateboardingisfun #berrics ♬ original sound - The Berrics

84K Views

75K  Views

3. Street Clips

Urban Lines Meets Creativity. Videos solely focused on the use of urban environments to creatively form lines or features to perform tricks on.

Tactics to Implement:

  • Creativity & Style: All top performers in this category consistently showcase a sense of creativity and style when looking for and pulling off their lines.
  • The Environment: These clips highlight the variety in which lines can exist, given that someone can walk by a possible feature 100 times and think it’s not skateable. In some cases, camera angles and filming choices emphasize how the line is structured as well. 

Top Format:

  • Duration: 0:04 & 0:07
  • # of Hashtags: 2 & 3
@vans Trying out this shorter video thing with a Chima Ferguson clip. #Vans #Skateboarding ♬ Too Long Angry Gym Teacher Tom Filline - The Angry Gym Teacher

76K Views

36K Views

4. Flatland Tricks

Not To Be Confused With Street. Although similar in their application of creativity, flatland tricks showcase skaters performing various tricks that cater to the elements of being simple, clean, and good execution. 

Tactics to Implement:

  • Technicality: A core component of flatland tricks is the proficiency of a skater without the use of any major feature. Therefore showcasing very technical tricks on flatground is a key attraction to viewers.
  • Janky Variety: In some cases, like the video on the right, small features that can be found and/or moved are included in lines. This adds a sense of relatability to skaters who may not have access to parks in how to create lines.

Top Format:

  • Duration: 0:07 & 0:11
  • # of Hashtags: 3 & 4

131K Views

@vans Hopefully your #GoSkateboardingDay wasn’t trash. Maybe you even got tricks over trash like #GilbertCrockett here. #Vans #Skateboarding ♬ original sound - maddi

39K Views

Viral Videos.

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Street Clips

Tactics: These two clips show of more creative use of urban features to create exciting lines.

500K Views

@seanbolis

Designed not to be skated but I figured out that it’s skateable

♬ original sound - SKATEBOARD POPS

292K Views

Flatland Tricks

Tactics: The skater creates a full line out of flatland features and makes a line out of the entire thing. 

@berrics Anything is a manual pad when you’re @jsaito93 💯 #skateboardingisfun #berrics ♬ original sound - The Berrics

375K Views

Park Lines

Tactics: Technical kickflip into grind using park features and precarious balance. 

280K Views

Slow Motion Shots

Tactics: Skater performs a technical trick on what’s known as a boogie-board as opposed to a standard skateboard. 

1.3M Views

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