TikTok South Africa Electronic Music 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. Repeat For Each Platform: Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
5. Identify Opportunities: Look at the data and find the content themes that are resonating with the audience based on a set of top creators.

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TikTok Content Bucket Definitions

• Live Event Snippets: Short clips that focus on varying moments with crowds and members of the audience, instead of the artists performing.  
• Amapiano Dances: Dance content that is filmed to focus on one dancer as they perform and dance, specifically to Amapiano music.
• Solo Performances: Videos singularly focused on one artist performing in their respective environments, whether that be a show, in their car, or studio.
• EDM Animal Remixes: Videos that focus on a single remix done by creators that primarily use different videos of animals and their odd noises as source material for remixes. 
• Popular Video Remixes: Remix videos in which creators use a trending video as the original track for a remix
• Midi Controller Performance: Creators in their studio performing parts of, or whole, EDM songs on a MIDI controller.
• Amapiano Humour: Short clips of culturally charged humour that’s contextual to the Amapiano scene.  
• EDM History: Clips that showcase different historical facts around the South African EDM scene.
• Candid Crowd Shots: Videos that spend time focusing on the interaction between the crowd and artists as they perform.
• Dance Challenge: Content that focuses on short-form clips of creators trying their hand (or body) at different dance challenges.
• Remade Songs: Videos where creators recreate popular songs in various styles.
• EDM Humour: Similar to “Amapiano Humour” however, these videos focus on the context of EDM overall, instead of the sub-genre.
• Performance Highlights: Compilation-styled clips showing off the different moments from live shows, events, and artist performances. 
• Dance Duets: Clips observe the fun and stylistic ways Amapiano dancers interact with each other in different circumstances. 

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Excellent performing content opportunities for the South African electronic audience on TikTok include:

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Good performing content opportunities for the South African electronic audience on TikTok include:

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Substandard performing content for the South African electronic audience on TikTok include:

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Low performing content for the South African electronic audience on TikTok include:

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Extreme Performing Segment:

1. Life Event Snippets

Short clips that focus on varying moments with crowds and members of the audience, instead of the artists performing. 

Tactics to Implement:

• Crowd Interaction: Being that the focus of these videos is on the crowd, creators employ the use of having the crowd sing and fill in portions of the song as they perform.
• In The Moment: Clips across this content category don’t showcase a high level of production. The majority of clips showcase a very spur-of-the-moment approach to Amapiano dances. 

Content Opportunities:

• Capturing The Moment: These clips are almost entirely candid and caught in the moment, therefore capitalizing on the times that this environment exists is critical for the sake of authenticity. 

2.5M  Views

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1.9M  Views

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2. Amapiano Dances

Dance content that is filmed to focus on one dancer as they perform and dance, specifically to Amapiano music.

Tactics to Implement:

• Tutorials: As seen in the video below, these short video provide a visual walkthrough of what Amapiano dancing techniques are. 
• Candid: High-performing videos in this category take advantage of small candid moments happening in studio sessions where creators will break out and start dancing for a brief time. 

Content Opportunities:

• Authenticity: Within the Amapiano scene, dancing and music are completely intertwined with one another. Therefore, capturing impromptu dance scenes both on and off the stage is a great way to celebrate the culture while generating new content. 

2.1M  Views

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2.3M  Views

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3. Solo Performances

This content category follows a similar style to “Solo Performances” on Instagram however possesses a few key differences with how creators edit their content.

Tactics to Implement:

• Vocal Performances: TikTok solo performances focus heavily on vocal or acapella performances by creators where they cover portions of songs or Amapiano freestyle vocals.
• Added Instruments: Occasionally, creators will add themselves playing instruments in their performances. 
• Unedited: Videos in this category are exclusively unedited and shows themselves as RAW footage.

Content Opportunities:

• Personal & Organic: These clips allow for a spotlight on creators within the South African EDM and Amapiano scene in a personal and accessible fashion. 

2.9M  Views

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2M Views