Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
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
Football Freestyle: Rapper @K(E)NZ has built a following and consistent stream of viewers based on his ability to freestyle about various topics in the football community experimenting with comparing athletes, teams and freestyling about his feelings relating to football news.
Interviews: Interviews are video formats featuring artists who participate in conversations for their fan base to get to know them on a deeper level.
Cyphers: Cyphers are video formats featuring freestyles and performances with rappers in a collaboration of two people or more.
Open Verse Challenge: The Open Verse Challenge format features TikTok videos that have been duetted or stitched to encourage collaboration amongst artists on the platform.
Storytelling: Freestyles that aim to tell a specific story in the length of the video and generally have multiple parts.
Behind the Scenes: Behind the scenes content focused on sharing unseen moments from music videos or freestyle performance sessions to help viewers understand the creation process for an artist, this content is usually reposted by bigger media outlets to share ‘exclusive’ content.
Interviews are video formats featuring artists who participate in conversations for their fan base to get to know them on a deeper level.
Tactics to Implement:
Content: Similar to on Facebook and Instagram, Amelia Dimoldenberg’s Chicken Shop Dates brings in the majority (38%) of total average views for the category. Interestingly, KISS FM who generated (27%) of total average views for interviews has seen the highest performing videos about Amelia Dimoldenberg and her relationship to the rapper Aitch (88% of their interview video views).
Video Length: Interviews on TikTok generally feature very small segments of larger interviews have been broken down into several different clips. There are no introductions and the video starts after a specific question is asked.
Content Opportunities: Across Facebook, Instagram, YouTube and TikTok, Chicken Shop Dates holds the reins of the top performing interview content due to its short, and awkward nature which creates a unique sense of comedy between the interviewer and rappers.
Cyphers are video formats featuring freestyles and performances with rappers in a collaboration of two people or more.
Tactics to Implement:
Reposts: The TikTok rap community has led way to a large amount of repost accounts that don’t create their own content but leverage existing clips from original content formats that they edit for distribution.
Text & Edits: Repost accounts take clips from cyphers and use small visual edits to add text that acts as a call to action such as “Why does the Accent make this sound hard”, viewers will click through to see if the statement is true.
Content Opportunities: Since cypher content is being circulated more through repost accounts than original accounts, it signals that there is a lack of original content creators making cypher content accessible on the platform. Viewers are looking for small clips from larger cyphers with lyrics on screen and the main point of why it’s an amazing cypher moment.
The Open Verse Challenge format features TikTok videos that have been duetted or stitched to encourage collaboration amongst artists on the platform.
Tactics to Implement:
Original Songs: Artists are using Open Verse Challenges to play a part of their own songs then leave an instrumental space for other rappers to add their own verses.
Duets: Because of the nature of the duet feature on TikTok, these videos are currently not optimized for the platform and leave a black border on the top and bottom of the clips. Responding artists use this space to fill in the lyrics of their verses.
Content Opportunities: Open Verse Challenges are a great way to connect all the genres under the hip-hop umbrella from rap to r&b. This could be used as a way to get artists working together who previously haven’t been able to in the past.