TikTok US Electronic Content Opportunity Analysis™ 2019-2022

TikTok
August 2, 2022
Music

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  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 Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

TikTok Content Bucket Definitions

  • Talkbox Challenge: Videos encouraging viewers to use their phone’s as a talk box and to sing along with various songs.
  • Fan Score: Videos of creators playing various songs by one artist to determine how big of a fan the viewer truly is.
  • Festival Tok: Clips from festival goers’ experiences at major festivals outside of the performances.
  • Festival Remixes: Clips from a set at a festival featuring an unexpected mashup, unreleased remix or edit. 
  • Sample Challenge: Artists sample various sounds to create a track. 
  • Epic Drop: Short videos from sets featuring a sudden change of rhythm or bass line proceed by a build-up section and break.
  • Special Performance Moment: Clips from legendary performances and iconic moments to be remembered. 
  • Set in Unique Location: High production videos of artists playing sets in outrageously stunning or unique locations. 
  • Song Rank: DJs play and list the top songs from various categories including subgenres, artists, and years. 
  • DJ POV: Footage from a DJ point-of-view shot on a go-pro during a performance. 
  • Electronic Humour: Videos meant to be entertaining, humorous or relatable to the electronic community. 
  • Subgenre Battles: Videos showcase the differences amongst subgenres in electronic music.
  • Transition Competition: Beatport challenges DJs to stitch their videos with their best mix transition to enter to win the contest. 
  • Street Performance: Impressive videos of artists performing electronic music on the street.
  • 5 Things You Didn't Know: Electronic artists share five things most people wouldn’t already know about them. 

Talk Box Challenge was an extreme performing content opportunity, averaging 3X the views & engagement rate on TikTok.

Extreme Performing Opportunities are removed from the graph benchmark to avoid skewing the dataset.

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

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

Substandard performing content opportunities for the US electronic audience on TikTok include:

Low performing content opportunities for the US electronic audience on TikTok include:

Extreme Performing Segment:

Talk Box Challenge

TikToker, chaysounds shared a series of videos encouraging viewers to use their phones as a talk box. His videos follow the same consistent format: 

  • He performs with his phone as a talk box while he points to his phone’s speaker and the text on the video, which says, "Use your phone as a Talk Box"
  • He then encourages the viewer to try it and explains how to do it
  • The audio plays for the viewer to try for themselves

Tactics to Implement:

  • Strong CTA: Across all of these Talk Box Challenge videos, chaysounds says the phrase “try this” and features it in the video’s caption, on-screen text, and on the cover image.
  • Song Choice: The top videos feature widely known songs such as the popular nursery rhyme Dasiy Bell and Stronger by Kanye West to grab the viewer's attention. 

Content Opportunities:

  • Audience Engagement: These videos encourage viewers to participate in the fun. Share content that invites viewers to channel their musical talents via easily accessible means like mouthing lyrics on their phones.

9.3M  Views

4M Views

Content Opportunities:

1. Fan Scores

Videos of DJs playing various songs by one artist or from various years to determine how big of a fan the viewer truly is. Videos featured songs by DJ Snake, Calvin Harris, Marshmello and from 2021.

Tactics to Implement:

  • Scores:  As the songs play, their titles appear beside a percentage score on screen, with the idea that the viewer will get a score based on how many songs they know. 
  • Drive Engagement: In the caption, they ask viewers to share their scores in the video's comments, which drives engagement on the post.

Content Opportunities:

  • Fandom: Fan Score videos drive significant views and engagement, which which suggests people want to be a part of a community and show off as a “super fan". Create videos that allow viewers to show off their enthusiasm for specific artists or electronic music as a whole and encourage them to join the convo by sharing their scores in the comments. 
@djgallixc ARE YOU A DJ SNAKE FAN?🐍 LET ME SEE YOUR SCORE IN THE COMMENTS😎💯 #dj #djsnake #djmix #edm ♬ original sound - Dj GallixC

1.4M  Views

@djgallixc HOW BIG OF A CALVIN HARRIS FAN ARE YOU?⚡️ Comment your score💯 #dj #edm #calvinharris ♬ original sound - Dj GallixC

1M Views

2. Festival Tok

Videos capture the festival experience beyond the performances. Top videos showcased everything from festival outfits to the festival's hidden gems to campers' POV footage.

Tactics to Implement:

  • Video Length: Within this content bucket, videos 15-20 seconds in length generated the greatest amount of views and engagements.
  • Hashtags: Of the electronic TikTok videos analyzed, videos that used 2 hashtags generated the most engagement and views followed by those with 1 and 4. Those with 8 and above generated the least amount of engagement and views.

Content Opportunities:

  • Share the Experience: 85% of US concertgoers discover music events online, and 66% say they like to learn about upcoming events they might be interested in attending via social media. Create content showcasing the unique experiences of various festivals, such as vlogs, POV footage, interviews with attendees, festival outfit checks, etc. Use TikTok trends as a way to spark new video ideas using festival content. 

2.7M  Views

2.5M Views

3. Festival Remixes

Videos feature an unexpected mashup, unreleased remix or edit, or B2B sets performed live at a festival. Top videos featured Martin Garrix playing a remix of Someone You Loved and Dimitri Vegas & Like Mike playing B2B with Steve Aoki at Tomorrowland.

Tactics to Implement:

  • Video Length: 59 seconds & 55 seconds
  • Video Format:  Surprisingly, in this bucket, full-screen vertical videos (16:9) performed just slightly better than those featuring a horizontal video with black trim. The vertical videos generated 1.1M views and engagements on average, while the horizontal videos generated 1.0M on average. 

Content Opportunities:

  • Surprise & Delight: These videos' appeal is that they provide the viewer with something new and exciting such as an unreleased edit, remix or collabs, or an unexpected mashup. Share content from performances that will surprise your followers with something they haven't heard before.

2.0M  Views

1.7M  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.

Song Rank

Length: 56 & 59 seconds

Content: Creator angelothekiid, shared the following two viral videos of them playing their “Top 8 Classics” which included 90s house and techno songs.

4.9M Views

3.8M Views

Festival Remixes

Length: 31, 53 & 59 seconds

Content: The three viral “Festival Remixes” videos featured an unreleased Subtronics remix of Do It To It, an unexpected mashup by Afrojack and a Disney hardstyle remix. 

@electric_daisy_carnival Do It To It but make it dubstep 🔊 @bassrush @subtronics @acrazemusic #EDCOrlando ♬ original sound - EDC

6.3M Views

4.7M Views

2.6M Views

Electronic Humour

Length: 35 & 22 seconds

Content: Viral “Electronic Humour” videos include how an EDM lover handled his neighbour who initially put their speaker against his wall and a skit from .wonderli on bringing a non-raver friend to their first festival.

@trapnation Put the 24-7 livestream on max volume and leave town ☺️ @hey_itsmurphy ♬ original sound - Trap Nation

4.2M Views

2.7M Views

Special Performance Moment

Length: 39 & 51 seconds

Content: Viral “Special Performance Moments” included a clip from Lost Frequencies’ performance at Tomorrowland when the crowd sings the lyrics together and a clip from Alesso’s performance celebrating being back together post COVID. 

4.1M Views

@everythingedm Taiwan did a great job fighting the virus and get to celebrate at Ultra 🥺 happy for them #edm #edmtiktok #rave #ravetiktok #musicfestival #alesso ♬ original sound - Everything EDM

2.5M Views

Extreme Performing Opportunities are removed from the graph benchmark to avoid skewing the dataset.

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