Top Performing Social Media Channels For Aerial Sport Creators in Q4 2022

Shared
TikTok
Facebook
Instagram
YouTube
Twitter
Influencer Marketing
December 12, 2022
Sporting Goods & Outdoor

Key Takeaways

Social Following

  • Aerial Sports creators had the largest following on TikTok with 16M followers, followed by Facebook (7M) and Instagram (6M)
  • YouTube saw the highest growth in the number of followers, with a +20% growth from May 2022 to October 2022
  • Amongst the competitive set, Drone Racing League and Airbus had the largest social following at 7M and 6M followers respectively 

Video Viewership

  • TikTok and Instagram generated the highest volume of video views at 418M and 228M respectively
  • Viewership for TikTok, YouTube and Facebook has been trending downwards in the past 6 months (May 2022 to Oct 2022) while Instagram and Twitter is trending upwards

Social Engagement

  • TikTok and Instagram generated the highest volume of engagements at 33M and 13M respectively
  • TikTok had the highest engagement rate at 0.32%, followed by YouTube at 0.28%

Post Cadence & Type

  • Amongst the competitive set, Facebook had the highest post cadence averaging 355 posts per month
  • On Instagram, video posts generated 2X the amount of engagements compared to carousels 
  • On Facebook, video posts generated 32X more engagements than any other post type however link posts made up 60% of posts shared on the platform
  • Short-form content performed the best on both TikTok (under 30 seconds) and YouTube (under 3 minutes)

Social Creators in the Aerial Sports Industry with >100M Views

Social Creators in the Aerial Sports Industry with <100M Views

Social Creators in the Aerial Sports Industry with <10M Views

As of December 2022, the aerial sport creators in the competitive set have a total following of 32.6M, with the highest being on TikTok (16M), followed by Facebook (7M) and Instagram (6M).

*Follower count as of December 2022.

The competitive set’s audience grew by 2.9M followers from May 2022 to October 2022, with TikTok making up 65% of this growth with a 2M increase in followers.

*Followers gained from May 2022 to October 2022.

While TikTok experienced the greatest absolute growth, YouTube has seen the greatest proportional increase in its aerial audience—jumping +20% since May 2022.

*Followers gained from May 2022 to October 2022.

Drone Racing League (7M), Airbus (6M) and Gravity Industries (5M) have the most followers of the competitive set. 

Gravity Industries (622K), Airbus (453K) and Drone Racing League (323K) have the most subscribers on YouTube. Drone Porn, Maja Kuczynska, and RAF Red Arrows are not active on YouTube.

Airbus (2M) and Gravity Industries (816K) have the most Followers on Instagram. All competitors in the competitive set are active on Instagram.

Of the competitive set, Drone Racing League (5M), Gravity Industries (3M) and Antygravity (2M) have the most followers on TikTok. 33% of the competitive set is not active on TikTok.

Drone Racing League (1M) and Airbus (3M) are the only creators with more than 1M followers on Facebook. Drone Porn and Freddy Chase are the only creators who are not on Facebook.

Airbus (802K) and RAF Red Arrows (223K) are the only creators in the competitive set with a substantial following on Twitter (>100K). 

Drone Racing League (1M) and Gravity Industries (436K) experienced the greatest growth in their number of followers from May 2022 to October 2022. 

*Combined total of audience growth from TikTok, Facebook, Instagram, YouTube and Twitter from May ‘22 to Oct. ‘22. 

While Drone Racing League experienced the highest total growth, Freddy Chase experienced the greatest proportional increase in his audience at +42%.

*Combined total of audience growth from TikTok, Facebook, Instagram, YouTube and Twitter from May ‘22 to Oct. ‘22. 

When looking at the competitive set’s viewership from May 2022 to October 2022, TikTok and Instagram generated the most views at 418M and 228M, respectively.

YouTube has the highest average number of views per follower at 72, followed by Facebook at 33.

While TikTok has generated the most views in the past six months, viewership has been trending downwards, along with YouTube and Facebook.

Meanwhile, viewership has been trending upwards on Instagram and Twitter — with Instagram peaking in September with 70M views and Twitter in October with 2M views. 

Gravity Industries (292M), Drone Racing League (235M) and Freddy Chase (187M) generated the most views out of the competitive set.

In terms of views to followers, Freddy Chase is the most watched creator generating an average of 121 views per follower. 

When looking at total engagements across the competitive set, TikTok generated the most with 33M, followed by Instagram with 13M.

TikTok and YouTube had the highest engagement rate of all platforms at 0.32% and 0.28%, respectively. 

Freddy Chase (16M) and Gravity Industries (11M) generated the most engagements out of the competitive set.

Freddy Chase had a significantly higher engagement rate relative to the other creators in the competitive set, averaging at 15%. 

Facebook had the most posts shared out of all platforms, averaging 355 posts per month. Conversely, YouTube and TikTok had the least amount of posts, averaging only 106 and 108 posts per month.

On Instagram, video posts generated the most engagement on average and were the most popular type of post shared on the platform amongst the competitive set. 

*Breakdown of Instagram posts shared by the competitive set from May ‘22 to Oct. ‘22.

On Facebook, video posts generated 32x more engagements than any other post type. Yet, link posts made up 60% of the posts shared on the platform amongst the competitive set. 

*Breakdown of Facebook posts shared by the competitive set from May ‘22 to Oct. ‘22.

77% of tweets shared by the competitive set were link posts, which generated the lowest amount of engagement on average. Top performing tweets included videos and status updates.

*Breakdown of tweets shared by the competitive set from May ‘22 to Oct. ‘22.

On TikTok, videos under 30 seconds generated the most views and engagements on average, followed by those 30-60 seconds in length. 45% of the TikTok videos shared amongst the competitive set were under 30 seconds

*Breakdown of TikTok videos shared by the competitive set from May ‘22 to Oct. ‘22.

Short-form video content on YouTube performed the best — with videos under 3 minutes generating the most views and engagements on average (368K), followed by those 3 to 6 minutes long (143K). 74% of the videos shared by the competitive set on YouTube were under 3 minutes

*Breakdown of YouTube videos shared by the competitive set from May ‘22 to Oct. ‘22.

*Represents the creator's portion of the combined total of the views and followers amongst the competitive set. Date range from May ‘22 - Oct. ‘22.
*Combined total from TikTok, Facebook, Instagram, YouTube and Twitter as of December 2022.
*Combined total of views amongst the competitive set from May ‘22 to Oct. ‘22.
*Combined total of engagements (likes, comments & shares) amongst the competitive set from May ‘22 to Oct. ‘22.
*Combined total of engagements (likes, comments & shares) from TikTok, Facebook, Instagram, YouTube and Twitter from May ‘22 to Oct. ‘22
*Combined total of posts amongst the competitive set from May ‘22 to Oct. ‘22.

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