Twitter UK 18-24 Content Opportunity Breakdown™ Q1 2022

Twitter
June 1, 2022
Sporting Goods & Outdoor

Key Takeaways

Top content opportunities in Q1 2022 for the EPC audience on Twitter include:

Video Game Usage Optimization: Only the Best Features & Strategies — Creators and companies in the gaming industry sharing their best strategies and platform upgrades to enhance user experience & gaming. 

Game Release Countdown: Building Anticipation — To meet the interest of the gaming community on upcoming game releases, GamesRadar+ has a series called ‘In 60 Seconds’ to explore new releases in a minute or less. 

Trending Topic: The Full Breakdown — The ‘Trending Topic’ series takes interests from the gaming industry that are popular and important to provide a full breakdown on what is going on in specific games. 

The top* videos from Q1 2022 published by the following UK EPC identified creators were analyzed on Twitter:

*The top 10-15 videos were analyzed where the creator had enough videos. Additional creators were added to the analysis to make up for those who do not post videos on Twitter. Creators arranged by most to least video views on Twitter in Q1 2022.

Twitter Content Bucket Definitions

  • Usage Optimization | Gaming: Creators and companies in the gaming industry sharing their best strategies and platform upgrades to enhance user experience.

  • Game Release Countdown | Gaming: To meet the interest of the gaming community on upcoming game releases, GamesRadar+ has a series called ‘In 60 Seconds’ to explore new releases in a minute or less.

  • Trending Topic | Gaming:  The ‘Trending Topic’ series takes interests from the gaming industry that are popular and important to provide a full breakdown on what is going on in specific games. 
  • Remembering Artists | Music: Throwback videos to commemorate and remember musicians who have passed away. 
  • Celebrating Wins | Gaming, Motorsport: Videos sharing winning moments from athletes or video slides with athlete images to say congratulations. 
  • Interviews | Motorsport, Music, Rugby:  Simple interview formats with athletes and musicians to dive deeper into their experiences and inputs into life.
  • Product Partnerships | Motorsport, Rugby, Biking:  Athlete content that is geared towards sharing product partnerships and advertisements for other companies.
  • Birthday Wishes | Music, Motorsport, Biking:  Music and sport publications and teams wishing athletes and musicians happy birthdays. 
  • POV Footage | Biking:  GoPro footage of athletes on their expeditions facing towards their view or back at their teammates.
  • Sport & Sustainability | Climbing, Surfing, Biking, Motorsport:  The intersection of outdoor sports and the environment and the ways that athletes and brands are working to bridge the gap.
  • Team News | Biking: Team-based sports (for example, biking teams) sharing new contract signings, extensions and general news about their progress.

  • Teammate Hotseats | Biking, Gaming: Teammates and co-workers answering questions together about the sporting, video game and pop-culture industries.

  • First Track Look | Motorsport: Taking a first look at F1 tracks on a map for upcoming races.

  • Behind the Scenes | Biking: Intimate moments with teammates, journeys and filming with athletes in their expeditions or before races.

Content buckets that had the highest views & engagement rate for the UK EPC audience include:

Twitter content analysis includes data from original content only and no reposts (retweets).

Good performing content opportunities for the UK EPC audience on Twitter include:

Twitter content analysis includes data from original content only and no reposts (retweets).

Substandard performing content opportunities for the UK EPC audience on Twitter include:

Twitter content analysis includes data from original content only and no reposts (retweets).

Low performing content opportunities for the UK EPC audience on Twitter include:

Twitter content analysis includes data from original content only and no reposts (retweets).

Content Opportunities:

1. Usage Optimization

Only the Best Features & Strategies. Creators and companies in the gaming industry sharing their best strategies and platform upgrades to enhance user experience & gaming. 

Tactics to Implement:

  • Caption Set-Up: These Tweets feature a clear purpose in the caption to entice viewers to watch the full video. For example, what will they learn about their gaming experience by watching this video?
  • Video Style: These videos use voice overs to speak to the viewer and demonstrate exactly how they can action the advice that is being given to them through screen recordings, graphics and text.

Top Format: Videos in the category are typically 3-4 minutes long.

710K  Views

180K Views

2. Game Release Countdown

Building Anticipation. To meet the interest of the gaming community on upcoming game releases, GamesRadar+ has a series called ‘In 60 Seconds’ to explore new releases in a minute or less.

Tactics to Implement:

  • Voice Over: New games are explored with trailers running as the main visual and a narrator talking over the game.
  • Information is Key: The narrator takes 60 seconds to explore the history of the game and point out key changes that players can get excited about or look forward to.

Top Format: This category features 1:1 resolution videos that fall within 60 seconds to align with the series’ title.  

430K  Views

267K Views

3. Trending Topic

The Full Breakdown. The ‘Trending Topic’ series takes interests from the gaming industry that are popular and important to provide a full breakdown on what is going on in specific games.

Tactics to Implement:

  • Screen in Screen: These videos use a dual screen to share the game being discussed in a small box with the host in full view. The video can easily switch between the game, the host and the shared screen throughout the video. 
  • Familiar Face: The series uses the same host to build trust with the gaming audience and consistent content while inviting gamers on to express their opinions as well.

Top Format: Videos in this category are typically 4+ minutes.

358K  Views

299K Views

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