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

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YouTube Content Bucket Definitions

• POV Shots: Videos are fast paced and intense highlighting every drop, corner, jump, tight angle, and straight-away that riders encounter all from the POV camera angle‍
• Trials & Tribulations: Videos showcase the unfortunate side of biking that is the painful road to success when performing tricks, but always with a happy ending.‍
• Bike Review: long-form content often commentated by one, or multiple, people that are very knowledgeable in mountain or road biking.‍
• Race Commentary: Videos that highlight the varying camera angles, intensity, excitement, and energy commentators bring to official biking races.‍
• Tips & Hacks: Informative walkthroughs and guides to different aspects of bike maintenance and gear.‍
• MTB Adrenaline ASMR: Videos showcasing the up-close and personal raw audio from riders going through their runs.‍
• Riding Tips & Tutorial: Similar to Tips & Hacks, however these videos focus on the specifics of riding your bike and how to get better.‍
• Single Trick Shorts: Short form clips showcasing technical trials and mountain biking tricks. ‍
• Downhill Action: Pure and high adrenaline downhill actions, typically captured in a single clip or montage style format.‍
• Builds, Upgrades & Modifications: Videos discussing different options and applications of bike components, with the occasional field test.‍
• Bike Parts Review: Relative to discussing the different options of bike components, like that above, these videos specifically review or rank them.‍
• Bike Fest Footage: Footage and highlights from different bike festivals or events from around the world, such as Dark Fest.‍
• MTB News, Hacks and Bodges: Although similar to the Tips & Hacks category, these videos are long form and discuss a wider variety of topics from different perspectives. ‍
• Challenging Climbs: Short videos highlighting the grueling nature of different styled climbs in cycling or mountain biking. 

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Content buckets that had the highest average number of views & engagement in the Bike space on YouTube include:

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Good performing content opportunities in the Bike space on YouTube include:

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Substandard performing content opportunities for Bike space on YouTube include:

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Low performing content opportunities for the Bike space on YouTube include:

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Content Opportunities:

1. POV Shots

At The Front of The Action

Videos are fast highlighting every drop, corner, jump, tight angle, and straight-away that riders encounter all from the POV camera angle. The camera position is typically placed on either the rider’s helmet or chest mount creating that front row view.

Tactics to Implement:

• No Cuts: All content in this category follows a consistent aspect in editing in that there is none. All footage is one straight shot from the beginning of the run to the bottom. 
• Raw Audio: Each video fore-goes flashy editing to synced up cinematic music and simply uses the raw audio where viewers hear every squeak, breathe, landing, and more. ‍

‍Top Format:

• Video Duration: 3:15 & 2:30
• # of Hashtags: 0

2.3M  Views

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286K Views

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2. Trials & Tribulations

Try, Try, and Try again…

Videos showcase the unfortunate side of biking that is the painful road to success when performing tricks. Videos are edited to either highlight one specific line, or multiple through a compilation type format, but ultimately each clip ends with riders achieving success.

Tactics to Implement:

• Process: A key aspect that these videos pay attention to is the road to success and not the individual crashes. Any style of crash is only shown in short form and done so to emphasize the final landing of the trick.
• Supportive: Regardless of any reaction to the small crashes, a consistent reaction is to use this footage as encouragement for future riders and support for the one landing it, typically done in the caption.

Top Format:

• Video Duration: 0:26 & 0:23
• # of Hashtags: 0 & 0

664K  Views

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315K Views

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3. Bike Review

What’s New and What’s Good?

Videos are long-form content often commentated by one, or multiple, people that are very knowledgeable in mountain or road biking. The videos focus on the details, features, and changes to varying bike models helping viewers get a deeper understanding. 

‍Tactics to Implement:

• Comparison: Comparison is the baseline of understanding difference, and this is consistently done in this category. It contextualizes where that bike sits in a complicated product line.
• Showing Off: Amongst the comparison, intentionally focused shots of the bike either being used or in a prop-like position are shown to consistently reinforce the picture in a  viewers mind. 

Top Format:

• Video Duration: 9:26 & 8:46
• # of Hashtags: 3 & 0

146K  Views

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123K Views

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4. Race Commentary

Adding to the Excitement

Videos that highlight the varying camera angles, intensity, excitement, and energy commentators bring to official races.

Tactics to Implement:

• Audio On: Being that commentators are part of the audio of each clip, viewers should be encouraged through use of an emoji or caption to turn on their audio while watching the clip.  
• Capturing The Energy: Within each video, the commentators deliver 100% of their energy in describing the dynamics of the race, matching the intensity of the moment.

Top Format:

• Video Duration: 0:53 & 11:30
• # of Hashtags: 3 & 0

421K Views

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296K  Views