YouTube Dance Audience Content Opportunity Analysis™ July 2022

YouTube
September 1, 2022
Music

Content Opportunity Methodology

  1. Measure & Categorize: Analyze the Top 150 videos from the 10 creators provided by Red Bull to find content buckets 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.

YouTube Content Bucket Definitions

  • Choreographed Group: Groups of dancers, typically ranging from 3-6, performing a street dance routine, mixing breaking and hip hop with high production values. 
  • Single Move Highlight: Videos in this category focus on singular moves performed within battles, competitions, or routines. These moves often raise the bar for other dancers or leave them speechless.
  • Same Song Different Styles: This category focuses on the creative and fun approaches of different dancers, where each specific dancer is tasked with choreographing the same song in their own personal style. 
  • Break Routine: This category is straight and simple in that videos highlight varying break routines from a variety of dancers. 
  • Dancers React: This content category shows long-form reaction videos where different dancers react to specific styles of dancing and specific routines offering their own thoughts and perspectives. 
  • Full Battle: This category focuses on long-form clips cut from full competitions that show the entire battle between two or multiple dancers within a battle.
  • Performance Compilation: Videos that showcase the best performances and moments in a compiled format. 
  • Dance Battle Livestreams: Videos that show the entire livestream of an event, like battles, competitions, and group routines. 
  • Battle Challenges: The dance battle format with a twist: Dancers must adhere to a challenge when battling each other.
  • Group Routine: Similar to the Singles Routine, but showcases the same elements within a group of 3+ dancers.

“Choreographed Group” is an extreme performing content opportunity, averaging 3X the views & engagement rate on YouTube.

Excellent performing content for the Street Dance audience on YouTube includes:

Good performing content opportunities for the Street Dance audience on YouTube include:

Substandard performing content for the Street Dance audience on YouTube include:

Low performing content for the Street Dance audience on YouTube include:

Extreme Performing Segment:

Choreographed Group: Groups of dancers, typically ranging from 3-6, perform a street dance routine, mixing breaking and hip hop with high production value.

Tactics to Implement:

  • Production Value: Each clip in this category showcases a high production value in their routines through camera placement, set design, and professional lighting when performing. 
  • Style Mixture: Videos across this category have a consistent and healthy mixture of breaking and hip hop inspired moves. 
  • Trendy: Songs chosen for these routines are typically ones that are trending or already popular to engage viewers.   

Content Opportunities:

  • Length: 5:26 & 2:59
  • Hashtags: 2 & 2

10M Views

9.3M  Views

Content Opportunities:

1. Single Move Highlight

Mic Drop: Videos in this category focus on singular moves performed within battles, competitions, or routines. These moves often raise the bar for other dancers or leave them speechless.

Tactics to Implement:

  • Showing The Skill: Each short within this category focuses on a consistent pattern of not only the dancer’s skill, but their audacity to execute such ambitious moves. 
  • The Reaction: A key tactic to focus on within this video style is capturing the fellow dancers and crowd reactions. These reactions are often extreme and reinforce the excitement that occurs at battles and competitions.

Top Format:

  • Length: 0:07 & 0:08
  • Hashtags: 0 & 0

5.9M Views

5.3M Views

2. Same Song Different Styles

Creativity Comes in Many Forms: This category focuses on the creative and fun approaches of different dancers, where each specific dancer is tasked with choreographing the same song in their own personal style.  

Tactics to Implement:

  • Community Driven: Viewers experience a sense of community seeing different and creative approaches to each song. Each dancer provides perspective and depth when creating their routine. 
  • Single vs. The Group: A consistent aspect in this category is that a single dancer reacts at the beginning of the video. However, at the end, the group of dancers react together.
  • Peer Reaction: Another aspect that could draw users to this content is that dancers are reacting to their peers, creating a sense of community. 

Top Format:

  • Length: 18:20 & 10:28
  • Hashtags: 0 & 0

2.2M  Views

1.3M Views

3. Break Routine

Break It Down: This category is straight and simple in that videos highlight varying break routines from a variety of dancers. 

Tactics to Implement:

  • Camera Work: Due to the technical and acrobatic nature of breaking, camera work is critical and consistently on-point. Dancers are followed closely with continuous shots capturing each move to show its technicality.  
  • Length: Although content is typically longer on Youtube, not a single clip in this category exceeded 1 minute in length, and was not uploaded as a YouTube Short. 

Top Format:

  • Length: 0:59 & 0:36
  • Hashtags: 0 & 0

1.9M  Views

1.1M Views

4. Dancers React

I Wonder How They Feel…:This content category shows long-form reaction videos where different dancers react to specific styles of dancing and specific routines offering their own thoughts and perspectives. 

Tactics to Implement:

  • Variety: Videos cycle notable individuals, like those of BTS, in the dance community to create interesting perspectives when reacting to different content.  
  • Educational: This is a subtle tactic, but throughout the video, dancers share their own personal experiences and understanding when reacting. 
  • Performer vs. Choreographer: In some instances, the reactions are connected in that the dancer who choreographed the routine reacts to those who performed it 

Top Format:

  • Length: 27:26 & 19:44
  • Hashtags: 0 & 0

1.2M  Views

1M Views

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