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.

‍

YouTube Content Bucket Definitions

• POV Race Footage: Long-form point-of-view footage from a rider’s helmet cam during competitive hard enduro races.
• Rider Spotlight: These videos spotlight the riders making waves in the Hard Enduro community. Content includes race clips highlighting technique, top performances and occasional interview footage.
• Enduro GP Compilations: Race footage and event highlights from 2022 Enduro GP events including Enduro GP Slovakia, Germany, and Portugal.
• Non-Competitive Riding: Content from riders outside of race events including casual riding, climbing, and swimming on a variety of terrain.
• Race Highlights: Highlights from Hard Enduro races excluding footage from Enduro GP, Ezbergrodeo, and Red Bull Romaniacs.
• Erzbergrodeo: Highlights from the 2022 Red Bull Erzbergrodeo, a four-day event. Footage includes BTS clips, course previews, starting grid assembly, race clips and post-race ceremonies and celebrations.
• Bike Testing: Riders test aspects of a bike’s performance evaluating things like climbing capability, speed and suspension by riding the bike on a variety of terrain.
• Red Bull Romaniacs: Highlights from the longest and toughest hard enduro rally, Red Bull Romaniacs. These videos give insight into the event’s brutal terrain and focus on specific event days and race sections. Footage is more focused on the race itself than the riders or atmosphere as it is in other race highlight categories
• Hill Climb Competition: Videos of riders competing in hill climb race competitions. The hill climb races are either a section of an event or standalone races. Content is typically compilation style, showing the attempts of multiple competitors.
• Bike Sound Demo: These videos are from creator, ArmathuX, and highlight bike sounds. AmathuX put information about the bike in the caption. The videos typically include some footage from riding but they always begin with focusing on the bike itself with raw audio of the bike starting and running.
• Bike Reviews:  Experts review bikes and their components in these videos. Footage includes POV riding, talking head style interviews and bike close-ups.
• Bike Maintenance and Mods: Bike aficionados rebuild and revamp bikes performing maintenance and modifications to personalize them for various types of riding.

‍

The Hard Enduro industry generated 15M video views on YouTube between January 2022 and September 2022. February 2022 saw the highest video views at 4M and May 2022 saw the lowest video views at 46K.

‍

‍

Content buckets in the Hard Enduro space on YouTube include:

‍

Extreme Performing Segment:

POV Race Footage

Long-form point-of-view footage from a rider’s helmet cam during competitive Hard Enduro races. 

Tactics to Implement:

• Entire Laps: These videos show a rider’s race lap in its entirety. Most often the footage is uncut from start to finish.
• Raw Audio: Raw audio amps up the intensity of these race videos. Viewers can see and hear how hard the riders (and the bikes) are working.

Top Format:

• Duration: The average length of top videos in this category is 25 minutes.
• # of Hashtags: 2 & 3

3.4M  Views

‍

1M Views

‍

Content Opportunities:

1. Rider Spotlight

These videos spotlight the riders making waves in the Hard Enduro community. Content includes race clips highlighting technique, top performances, and occasional interview footage. Top videos feature Billy Bolt, Graham Jarvis, and Manuel Lettenbichler.

Tactics to Implement:

• Intro: Top videos are from Enduro Life Media and include a 25-second intro with imagery and music.
• Chapters: Videos are segmented into chapters with each section featuring footage of the athlete from a different event and titled with the event name.

Top Format:

• Video Duration: 14:15 & 15:18
• # of Hashtags: 3 & 3

987K  Views

‍

268K Views

‍

2. Enduro GP Compilations

Race footage and event highlights from 2022 Enduro GP events including Enduro GP Slovakia, Germany, and Portugal.

Tactics to Implement:

• Best of: The race footage is compilation style and focuses on the most challenging or technical sections of the race and standout performances.
• Detailed Captions: The caption for both videos includes the event name and location and lists the results with rider names and bike details.

Top Format:

• Video Duration: 29:20 & 25:00
• # of Hashtags: 0 & 0

2M  Views

‍

526K Views

‍

3. Non-Competitive Riding

Hard Enduro action outside of race events. These videos include casual rides, climbing, swimming and diverse terrain. Footage is typically from group rides and includes multiple POV's.

Tactics to Implement:

• Multi-Angle: Videos combine first-person POV footage from multiple riders with third-person POV footage, giving viewers a 360-degree view of the action.
• Audio: Videos include sections of instrumental music layered on top of raw audio with a focus on bike engine sounds. In the video on the right, viewers are instructed to “close your eyes and listen” during a scene when riders are pushing their bikes especially hard. 
• Subtitles: Polish creator Enduro KeX uses English subtitles to reach global audiences.
• Bike Info: All bikes featured in the videos are listed in the caption.

Top Format:

• Video Duration: 13:45 & 13:29
• # of Hashtags: 0 & 0

1.1M  Views

‍

734K Views