YouTube MotoGP Content Opportunity Analysis™ Q4 2022

YouTube
November 3, 2022
Sporting Goods & Outdoor

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.

In 2022, MotoGP generated 1.2B video views between January 2022 to Sept. 27 2022. March 2022 saw the highest video views at 340M and January 2022 saw the lowest video views at 36.4M.

YouTube Content Bucket Definitions

  • Starting Grid: Videos highlighting an athlete’s starting grid position and impressive maneuvers to move ahead of the pack.
  • Winning Moment: Compiling short snippets of the athletes winning performance during the race. 
  • Moto Innovations: Informational videos that provide quick and interesting facts about new motorcycle innovations in the industry.
  • Accidents: Filming the split-second moments of the accident occurring and the aftermath of the crash.
  • Moto Model History: Videos that tell the story of a manufacturer’s motorcycle evolution. 
  • Rare Bikes: An in-depth look at the famous motorcycles of athletes such as Marc Marquez.
  • Pit Stop Moments: Close-up content showing the behind the scenes work that a pitstop team does during the race. 
  • Rider POV: Viewers feel the intensity and excitement of the racers as they get to see the racer’s point-of-view camera angle. 
  • Epic Saves: Skilled maneuvers that saved the rider from a crash in just a split second. 
  • High Speed Cornering: Cinematic clips showcasing the intensity of a high speed turn from different racers.
  • Race Livestream: Live-streamed race with commentary and highlights.
  • Race Highlights: Compiling together a video of the most interesting and shocking moments during an event. 
  • Race Replay: Full race replay with commentary and highlights uploaded to YouTube after the event.
  • Industry Event News: Videos that provide commentary on MotoGP events and share industry updates on the racers, manufacturers, and regulations.  

Content buckets in the MotoGP space on YouTube include:

Content Opportunities:

1. Starting Grid

Let the Race Begin: Videos are short-form content highlighting an athlete’s starting grid position and impressive maneuvers to move ahead of the pack.

Tactics to Implement:

  • Aerial View: The starting grid position is in the full frame and the athlete’s maneuvers between other riders can be easily distinguished. 
  • Athlete Spotlight: The video graphics highlight the athlete’s position in the starting grid; helping the viewer quickly understand the location of the athlete.
  • Short Duration: Videos are uploaded as a YouTube short. YouTube’s short- form content has gained popularity to rival TikTok.

Top Format:

  • Video Duration: 0:15 & 0:15 sec 
  • # of Hashtags: 1 & 1

12.6M  Views

Click to View

2M Views

2. Winning Moment

To the Podium: Videos compile short snippets of the athlete’s winning performance during the race. 

Tactics to Implement:

  • Narrated Context: The videos are more interesting with the sports commentary and the narrator providing context around each situation in the video.
  • Tell a Story: The video below explains the entire timeline of the decisions and actions an athlete made to get to the first position. 

Top Format:

  • Video Duration: 0:56 & 0:31 sec
  • # of Hashtags: 3 & 1

4.2M Views

2.5M Views

3. Moto Innovations

Technological Upgrades: Informational short-form videos that provide quick and interesting facts about new motorcycle innovations in the industry.

Tactics to Implement:

  • Interesting Facts: The videos provide fun facts about the motorcycle manufacturers, the history behind the new technology, and the goal of the new innovations. 
  • Alternating Mediums: Both video clips and photos are used throughout the video. The photos are used as a way to see a close-up shot of the motorcycle via a slow zoom effect.

Top Format:

  • Video Duration: 0:55 & 0:42 sec
  • # of Hashtags: 2 & 0

4.4M  Views

3.8M Views

4. Accidents

Crash Landing: Filming the split-second moments of the accident occurring and the aftermath of the crash.

Tactics to Implement:

  • No Clickbait: In both videos, the crash is shown within the first 3 seconds of the videos – quickly giving the viewer exactly what the title of the video promised them.
  • The Reason Why: The video below features zoom and slow motion effects to highlight the cause of the accident occurring.

Top Format:

  • Video Duration: 1:00 min & 0:11 sec
  • # of Hashtags: 4 & 2

8.2M Views

3.7M Views

Viral Videos: These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Pit Stop Moments

Tactics: The close-up filming and unedited real-time footage gives the viewer the experience of being at the pit stop during that moment.

43M Views

Accidents

Tactics: The video cover photo uses the scariest moment of the video (where the fireball is the most prevalent) to attract more clicks.

18M Views

Race Livestream

Tactics: Indonesia’s MotoGP race live stream received one of the highest views because of the popularity of MotoGP in the country (see interest by region). 

6.2M Views

Industry Event News

Tactics: The video covers the entire timeline of a news event starting from the beginning to present day in a short amount of time.

2.9M Views

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