YouTube Rally Content Opportunity Analysis™ Q4 2022

YouTube
November 15, 2022
Sporting Goods & Outdoor

How the Social Content Opportunity Analysis™ Methodology Works

  1. Measure & Categorize Posts. 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. Measure The Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify & Rank 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.

The Rally industry generated 204.4M video views on YouTube between January 2022 and September 2022. January 2022 saw the highest video views at 39.1M and March 2022 and September 2022 saw the lowest video views at 16.2M.

YouTube Content Bucket Definitions

  • Rally Car Showcase: These videos focus on rally cars and their capabilities, giving viewers insight into the car’s setup, engine sound, acceleration speeds and RPMs. 
  • Rally Driver Vlog: Vlogs that follow professional rally drivers and their teams as they test and modify cars or compete in rally events. The top videos in this category are from Ken Block.
  • Best of Rally Compilations: Compilation-style footage of the most memorable moments in rally history. Videos are not limited to specific races or drivers.
  • Event Highlights: Videos in this category capture highlights from a single rally event and combine clips of the top moments throughout the races and stages.
  • Live WRC Shakedown Footage: These videos are from the official FIA WRC YouTube channel and feature live footage from the shakedown stages of WRC events. Content includes helmet cam and sideline POVs and videos are segmented into chapters for each driver.
  • Dakar Highlights: Highlights from the 2022 Dakar rally raid shared by the official Dakar YouTube channel. Each highlight video is from a different event stage. 
  • WRC Event Compilations: Sideline footage capturing the action from WRC events around the world. 
  • Ride On-board: This category features footage from an on-board POV showing viewers what the race looks like from the driver’s seat. 
  • Team and Driver Spotlight: Event coverage that focuses on rally teams and their results. Content includes race clips, interviews, and event commentary. 
  • Rally Event Prep and BTS: A behind-the-scenes look at drivers preparing their rally car setups and making adjustments during events. 
  • Rallycross Events: Footage from the Nitro Rallycross series including track previews, event highlights, and live race commentary. 
  • Rally Racing Video Games: Narrated gameplay videos from rally racing video games in The Crew and Dirt Rally series.

Content buckets in the Rally space on YouTube include:

Extreme Performing Segment:

Rally Car Showcase

These videos focus on rally cars and their capabilities, giving viewers insight into the setup, engine sound, acceleration speeds and RPMs.

Tactics to Implement:

  • Video Titles & Captions:  Video titles include the names of featured cars and events. Long-form captions provide vehicle details and describe the overall event. This video includes subtitles to identify each car in the video and instructs viewers to turn subtitles on in the caption.
  • Raw Audio: Car engine sounds are a popular point of interest in Rally videos and the use of original audio without any narration helps to accentuate these sounds.

Top Format:

  • Duration: 7:88 & 13:55
  • # of Hashtags: 0

755K Views

1.2M  Views

The following viral videos were omitted from the data set to avoid any skewing.

Content Opportunities:

1. Rally Driver Vlog

Vlogs that follow professional rally drivers and their teams as they test and modify cars or compete in rally events. The top videos in this category are from Ken Block.  

Tactics to Implement:

  • On-Screen Captions: Videos use on-screen captions to provide location and test details. 
  • Meme clips: Many of Ken Block’s videos insert meme video clips after funny moments of dialogue - like this example.
  • Multi POV: Viewers can watch test drive action from aerial footage, driver POV and even from the vehicle’s undercarriage.
  • Name Dropping: All of Ken Block’s top-performing videos include his name in the title.

Top Format:

  • Duration: 15:50 & 21:55
  • # of Hashtags: 0

1.5M  Views

1M Views

2. Best of Rally Compilation

Compilation-style footage of the most memorable moments in rally history. These videos are not limited to specific races or drivers.

Tactics to Implement:

  • Quick Clips: Clips in these compilations are very short, making these videos completely action-packed.
  • Raw Audio: Similar to other categories, raw audio with audible engine sounds increases the intensity of this high-speed footage.
  • Video Credit: YouTube creator Mr. M sources clips from his subscribers for compilation videos and uses an on-screen tag to credit contributors and tags them in the video caption.

Top Format:

  • Video Duration: 14:25 & 8:00
  • # of Hashtags: 3 & 0

1M  Views

580K Views

Outliers:

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

Rally Driver Vlog

Tactics:

Rally legend Ken Block’s daughter gets her first car and this video documents the car’s details and rebuild plans.

2.6M Views

WRC Event Compilations

Tactics:

Compilation footage from WRC Croatia 2022, specifically highlighting the moments that drivers go flat out.

2.1M Views

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