YouTube Skate Audience Content Opportunity Analysis™ Q2 2022

YouTube
August 2, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.
  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 Low Performing Themes. Identify content themes that are performing under benchmarks.
  4. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
  5. Measure & Categorize. Analyze the Top 150 videos from the 10 creators to find content buckets that are significantly outperforming the average. Videos that were used as advertisements or heavy product focused videos were omitted from the dataset.

YouTube Content Bucket Definitions

  • Trick Breakdown: Videos are edited to highlight the progression of a skater as they attempt to nail a specific trick. They show multiple failed attempts before ending with the skater eventually achieving success.
  • S.K.A.T.E: Individual skaters or a skate crew compete in this elimination style game where each missed trick gets you a letter and ultimately knocks you out of the game. Top performers in this category come from The Berrics who host the popular competitive series, Battle at the Berrics (BATB).
  • Challenges: Skater’s skills are put to the test in these videos that highlight teams and individuals taking on entertaining challenges. Braille Skateboarding produces top content in this category in which they challenge skaters and teams to ride the most unique boards and features out there.
  • Destination Skate Spots: Videos showcasing the epic skate spots and the  features they are known for. From parks, to urban features and empty swimming pools.
  • Skate Trip Footage: These videos compile highlights from a skate crew’s tour to skate in another part of the world. In addition to skating scenes, videos include scenic landscape footage and clips of top tourist destinations.
  • Crew Footage & Films: Clips of full films of skate crews in the their element skating park or street with lifestyle clips and curated music.
  • Part (Single Skater Highlight): Like an athlete demo tape, a Part highlights a skater's best runs and tricks. These clips can be standalone, or sections of a specific skater cut from the film of an entire skate crew. Filming style is typically refined, includes multiple POV’s and a soundtrack. Videos in this category either feature an entire Part or clips and a link to the full video in the caption.
  • Events and Contests: Videos combine clips from an event or contest with live audiences. They include a high level overview of the features, the skaters, and the atmosphere.
  • Interview Edits: Video interviews with a skater combining clips of conversation, skating and often daily life.
  • Skate History: Videos in the category give viewers a deep dive into the skaters, tricks, and moments that have made the sport as prolific as it is today.
  • Community Highlights: Videos showcase the skating subculture of specific communities around the world.

Top performing content opportunities in the Skate space that had the highest average number of views & engagements on YouTube include:

Good performing content opportunities in the Skate space for Youtube the include:

Substandard performing content in the Skate space on YouTube include:

Low performing content for the Skate space on YouTube include:

Content Opportunities:

1. Trick Breakdown

Step by step instructions and progress of skaters. Videos tell a story of a skater trying to perform a specific trick. Trick attempts are edited into a compilation to highlight the progression of the skater ultimately nailing the trick. 

Tactics to Implement:

  • Process: Videos pay attention to the learning process and include failed attempts. All videos emphasize the final landing of the trick.
  • Celebration: Videos consistently included the ultimate success of the skater and their reaction after landing the trick.

Top Format:

  • Video Duration: 0:24 & 9:00
  • # of Hashtags: 3 & 0

797K  Views

797K  Views

2. Game of S.K.A.T.E

Trick for Trick. Individual skaters or teams compete in this elimination style game where each missed trick gets you a letter and ultimately knocks you out of the game. Top performers in this category come from The Berrics who host the popular competitive series, Battle at the Berrics (BATB).

Tactics to Implement:

  • Intro: A host introduces and provides background on the skaters prior to the contest.
  •  Consistent Format: The style, judging and contest format are always consistent and videos stay focused on the tricks without distraction.
  • Segments: This video is segmented into chapters for the viewer to navigate videos  by trick.
  • Comments: Creator writes and pins a comment with an open ended question to kick off viewer conversation.

Content Opportunity:

The Berrics boosts engagement pre-event by sourcing competitors through vote where fans can voice which skaters they want to see compete. 

519K  Views

473K Views

3. Challenges

Skate Anything. Skater’s skills are put to the test in these videos that highlight teams and individuals taking on entertaining challenges. Braille Skateboarding produces content in this category in which they challenge skaters and teams to ride the most unique boards and features out there.

Tactics to Implement:

  • Hosted: Videos have a host who introduces the challenge and the skaters, providing commentary and details throughout the video 
  • Humour: Videos capture skaters struggling with unfamiliar equipment and keep the tone light with lots of bloopers, laughs and comradery. 

Top Format:

  • Video Duration: 23:26 & 32:05
  • # of Hashtags: 3 & 2

455K  Views

369K Views

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