Twitter Mountain Biking Content Opportunity Analysis™ Q3 2022
Top content opportunities in Q2 2022 in the Mountain Biking space include:
- Riding Down in Style: Videos showcasing athletes easily nailing difficult to perform tricks on their mountain bike.
- MTB Anywhere: Riders use urban fixtures and other creative methods to create mountain biking lines within metropolitan areas.
Fails & Crashes:
- Try..Try..Try Again: Compilation videos of riders facing the unfortunate circumstances of falling off their bike or missing a feature.
- Throwing Caution to the Wind: Riders commit to doing something scary or challenging with no hesitation, AKA: Sending it.
Content Opportunity Methodology
- Measure & Categorize. Sample a large number of social posts to find ones that are significantly outperforming the average.
- Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
- Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
- Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
- Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.
The top* videos from Q2 2022 published by the following Mountain Biking creators were analyzed:
Twitter Content Bucket Definitions
- Bike Tricks: Videos showcasing athletes easily nailing difficult to perform tricks on their mountain bike.
- Urban Freeride: Riders use urban fixtures and other creative methods to create mountain biking lines within metropolitan areas.
- Fails & Crashes: Compilation videos of riders facing the unfortunate circumstances of falling off their bike or missing a feature.
- Sends: Riders commit to doing something scary or challenging with no hesitation, AKA: Sending it.
- Slow Motion: Riders being captured in slow motion performing different jumps and tricks.
- Bike Hacks: Easy to follow tips to ensure a mountain bike is clean and performing properly.
- Race Recap: Compilation-style content that shows off varying clips from races like the UCI World Cup.
- Group Rides: A big group of experienced bikers shredding it down a mountain together at full speed.
- Bike Review: Providing a technical review by testing the specific pieces of hardware and walking through different parts of the bike.
- Athlete Interview: Short snippets of an interview with an athlete while overlaying epic clips of the athlete performing difficult tricks or jumps.
- Biking POV: Athletes show their POV angle going down the mountain by wearing a camera on their helmet.
- Winner Highlight: Putting the spotlight on the winning athlete by compiling epic shots of their performance with high intensity music.
- Kids on Bikes: Young kids taking their first steps into the world of mountain biking, caught on camera.
- Huge Drops: Videos show off the skill of riders hitting extremely large or technical drops on downhill bikes.
- Big Air: Videos highlight footage of riders hitting massive jumps to achieve even bigger air.
Content buckets that had the highest views & engagement rate in the Mountain Biking space include:
Good performing content opportunities in the Mountain Biking space on Twitter include:
Substandard performing content opportunities in the Mountain Biking space on Twitter include:
Low performing content opportunities in the Mountain Biking space on Twitter include:
1. Bike Tricks
Riding Down in Style. Videos showcasing athletes easily nailing difficult to perform tricks on their mountain bike.
Tactics to Implement:
- Different Angles: Both videos combined close-up and long distance shots to give an entire view of the trick.
- Different Locations: The video on the left by Danny MacAskill utilizes many different environments to show his expertise in doing a wheelie trick.
- Endurance: Athletes performed tricks for an extended period of time or distance; showcasing their talent and stamina.
- Video Duration: 20 & 22 seconds
- # of Hashtags: 2 & 2
2. Urban Freeride
MTB Anywhere. Riders use urban fixtures and other creative methods to create mountain biking lines within metropolitan areas.
Tactics to Implement:
- Creativity: Athletes use their creativity to seek out urban areas such as stairways or trees to get their adrenaline pumping.
- Intense Start: Both examples hook the viewer’s interest quickly by showcasing the athlete biking down a risky line within the first 2 seconds of the video.
- Video Duration: 12 & 16 seconds
- # of Hashtags: 1 & 0
3. Fails & Crashes
Try..Try..Try Again. Compilation videos of riders facing the unfortunate circumstances of falling off their bike or missing a feature.
Tactics to Implement:
- Schadenfreude: A term meaning “joy over some harm or misfortune suffered by another” is the essence of these videos. These videos try to encapsulate the feeling of Schadenfreude in a lighthearted way.
- Compilation Style: compiling videos with a common theme between them provides viewers with a satisfying experience of seeing similar content one after the other.
- Video Duration: 34 & 34 seconds
- # of Hashtags: 0 & 0
Throwing Caution to the Wind. Riders commit to doing something scary or challenging with no hesitation, AKA: Sending it.
Tactics to Implement:
- Full Frame: Viewers can gauge the difficulty of the course because the camera angle showcases the entire section of the run.
- Suspenseful: Viewers can vicariously feel the uncertainty, excitement and nervousness of the cameraman filming the video as they watch the athlete complete the section of the run.
- Video Duration: 15 & 35 seconds
- # of Hashtags: 0 & 2
These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.
Tactics: The athlete performs a difficult jump and asks the viewers a question on how they would attempt it; prompting a large reply section full of sarcasm and memes.
Unusual Drops: Athletes film themselves jumping off unexpected and unconventional drops.
Creating Tension: Upon seeing the drop, viewers ‘hold their breath’ in anticipation of the outcome of the athletes jump.
Tactics: High speeds, big jumps, cool tricks; this video incorporates all the adrenaline pumping moments the athlete feels when sending it down a run.
Tactics: Beginning the video with a hook by using an interesting anecdote from the athlete’s interview and overlaying the audio with epic shots of the athlete on a run.
Tactics: This video gives an exciting summary of all the highlight moments during an athlete’s tour by combining the best clips into one.
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