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.

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YouTube Content Bucket Definitions

• Hill Climb Competitions: Long-form videos that showcase a compilation of different riders competing in Hill climb competitions. The goal of which is to quite literally climb as high as the rider possibly can on a specialized MTX bike.
• Bike Education & History: Videos that demonstrate, discuss, and educate on the various mechanics and history of motorbiking and MTX.
• Rider Highlight: Rider Highlights focus on videos showcasing skill, live footage, and interviews with one, or multiple, riders.
• Huge Air: Short and simple videos showcasing different riders getting creative and gnarly with huge air stunts and tricks.
• Bike Tutorials: Short and long-form videos showing a demonstration of how to apply particular bike concepts and tricks.
• Tips & Tricks: Similar to Bike Tutorials, however these focus on short form quick tips to help riders progress.
• Race Footage: Compilation-styled footage of Supercross, Motocross and Enduro races.
• POV Footage: First-person footage from the rider’s helmet of different tracks and events.
• Race Vlog: Long-form videos following the adventures, progression, and race footage of different riders on specific race days.
• Event Highlights: Similar to Race Footage, however, these videos focus on key highlights with a commentary from officials, relative to compilation.
• Supercross Highlights: Compilation-styled footage of only Supercross events with no commentary.

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Motocross video views on YouTube increased by 14% when comparing Jan 2021 - Sep 2021 to Jan 2022 - Sep 2022. August 2022 saw the highest video views at 110M and Feb 2022 saw the lowest video views at 39.2M.

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Content buckets in the Motocross space on YouTube include:

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Extreme Performing Segment:

Hill Climb Competitions

Long-form videos that showcase a compilation of different riders competing in Hill climb competitions. The goal of which is to quite literally climb as high as the rider possibly can on a specialized MTX bike.

Tactics to Implement:

• Entire Runs: A consistent theme and editing style in this category is showing the entirety of each rider’s attempt to climb the hill.
• Alternating Angles: Using different angles of the hill showcases the change in terrain from bikes creating new divots and adds dynamics to the video.

Top Format:

• Duration: Top videos average approximately 17-19 minutes with a short intro.

10.1M Views

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4.4M Views

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

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Content Opportunities:

1. Bike Education & History

Videos that demonstrate, discuss, and educate on the various mechanics and history of motorbiking and MTX. For example, the history of feet-forward motorcycles and the story of the Alta Redshift.

Tactics to Implement:

• Concept Breakdown: Within videos, content creators take the time to discuss and break down the various aspects of what they’re talking about.
• Historical Relevance: Being that technology can, and often does change throughout the years, content creators explore what that change looks like in an educational context.
• Visual Demonstration: Alongside the details these videos share, there are visual demonstrations I.e. helpful diagrams and b-roll footage of what that particular concept looks like in practice on a bike.

Top Format:

• Duration: Top videos are approximately 7-8 minutes long on average.

1.6M Views

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787K Views

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2. Rider Highlight

Rider Highlights focus on videos showcasing skill, live footage, and interviews with one, or multiple, riders. For example, top-performing video in this category was Monster Energy's All Access series featuring Maxime Renaux.

Tactics to Implement:

• Behind The Scenes Footage: Video on the left features Maxime Renaux educating viewers on the course and how the race works. The video shows various BTS footage of the 3-day race.
• Rider Background: Although subtle in the presentation, a consistent theme to these videos is constantly highlighting small details about the background of the rider, how they got into the sport, why a race is special to them, etc.
• Montage: In certain cases, videos keep it simple by showcasing a montage of course footage from alternate angles with no commentary.

Top Format:

• Duration: Top videos are approximately 9.5 minutes, on average.

1.6M Views

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1M Views

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3. Huge Air

Short and simple videos showcasing different riders getting creative and gnarly with huge air stunts and tricks.

Tactics to Implement:

• Shorts: This content category was exclusively published as YouTube shorts.
• Massive: Simple in concept, but a key aspect to each of these videos is maximizing the amount of air of a particular feature or jump. Creativity often has a role to play in these videos, as seen on the left where it’s not the biggest air anyone as seen but one that was creatively achieved.
• Unique Locations: video on left shows a guy doing a huge air stunt at a skateboard park.

Top Format:

• Duration: Top videos are consistently under 10 seconds long on average.

1.5M Views

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1.4M Views