Instagram Mountain Biking Content Opportunity Analysis™ Q2 2022

Key Takeaways

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Top content opportunities in Q2 2022 for the Mountain Biking audience includes:

• ‍Downhill Drone Camera. These videos showcase a dynamic and follow-along style filming done from a drone observing a rider. The drone follows along the track observing the racer and keeping them constantly in frame.
• ‍Fails and Crashes. Videos showcase the unfortunate side of biking that is the painful road to success when performing tricks, but falling short.
• ‍Huge Drops. Videos show off the skill of riders hitting extremely large or technical drops on downhill bikes.
• ‍Urban Downhill. This category consists of videos where a portion of a city or town is slightly altered to form a downhill MTB course for riders to do.

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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.
5. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

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Instagram Content Bucket Definitions

• Huge Air Shots: Videos highlight footage of riders hitting massive jumps to achieve even bigger air.
• ‍Downhill Drone Camera: Videos that showcase a dynamic and follow-along style of filming done from a drone observing a rider.‍
• Fails and Crashes: Videos showcase the unfortunate side of biking that is the painful road to success when performing tricks, but always with a happy ending.
• ‍Huge Drops: Videos show off the skill of riders hitting extremely large or technical drops on downhill bikes.
• ‍Urban Downhill: These videos show a different style to downhill riding where riders use urban landscapes as their downhill trails.
• ‍Downhill POV Footage: These videos focus on similar content but from the POV angle of the rider for downhill riders.
• ‍Biking Humour: Clips that poke fun at all the small and funny encounters someone would have while mountain biking.
• ‍Kids on Bikes: Young kids taking their first steps into the world of mountain biking, caught on camera.‍
• Trials Biking: Trials biking focuses on performing platforming stunts on a lightweight bike if a variety of diverse landscapes.
• ‍Downhill Cornering: Short-form clips of downhill mountain bikers hitting particularly narrow and sharp corners at breakneck speeds.
• ‍Race Highlights: Short clips capturing the intensity and excitement of either downhill or or cross country mountain biking races.
• ‍Slow Motion Footage: Different styled shots of riders being captured in slow motion, typically from a stationary angle. 
• ‍Sends: Riders commit to doing something scary or challenging with no hesitation, AKA: Sending it.
• ‍Urban Freeride: Similar to Urban Downhill, however this category focuses on more unconventional lines relative to premade or obvious downhill lines.

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Content buckets that had the highest views & engagement rate for the MTB audience include:

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Good performing content opportunities for the MTB audience on Instagram include:

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Substandard performing content opportunities for the MTB audience on Instagram include:

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Low performing content opportunities for the MTB audience on Instagram include:

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Viral Callout:

‍Huge Air.

Videos highlight footage of riders hitting massive jumps to achieve even bigger air. These videos are typically done on downhill bikes and filmed in such a way that the focal point of the shot focuses on the height of the rider.

‍Tactics to Implement:

• Short-form: Given the simple and dry nature of the category, the top performing content skews towards short videos that are typically under 15 seconds long. 

• Go Big or Go Home: A consistent theme across all these videos is that each jump, or feature, the rider uses to achieve that said air continually looks to outdo other riders in the community. 

Format:

• Duration: 0:03
• Hashtags: 3

23.5M Views

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Content Opportunities:

‍1. Downhill Drone Camera

‍The New Action Camera. These videos showcase a dynamic and follow-along style filming done from a drone observing a rider. The drone follows along the track observing the racer and keeping them constantly in frame.

Tactics to Implement:

• Constantly in Frame: A core aspect of filming with the drone is that it has the ability to follow the movement of a course and the rider simultaneously. This ensures that viewers get a constant flow a footage with the rider in-frame. 
• Up Close: Although drones can climb higher in altitude, certain top performing clips in this category maintained a close distance with the rider.  

Top Format:

• Duration: 1:34 & 0:46
• Hashtags: 6 & 3

3.1M Views

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700K Views

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2. Fails and Crashes

‍The Good, the Bad, and the Funny. Videos showcase the unfortunate side of biking that is the painful road to success when performing tricks, but falling short. Often consisting legitimate crashes and fails where a rider makes a small mistake.

Tactics to Implement:

• Laughter: Getting injured is no laughing matter, but the high performing “Fails” side of this category puts emphasis on harmless but funny moments that occur in MTB.
• Supportive: Regardless of any reaction to the small crashes, a consistent reaction is to use this footage as encouragement for future riders and support for the one landing it, typically done in the caption.

Top Format:

• Duration: 0:03 & 0:07
• Hashtags:

4.6M  Views

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3.1M Views

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3. Huge Drops

‍Huge Air’s Scarier Cousin. Videos show off the skill of riders hitting extremely large or technical drops on downhill bikes. Top performing content in this category favours the same principle of “Go Big or Go home”, in slide 8.

Tactics to Implement:

• Stationary Camera: Consistent placement of a camera is done from a single and stationary point of view as they follow the rider of the drop. Think of a friend standing off to the side and filming them.  
• Airtime: A subtle but important aspect to these clips is showing the full extent of airtime the rider gets given that camera angles can downplay the extreme height, at times.  

Top Format:

• Duration: 0:07 & 0:17
• Hashtag: 0 & 5

1.2M  Views

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553K Views

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4. Urban Downhill

‍No Course? No problem. This category consists of videos where a portion of a city or town is slightly altered to form a downhill MTB course for riders to do. 

Tactics to Implement:

• Creativity: A core facet of these videos is that, whether its a course or simple line, the “terrain” always has an element of creativity to it. Whether that’s using stairs to mimic rock patches, or dropping off the side of buildings. 
• In The City: Given that a lot of MTB videos have a level of homogeneous scenery to them (forest, dirt, etc.) a standout feature to this category is ensuring that the cityscape gets showing within each shot as well.  

Top Format:

• Duration: 2:32 & 0:10
• Hashtag: 5 & 6

810K  Views

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572K Views