TikTok 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:

‍Bike Build ASMR. Viral videos, from Batesman Bike Co. where the video is simply one of their bike techs assembling a new bike, but with ASMR audio.

‍Biking Humour: Keep it Light, Keep it Funny — Short and light-hearted clips that make fun of all the small and funny encounters someone would have while mountain biking.

‍Trials Biking: Technicality On Another Level — Trials biking focuses on performing platforming stunts on a lightweight bike in a variety of diverse landscapes. Often shown in urban landscapes or rough terrain, the goal is to get from Point A to Point B, without touching the ground or getting off your bike.

‍Trail Building: The Backbone of Mountain Biking — Videos showcase the esoteric and demanding work done by trail builders when conceiving and constructing different types and styles of mountain biking trails.

‍Gear Demo: Guides & Walkthroughs —This category is cut and dry in that each piece of content showcases a different, but specific, piece of gear and a bit of overview of how to use it. 

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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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TikTok Content Bucket Definitions

• Biking Humour: Clips that poke fun at all the small and funny encounters someone would have while mountain biking.
• ‍Trials Biking: Trials biking focuses on performing platforming stunts on a lightweight bike if a variety of diverse landscapes.
• Gear Demo: Videos are cut and dry in that each piece of content showcases a different, but specific, pieces of gear and a bit of overview of how to use it.
• Huge Air Shots: Videos highlight footage of riders hitting massive jumps to achieve even bigger air.
• Downhill POV Footage: These videos focus on similar content but from the POV angle of the rider for downhill riders.
• XC and Slopestyle POV: Much like Downhill POV Footage as a category, however this expands out to XC and Slopestyle riders recording similar footage.
• Downhill Action: Pure and high adrenaline downhill action, typically captured in a single clip format.
• Bike Showcase: Videos showing off all the angles and new features of a varying bikes. 
• Urban Downhill: These videos show a different style to downhill riding where riders use urban landscapes as their downhill trails.
• Unexpected Landscapes: Posts feature surprisingly varied landscapes in which riders perform trials, downhill mountain biking, and other styles
• Slow Motion Footage: Different styled shots of riders being captured in slow motion, typically from a stationary angle. 
• Downhill Tricks: Simple and sweet short videos of different riders performing tricks on downhill trails.
• Urban Freeride: Similar to urban downhill, however freeride focuses on the utilization of flatland and downhill landscapes for creative lines.

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

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Good performing content categories for the MTB audience on TikTok include:

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Substandard performing content categories for the MTB audience on TikTok include:

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Low performing content categories for the MTB audience on TikTok include:

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Viral Callout:

‍Bike Build ASMR.

This category seems to be a bit of a magic formula that was stumbled upon by Batesman Bike Co. where the entirety of these viral videos is simply one of their bike techs putting together a new bike. The catch however is that each clip focuses heavily on what’s referred to as “Autonomous sensory meridian response” or ASMR sounds of all the snaps, cracks, and clicks that happen when assembling a bike. 

‍Tactics to Implement:

• Components: Each video focuses heavily on showing the assembly of components for each bike relative to a shot of the entire bike itself.
• Close-ups: Aside from the audio, the camera angles used in these videos are almost always close up shots with a depth of field to them giving the viewer a clear and focused shot of whatever component is being handled. 

‍Format:

• Video Duration: 1:41 & 0:30 
• # of Hashtags: 4 & 4

36.2M Views

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5.8M  Views

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#1. Biking Humour

‍Keep it Light, Keep it Funny. Short and light-hearted clips that make fun of all the small and funny encounters someone would have while mountain biking. Often, these are candid moments of catching riders without their racing face on. 

‍Tactics to Implement:

• Catching The Moment. In an action sport such as biking, It’s easy to focus too heavily on catching the huge moments. However, this category showcases to the other side of riders simply having fun. 
• Trending Sounds. Videos take full advantage of trending audio clips, like the video on the left, by throwing their own twist on what the audio is actually saying. 

‍Top Format:

• Video Duration: 0:06 & 0:11 
• # of Hashtags: 0 & 4

2.7M  Views

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1.6M Views

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#2. Trials Biking

‍Technicality On Another Level. Trials biking focuses on performing platforming stunts on a lightweight bike on a variety of diverse landscapes. Often shown in urban landscapes or rough terrain, the goal is to get from Point A to Point B, without touching the ground or getting off your bike.

‍Tactics to Implement:

• Tension. When watching these videos, viewers vicariously feel the tension of riders as they catch they’re balance from jump to jump. The footage focuses on this throughout the entire video.

• Interesting Landscapes. Aside from the focus on the rider, interesting landscapes add to the attraction of these videos due to the rider never experiencing the same style of jump twice.

‍Top Format:

• Video Duration: 0:16 & 0:24 
• # of Hashtags: 0

4.9M  Views

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33K Views

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#3. Trail Building

‍The Backbone of Mountain Biking. These videos showcase the esoteric and demanding work done by trail builders when conceiving and constructing different types and styles of mountain biking trails.

‍Tactics to Implement:

• Process. Each video showcases the work done, from start to finish, of what it looks like to build a trail from scratch.
• Timelapse. Almost every video within this category utilizes a wide angle camera POV along while using time lapse to keep videos under 30 seconds each.  

‍Top Format:

• Video Duration: 0:28 & 0:20 
• # of Hashtags: 2 & 3

4.9M Views

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518K Views

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#4. Gear Demo

Guides & Walkthroughs. This category is cut and dry in that each piece of content showcases a different, but specific, piece of gear and a bit of an overview of how to use it. Simply put: It’s a gear demonstration. 

‍Tactics to Implement:

• Product Focus. A consistent and key aspect to these videos is the focus on whatever product is being demonstrated.  
• Short-Form. The typical expectation of a demonstration would likely be longer, however these videos convey all the critical information in under 30 seconds.

‍Top Format:

• Video Duration: 0:19 & 0:10 
• # of Hashtags: 3 & 4

3.4M  Views

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706K Views