Twitter Mountain Biking Content Opportunity Analysis™ Q3 2022

Key Takeaways

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Top content opportunities in Q2 2022 in the Mountain Biking space include:

Bike Tricks: 

• Riding Down in Style: Videos showcasing athletes easily nailing difficult to perform tricks on their mountain bike.

Urban Freeride:

• 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.

Sends:

• Throwing Caution to the Wind: Riders commit to doing something scary or challenging with no hesitation, AKA: Sending 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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The top* videos from Q2 2022 published by the following Mountain Biking creators were analyzed:  

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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.

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Content buckets that had the highest views & engagement rate in the Mountain Biking space include:

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Good performing content opportunities in the Mountain Biking space on Twitter include:

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Substandard performing content opportunities in the Mountain Biking space on Twitter include:

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Low performing content opportunities in the Mountain Biking space on Twitter include:

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Content Opportunities:

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.

Top Format:

• Video Duration: 20 & 22 seconds
• # of Hashtags:  2 & 2

4.6K Views

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2.9K  Views

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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.

Top Format:

• Video Duration: 12 & 16 seconds
• # of Hashtags:  1 & 0

4.2K Views

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3.6K  Views

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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.

Top Format:

• Video Duration: 34 & 34 seconds
• # of Hashtags:  0 & 0

5.9K Views

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5.2K  Views

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4. Sends

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.

Top Format:

• Video Duration: 15 & 35 seconds
• # of Hashtags:  0 & 2

6.3K Views

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5.3K Views

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Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Bike Tricks

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. 

50K Views

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Huge Drops

‍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.

34K Views

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24K Views

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Biking POV

Tactics: High speeds, big jumps, cool tricks; this video incorporates all the adrenaline pumping moments the athlete feels when sending it down a run.

6.1K Views

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Athlete Interview

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.

4.6K Views

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Vlog Snippet

Tactics: This video gives an exciting summary of all the highlight moments during an athlete’s tour by combining the best clips into one.

3.3K Views