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Media content increases audience engagement on Women in Motorsport – MXLink stats 2024

Media Creation for 2024 - going beyond the status quo page 89 page 101_1

Media content increases audience engagement on Women in Motorsport – MXLink stats 2024. The overwhelming data on Media content produced on women racing varying FIM and FIA World Championships confirms and informs that production of written and visual content pre-during and post racing not only attracts views and following, but also extends reach of geographical audience to new spheres of public domain.

Media plan and options for covering Buggyra Racing Team competing in The Dakar Rally 2024 Image: Buggrya Racing Text: MXLink

Analysis of data on MXLink website and social media platforms provides insight on the market viability of creating Media content on women racing along with progression of increasing audience interest on rider’s, driver’s, Brands, Sponsors, and industry provider’s. Statistics on views, unique views, geographical reach, and visit duration pin-point topics of appeal while also identifying strategies to prompt viewer engagement prior to actual racing.

Planning the production of Media content takes into consideration various factors 1) how to capitalize and further promote a rider’s profile 2) how to capture the essence of a rider’s character to elevate interest pre-racing 3) how to articulate information which is captivating, creative, and thought provoking for reader’s and viewers of written and visual content?

Planning for the creation of Media content on Women’s Motocross World Championship and The Dakar Rally 2024 Image: ASO and text MXLink

Most certainly, MXLink’s founding principle of producing Media content on women competing in Motorsport has remained unchanged over the past 10 plus years – providing insight on the challenges women face and overcome to pursue a racing career. Growth in market audience has been achieved through diversifying how, why, when, and where content is produced – from remote locations to actual covering women racing at events.

Key factors to note are: timing and selection of topics of interest are crucial for capturing audience engagement pre-during and post racing. Specifically, preview articles, interviews, films, and reels share rider’s and driver’s thoughts pre-racing – which builds a sense of anticipation on how racing will pan out, what results will occur, and who will ultimately win. Conversely, post racing content provides audience rider’s and driver’s take on performance – which fosters sharing of experience to broader mainstream public.

MXLink Media stats 2014 > with progression of Media work completed Image: MXLink

MXLink statistics in 2024 highlights significant growth of new viewers. From the founding year in 2014 of mere 3.7K viewers to this season’s month on month: 4.1K, 2.6K, 5.1K, 2.2K, 3.1K, 1.8K, 4.1K, 2.8K, 6.0K, and 6.8K for October ’24 – the level of interest on content produced has exceeded expectations. Equally, visit duration has transformed dramatically, from 98% of views within 0 – 30 seconds in 2014 to increase of 3.5% of views within 30 minutes to 1 hour.

Statistics on best performing content are equally divided between remote based articles – specifically interview with WMX rider Daniela Guillen notched 44K views pre Round 6 – while film interview with Italian WMX Champion 6x – Kiara Fontanesi – posted 14K views on MXLink Instagram post covering WMX at MXGP of Maggoira. Highest performing months were coverage of The Dakar Rally: 84K views in January, Women’s World Motocross Championship: 115K views in August, Women’s Enduro World Championship, Rally du Maroc, and ISDE in September/October: 54K and 64K views respectively.

Presentation of WMX 2024 Image and Graphics: MXLink

The geographical reach of Media content produced provides a window of opportunity to promote women racing World Championships in varying disciplines – not only forging new pathways of interaction between rider’s and reader’s – but also stimulating awareness on the capabilities of women racing in Europe, the America’s, Emirates, South Africa, and Australasia.

As recently witnessed in ISDE 2024, Team United States trio of rider’s: Brandy Richards, Ava Silvestri, and Rachel Gutish spearheaded the charge to win the 6 day event against 11 Team Nations of women rider’s in Spain, a remarkable achievement given the benefits of racing with home advantage. Equally, Gutish declared the brave decision to race Women’s Enduro World Championship in Europe this season, producing P2 overall on debut and breaking new ground from racing a full season in America’s GNCC WXC Championship.

All of which confirms, production of Media content remains a revolving door – assessing when new opportunities should be followed up, driven by market demand, audience interest, and level of content appeal. For this reason alone, MXLink stands at the forefront of Media content connectivity to viewer’s, new viewer’s, fans, and followers around the world.

Header photo: Image: MXGP Graphics: MXLink

Words: Sharon Cox.

 

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