Social Content Opportunities for the Financial Services Audience on YouTube in Q1 2023

Key Takeaways

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Top content opportunities from Q4 2022 for the Financial Services audience include:

Financial Concepts & Facts: 

• Short-form, educational content that explains specific financial concepts and is designed to simplify complex topics. 

Expert Opinions: 

• Videos from creator FREENVESTING that pair generic video footage and images with audio segments from prominent investors, economists and business leaders in which they share opinions and outlooks on economic trends and the factors that impact them.  

Saving & Spending Advice: 

• Finance influencers provide information and advice for managing personal finances using skits and simple analogies. 

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How the Social Content Opportunity Analysis™ Methodology Works

1. ‍Measure & Categorize Posts. 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. ‍Measure The Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
4. ‍Identify & Rank 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 Q4 2022 published by the following Financial Services creators were analyzed:  

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YouTube Content Bucket Definitions

• Financial Concepts & Facts: Educational content that explains specific financial concepts and is designed to simplify complex topics. 
• Expert Opinions: Videos from creator FREENVESTING that pair generic video footage and images with audio segments from prominent investors, economists and business leaders in which they share opinions and outlooks on economic trends and the factors that impact them.  
• Saving & Spending Advice: Finance influencers provide information and advice for managing personal finances using skits and simple analogies. 
• Credit Card Info & Reviews: Information and reviews about the best and worst credit cards available to consumers.
• FTX Collapse: Sharing news and updates about the collapse of  FTX and the events and individuals involved.
• Real Estate Market: Videos discussing the trajectory of the real estate market and how it relates to interest rates, inflation, and global events.
• Recession Predictions: Videos sharing opinions and predictions about the future of the economy, our banking system, and how to prepare for a recession.
• Market Updates: Detailed videos that analyze the recent performance of stocks, investment funds, and entire industries.
• Current Events Explained: Creators break down recent events and global news and explain how they impact the economy and individuals. 
• Career & Salary Data: Sharing facts and figures related to growth and earning potential in specific careers and industries.
• Business Success: Videos that discuss the organizational structure and operation of high-achieving companies.
• Reaction Videos: Finance influencers analyze and react to content and trends from other creators and media sources. 
• Investing Strategies & Advice: Information and advice related to investing ranging from basic educational content to detailed portfolio analyses. 

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Financial Concepts & Facts is an extreme performing content opportunity, averaging 3X the views & engagement rate on YouTube.

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Excellent performing content categories for the Financial Services audience on YouTube include:

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Good performing content categories for the Financial Services audience on YouTube include:

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Substandard performing content categories for the Financial Services audience on YouTube include:

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Low performing content categories for the Financial Services audience on YouTube include:

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Extreme Performing Segment:

1. Financial Concepts & Facts

Educational content that explains specific financial concepts and is designed to simplify complex topics. 

Tactics to Implement:

• Video Duration: While this category includes short and long-form content, the top 50% of videos are YouTube Shorts under 1.5 minutes.
• Simple Examples: Both videos use a simplified example to explain a specific topic. In this video, the creator plays two characters and acts out an interaction between them.
• Question & Answer: These examples use interrogative titles to frame the topic of the video content. I.e. “How Banks Can Print Money” and “Why Some Millionaires Appear Broke”.
• Visual Aids: Both videos use subtitles as well as on-screen text and images to complement the dialogue. In this video, as the speaker lists dollar values and figures, they are displayed on-screen to help viewers follow along.

5.9M  Views

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4.5M Views

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Content Opportunities:

2. Expert Opinions

Videos from creator FREENVESTING that pair generic video footage and images with audio segments from prominent investors, economists and business leaders in which they share opinions and outlooks on economic trends and the factors that impact them. 

Tactics to Implement:

• Video Duration: Videos in this category are 11 minutes long on average.
• Titles: The titles of the videos name the featured speaker and include a snippet related to the subject matter.
• Video Description: The descriptions provide a one-sentence summary of the content, followed by a short bio of the featured speaker.
• Visuals: The creator uses video imagery that compliments the subject matter but is general enough that it does not distract from the audio.

1.9M Views

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1.2M Views

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3. Saving & Spending Strategies

Finance influencers provide information and advice for managing personal finances using skits and simple analogies. 

Tactics to Implement:

• Short-Form Content: The top-performing videos in this category are YouTube Shorts under one minute in length.
• Roleplay Skits: Creator Daniel Iles acts out hypothetical scenarios to illustrate his ideas. He uses costume and background changes to play multiple characters.
• On-Screen Elements: Bright and bold text is displayed on-screen to emphasize specific points. Similar eye catching text is used in thumbnail images for the videos.
• Repurposed Content: Both videos were cross-posted on Daniel Iles’ TikTok account, and the creator regularly posts videos on the same platform multiple times. For example, this video from November 2022 was also posted in September 2022 with the same title. 

7.7M Views

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2.4M 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.

Credit Card Info & Reviews

Content: YouTube Short sharing details on the eligibility and benefits of the American Express Black Card. 

4.1M Views

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FTX Collapse

Content: A long-form video that provides a deep dive into the FTX scandal. The creator combines talking-head-style footage with supporting images and uses sarcasm and humour to keep the content entertaining.

945K Views

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Financial Concepts & Facts

Content: YouTube Short explaining a flaw in the rules related to a specific type of Individual Retirement Account. The video uses a catchy title to grab viewer attention, “Investing Loophole Explained”.

792K Views

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Reaction Videos

Content: In this YouTube Short, the creator reacts to a TikTok video about a unique money-saving hack. The creator uses a picture-in-picture format to display his video in the bottom corner of the screen while the TikTok video plays. 

2.4M Views