Social Content Opportunities for Short Form Video Content in the Financial Services Space in Q3 2023

Purpose of This Research

• ‍Identify white space content opportunities for Short Form videos‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities‍
• ‍Identify content themes that are not performing well and may be avoided

In order to drive the most effective possible Short Form (<15 seconds) content strategy possible to resonate with the Financial Services audience.

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Top content themes in the Financial Services space.

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Good content themes in the Financial Services space.

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Okay content themes in the Financial Services space.

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Poor content themes in the Financial Services space.

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Why Choose Us

Give potential clients reasons to bank with you.

Create videos that provide concrete examples of why a client should choose your bank over another through playful and fun videos.

Production Elements From Top Performing Posts

• ‍11 seconds in duration on average. 0-5 hashtags are used on top-performing videos.
• Back your claims with statistics like how acorns states that they’ve helped over 10M customers invest over $15B.
• ‍Create skits that showcase a client who works with your bank vs. someone who does not, like Synchrony Bank. 
• ‍Start the video with a question such as “looking for a smart place to keep your tax refund?” and provide a solution in the video. 
• Ask a question and use storytelling techniques, like animating inanimate objects, to provide answers.

Examples

Views 4.9M | Engagements 766

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Views 2.7M | Engagements 89

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Views 286K | Engagements 630

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Finance Memes

Create enjoyable and lighthearted content.

Tap into the mind of your financial client to discover relatable moments that you can make into funny posts.

Production Elements From Top Performing Posts

• ‍6 seconds in duration on average. 3-7 hashtags are used on top-performing videos.
• Use the on-screen text to set the scene and use the video to deliver the punchline of the joke.
• Utilize scenes from popular movies to create memes that are relatable to the audience.
• Browse TikTok’s Creative Center to find popular trending videos. Draw inspiration from them to create engaging financial content. Incorporate on-screen text to add a financial twist and make the content relevant to your audience's financial interests and goals.

Examples

Views 6.6M | Engagements 1.8K

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Views 2.4M | Engagements 8.8K

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Views 1.8M | Engagements 23K

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Bank Card Promo

Help clients choose the best bank card.

Showcase your Rolodex of cards that are suited to each client’s personal needs. Emphasize how your cards cater to different financial goals and lifestyles, whether it's travel rewards, cashback options, or exclusive perks.

Production Elements From Top Performing Posts

• ‍10 seconds in duration on average. 0-4 hashtags are used on top-performing videos.
• Leverage the popular CapCut templates to effortlessly create engaging videos with trending potential, like this video.
• Showcase all the available bank cards offered by your bank, like this video. Use concise text to highlight the unique features of each card to help potential customers choose the card that best suits their needs and preferences.
• Create engaging videos for your bank cards by incorporating trending sounds and music to generate hype and increase audience engagement.

Examples

Views 1.8M | Engagements 3.8K

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Views 1.6M | Engagements 2

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Views 970K | Engagements 949

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Personifying Cards

Create a character from a bank card. 

Use the eyes & lips filter on TikTok to personality a bank card and create humorous content.

Production Elements From Top Performing Posts

• ‍8 seconds in duration on average. 4 hashtags are used on top-performing videos.
• Incorporate popular trends, memes, or viral challenges into your videos. This video combines the capybara trend with a popular song by Dua Lipa to capture the attention of the TikTok audience.
• Create funny skits that personify your bank card and utilize on-screen text and sound to deliver humorous jokes. 
• Create bank card content with a sassy undertone to add humor and a lighthearted vibe.
• Personify your bank cards and create less formal content by using this new “character”. 

Examples

Views 1.7M | Engagements 11K

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Views 791K | Engagements 1.2K

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Views 671K | Engagements 1.7K

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App Benefits & Updates

Utilize trending video formats to communicate app updates. 

Make your app updates more engaging by utilizing trending content to highlight the key features and benefits of your app.

Production Elements From Top Performing Posts

• ‍8 seconds in duration on average. 4-5 hashtags are used on top-performing videos.
• Capitalize on a viral video by dueting it and making it relevant to your industry, like this video. 
• Follow viral trends like the Finn Wolfhard edit to showcase new updates on your app. 
• Stay on top of viral trends and leverage them to promote your new app updates by adding a financial twist. 

Examples

Views 1.9M | Engagements 4.2K

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Views 575K | Engagements 7.7K

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Views 467K | Engagements 1.2K

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.

Money Saving Tips

This video utilizes the green screen filter to create a skit where a shopper saves money by comparing items by the gram. The video’s messaging is relatable to the everyday savvy shopper. 

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Views 16M | Engagements 42K

App Benefits & Updates

This video cleverly incorporates the topic of credit scores into the trending videos that showcase how to make iced café drinks at home, with the green drink representing their app as a “healthy supplement” for credit scores. By using ice cubes in the shape of numbers representing credit scores, the video visually represents the importance of credit scores in a creative and engaging way. 

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Views 3M | Engagements 11K

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Content Theme Definitions

Why Choose Us: Create playful videos that provide concrete examples of why a client should choose your bank over another.

‍Finance Memes:  Tap into the mind of your financial client to discover relatable moments that you can make into funny posts.

Bank Card Promo: Help clients choose the best bank card by showcasing how your cards cater to different financial goals and lifestyles.

Personifying Cards: Use the eyes & lips filter on TikTok to personality a bank card and create humorous content.

App Benefits & Updates: Utilize trending video formats to highlight the key features and benefits of your app.

Money Saving Tips: Utilize the green screen filter to create skits that give quick tips on smart ways to save money or budget spending.

Breaking News: Share new legislations that may impact the financial community in an organic unpolished way. 

Shocked Reactions: Share fun facts about your bank that may elicit a surprised or shocking response from viewers. 

Financial Advisor Advice: Create a scenario where a financial advisor answers common questions to remind clients to book an appointment. 

Fun Facts: Sharing interesting financial facts about the economy or spending habits and providing a solution to improve the situation. 

Inspirational Quotes: Providing motivational and inspirational financial quotes to encourage people to save or earn more money.

Customer Stories: Giving a voice to clients and colleagues that are a part of your company. 

Event Sponsorships: Maximizing brand exposure by actively participating and sponsoring popular local events like fashion week. 

‍Kids Finance: Playful scenes featuring kids to effectively convey stories about financial topics in a fun manner.

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YouTube & TikTok Accounts Included in the Analysis

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*For videos in this content category. View + Engagement data collected via direct social media platform API.

*Measured by Average Views + Engagements