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

Key Takeaways

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

Travel Tips: 

• Helping viewers mitigate travel-related adversities by informing them of their total compensation rights & providing flyer tips.

Reading the Fine Print: 

• Advising viewers on methods of saving money from brands and institutions by sharing generally undisclosed information.

Recession Tips: 

• Videos discussing how to make investment profit and how to protect one’s finances during a recession.

Fun Facts: 

• Quick educational videos that share facts about financial topics such as places with the highest cost-of-living & unique recession predictors.

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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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Instagram Content Bucket Definitions

• Travel Tips: Helping viewers mitigate travel-related adversities by informing them of their total compensation rights & providing flyer tips.
• Reading the Fine Print: Advising viewers on methods of saving money from brands and institutions by sharing generally undisclosed information.
• Recession Tips: Videos discussing how to make investment profit and how to protect one’s finances during a recession.
• Fun Facts: Quick educational videos that share facts about financial topics such as places with the highest cost-of-living & unique recession predictors.
• Money Saving Advice: Videos containing advice for viewers on how they can save money in their day-to-day; such as recipes for under $25, not eating at restaurants and the $5 challenge.  
• Navigating Salaries: Breaking down the lines of expenses in a paycheck after net income, showcasing how to ask for a salary increase, and sharing the career tactic of job hopping.
• Inspirational Clips: Videos empowering viewers to stick to their financial goals and not give up, to feel at peace when sticking to their budgeting goals, and to have a healthy mindset.
• Real Estate Advice: Providing real estate loan advice such as the FHA loan, bank grants, and sharing how to navigate varying interest rates. 
• Budgeting Tips: Going through real-life scenarios of peoples’ debt and providing a solution on how they can properly manage their budget.
• Cost of Living: Breaking down the monthly expenses for living in places around the US and showcasing the income needed to live comfortably. 
• Tax Savings: Sharing recent news on updated tax brackets and giving viewers advice to start an LLC for tax saving purposes. 
• Financial Literacy: Educating viewers on financial concepts such as equity and compound interest.

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The top* videos from Q4 2022 published by the following Financial Services creators were analyzed:  

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Travel Tips is an extreme performing content opportunity, averaging 3X the views & engagement rate on Instagram.

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Excellent performing content opportunities in the Financial Services space on Instagram include:

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

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Low performing content opportunities in the Financial Services space on Instagram include:

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Extreme Performing Segment:

1. Travel Tips

Helping viewers mitigate travel-related adversities by informing them of their total compensation rights & providing flyer tips.

Tactics to Implement:

• Jumping Right In: In this video, the creator instantly captures the viewers attention by starting the video right away with a sentence that describes the video “here are 3 things I do before every flight”.
• Establishing Credibility: In this video, the creator utilizes the sentence “coming from a lawyer who travels 6 months out of the year” to showcase to the viewer their credible expertise. 
• Recent News: In this video, the creator utilizes trending news of Southwest Airlines cancellations and delays to create a video to help their customers get compensated.

Top Format:

• # of Hashtags:  3 & 4

3.9M  Views

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3.6M Views

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Content Opportunities:

2. Reading the Fineprint 

Advising viewers on methods of saving money from brands and institutions by sharing generally undisclosed information.

Tactics to Implement:

• Skits: Both Erika Kullberg & John Liang educates the viewer by acting out the situation with costume and background changes. 
• Providing Security: Both creators create a sense of comfort and security for the viewer by showcasing the exact situation that the viewer may have to experience and providing a script on what to say. 
• Undisclosed Information: Both creators share knowledge that would usually be difficult to obtain without research.

Top Format:

• # of Hashtags:  3 & 4

3.2M  Views

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427K Views

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3. Recession Tips

Videos discussing how to make investment profit and how to protect one’s finances during a recession.

Tactics to Implement:

• Stark Contrast: Your Rich BFF starts the video with contrasting images made to juxtapose the rich and the poor and bring up emotion. She then jumps into the video by explaining why you should invest during a recession.
• Read the Text: Her First 100K uses large text to share the video's main topic and provides answers in smaller text. She pairs this with a background video of her performing a normal task with additional movement to retain viewer attention.
• Detailed Captions: Her First 100K’s captions contain detailed info about her video and advertises her podcast as a place where viewers can get even more information.

Top Format:

• # of Hashtags:  22 & 1

1.6M  Views

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568K Views

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4. Fun Facts

Quick educational videos that share facts about financial topics such as places with the highest cost-of-living & unique recession predictors. 

Tactics to Implement:

• Build Up Excitement: Daniel Iles utilizes sentences like “will blow your mind” and “on a whole other level” to build up excitement for the answer that is given at the end of his video. 
• Visual Learning: Daniel Iles utilizes bold green text captions and descriptive visual photos to help aid in understanding, even without audio.
• Shocking Correlations: Your Rich BFF explains a surprising correlation between lipstick sales and an upcoming recession with a green screen. 

Top Format:

• # of Hashtags:  1 & 24

1.7M  Views

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1.3M 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.

Money Saving Advice

Tactics:

Relatable Memes: Both of Dave Ramsey’s videos utilize a funny meme to get the viewer’s attention.

13.8M Views

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Tactics:

Long Description: Dave Ramsey utilizes long descriptions to help get his point across.

3M Views

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Tactics:

Influencer Partnership: Chime partnered up with popular food influencer TUỆ to showcase money-saving tips during the holidays.

2.3M Views

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Credit Card Tips

Tactics:

The creator engages viewers who are parents by walking them through a quick tutorial on how they can help their children gain good credit scores.  

3M Views

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Billionaire’s  Wisdom

Tactics:

The video hooks the viewer with a famous investor sharing controversial financial advice.

2.5M Views

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Earning Transparency

Tactics:

The creator breaks down their exact source of income from each social media platform. 

1.7M Views

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Money Mistakes

Tactics:

The creator utilizes a relatable scenario to hook the viewer and proceeds to give them advice to protect their assets.  

1.7M Views