Digital Whitespace Map Q2 2020 - Financial Services

TikTok
Instagram
Facebook
Cross-Channel
Pinterest
Snapchat
Twitter
Twitch
June 1, 2020
Financial Services

Key Takeaways

In the first section of this report, we uncover digital whitespace opportunities for the Financial Services industry within organic social channels. Section 2 covers opportunities for paid media.

1. Organic Social

The organic social section will take a look at the following platforms: YouTube, Facebook, Instagram, Twitter, TikTok, reddit, Snapchat, Pinterest, and Twitch.

In Q2 2020, the Financial Services Audience Attention was the highest on YouTube, followed by TikTok and Facebook. 

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

However, Financial Services Competitors’ Focus is highest on Facebook and Twitter. 

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 25 brands in the FS industry.

There is whitespace opportunity on YouTube and TikTok, where there is high Audience Attention and low Competitor Focus.

Facebook, Instagram, and Twitter are relatively oversaturated platforms with high Competitor Focus and low Audience Attention.

Audience Attention is growing on Pinterest, Facebook, and Twitter.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

Audience Attention shrank this quarter on Instagram and Snapchat.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

Audience Attention is stable for YouTube, TikTok, reddit, and Twitch with less than a 5% change this quarter.

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

Competitor Focus is growing on Twitter and TikTok.

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 25 brands in the FS industry.

Competitor Focus shrank significantly this quarter on Instagram.

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 25 brands in the FS industry.

Competitor Focus is stable on YouTube, Facebook, Pinterest, Snapchat, and reddit with less than a 5% change this quarter.

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 25 brands in the FS industry.

Key Takeaways

In the second section of this report, we uncover digital whitespace opportunities for the Financial Services industry within paid media channels:

2. Paid Media

The paid media section will take a look at social media platforms (YouTube, Facebook, Instagram, Twitter, TikTok, reddit, Snapchat, Pinterest, and Twitch) as well as display and paid search.

In Q2 2020, the Financial Services Audience Attention was the highest on YouTube,
followed by Facebook. 

*Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

However, Financial Services Competitors’ Paid Media Focus is highest on Facebook and
Paid Search. 

*Composite metric consists of ad spend, # of paid creatives, and paid video views

There is whitespace opportunity on YouTube, Instagram, and Twitter, where there is high Audience Attention and low Competitor Paid Media Focus.

Facebook is a highly oversaturated platform with high Competitor Paid Media Focus and low Audience Attention.

Competitor Paid Media Focus is growing on Facebook and Paid Search.

*Composite metric consists of ad spend, # of paid creatives, and paid video views

Competitor Paid Media Focus shrank significantly this quarter on YouTube, Twitter
and Display.

*Composite metric consists of ad spend, # of paid creatives, and paid video views

Competitor Paid Media Focus is stable on Instagram with no growth this quarter. 

*Composite metric consists of ad spend, # of paid creatives, and paid video views


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