Financial Services Digital Whitespace Map™ Q4 2021

Key Takeaways

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Measurement Methodology

The Digital Whitespace Map™ measures two things: Audience Attention and Competitors’ Focus. For each, a blended metric is used. In this example, we’ll focus on Audience Attention.

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In Q4 2021, the Financial Services Audience Attention was the highest on TikTok, followed by YouTube and Facebook.

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

High competitors’ focus on Instagram was driven by Chime, which gained 148K IG followers and generated 836K engagements in Q4 2021. To find out more about Chime’s organic social media strategy, check out these case studies: 1 & 2. 

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

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

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Audience Attention is growing only on YouTube this quarter. 

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Audience Attention shrank this quarter on Pinterest, Snapchat, and Twitch.

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Audience Attention is stable for Facebook, Instagram, Twitter, TikTok and reddit with less than a 10% change this quarter.

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Competitor Focus is growing significantly on YouTube, Instagram and TikTok.

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Competitor Focus shrank significantly this quarter on Instagram.

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Competitors in the Financial Services industry are currently not active on reddit, and Twitch.