Financial Services Digital Whitespace Map™ Q4 2021

Facebook
YouTube
Instagram
TikTok
Twitter
October 25, 2021
Financial Services

Key Takeaways

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.

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

Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the FS industry.
Competitor focus data for Snapchat & Pinterest is currently unavailable. 

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

Competitor focus data for Snapchat & Pinterest  is currently unavailable. 

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

Competitor focus data for Snapchat & Pinterest  is currently unavailable. 

Audience Attention is growing only on YouTube this quarter. 

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

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

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

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

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

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

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the FS industry.
*Competitor focus data for Snapchat & Pinterest is currently unavailable. 

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 15 brands in the FS industry.
*Competitor focus data for Snapchat & Pinterest is currently unavailable.

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

*Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the FS industry.
*Competitor focus data for Snapchat & Pinterest is currently unavailable. 

Added by: 

Recent Case Studies

Scroll horizontally to view more case studies →