Content Opportunity Quadrants™ Entrepreneurs & Small Business Owners 2021

YouTube
Twitch
Instagram
Facebook
December 17, 2021
Financial Services

Key Takeaways

In Q4 2021, the content whitespace opportunities for the business banking sector on Facebook, YouTube, Instagram and Twitter were the following:

  • Business Management Tips: Vlad Kachur, a YouTube personality and entrepreneur coach, shares business tips in his top videos. Business tips include ways to follow up effectively in sales, reasons why a business needs a phone number, steps to shipping better software, and how to host a virtual event.
  • Female Entrepreneurs: The top two videos are a panel discussion with four female founders and a feature on a woman who balances her role as a mother with running her business. Posts were shared to celebrate Women’s History Month and Mother’s Day. 
  • Business Loan Opportunities: Top videos teach entrepreneurs about the variety of types of loans and their opportunities. In addition, videos educate small business owners about improving their credit to apply for loans.
  • Business Accounting 101: According to Google Trends, searches for the term “how to start a business” outpaced those for “how to get a job” globally in 2021. This increase in interest has increased demand for basic business resources such as financial terms and bookkeeping fundamentals. As a result, top videos aim to educate viewers about business accounting, including financial terms and bookkeeping fundamentals.

This case study explores the top-performing business videos in the US and Canada that use the following hashtags on Facebook, Twitter, Instagram and YouTube in 2021 to identify white space opportunities in the business banking sector.

Videos are ranked by total engagements and views

Videos that the audience has been the most interested in 2021 includes:

Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

While the majority of content in the business banking space has focused on:

Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

The business banking sector content whitespace opportunities include: 

Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

Content to avoid due to low attention and high content saturation in the business banking sector include:

Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

Whitespace Opportunities:

1. Business Management Tips

Inspiring and Motivating Entrepreneurs. Top videos include educational videos from YouTube personality and entrepreneur coach, Vlad Kachur. Business tips included sharing ways to follow up effectively in sales, reasons why a business needs a phone number, steps to shipping better software, and how to host a virtual event.

Tactics to Implement:

  • Brackets: A study by Hubspot found that adding brackets to a post title increased clicks by 33%*. 
  • Hook Audience: Vlad Kachur’s descriptive video titles give viewers a sense of what his videos are about from the moment they click play and he reinforces this in the video within the first 60 seconds.
  • Provide Value: In the video on the left, Vlad Kachur provides value to his viewers by providing them with six of his follow-up email templates to help them increase their sales. 

1M Views

1M Views

*Study was based on blog post titles, but this report has found this to be true for YouTube as well. 

2. Female Entrepreneurs

Celebrating and Supporting Female Entrepreneurs. Top videos include a panel of four female founders and a feature on a female entrepreneur who balances being a mom with running her business. Posts were shared in celebration of Women’s History Month and Mother’s Day. 

Tactics to Implement:

  • Inspire Viewers: Research has found that inspirational videos shared on social media outperform promotional messaging regarding engagement, shares and connecting with your target audience.
  • Sound-Off Strategy: Utilizing captions on video content on Twitter increases video view time by 28% (Source).

2.2M Views


171K Views

3. Business Loan Opportunities

Business loans and Credit Opportunities. Top videos teach entrepreneurs about the variety of types of loans and the opportunities available to them. In addition, videos educate small business owners about improving their credit to apply for loans.

Tactics to Implement:

  • BOGY Thumbnails: According to YouTube, 90% of popular videos use a custom thumbnail.  As YouTube is dominated with its brand colours (red, white, and black), thumbnails that feature blue, orange, green, or yellow stand out to viewers and increase clicks (Source).  
  • Make Content Accessible: QuickBooks makes understanding small business loans light-hearted and fun by taking the viewer "loan shopping".  Additionally, 15 seconds into the video, the actress mentions that resources are available in the video descriptions for viewers who would prefer to read the information.

525K Views

8.4K Views

4. Business Accounting 101

Accounting Basics for Small Businesses. According to Google, in 2021,  “How to start a business” is was searched globally more often than “how to get a job.” This increase in interest has made the demand for basic business resources such as business accounting basics even higher than before. Top videos aim to educate viewers about small business accounting, including financial terms and bookkeeping fundamentals.

Tactics to Implement:

  • End Screen Video: Consider what your viewers might want to see next after watching your video and feature it as the end screen video. This will help you generate more views to your videos.
  • Time Stamps: Adding timestamps to your video descriptions on YouTube makes it easier for viewers to quickly skip around to the parts of your video they’re most interested in — increasing the chance they’ll watch more of your video.

23K Views

31K Views

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