Financial Industry Organic Social Trends in 2021

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Content & Messaging
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YouTube
Twitter
November 25, 2021
Financial Services

Key Takeaways 

Financial Industry Organic Social Trends in 2021:

  • Social Channel Growth: From November 2019 to October 2021, the Big 5 Banks have all seen the most follower growth in YouTube and Instagram. 60% of the top follower growth over the past two years has been in YouTube while 40% of the top growth has been in Instagram.
  • Posting Cadence Trends: In Q3 2021, on average the Big 5 Banks posted the most on YouTube (94 posts per quarter) followed by Twitter (73 posts per quarter). BMO posted the most across all channels at 320 posts in Q3 2021, while Scotiabank saw the lowest posting cadence at 110 posts. On average, the Big 5 Banks posted 245 times across all channels in Q3 2021.
  • Content Themes: Across the Big 5 Banks, the content themes that were posted about the most often include:
  1. Social Initiatives: These posts include the ways that banks are giving back to the community.
  2. Investment: These posts include reports on news in the investment world as well as resources to start investing.
  3. Information: These posts include financial information and tips to improve financial health and learning.
  4. Company News: These posts highlight job opportunities and accomplishments the bank has earned.

The Financial Industry Organic Social Trends in 2021 report addresses:

1. Social Channel Growth

From November 2019 to October 2021, BMO has seen the largest growth in following for YouTube (+70%) and Instagram (+28%).

BMO Social Following Trends

From November 2019 to October 2021, TD has seen the largest growth in following for YouTube (+23%) and Instagram (+20%).

TD Social Following Trends

From November 2019 to October 2021, Scotiabank has seen the largest growth in following for Instagram (+17%) and YouTube (+15%).

Scotiabank Social Following Trend

From November 2019 to October 2021, CIBC has seen the largest growth in following for YouTube (+19%) and Instagram (+11%).

CIBC Social Following Trend

From November 2019 to October 2021, RBC has seen the largest growth in following for Instagram (+19%) and YouTube (+15%).

RBC Social Following Trend

2. Posting Cadence Trends

In Q3 2021, on average the Big 5 Banks posted the most on YouTube (94 posts per quarter) followed by Twitter (73 posts per quarter).

In Q3 2021, the Big 5 Banks posted an average of 21 times in the quarter, or 7 times per month on Instagram. CIBC made the highest amount of posts (30) and TD made the lowest amount of posts (9).

In Q3 2021, the Big 5 Banks posted an average of 59 times in the quarter, or 19 times per month on Facebook. BMO made the highest amount of posts (106) and Scotiabank made the lowest amount of posts (29).

In Q3 2021, the Big 5 Banks posted an average of 72 times in the quarter, or 24 times per month on Twitter. BMO made the highest amount of posts (131) and Scotiabank made the lowest amount of posts (29).

In Q3 2021, the Big 5 Banks posted an average of 94 times in the quarter, or 31 times per month on YouTube. CIBC made the highest amount of posts (151) and Scotiabank made the lowest amount of posts (30).

3. Organic Content Themes

BMO’s Top Posted Content Themes Q3 2021


In Q3 2021, BMO’s social initiative posts focused on community events and support to Indigenous and Afghan communities. Company news posts focused on praise BMO has received as well as job opportunities. Product posts highlight key benefits of their services and Investment posts supported BMO clientele with their learning. 

Social Initiatives

Company News

Product

Investment

TD’s Top Posted Content Themes Q3 2021


In Q3 2021, TD’s mortgage posts focused on mortgage support & offerings. Social initiative posts focused on the LGBTQIA2S+ and Indigenous communities. Information posts provided insight into how to manage finances and learn more about money while Investment posts shared tips and news in the investment world.

Mortgage

Social Initiatives

Information

Investment

Scotiabank’s Top Posted Content Themes Q3 2021


In Q3 2021, Scotiabank’s Social Initiative posts focused on supporting Indigenous communities and the arts. Information posts focused on providing financial advice while Product posts highlighted key benefits of Scotiabank’s services. Investment posts discussed topics to support day traders navigate their finances. 

Social Initiatives

Information

Product

Investment

CIBC’s Top Posted Content Themes Q3 2021


In Q3 2021, CIBC’s Rebrand posts focused on highlighting their new logo and tagline “Ambitions Made Real”. Social Initiative posts encouraged the public to get vaccinated as well as sharing CIBC’s support to natural disasters with Red Cross. Information posts and Product posts highlighted ways to learn about finances and use CIBC offerings.  

Rebrand

Social Initiatives

Information

Product

RBC’s Top Posted Content Themes Q3 2021


In Q3 2021, RBC’s Social Initiative posts focused on supporting Olympic athletes and Indigenous communities. Information posts discussed how to stay safe online while Company News posts highlighted RBC’s notable accomplishments. Product posts shared the benefits of opening a credit card with RBC.

Social Initiatives

Information

Company News

Product


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