Facebook Financial Services Content Opportunity Quadrants™ Q4 2021

Key Takeaways

In Q4 2021, the content whitespace opportunities for the Financial Services Industry on Facebook were the following:

• Identifying Investment Opportunities: These videos aim to teach the viewer how expert investors identify potential “unicorns” — privately held startup companies valued at over $1B. These videos feature entrepreneurs with previous success investing in their field. Viewers see them as credible and knowledgeable.
• ESG Investing: More so than ever, people consider environmental, social, and governance factors while investing. These videos educate the viewers on ESG investing and how they and the economy can benefit from it.
• Money Conversations: These videos educate and encourage viewers to discuss finance more openly with partners and peers and evolve how they view and treat money and wealth.
• Crypto Lessons: The concepts and terminology of cryptocurrency can be quite intimidating for new investors. These videos aim to educate the viewer about the basics of cryptocurrency in an approachable and straightforward way.

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Facebook is a major channel whitespace opportunity for Financial Services brands to reach their audience in Q4 2021, according to RightMetric’s Digital Whitespace Map™ Analysis.

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To see other channel whitespace opportunities for Q4 2021, see the Financial Services Digital Whitespace Map™ → To see content opportunities on Facebook, continue reading.

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Facebook content the audience has been the most interested in Q4 2021 includes:

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While the majority of Facebook content in the finance space has focused on:

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The financial services Facebook content whitespace opportunities include:

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Content to avoid due to low attention and high competitor saturation in the finance space include:

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Whitespace Opportunities:

#1. Identifying Investment Opportunities

How to Identify Investment Opportunities and What to Consider While Investing - These videos aim to teach the viewer how expert investors identify potential “unicorns” — privately held startup companies valued at over $1B.

Tactics to Implement:

• Lists: Videos grab users attention by using lists in the captions such as “3 golden rules from…” or “revealing four things…”.
• Expert Advice: These videos feature entrepreneurs with previous success investing in their field. Viewers see them as credible and knowledgeable.
• Video Length: According to this study, the optimal video length in terms of engagement on Facebook is 2-5 mins.

232K Views

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846K Views

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#2. ESG Investing

Investing in Companies That Are Making Positive Changes in the World - ESG stands for Environmental, Social, and Governance. More so than ever, people are taking these these non-financial factors into consideration while investing. Videos discuss ESG investing and how they and the economy can benefit from it.

Tactics to Implement:

• Snippets & Soundbites: Videos use snippets with key information from longer-form content pieces as short videos on Facebook, linking to the full content in the caption. These quick teasers leave viewers intrigued to click through to listen/watch the full video or podcast.
• Quotes: To capture the viewer’s attention, posts utilize key quotes from the video the in the post caption or on the video cover image.
• Podcasts: The second video is promoting a podcast episode  which is linked in the post caption.

3.1K Views

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9.7K Views

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#3. Money Conversations

Money Conversations - Top “money conversations” videos are centered around the following topics:

• Talking about finances with your partner.
• Transparency about compensation amongst peers.
• Evolving your relationship with money and how you view it.
• Dedication to achieving long term financial success.

Tactics to Implement:

• Infographic: Scotiabank used an infographic video to help visually break down the various steps in their how-to video post.
• Humanize: Wealthsimple reaches its audience in an authentic way with its “Money Diaries” series, which shares the stories of people's candid truths about money.

142K Views

24.3K Views

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#4. Crypto Lessons

Teaching the Basics of Cryptocurrency - Top “crypto lesson” videos are centered around teaching the basics of cryptocurrency such as Bitcoin and Blockchain and explaining crypto terms such as fork, cryptokitties, dogecoin, 21 Million, and hashrate.

Tactics to Implement:

• Approachable: As cryptocurrency can be intimidating to some, the top videos aim to be approachable to all viewers by making the content feel fun and light-hearted. The first video teaches kids about blockchain in a simple and entertaining way.
• Short Captions: According to this study, captions with up to 10 words generate the highest level of engagement on Facebook with an average ER of 0.44%.
• Link Post: The second video by Wealthsimple offers the viewer no educational content within the post but acts as a CTA for the viewer to click through to the blog post.

101K Views

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36K Views

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