Financial Services Instagram Content Opportunity Quadrants™ Q4 2021

Instagram
November 26, 2021
Financial Services

Key Takeaways

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

  • NTFs (Non-fungible Tokens): Top videos educate viewers about NFTs and discuss investing in NFTs. Topics included: how NTFs work, how they differentiate from bitcoin and other cryptocurrencies, the main benefits of investing in them, popular NFts and how to select an NFT to invest in. 
  • Understanding Debt: Videos discuss how debt works and how to use to your benefit. Top videos educate viewers about the importance of paying off debt, discussing debt to equity ratios, and utilizing debt to help you grow your wealth.
  • Inflation: Inflation videos provide your viewers with the basic principles of inflation such as the value of money, the Federal Reserve Bank and monetary supply. Videos about the complexities of inflation provide more details and explain what rising inflation rates mean for the economy and the viewer. 
  • Crypto Myths: There's a lot of videos about people making a fortune overnight with cryptocurrencies —these videos aim to educate viewers about the real facts about crypto investing. Videos discuss the risks involved with investing in crypto, the different scams surrounding cryptocurrencies, and the misconceptions about making money quickly.

Instagram is an oversaturated channel with high Competitor Focus and low Audience Attention for Financial Services brands to reach their audience in Q4 2021, according to RightMetric’s Digital Whitespace Map™ Analysis.

To see other channel whitespace opportunities for Q4 2021, see the Financial Services Digital Whitespace Map™ → 

To see content opportunities on Instagram, continue reading.

Instagram content the audience has been the most interested in Q4 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 Instagram content in the finance 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 financial services Instagram 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 competitor saturation in the finance space include:

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

Whitespace Opportunities:

NFTs

Educating and Discussing NFTs. An NFT stands for non-fungible token and is an digital asset that exists on a blockchain. Top videos explain:

  • How NFTs work and how they are different from bitcoin, other cryptocurrencies and physical assets.
  • The main benefits of investing in NFTS.
  • Popular NFTs such as Ethereum. 
  • How to pick NFTs to invest in.

Tactics to Implement:

  • Metaphors: In the first video, garyvee uses Instagram as an analogy to explain to his audience what NFTs and digital assets are. 
  • Hook Viewer: The average person has an attention span of  8 seconds. The second video grabs the viewers' attention by telling the viewer exactly  what they'll benefit from watching the video in “under 60 seconds”. 

2.1M Views

1.2M Views

Understanding Debt

How Debt Works and How to Benefit From It. The videos on debt aim to educate viewers by discussing the importance of paying off debt, discussing debt to equity ratios, and utilizing debt to help you grow your wealth.

Tactics to Implement:

  • Video Captions: 83% of media consumers in the US watch videos with the sound turned off. Adding captions to your videos can make them more accessible to a broader audience, improving video engagement and view time.
  • Celebrity Partnerships: Cash App partnered with Hip Hop artist, Megan Thee Stallion to target a younger audience on Instagram. The “Hot Tips from Hot Girl CEO” video series include videos discussing personal financial tips such as debt and the importance of paying it off.

2.7M Views

30K Likes

Inflation

Understanding Inflation and Its Effects. US and Canada are experiencing higher than normal levels of inflation and many people are concerned about what this means for their personal finances and the overall economy. Inflation videos aim to educate viewers about the basic principles of inflation such as the value of money, the Federal Reserve Bank and monetary supply. Additionally, some videos go into more detail about the complexities of inflation and what that means for the viewer.

Tactics to Implement:

  • Repurpose Content: Reels and TikToks are primarily used to entertain or educate the viewer with short-form videos. By repurposing video content on both platforms you can reach a broader audience and make your content go further.
  • Cover Image: Use a cover image on videos to grab viewers attention and entice them to watch the video while scrolling. 

6.8K Views

43K Views

Crypto Myths

Crypto Misconceptions and Mistakes. The internet is flooded with videos about people getting rich overnight with cryptocurrencies and bitcoin. These videos aim to educate viewers about the risks involved with investing in crypto, the different scams surrounding cryptocurrencies, and the misconceptions about making money quickly.

Tactics to Implement:

  • Interview Experts: Bloomberg Business interviews billionaire, John Paulson on why he believes cryptocurrencies are a “worthless bubble” which are too volatile to short. As Paulson is a successful billionaire, viewers trust him and see him as a credible and knowledgeable source for crypto advice.
  • Listen to the Audience: Look for common comments or questions on your previous videos and use these topics to create engaging content for your audience.

300K Views

53K Views

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