Twitter Financial Services Content Opportunity Quadrants™ Q4 2021

Twitter
November 26, 2021
Financial Services

Key Takeaways

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

  • Blockchain: Users on Twitter in Q4 2021 have shown particular interest in blockchain content. Top content includes the Cardano Summit, the world's biggest blockchain event and blockchain innovations such as PHI. COVID has limited brands' face-to-face interactions with FS customers — digital events can help you engage with customers on a more personal level. 
  • Crypto 101: Videos aim to educate while entertaining viewers with quick lessons on the basics of cryptocurrencies. Ashton Kutcher shared a popular video series #kryptowithkunis on which Ashton quizzes Mila Kunis and Vitalik Buterin about the basics of crypto.
  • Inflation: As we are experiencing increased inflation levels in the US and Canada, users have shown interest in content about inflation. Videos aim to educate the viewer on the cause and effects of inflation and how they should be altering their financial plans and investment strategies. 
  • ESG: Investors are increasingly looking at environmental, social and corporate governance factors as part of their investing strategy. Top videos explained ESG investing, discussed banking and crypto's environmental impact, and featured alternative sustainable investments.

Twitter 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 Twitter, continue reading.

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

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

The financial services Twitter content whitespace opportunities include:

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

Whitespace Opportunities:

Blockchain

Discussing Blockchain Opportunities. Users on Twitter in Q4 2021 have shown particular interest in blockchain content. Top content includes the Cardano Summit — the world’s biggest blockchain event and blockchain innovations such as PHI. 

Tactics to Implement:

  • Digital Events: COVID has limited brands’ face-to-face interactions with FS customers. Digital events such as live videos, workshops, and Q&As can help you engage with customers on a more personal level. Consider hosting hybrid events to bridge the gap between physical events and online participants with metaverse experiences. 
  • Celebrity Partnership: Beyond Protocol partnered with NFL player, Rob Gronkowski, to promote their latest innovation. 

365K Views

16.5K Views

Crypto 101

Explaining the Basics of Cryptocurrencies. Top videos include a series by celebrity couple Ashton Kutcher and Mila Kunis in which Ashton quizzes Mila and Vitalik Buterin about the basics of crypto (ie. what is crypto, blockchain, decentralization, etherium). Other crypto 101 videos provide viewers with a quick overview of how it works and the basics they need to know.

Tactics to Implement:

  • Speak to You Audience: The #kryptowithkunis series resonates with a broad audience by having Mila explain complex topics like bitcoin in terms that can be easily understood by anyone. 
  • Entertain: Cash App partnered with Red Bull Racing’s driver, Max Verstappen, to explain the value of crypto while he drives around the “crypto-verse”. 

147K Views

1.2M  Views

Inflation

“What Does Inflation Mean for You?”. As we are experiencing increased inflation levels in the US and Canada, users have shown interest in content about inflation and understanding what this means for their wallets. Videos aim to educate the viewer on the cause and effects of inflation and how they should be altering their financial plans and investment strategies. 

Tactics to Implement:

  • FAQ: Listen to your audience and create content answering frequently asked questions. 
  • Sound-Off Strategy: Add captions for mobile sound off viewers. Videos on Twitter with text or subtitles have a 28% higher completion rates. 
  • Show People: Featuring people within the first 3 seconds in a Twitter video increases viewer retention and emotional intensity by 133%

N/A Views

1.1K Views

ESG

Environmental, Social, and Corporate Governance. Investors are increasingly looking at these non-financial factors as part of their investing strategy. Top videos about ESG Investing included: 

  • Discussing the environmental impact of cryptocurrencies and sustainable DeFi investments
  • Explaining what ESG investing is
  • How your banking habits impact climate change
  • Investing in companies that meet the Paris Accords Guidelines

Tactics to Implement:

  • Sizzle Reel: Brokoli uses a 26-second video that combines visuals, music, and fast-paced messaging to effectively showcase what the problem is and how their product addresses the issue.
  • Tweet Copy: Twitter recommends using 1-2 applicable hashtags per tweet, keeping messages concise and using emojis to add emotion. 

18K Views

3.8K Views

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