Financial Services YouTube Content Opportunity Quadrants™ Q4 2021

YouTube
November 23, 2021
Financial Services

Key Takeaways

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

  • Pre-IPOs & Startups Investing: Top videos covered the basics of investing in companies pre-IPOs, identifying high potential companies and pre-IPO investment success stories. 
  • Personal Finance Tips: Videos aim to teach banking basics and give straightforward advice on managing personal finances.
  • Investing by Age: Top videos breaks down how much viewers should be investing in their 20s, 30s, 40s, 50s and 60s and how they best invest this money. Videos breakdown content in simple steps or by age group. 
  • ESG: The world has experienced an increase in interest in investing in companies that pursue sustainable goals for environmental, social and governance factors (ESG). Top videos explained what ESG investing is, the history of ESG and the top strategies for ESG investing. Bill Gates emphasises the importance of investing in clean energy and explains his focus on green hydrogen, long-duration energy storage, sustainable aviation fuel and direct air capture.
  • Dogecoin: Top videos review the history and potential worth of the “joke” cryptocurrency, Dogecoin. The top-performing video was a vertical video (9:16) about the history of Dogecoin since 2014. It has generated over 10.2M views and 402K likes by being optimized for mobile.

YouTube 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.

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

To see content opportunities on YouTube, continue reading.

YouTube 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 YouTube 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 YouTube 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:

Pre-IPOs & Startups Investing

Crowdfunding and the JOBS Act. The JOBS Act was implemented in the US in 2012 which encourages crowdfunding for early-stage businesses by allowing them offer and sell securities. Videos cover the basics of investing in companies pre-IPOs, how to identify high potential companies and pre-IPO investment success stories. 

Tactics to Implement:

  • Interview/ Panel Format: The videos feature a host, Diego Laje, who interviews 1-2 experts on the topic in a Q&A style. 
  • Using Compelling Titles: Video titles grab viewers attention by appealing to viewers desire to make good investment decisions and by using strong keywords such as “the next billion-dollar company”. 

1.6M Views

1.4M Views

Personal Finance Tips

Banking Basics and Personal Financial Tips. Videos aim to teach about banking basics and give simple and straightforward advice on managing personal finances.

Tactics to Implement:

  • Signaling: By showing on screen text or visual elements alongside the audio, the videos bring attention to important information. This helps the viewer get more out of what is being said and better process the information.
  • Shorts:  “YouTube Shorts” was rolled out in the US in Mar. 2021, and it appears to be a response to TikTok’s popularity. Shorts are vertical videos that are less than 60 seconds. These videos have a higher retention rate and makes content more accessible compared to long-form content.  

140K Views

117K Views

Investing by Age

Breakdowning How to Invest by Age Group. YouTube real estate agent and investor, Graham Stephan, breaks down how much experts recommend investing in your 20s, 30s, 40s, 50s and 60s and what the average income, networth and top 1% is for each age group. Minority Mindset shares 5 simple steps on how to invest in yours 30s to set yourself up for wealth in your 40s. 

Tactics to Implement:

  • Use Lists: Videos break down information into easily digestible sections so viewers can follow and know what to expect.
  • Make Content Accessible: The videos use clear language and avoid using complex jargon. Videos break down the basic equations and concepts used so anyone from beginner to expert can understand them.

525K Views

147K Views

ESGs

Rising Interest in Environmental, Social and Governance. The pandemic has highlighted the importance of investing in companies that pursue sustainable goals. As part of their “Unpacked Video Series”, JP Morgan breaks down ESG investing including what it is, the history of ESG investing, and the three main ESG investing strategies. Bill Gates shares a video to introduce a new way to invest in clean energy with his Breakthrough Energy Catalyst.

Tactics to Implement:

  • Powerful Visuals: Bill gates uses intriguing clips of the environment paired with clips on him talking to help keep the viewers attention. JP Morgan uses visual elements, animation and text overlays to convey information in a straightforward and easily understandable way.
  • Blog Content: JP Morgan and Bill Gates used the following videos as their blog posts, along with a transcript of the videos to help increase their SEO.

2.2M Views

134K Views

Dogecoin

Investing in Dogecoin. Top videos review the history and potential worth of the “joke” cryptocurrency, Dogecoin. Content is straightforward and effectively educates the viewer. 

Tactics to Implement:

  • Optimize for Mobile: The first video is vertical (9:16) and it generated over 10.2M views and 402K likes by being optimized for mobile. 
  • Hook Audience: The two videos are designed to hook the viewer, by using the word “you” in the first few seconds. Both videos directly explain what you will benefit from watching the video. This hooks the viewer watch to the end. 
  • Relevant Hashtags: Hashtags are an effective tool for increasing reach on YouTube and helping people find the video as they search for similar content. Both videos used hashtags that were relevant and applicable to their video content. 

10.2M Views

134K Views

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