Social Content Opportunities for the Financial Services Audience on Twitter in Q2 2023

Purpose of This Research

• ‍Identify white space content opportunities‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities‍
• ‍Identify content themes that are not performing well and may be avoided

In order to drive the most effective possible Twitter content strategy possible to resonate with the Financial Services audience.

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The 1-Minute Gist

Simplify complex Financial subjects into digestible short-form videos.

Use visual elements & threads to attract users to learn more about complex subjects:

• Short snippets from interviews with CEOs (ie. Goldman Sachs’ #TalksAtGS) 
• Predictions of current market trends (ie. Fidelity Investment's market breakdown)
• Showcasing new app enhancements (ie. Revolut's new app features)

Gamify content and use memes to make tweets fun and interactive.

Share tweets that uplift the audience and encourages them to interact with the content: 

• Create giveaway contests that encourage the audience to give positive feedback (ie. Chime's giveaway)
• Make content relatable and funny to encourage the audience to retweet (ie. Chime's December bills' meme)
• Leverage viral content pieces or popular social events to make a meme (ie. Chime's FIFA meme)

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Top Twitter content themes in the Financial Services space.

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Excellent Twitter content themes in the Financial Services space.

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Good Twitter content themes in the Financial Services space.

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Okay Twitter content themes in the Financial Services space.

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Poor Twitter content themes in the Financial Services space.

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Cash Giveaway Contest

Attract new audiences by hosting a giveaway.

Encourage engagement through offering cash prizes. The buzz created around the giveaway will help expand reach and attract a wider audience to your account.

Production Elements From Top Performing Posts

• Use a custom hashtag to track the number of entries and increase awareness among participants' networks.
• Structure your giveaway to align with specific campaign goals. Chime's giveaway focuses on generating positive feedback while PayPal's giveaway aims to gain more followers.
• Campaigns choose between two approaches: giving a lump sum of money to one person or giving a smaller amount to a larger group.
• Host a special event giveaway and maximize your budget by distributing a sum of money amongst a larger group of people. 

Examples

Views 365K | Eng. 5K

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Views 101K | Eng. 27K

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Views 75K | Eng. 6.4K 

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CEO Interviews

Share valuable knowledge from insightful CEOs.

Create meaningful spaces for conversations with CEOs, like Goldman Sachs’ #TalksAtGS, and use snippets from these interviews to create engaging short-form videos.

Production Elements From Top Performing Posts

• Curate a professional interview backdrop that aligns with your brand and looks polished.
• ‍Keep it concise. Interview clips are all under one minute and highlight the most striking sentences spoken by the CEO.
• Incorporate subtitles in all videos, as Twitter videos do not automatically play sound.
• Share the link to an external site such as the company’s blog or YouTube channel, where the viewer can find the full interview.
• Create a series where you interview CEOs in your local geography and dive deep into their stories of success and financial freedom. 

Examples

Views 15K | Eng. 36

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Views 13K | Eng. 19

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Views 7.8K | Eng. 18

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Finance Memeeasy-to-understand

Make financial content fun and interactive.

Create content that encourages the audience to tag or share the post with their friends due to the post's humour and relatability.

Production Elements From Top Performing Posts

• Add an element of gamification to your posts. Follow Revolut's approach by inviting the audience to screenshot and share their results in the comments. 
• Showcase relatable financial moments and use funny memes to connect with your audience like a friend. Chime's "December bills" and "asking a friend to repay" posts are good examples.
• Use the caption as the punchline and the video as the joke.
• Create funny and relatable content that gives the audience a positive experience each time they come across your post. 

Examples

Views 46K | Eng. 82

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Views 26K | Eng. 261

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Views 21K | Eng. 117 

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Market Predictions

Become a credible source of market insights.

Provide regular market updates in a digestible format and offer practical investment tips on how to navigate the market effectively.

Production Elements From Top Performing Posts

• ‍Ask a question in the caption like Goldman Sach’s does and direct the audience to the podcast episode for the answer. 
• Create a visual graphic to present complex data in an easy-to-understand format.
• Encourage readers to sign up for a newsletter at the end of the video.
• End the video with actionable advice that the viewer can use.
• Establish a consistent posting schedule for market updates and ensure that each post distills knowledge into an easily understandable format. 

Examples

Views 11K | Eng. 27

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Views 14K | Eng. 83

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Views 8.7K | Eng. 27 

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New App Features

Highlight the latest app enhancements. 

Educate the audience on new app features to ensure that users stay up to date and make the most of the app's capabilities.

Production Elements From Top Performing Posts

• Revolut directs users to a blog post where they can learn more about the new update by creating a tweet thread. 
• Visually demonstrate how to access a new feature by sharing an instructional screen recording that provides a step-by-step guide.
• ‍Create a thread where you can highlight all the new functionalities of the app as Revolut does.
• Make app update tweets as visual and concise as possible and organize the related tweets into a single thread. 

Examples

Views 32K | Eng. 80

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Views 25K | Eng. 51

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Views 7K | Eng. 23 

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.

Finance Memes

‍React quickly and leverage socially relevant events such as the FIFA World Cup and the upcoming New Year to craft relatable and humorous posts.

Views 27K | Eng. 230

Market Predictions

Pose a question and provide a solution. In this video, Goldman Sachs’ asks the question “how can regulators improve investor protections for digital assets?” and proceeds to provide a solution through a credible source (Timothy Massad).

Views 23K | Eng. 68

Supporting Gender & Diversity

Announce ambitious goals that showcase your company's commitment to promoting gender equality. This post highlights the company’s mission to propel more women to the C- suite.

Views 18K | Eng. 34 

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Fraud Prevention

Add an element of fun to your content while addressing the seriousness of fraud. The video jokes about scammers pretending to be the official Chime account and in the accompanying thread, Chime instructs users on how to verify their official account.

Views 40K | Eng. 408

Immigrant Success Stories

Create a series that highlights the success stories of POC. This video is part of a five-part series called “Only in Dearborn” that features the stories of Arab entrepreneurs.

Views 11K | Eng. 34

Philanthropic Contributions

Showcase philanthropy events by filming and sharing the highlights. Just like Citibank, showcase key moments like the interview with influential figure, Edward Enninful. 

Views 11K | Eng. 47 

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Financial Education 101

Creating a single blog post that answers common questions and design an attention-grabbing graphic to entice readers to explore the post further.

Views 8.5K | Eng. 11‍

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Content Theme Definitions

Cash Giveaway Contest:  Expand your audience and generate engagement by hosting a giveaway. Encourage participation by offering cash prizes.

CEO Interviews: Share insightful knowledge from CEOs by creating dedicated spaces for conversations.

Finance Memes: Make financial content fun by developing content that is relatable, humorous, and interactive. 

Market Predictions: Deliver regular updates on market trends and developments in a format that is easy to understand.

New App Features: Keep your audience up to date on the latest enhancements to your app through concise visual guides.

Visualizing Data: Transform complex market reports into a visually engaging and easily digestible series that simplifies the data.

Employee Spotlight:  Introduce your employees and share their unique stories and roles within the company.

Small Business Feature:  Tag small businesses on your account by offering a behind-the-scenes look at their creation process and journey.

Supporting Gender & Diversity: Showcase the company's commitment to inclusivity and diversity in the workplace by featuring employees' personal experiences and perspectives on the topic.

Financial Education 101: Create an easy-to-understand series that covers basic financial topics and accompany it with a visually engaging tweet.

Fraud Prevention: Make fraud prevention engaging by creating bite-sized content that provides simple and practical tips on how to avoid scams.

Philanthropic Contributions: Create videos that showcase the positive impacts of the programs which your company supports.

Speak to an Advisor: Launch a series where a financial advisor addresses audience questions that were submitted.

Immigrant Success Stories: Celebrating the accomplishments of POC entrepreneurs and highlighting brand alignment to diversity and inclusion.

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Twitter Accounts Included in Analysis

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*For videos in this content category. View + Engagement data collected via direct social media platform API.

*Measured by Average Views + Engagements‍