Growing Organic Social Web Traffic +269% YoY

Key Takeaways

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Wealthsimple, a Canadian financial platform, has a large Millennial and Gen Z audience base that they attract with a strong organic social media strategy. From Q2 2020 to Q2 2021, organic social traffic has seen major increases YoY from both desktop (+460%) and mobile devices (+335%). In Q2 2021, social accounts for 5.2% of all web traffic to the site.

Wealthsimple implements the following tactics in their social media strategy:

• Posting Cadence: Wealthsimple posts an average of 40 times a quarter across Twitter (56), Instagram (31) and Facebook (31). Each channel has seen growth in following over the past year up to +120%.
• Cross-Posting: Wealthsimple uses their main channels in unison so that all content is aligned no matter what platform a user is on.
• Branding & Aesthetic: Wealthsimple maintains a strong brand aesthetic with colours, illustrations and imagery consistent across all of their platforms.
• Content Strategy: Wealthsimple has seven main category buckets that they often post within so that their audience knows what to expect and look forward to.

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Wealthsimple, a Canadian financial platform, enables everyday people to take control of their finances anywhere from investing, crypto, taxes, trading and cash management. With a Millennial and Gen Z heavy audience base, Wealthsimple has developed a strong organic social media strategy to attract their audience and keep them engaged.

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From July 2020 to June 2021, Wealthsimple has generated 3.4M monthly visits to the site in Canada. The site saw a +222% increase in traffic during the first half of 2021.

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Wealthsimple’s audience falls in the majority of the Millennial to Gen Z bracket with 52% of their audience in the 18-34 age range. As of Q2 2021, there are more men visiting the site (64%) than women (34%).

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From Q2 2020 to Q2 2021, organic social traffic has seen major increases from both desktop (+460%) and mobile devices (+335%). In Q2 2021, social accounted for 5.2% of all web traffic to the site.

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From July 2020 to June 2021, Wealthsimple’s main organic social channels; Facebook (+10%), Instagram (+120%) and Twitter (+38%) all saw growth YoY.

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Wealthsimple focuses on three main elements of their social media to build and grow successful accounts including:

1. Cross-Posting

Wealthsimple uses their main channels in unison so that all content is aligned no matter what platform a user is on. Wealthsimple repurposes their content to be cross-postable on any channel. Instead of varying the content posted on each channel, they all launch at the same time with different formats to suit each platform.

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2. Brand & Aesthetic

Wealthsimple maintains a strong brand aesthetic with colours, illustrations and imagery consistent across all platforms. Wealthsimple has built a unique, aesthetically pleasing brand image that they maintain on all of their social media platforms. On Instagram, they maintain cohesive Story Highlight covers to give their profile a unified image. Bright colours, illustrations and graphics are the forefront of Wealthsimple’s branding.

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3. Content Strategy

Wealthsimple has 7 main category buckets that they consistently post within so their audience knows what to expect. Wealthsimple’s content buckets include:

1. Explainers. Short posts that do a deep dive into different financial concepts, such as NFTs, for audience members to learn from.

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2. Product Features. Showcasing new product features, drops and functionality for audience members to stay up to date with their platform.

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3. Culture. Featuring popular thought-leaders, musicians and celebrities to talk about their perspectives on finance.

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4. Money Diaries. Breaking down different financial concepts, lifestyles and scenarios with storytelling to show different contexts.

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5. Graphics. Using simple graphic images with no text to tell a deeper story or concept in the caption.

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6. Dear Lizzie. A nostalgic columnist concept where audience members write in with questions they need advice on, anonymously.

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7. Podcast. Short excerpt and explanation to introduce a new podcast episode for audience members to tune into.

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Wealthsimple’s top posted content category in Q2 2021 was Product Features (46%) followed by Culture (16%) and Podcast (14%) posts.

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In Q2 2021, Instagram and Twitter had the highest engagement on Product Feature posts where Facebook saw the highest engagement in Culture posts.