Financial Services brands garnered 148K engagements from influencers from September to October 2022. Here’s how:
Channel Identification
Partner Trends
Sponsored Post Strategies
The following companies were included in the competitive set for this analysis:
From September to October 2022, brands in the competitive set generated 141 influencer posts. RBC generated the most (67 sponsored posts), followed by CIBC (26), Neo Financial (20) and Scotiabank (17).
Of the sponsored posts, RBC generated the highest total engagement (78K) followed by KOHO (29K), Scotiabank (21K), CIBC (13K) and Neo Financial (6K).
From September to October 2022, Instagram (76%) and TikTok (23%) were the predominant channels for sponsored posts.
Brands experimented with YouTube and Facebook with one post per platform.
From September to October 2022, Instagram saw 107 sponsored posts followed by TikTok at 32 sponsored posts.
As Instagram had the most post allocations, it also generated the highest engagements at 111K, +199% higher than the competitive set engagement average (37K).
Nano influencers, with 1K-10K followers, represent the majority of sponsored posts at 44%. However, influencers that work with the competitive set had a median following of 13K (micro influencers).
While the majority of brands worked with nano influencers, mid-tier influencers generated the most overall engagements at 80.6K.
From September to October 2022, RBC generated the most sponsored posts on Instagram, at 62 posts.
On Instagram, Athletes (63%) generated the highest overall engagement for RBC at 49K.
Artists (19%) and Lifestyle Creators (17%) generated the next highest engagements at 15K and 13K respectively.
Visibility:
Athlete Sponsorship:
11K Engagements
10K Engagements
From September to October 2022, KOHO generated the most sponsored posts on TikTok, at 4 posts.
KOHO sponsored seven posts compared to the competitive set’s average of 20 posts, while generating +39% more engagements than average.
On TikTok, Lifestyle Content Creators (87%) generated the highest overall engagement for KOHO at 26K.
Business Creators (12%) generated the second highest amount of engagements at 3.5K.
Building a Credit History:
Staying in Budget:
24K Engagements
1K Engagements
From September to October 2022, Scotiabank generated the most sponsored posts on Instagram, at 16 posts followed by TikTok (1 post).
On Instagram, Athletes (62%) generated the highest overall engagement for Scotiabank at 12K.
Lifestyle Content Creators (36%) generated the second highest amount of engagements for Scotiabank at 7.4K.
Athlete-Focus:
Community Events:
10.6K Engagements
7.4K Engagements
From September to October 2022, CIBC generated the most sponsored posts on TikTok, at 17 posts.
On TikTok, Lifestyle Content Creators generated 100% of the overall engagement for CIBC at 8K.
Lifestyle Content Creators build videos that address a range of interests from health and wellbeing to everyday tasks such as cooking and work life.
Partner Approach:
Everyday Benefits:
5K Engagements
391 Engagements
From September to October 2022, Neo Financial generated the most sponsored posts on Instagram at 17 posts followed by TikTok.
Neo Financial is the only brand in the competitive set to experiment on YouTube with one post.
On Instagram, Lifestyle Content Creators (68%) generated the highest overall engagement for Neo Financial at 4K.
Business Content Creators (32%) generated the second highest amount of engagements for Neo Financial at 2K.
Affiliate Program:
Why Neo?:
2K Engagements
2K Engagements