High-Net Worth Investment & Professional Services Social Whitespace Map™ Q3 2022

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October 3, 2022
Financial Services

Key Takeaways

Measurement Methodology: Audience Attention

  1. Define the Audience: For this analysis, we look at the Canadian audience including all ages and genders. Some metrics in the analysis, such as video views, are specific to your industry.
  2. Measure Each Platform’s Share of the Attention: From the total number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
  3. Measure the Audience’s Total Attention: Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience of your specific industry over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.
  4. Revisualize Into a Bar Chart for Analysis: For the purpose of this analysis a bar chart is more effective than a pie chart.

Measurement Methodology: Competitors’ Focus

  1. Define the Competitors: For this analysis, we look at 15 different competitors in the High Net-Worth Investment and Professional Services industries such as the Big 4 Accounting firms, Wealthsimple, TD Private Investment Council and Norton Rose Fulbright.
  2. Measure the Competitors’ Total Focus: Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Focus: From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
  4. Overlay onto the Audience Attention Bar Chart for analysis: For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

From June 1, 2022 to August 31, 2022, the High-Net Worth Audience Attention was the highest on TikTok, followed by YouTube and Facebook.

However, High-Net Worth Investment & Professional Services Competitors’ Focus is highest on LinkedIn and YouTube.

High competitors’ focus on Instagram was driven by EY, which gained 970K followers and 280K engagements from June - August 2022. 

There is whitespace opportunity on TikTok, Facebook, and Instagram, where there is high Audience Attention and low Competitor Focus.

LinkedIn and Twitter and YouTube are oversaturated platforms with high Competitor Focus and low Audience Attention.

While these channels are oversaturated, we still recommend maintaining a presence if they are an important part of you marketing mix. 

Audience Attention was stable on all platforms with less than a 10% change this quarter.

Competitor Focus is growing on LinkedIn this quarter.

Competitor Focus shrank significantly this quarter on Instagram and Twitter. 

Competitor focus was stable YouTube and Facebook with less than a 10% change this quarter.

High-Net Worth Investment and Professional Services Competitors' are currently not active on TikTok, Pinterest, Snapchat or Reddit.

Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors.
Video views were unavailable for Instagram, Pinterest, Snapchat and Reddit and LinkedIn
Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the High-Net Worth Investment and Professional Services industries.
Competitors are not active on TikTok, Pinterest, Snapchat or Reddit.

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