Social Content Opportunities For the Financial Services Audience on Instagram in Q1 2023

Instagram
January 9, 2023
Financial Services

Key Takeaways

Top content opportunities from Q4 2022 for the Financial Services audience include:

Travel Tips: 

  • Helping viewers mitigate travel-related adversities by informing them of their total compensation rights & providing flyer tips.

Reading the Fine Print: 

  • Advising viewers on methods of saving money from brands and institutions by sharing generally undisclosed information.

Recession Tips: 

  • Videos discussing how to make investment profit and how to protect one’s finances during a recession.

Fun Facts: 

  • Quick educational videos that share facts about financial topics such as places with the highest cost-of-living & unique recession predictors.

How the Social Content Opportunity Analysis™ Methodology Works

  1. Measure & Categorize Posts. Sample a large number of social posts to find ones that are significantly outperforming the average.
  2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
  3. Measure The Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify & Rank Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
  5. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

Instagram Content Bucket Definitions

The top* videos from Q4 2022 published by the following Financial Services creators were analyzed:  

*The top 10-20 applicable videos were analyzed where the creator had enough videos. Video views based on organic videos shared in Q4 2022 on Instagram.

Travel Tips is an extreme performing content opportunity, averaging 3X the views & engagement rate on Instagram.

Excellent performing content opportunities in the Financial Services space on Instagram include:

Substandard performing content categories for the Financial Services audience on Instagram include:

Low performing content opportunities in the Financial Services space on Instagram include:

Extreme Performing Segment:

1. Travel Tips

Helping viewers mitigate travel-related adversities by informing them of their total compensation rights & providing flyer tips.

Tactics to Implement:

  • Jumping Right In: In this video, the creator instantly captures the viewers attention by starting the video right away with a sentence that describes the video “here are 3 things I do before every flight”.
  • Establishing Credibility: In this video, the creator utilizes the sentence “coming from a lawyer who travels 6 months out of the year” to showcase to the viewer their credible expertise. 
  • Recent News: In this video, the creator utilizes trending news of Southwest Airlines cancellations and delays to create a video to help their customers get compensated.

Top Format:

  • # of Hashtags:  3 & 4

3.9M  Views

3.6M Views

Content Opportunities:

2. Reading the Fineprint 

Advising viewers on methods of saving money from brands and institutions by sharing generally undisclosed information.

Tactics to Implement:

  • Skits: Both Erika Kullberg & John Liang educates the viewer by acting out the situation with costume and background changes. 
  • Providing Security: Both creators create a sense of comfort and security for the viewer by showcasing the exact situation that the viewer may have to experience and providing a script on what to say. 
  • Undisclosed Information: Both creators share knowledge that would usually be difficult to obtain without research.

Top Format:

  • # of Hashtags:  3 & 4

3.2M  Views

427K Views

3. Recession Tips

Videos discussing how to make investment profit and how to protect one’s finances during a recession.

Tactics to Implement:

  • Stark Contrast: Your Rich BFF starts the video with contrasting images made to juxtapose the rich and the poor and bring up emotion. She then jumps into the video by explaining why you should invest during a recession.
  • Read the Text: Her First 100K uses large text to share the video's main topic and provides answers in smaller text. She pairs this with a background video of her performing a normal task with additional movement to retain viewer attention.
  • Detailed Captions: Her First 100K’s captions contain detailed info about her video and advertises her podcast as a place where viewers can get even more information.

Top Format:

  • # of Hashtags:  22 & 1

1.6M  Views

568K Views

4. Fun Facts

Quick educational videos that share facts about financial topics such as places with the highest cost-of-living & unique recession predictors. 

Tactics to Implement:

  • Build Up Excitement: Daniel Iles utilizes sentences like “will blow your mind” and “on a whole other level” to build up excitement for the answer that is given at the end of his video. 
  • Visual Learning: Daniel Iles utilizes bold green text captions and descriptive visual photos to help aid in understanding, even without audio.
  • Shocking Correlations: Your Rich BFF explains a surprising correlation between lipstick sales and an upcoming recession with a green screen. 

Top Format:

  • # of Hashtags:  1 & 24

1.7M  Views

1.3M Views

Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Money Saving Advice

Tactics:

Relatable Memes: Both of Dave Ramsey’s videos utilize a funny meme to get the viewer’s attention.

13.8M Views

Tactics:

Long Description: Dave Ramsey utilizes long descriptions to help get his point across.

3M Views

Tactics:

Influencer Partnership: Chime partnered up with popular food influencer TUỆ to showcase money-saving tips during the holidays.

2.3M Views

Credit Card Tips

Tactics:

The creator engages viewers who are parents by walking them through a quick tutorial on how they can help their children gain good credit scores.  

3M Views

Billionaire’s  Wisdom

Tactics:

The video hooks the viewer with a famous investor sharing controversial financial advice.

2.5M Views

Earning Transparency

Tactics:

The creator breaks down their exact source of income from each social media platform. 

1.7M Views

Money Mistakes

Tactics:

The creator utilizes a relatable scenario to hook the viewer and proceeds to give them advice to protect their assets.  

1.7M Views

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