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

TikTok
January 9, 2023
Financial Services

Key Takeaways

Top content opportunities in Q1 2023 for the Financial Services audience include:

  • Career Battles: These videos explore how wealth is accumulated over time in different careers, such as a trucker vs. a nurse or an American vs. European doctor. The point of these videos is to demonstrate the advantages of long-term compound interest and the disadvantages of student loans. 
  • Careers & Compensation: Creators share and demonstrate their strategies for interviewing, negotiating, and advocating for oneself in their career.
  • Money Savings Hacks: These videos show you how to save money on daily purchases and expenses and get free products or services from popular retailers or restaurants. 
  • Tax Hacks: Explanations of tax rules and strategies that can be used to help reduce the burden of personal tax owing. Top videos discussed the benefits of ROTH IRA accounts.

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.

TikTok Content Bucket Definitions

  • Career Battles: Creators discuss the difference in wealth earned over time by different career paths.
  • Careers & Compensation: Creators share and demonstrate their strategies for interviewing, negotiating, and advocating for oneself in their career.
  • Money Savings Hacks: Helping viewers find ways to save money on daily purchases and expenses as well as how to get free stuff.
  • Tax Hacks: Explanations of tax rules and strategies that can be used to help reduce the burden of personal tax owing.
  • Travel Tips: Informing viewers of their total compensation rights with different airlines when dealing with travel related adversities.
  • FTHB Tips: Sharing tips for first-time homebuyers.
  • Recession Advice:  Videos discussing how to make investment profit and protect one’s finances during a recession.
  • Lottery Breakdown: Creators discuss how to accept lottery winnings and invest them accordingly to ensure long-term wealth.
  • Financial News: These videos share information and explanations on current events and news impacting finances on personal and global scales.
  • Money Mistakes & Lessons: Videos highlighting common mistakes to avoid and how to manage money properly.
  • "What I Spend In A…": Creators share how much money they spent in a given day/week/weekend/month. 
  • Building Credit: These videos describe strategies to build and improve your credit score.
  • Retirement Planning: Videos discussing strategies on how to save and prepare for retirement.
  • Investing 101: Opinions and advice targeting individuals new to investing or interested in getting started.

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

*The top 15 applicable videos were analyzed per creator. Video views based on organic videos shared in Q4 2022 on TikTok.

Career Battles is an extreme performing content opportunity, averaging 3x the views & engagement rate on TikTok.

Excellent performing content categories for the Financial Services audience on TikTok include:

Good performing content categories for the Financial Services audience on TikTok include:

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

Low performing content categories for the Financial Services audience on TikTok include:

Content Opportunities:

1. Career Battles

These videos explore how wealth is accumulated over time in different careers, such as a trucker vs. a nurse or an American vs. European doctor. The point of these videos is to demonstrate the advantages of long-term compound interest and the disadvantages of student loans. 

Tactics to Implement:

  • Skit Format: Nick Meyer uses a skit format to showcase the differences in net worth amongst different professions over time. Nick's over-the-top costumes help viewers remember which occupations he's talking about, along with various green-screen backgrounds. 
  • Video Length: Nick Meyer's “Career Battle” videos range from 51 to 60 seconds. 

Content Opportunities:

  • Use a skit to demonstrate the power of compound interest and debunk the myth that you need a post-secondary degree to get rich. 
@nicktalksmoney

Trucker vs Nurse: who makes MORE MONEY?💵

♬ Blue Blood - Heinz Kiessling & Various Artists

2.6M Views

@nicktalksmoney American vs European Doctors: who makes MORE MONEY?💰👨‍⚕️ Some key assumptions: -Both invest half their income & get an 8% average annual return -The American doctor pays off his debt (also using half of his income) before investing -Both receive roughly the median pay (though doctor pay varies pretty widely among EU countries) Clearly, becoming a doctor is a lucrative profession no matter where you live (not that money should be your primary motivation to become one), but are American or European doctors better off? Yes, American doctors are often burdened with an immense amount of debt, but their average salaries are 2-5x those of European doctors. But does the lack of debt + head start with investing pay off for European doctors? Watch until the end to see👀 Top tax rates in Europe tend to be ~10% higher than those in the US, and the threshold to reach the top bracket is much lower (so more people are subject to higher rates) 📌Learn how to invest so you can potentially end up with net worths like these with my FREE guide, “7 Steps to Invest” Follow to learn more of what school SHOULD’VE taught you about money🧠 Appreciate you! -Nick . . . . . . Disclaimer: This content is purely educational in nature and is NOT intended to be financial or tax advice. Consult with a qualified professional who understands your specific situation before making any financial decision. Nick holds the CFP® designation, and had a career as a financial planner, but does not currently advise clients and solely focuses on creating educational financial media. . . . #learnontiktok #moneytok #personalfinance #salary ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey

1.6M Views

Content Opportunities:

2. Careers & Compensation

Creators share and demonstrate their strategies for interviewing, negotiating and advocating for oneself in their careers. Top videos featured skits by Nathan Kennedy that highlighted important employment laws in Canada, such as the fact that employers cannot require employees to arrive early for a shift without compensation and that one could be entitled to compensation if a job offer is revoked.

Tactics to Implement:

  • Playlists: Nathan Kennedy created a playlist with ten episodes discussing employment law, generating over 11M views. 
  • Looping: This video uses a looping technique where the end of the video perfectly syncs with the beginning of the video, making it seem as if there is no ending. This causes viewers to rewatch the entire video over again.

Content Opportunities:

  • Share short, fun videos (using skit formats and subtitles) that teach viewers how to successfully interview, negotiate, and advocate for themselves at work.
@newmoneynate You should always show up early, but your employer can’t force you to unless they pay you (for wage employees) #personalfinance #careertiktok #careeradvice #jobs #law #financialliteracy ♬ original sound - Nathan Kennedy

2.2M Views

1.9M Views

3. Money Savings Hacks

These videos show you how to save money on daily purchases and expenses and get free products or services from popular retailers or restaurants. 

Tactics to Implement:

  • Tips for Teens: Finance Unfolded posts videos about personal finance for teenagers, such as his “Birthday Freebies” series, which lists free things people can get on their birthdays. In these videos, he uses the hashtag #moneytipsforteens. Other videos targeted towards teens include videos about the best first jobs or cars for teenagers. 
  • Short & Sweet: “Money Savings Hacks” videos that were 10-20 seconds long generated the highest number of views and engagements on average.

Content Opportunities:

  • Share tips, tricks and hacks with your audience on how they can save money on daily purchases or expenses. Look for hacks at popular retailers/restaurants/service providers which are not widely known, such as Amazon's late delivery policy
@financeunfolded wish i saved these before my birthday 🥲🤦‍♂️🎂 did i miss any?🎉 #birthdayfreebies #freebies #birthdaysurprise #moneytipforteens #moneyhack ♬ Wii Shop Channel Trap - OSRSBeatz

1.5M  Views

@ndainternet Amazon has Kept this SECRET for Too Long! I’m gonna Reveal It! 🚚🤑💰#amazon #secret #savemoney #greenscreen ♬ Love You So - The King Khan & BBQ Show

1.3M Views

4. Tax Hacks

Explanations of tax rules and strategies that can be used to help reduce the burden of personal tax owing. Top videos discussed the benefits of ROTH IRA accounts.

Tactics to Implement:

  • Hashtags: Of the Q4 2022 videos analyzed, those with 3, 5 or 6 hashtags generated the highest views and engagements on average. 
  • Keep Doing What’s Working: These two videos follow a similar format and script while slightly varying. Analyze the top-performing videos, then create more content using this format.
  • Disclaimer: Tyler (@socialcap) uses a disclaimer on his videos stating that they are not financial advice and are for educational purposes only. 

Content Opportunities:

  • Use TikTok to share informative videos explaining tax rules and strategies to help people of all ages save money on their taxes.

894K Views

838K Views

Outliers:

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

Careers & Compensation

Content:

Using a skit format, Nathan Kennedy teaches his viewers they are entitled to compensation if they have a job offer revoked.

@newmoneynate Job offer pulled?! You may be eligible for compensation! #personalfinance #careeradvice #legal #jobs #career ♬ original sound - Nathan Kennedy

3.7M Views

Money Savings Hacks

Video Length: 20 seconds on average.

Content: In the outlier "Money Savings Hacks" videos, Finance Unfolded explained how to purchase old military vehicles for cheap, the meaning behind price tags at Costco and birthday freebies, and NDA shared tips on how to get out of paying for a speeding ticket.

Tactics: At the beginning of this video, the creator says, “I can’t believe the last one was free.” This line hooks the viewer into watching the video to find out what he means.

@financeunfolded are you n your friends pullin up in HUMVEE’s and Blackhawk Helicopters? 🚁😂 #humvee #hummer #moneysavingtips #moneytips #moneyhacks ♬ Wii Shop Channel Trap - OSRSBeatz

3M Views

@ndainternet Say GoodBye to your SPEEDING TICKET ❌🚙👋🏻 Speeding Tickets can be a HUGE Financial Pain! If your Car got Caught, Don’t Worry because this Life Hack will Save Your Money! 💰Police officers don’t Usually Show up to Court hearings either, so your Speeding Ticket would be dismissed! ❌ #save #savemoney #driving #finance #lifehack ♬ Love You So - The King Khan & BBQ Show

3M Views

@financeunfolded i saved these for when i go shopping to remember this because i always forget 😂 #costcohacks #costcotiktok #costco #costcodeals #moneysavingtips #moneyhacks ♬ Wii Shop Channel Trap - OSRSBeatz

2.5M Views

@financeunfolded let me know if i missed any other places that give out freebies on your birthday!! 🎂💵 #birthdayfreebies #freebies #moneyhacks #moneytok #moneytipforteens ♬ Wii Shop Channel Trap - OSRSBeatz

2.2M Views

FTHB Tips

Content:

Sam Lichtman shows how the FHSA can help Canadians save for their first home by using a hypothetical example and breaking down the math on-screen. 

1M Views

Tax Tips

Video Length: 35 & 49 seconds long.

Content: Tyler explains how you can shelter income by creating a private family foundation in this video. In this video, John Liang describes how the rich avoid paying taxes on real estate capital gains through the 1031 Exchange.

Tactic: Videos hook the viewer by making it appear they are sharing something that seems illegal or top secret.

@socialcap If you didn’t know about private family foundations, worth looking into for #tax strategies. These are usually good for high net worth individuals. #foundation #wealth #investingforbeginners #invest #financialliteracy #fintok ♬ Elevator Music - Bohoman

1.7M Views

@johnsfinancetips How to pay less in taxes, understand how the tax code works and work it. Now if you don’t know, then find yourself an accountnt who does. Many of these “hacks” are not exclusively meant for the rich. The 1031 Exchange is a great method to defer paying capital gains tax on your real estate. In fact, you can keep rolling it up until you pass. Then you can pass off your assets to your kids at a stepped up cost basis. #taxes #1031 #realestate #fintok #moneytok #johnsfinancetips #personalfinance ♬ original sound - John Liang

1.2M Views

Recession Prep

Content:

Creator Your Rich BFF explains how you can “GET RICH” during a recession by investing while the market is low. 

6.1M Views

Lottery Breakdown

Content:

Creator Your Rich BFF shares her advice on what to do if you win the lottery. 

1.6M Views

Money Mistakes & Lessons

Video Length: 53 & 8 seconds long.

Content: In this video, Loral Langemeier shares three things people should not do until they are rich. In this video, Michela shares things she’d never do with her money in her 20s with text overlaying a simple video with music. 

2.4M Views

1M Views

Credit Lessons

Video Length: 59 seconds long.

Content: Your Rich BFF shares a step-by-step breakdown of how parents can set their kids up for a perfect credit score. 

Tactics: Credit often comes with fear and anxiety for many people. Vivian hooks the viewer and demystifies this by saying, “It’s not even that complicated; I can explain it to you.”

1.8M Views

Investing 101

Video Length: 59 & 5 seconds long. 

Content: Your Rich BFF shares her advice with viewers on how and what they should invest. Nicole Victoria uses the ‘world’s smallest violin’ trend on TikTok to teach her viewers that a TFSA shouldn’t be used as a savings account.

Tactics: Look at the comments on previous videos to inspire new content using TikTok’s video reply feature. Use trends on TikTok, such as Nicole Victoria’s world’s smallest violin post, in a way that is entertaining and relatable to finance.

519K Views

@nobudgetbabe

CANADIANS, YOUR TFSA IS NOT A SAVINGS ACCOUNT. When I first opened my TFSA it was after I walked into the bank to deposit my paycheck (because digital deposits weren't a thing yet), and the bank teller prompted me to get one. All I was told about it was the name, Tax Free Savings Account, and that I should round up my purchases to start saving in it. Seems harmless, right? Here's the problem: 😰 You shouldn't be just "saving money" - if you're not saving for something specific (goals, emergency fund, sinking fund etc) then you don't actually need to save. 😰 The bank is paying you PEANUTS 🥜 on those savings. Cool, you're saving taxes on $0.30. 😰 You're literally losing out on THOUSANDS of dollars in free money by not using the account the way it was intended to. The account is actually meant to provide you with a way to invest your money TAX FREE. Think housing is expensive? Wait until you look into how much you pay in taxes. That's why it's important to reduce your tax bill when and where possible. How do you actually invest the money in your TFSA? 1. deposit money into the account 2. choose your investments 3. let them grow and make you rich It really is that easy. Want to learn more? I'm hosting a free investing masterclass on January 8. Grab your spot on our website if you're ready to make 2023 your year. 💸💸💸

♬ оригинальный звук - zotov

274K Views

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