TikTok Financial Services Content Opportunity Analysis™ Q2 2022

Key Takeaways

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Top content opportunities in Q2 2022 for the Financial Services audience include:

Financial Concept Breakdowns: Behind The Scenes - Finance Edition — the videos explore different, but specific, topics and concepts related to managing finances. The videos break down the importance or implications of these concepts and what it means for the viewers wallet. 

Financial News: Who’s in The Know? —Although narrow in scope, these videos showcase what’s happening in the financial world through statistics or short clips from press conferences.

Tips on Saving Money: Spread The Savings —Videos in this category showcase a wide variety of ways to save yourself money in your day to day life, or if you’re running a business. Whether that be through more awareness of a product offering, discounts, or strategies.

Side Hustles: Every Single Day I’m Hustlin’ — Videos show off a wide breadth of interesting and unexpected side hustles that are easily accessible to the average person to generate income.  

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Content Opportunity Methodology

1. Measure & Categorize. 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. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
4. Identify 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.

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TikTok Content Bucket Definitions

• Financial Concept Breakdown: Videos explore different, but specific, topics and concepts that are used across managing finances.

• Financial News: Although narrow in scope, each of these videos showcase what’s happening around the world through either statistics or short clips from a press conference.

• Tips on Saving Money: Videos in this category showcase a wide variety of ways to save yourself money in your day to day life, or if you’re running business.

• Side Hustles: Videos show off a wide breadth of interesting and unexpected side hustles that are easily accessible for the average person to generate income.  

• Lifestyle Comparison: Videos comparing the choices two different lifestyles throughout their life, and the consequences of each. 

• Current Events Retold: Short and to the point recaps of current events that specifically focus on the financial world in some capacity.

• Finance Humour: Although not always funny to those involved, these videos poke fun at the different and wild events that take place in finance.

• Personal Finance Tips: Tips and tricks specifically discussing the world of personal finance management and how you can get ahead. 

• Credit Tips: Specific and informational videos that aim to educate and help users to understand credit cards, along with all their details.

• Behind The Business: Videos that showcase the background or reality of different businesses and how they make their profit. 

• Financial Perspectives: Different people of varying backgrounds and class give a consolidated view of a certain financial topic or current event.

• Investing Tips & Hacks: Similar to the personal finance tips, but aimed specifically at tips for investing. 

• Crypto Currency Breakdown: Videos that discuss the day to day happenings of the Cryptocurrency space, along with occasional guides. 

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Content buckets that had the highest views & engagement rate for the Financial Services audience include:

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

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

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

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Content Opportunities:

1. Financial Concept Breakdowns

Behind The Scenes: Finance Edition. The videos explore different, but specific, topics and concepts related to managing finances. The videos break down the importance or implications of these concepts and what it means for the viewers wallet. 

Tactics to Implement:

• Stupid Simple: Financial jargon is a consistent barrier to entry when learning about technical topics, so the content creator boils down the entire concept to a very simple explanation that is under 1 minute, and uses simple wording.
• Removing the Mystery: Videos in this category also explore, and expose, some of the mystery behind how luxury brands or lifestyles are made and maintained.  

Top Format:

• Duration:  0:45 & 0:56
• Hashtags:  4 & 3

13.9M Views

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6.5M Views

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2. Financial News

Who’s in The Know?. Although narrow in scope, these videos showcase what’s happening in the financial world through statistics or short clips from press conferences.

Tactics to Implement:

• Short & Sweet: Each video in this category is under 20 seconds in length, some as short as 5 seconds. This style of content is aimed to inform, and nothing more.  
• Comparison: When presenting information, creators quickly contextualize the statistics they put on screen by presenting comparisons for the user. 
• Tweets: Videos will occasionally show screenshots of informative tweets that are relevant to the video’s topic.

Top Format:

• Duration: 0:18 & 0:05
• Hashtags: 12 & 8

7.9M  Views

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1M Views

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3. Tips on Saving Money

Spread The Savings!. Videos in this category showcase a wide variety of ways to save yourself money in your day to day life, or if you’re running business. Whether that be through more awareness of a product offering, discounts, or strategies.

Tactics to Implement:

• Links and Guides: High performers within this category find different means of presenting the information, such as: Using skits to show viewers how to have these conversations, or showing websites with included links.
• Quickly Specific: Each video is very specific in the circumstance in which it aims to help you save money and that is typically made clear within the first 5 seconds of a video.

Top Format:

• Duration: 0:16 & 0:47
• Hashtags: 5 & 5

23.5M Views

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1.3M Views

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4. Side Hustles

Every Single Day I’m Hustlin’. Videos show off a wide breadth of interesting and unexpected side hustles that are easily accessible for the average person to generate additional income. 

Tactics to Implement:

• Where’s the Money?: Each video, among showing the service or product, tells the viewer how much money they can make in an hour, day, month, or even year.  
• Accessible: An especially endearing characteristic of this content is the pure accessibility of each respective hustle. Videos will occasionally include where the user could pursue this “hustle” as an added link or videos of how it’s done. 

Top Format:

• Duration: 0:19 & 0:18
• Hashtags: 5 & 5

11.5M Views

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6.7M Views