Facebook High-Net-Worth Investment Content & Professional Services Opportunity Analysis™ Q4 2022

Key Takeaways

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Top content opportunities in Q4 2022 for the Financial High-Net-Worth Audience on Facebook include:

Building Wealth: 

• In these videos, creators discuss practical ways to grow and protect your personal wealth. 

Real Estate Investing:

• Sharing real estate knowledge and advice regarding homes and investment properties. 

Financial Concept Breakdown:

• These videos dig into specific financial concepts, simplifying them through examples and explaining the details.

Finance Tips: 

• Thematic money and banking tips on various topics including security, tax strategies and travelling abroad. 

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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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Facebook Content Bucket Definitions

• Building Wealth: In these videos, creators discuss practical ways to grow and protect your personal wealth. ‍
• Real Estate Investing: Sharing real estate knowledge and advice regarding homes and investment properties. ‍
• Financial Concept Breakdown: These videos dig into specific financial concepts, simplifying them through examples and explaining the details.‍
• Finance Tips: Thematic money and banking tips on various topics, including security, tax strategies and travelling abroad. ‍
• Client Stories: These videos highlight the work of bank clients and how they used loans and financing to achieve their goals ‍
• Company Profile: These videos share information about the company, the employees, and the services and expertise they provide. ‍
• Portfolio Spotlight: Private equity firms spotlight a company in their portfolio, digging into its performance and the partnership itself. ‍
• Business Growth: These videos target entrepreneurs and small business owners and provide financial tips and advice. ‍
• Financial News & Trends: Information and explanations of economic events and news that’s impacting finances on personal and global scales.

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Building Wealth is an extreme performing content opportunities, averaging over 3X the views & engagement rate on Facebook.

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Excellent performing content categories for the Financial High-Net-Worth audience on Facebook include:

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Good performing content categories for the Financial High-Net-Worth audience on Facebook include:

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Low performing content categories for the Financial High-Net-Worth audience on Facebook include:

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Extreme Performing Segment:

Building Wealth 

In these videos, creators discuss practical ways to grow and protect your personal wealth. 

Tactics to Implement:

• Specificity: Videos hone in on one particular financial concept or service to keep videos focused and detailed. 
• High-Net-Worth Creators: Creators of this content use their own high-net-worth to attract viewers with wealth-building goals and an interest in investing. 
• On-Screen Text: The video on the left uses on-screen text to reinforce key points. The video on the right uses voice-to-text subtitles in bright and bold fonts. 
• Repurposed Content: Top performing videos in this category were first posted on the creator’s TikTok accounts. 

Top Format:

• Duration: 0:59 & 0:45  

10.8K Likes*

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7.7K  Views

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Content Opportunities:

‍1. Real Estate Investing

Sharing real estate knowledge and advice regarding homes and investment properties. Top performers are clips from the CIBC-sponsored series, Buying In, with real estate investor and HGTV host Scott McGillivray. In the series, McGillivray works with couples to build and buy their homes alongside CIBC advisors. 

Tactics to Implement:

• Smart Partnerships: CIBC drives brand awareness and loyalty through their partnership with well-known TV and real estate personality, Scott McGillivray. The series creates a positive brand association between real estate investing and CIBC’s lending services. 
• Caption Snapshot: In 2-3 sentences, the captions provide the context for the episode and introduce the subjects. A link to the full episode is always provided.

• Short & Sweet: The average length of videos in this category is 15 seconds.
  

5.8K Views

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4.1K  Views

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2. Financial Concept Breakdown

These videos dig into specific financial concepts. They use examples, images, and jargon-free explanations to simplify complex topics. 

Tactics to Implement:

• Know your audience: Creator your.richbff targets high-earning young professionals by using language and examples from popular culture that are familiar and appealing to this audience. 
• Green Screen video: Both examples overlay talking-head video footage on top of images, text and graphs that are used to illustrate the points being made in the narration.

Content Opportunity

• Early Adopters: Become a resource for improving financial literacy by creating content that targets the next generation of high-net-worth investors. Drive interest in investment through content that addresses relevant topics in informative and digestible formats. 

3.8K  Likes*

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1.7K  Likes*

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3. Finance Tips

Thematic money and banking tips on various topics including security, tax strategies and travelling abroad. 

Tactics to Implement:

• Seasonality: Wells Fargo positioned these financial travel tips as to-do items for summer vacation and posted multiple versions of these videos throughout July and August. 
• List Format: Our brains love lists. Both examples are text-based and use a list format to organize the information — making it easier to read and increasing the likelihood of viewers clicking the link in the caption, driving web traffic.

Top Format:

• Video Duration: 00:10 & 00:29 

2.4K  Views

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2.1K Views

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*Facebook Reel Views Unavailable