Social Content Opportunities for the Financial Services Audience on Facebook in Q2 2023

Purpose of This Research

• ‍Identify white space content opportunities‍
• ‍Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities‍
• ‍Identify content themes that are not performing well and may be avoided

In order to drive the most effective possible Facebook content strategy possible to resonate with the Financial Services audience.

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The 1-Minute Gist

Facebook users watch educational content that provides information on niche subjects.

Create a series that explains complex subject matter simply through skits:

• “How to draft a renovation contract” 
• “How to pay off your credit card correctly” 
• “What is the difference between inflation, shrinkflation, and stagflation” 

Inspire the audience through stories of impact & motivational mindset videos.

Share content that uplifts the audience and showcases company commitment to the community:

• Amplifying local community leaders’ voices (ie. Scotiabank's "pass the mic" series)
• Partner with inspirational influencers in the FI space (ie. how to live a happy life)
• Showcase causes supported by the company (ie. CIBC's Project 8 campaign)

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Top Facebook content themes in the Financial Services space.

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Excellent Facebook content themes in the Financial Services space.

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Good Facebook content themes in the Financial Services space.

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Okay Facebook content themes in the Financial Services space.

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Poor Facebook content themes in the Financial Services space.

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Real Estate Investor Advice

Become a trusted authority by educating on niche topics.

Provide detailed guidance on how to save money and make informed decisions in specific situations. The videos offer step-by-step advice on resolving Airbnb disputes, drafting renovation contracts, and refinancing homes.

Production Elements From Top Performing Posts

• Present thorough step-by-step guides on complex scenarios. This will reduce viewer intimidation and bolster a sense of security.
• Use colour coded subtitles, timely memes, and on-screen visuals to create memorable highlights.
• Provide a clear reason for viewers to subscribe in your outro (ex: "if you want to learn all things financial freedom, follow").
• Select a niche topic to educate on and deliver it in a easily digestible short-form series.

Examples

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Amplifying Diverse Voices

Highlight brand commitment to inclusion.

Scotiabank celebrates diversity by honouring leaders and remarkable individuals in the Black community during Black History Month. Showcasing commitment to these values is crucial in today's business climate.

Production Elements From Top Performing Posts

• Create similar aesthetic backdrops when conducting interviews for serialized content. 
• ‍Keep it concise. Like in Scotiabank's videos, share impactful narratives in under one minute for maximum viewer engagement.
• Use catchy taglines such as Scotiabank’s “pass the mic” to symbolize sharing the stage for diverse voices.
• Attract a diverse audience by spotlighting individuals from different ethnic backgrounds and develop serialized content that consistently promotes and celebrates diversity throughout the year.

Examples

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Financial Education 101

Become a credible source of information.

Educate the audience on fundamental financial topics like inflation, maintaining a good credit score, and tax-saving strategies to foster trust and credibility.

Production Elements From Top Performing Posts

• Direct users to blog posts to explain complex financial concepts instead of revealing all the information immediately.
• Fidelity Investment’s blog post is filled with visual graphics to aid in comprehension and encourages readers to sign up for their newsletter at the end of each blog.
• Use a compelling hook to capture attention such as achieving a good credit score. ‍
• Generate informative content that shows viewers you're invested in their financial growth. Cover timely topics like inflation, Canadian financial news and credit card management.

Examples

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Wealthy Mindset

Use influencers to inspire a positive relationship with money.

Work with creators who have established strong coaching-type brands to build content on wealth-building in a healthy way.

Production Elements From Top Performing Posts

• Use targeted introductions to identify with niche audiences such as "if you work for a salary" or "if you want to live a happy and fulfilled life".
• ‍Repurpose podcast videos into short-form content for social.
• Using subtitles accompanied by images and logos for readability 
• Inspire your audience by partnering with inspirational thought leaders to help foster a positive financial mindset.

Examples

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Philanthropic Contributions

‍Showcase how your company gives back.

‍CIBC, Scotiabank, and TD demonstrate their commitment to the community by sharing impactful stories that highlight the contributions of various change-makers and their involvement in the cause.

‍Production Elements From Top Performing Posts

• ‍Leverage industry influencers. CIBC works with Christine Sinclair to help highlight how the company supports initiatives such as creating a professional women's soccer league in Canada.
• ‍Feature company employees actively volunteering for philanthropic events in your videos, showcasing your commitment to making a positive impact, as TD did.
• Create a positive image by showcasing the causes your company supports and sharing impactful stories.

Examples

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Viral Outliers

Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.

Building Income

Make bold statements. This video hooked the viewer by saying “you gotta S.T.R.I.P” (Savings. Total debt. Retirement. Income. Plan) and relating this acronym to a method on how to become a millionaire.

Building Income

Pose a question and provide a solution. In this video, the creator asks the question “how long does it take me to become a millionaire?” and proceeds to provide a viable solution to earn money via Airbnb. 

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Budgeting Tips

Provide an actionable script. This creator showcases a relatable scenario and provides an exact script for viewers to confidently communicate their budgeting reasons to friends.

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Content Theme Definitions

Real Estate Investor Advice:  Create a short-form series that provides educational content on niche topics to become a trusted authority.

‍Amplifying Diverse Voices: Develop serialized content that consistently celebrates and promotes inclusivity throughout the year.

Financial Education 101: Demonstrate your commitment to viewers' financial growth by producing informative content that covers timely topics.

Wealthy Mindset: Use influencers who have built strong coaching-type brands to create content focused on financial well-being.

Philanthropic Contributions: Showcase how your company gives back by sharing impactful stories and the effect of your contributions.

Budgeting Tips: Share concrete examples of how to create a budget, save money, and limit spending on frivolous items.

Retirement Advice: Showcasing strategies to save up for retirement and secure a financial future.

Financial Planning:  Bite-sized snippets from a podcast that delves into highly specific topics on financial planning, such as insurance.

Historical Fun Facts:  Providing interesting facts about the history of banking, such as the precursor for the ATM.

Company Sponsorships: Showcasing the stories of groups or communities that benefit from the company’s sponsorship.

Small Business Highlight: Sharing inspiring stories of small businesses that achieved success and fulfillment with the support of the bank. 

Client Stories: Communicating the stories of long-term clients that have received support from financial advisors.

Building Income: A live show that provides ideas on income creation strategies and side hustles.

Employee Spotlight: Celebrating the growth of long-term employees within the company and sharing their life stories. 

Event Promotion: Highlighting company involvement in local events.

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Facebook Accounts Included in Analysis

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*For videos in this content category. View + Engagement data collected via direct social media platform API.

*Measured by Average Views + Engagements