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

Key Takeaways

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

Market Updates: Informing viewers on the recent news about the state of the economy and providing financial market predictions.

About Us: Providing clarity and insight on the firm’s operational processes and how they take care of their clients.

Quick Financial Tips: Quick and easy-to-understand videos that ask the viewers relevant questions while providing educational answers to the topic.

Quotes: Putting a spotlight on an insightful quote that pertains to the topic that is expanded upon in the caption.

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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Instagram Content Bucket Definitions

• Market Updates: Informing viewers on the recent news about the state of the economy and providing financial market predictions.
• About Us: Providing clarity and insight on the firm’s operational processes and how they take care of their clients.
• Quick Financial Tips: Quick and easy-to-understand videos that ask the viewers relevant questions while providing educational answers to the topic.
• Quotes: Putting a spotlight on an insightful quote that pertains to the topic that is expanded upon in the caption.
• Philanthropy: Showcasing company executives talking about a cause the firm supports along with supportive visuals or taking the viewer along to a philanthropic event.
• Sustainability: Providing examples for viewers on how they can make a positive impact on the environment through their investments.
• Podcast Snippets: Industry Leaders: Repurposing podcast content where financial industry executives and entrepreneurs are interviewed; the audio content is paired with a visual quote from the speaker, the speaker’s photo, and company title.
• Podcast Snippets: Celebrities: Repurposing podcast content where athletes, artists, and entertainers are interviewed; they talk about their life currently, how they made it to where they are now, and their impact.
• Client Testimonials: Clients are interviewed about their story and how the firm aided them. Then, they’re photographed on a set.

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

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

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Substandard performing content categories for the Financial High-Net-Worth audience on Instagram include:

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

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Content Opportunities:

1. Market Updates

Financial Market News & Advice. Informing viewers on the recent news about the state of the economy and providing financial market predictions.

Tactics to Implement:

• Make it Digestible: The video below gives an update on the current state of the economy by providing context from the past and using that to give an estimate for the future; all in a short and easily digestible way.
• Text Reveal Effect: Both videos reveal the text that is synchronized to either match a viewer’s reading pace or match the speaker’s voice.

Top Format:

• # of Hashtags: 0 & 2

3.6K Views

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1.7K Views

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2. About Us

How the Firm Operates. Providing clarity and insight on the firm’s operational processes and how they take care of their clients.

Tactics to Implement:

• Providing Examples: Both videos provide concrete examples of how exactly the firm takes care of their clients or makes their investment decisions.
• Visual Learning: The video below goes even further by providing animated examples to match their educational audio.

Top Format:

• # of Hashtags: 3 & 29

1.3K Views

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108 Views

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3. Quick Financial Tips

Helpful Educational Topics. Quick and easy-to-understand videos that ask the viewers relevant questions while providing educational answers to the topic.

Tactics to Implement:

• Statistic Backed: In the video, statistics about failed estate transfers are shared with the viewer to work as a stark reminder of the benefits of having an advisor.
• First-Person POV: In the video below, the questions presented to the viewer are written from their perspective and allows them to easily utilize the information later without having to rewrite the question.

Top Format:

• # of Hashtags: 2 & 0

839 Views

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743 Views

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4. Quotes

Words of Wisdom. Putting a spotlight on an insightful quote that pertains to the topic that is expanded upon in the caption.

Tactics to Implement:

• Mesmerizing Background: Both videos utilize an ever-changing background that is fluid; the movement helps keep viewers entertained.
• Call-to-Action: Both videos have a CTA tagline in their caption that compels the viewer to either contact an advisor or click the link in their bio.

Top Format:

• # of Hashtags: 0 & 6

548 Views

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311 Views

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Outliers:

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

Podcast Snippets: Celebrities

Tactics: Going outside the financial industry box and getting an athlete to chat about their life philosophies, their past, and their goals.

141K Views

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Quick Financial Tips

Tactics: Putting an attention-grabbing question and hook line at the beginning of the video captures the viewer’s curiosity quickly.

8.1K Views

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Podcast Snippets: Industry Leaders

Tactics: The audio clip is paired with synchronized subtitles that highlight each word as it’s spoken.

1.8K Views