Instagram Financial Services Content Opportunity Analysis™ Q2 2022

Key Takeaways

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Top content opportunities in Q2 2022 in the Financial Services space include:

Surprising Hacks to Save You Money — Provide viewers with simple tips or hacks on saving money on day-to-day expenses, monthly bills or while travelling.

Splitting Existing Shares: Getting viewers up to speed on a stock split and how it applies to both Amazon and Google, who announced a 20:1 stock split in Q1 2022. 

Tips for First-Time Homebuyers: Share advice to help first-time homebuyers avoid mistakes while purchasing a home or guide viewers in deciding whether to buy or rent.

Tips to Get That Raise: Share helpful tactics for viewers when negotiating job offers or discussing salary expectations with their employers. Top videos provided scripts for approaching salary negotiations or shared valuable tips and encouragement to viewers. 

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The top* videos from Q1 2022 published by the following Financial Services creators were analyzed:

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Instagram Content Bucket Definitions

• Money Saving Hacks: Educating viewers on ways to save money on day-to-day purchases, expenses and travelling.
• Stock Split: Educating viewers on what a stock split entails and discussing Amazon’s and Google’s stock splits.
• Homebuying Tips: Sharing tips for first-time homebuyers.
• Salary Negotiations: Videos educating viewers on ways to negotiate for higher salaries. 
• Ask The Public: Finding out how people on the street respond to financial questions.
• Financial Transparency: Videos discussing why it's important for people to be transparent about their finances and how much they make. 
• Personal Finance Tips: Sharing ways people can improve their financial situations. 
• Crypto 101: Videos with specific lessons on crypto is and how to navigate it. 
• Car Shopping Tips: Videos offer tips on buying a car, things to consider before purchasing a new vehicle, and tips to save money.
• Credit Cards 101: Teaching viewers how credit cards work, avoiding their pitfalls, and using them to your advantage.
• Stocks 101: Videos explaining the basics of the stock market and how to invest in it.
• Economic Warfare: Videos that discuss and teach viewers about the economic warfare being waged between the West and Russia.
• Inflation 101: Quick and easy lessons made to teach people about what inflation is.
• Crypto Insights: Investors sharing their views on different cryptocurrencies and the future of the crypto market.
• Crypto Launch: Investing apps announcing the launch of their latest crypto features or coins. 

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Content buckets that had the highest views & engagement rate in the Financial Services space include:

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Good performing content opportunities in the Financial Services space on Instagram include:

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Substandard performing content opportunities in the Financial Services space on Instagram include:

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Low performing content opportunities in the Financial Services space on Instagram include:

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Viral Callout:

1. Stocks 101.

In the video on the left, financial influencer Humphrey Yang performs a “skit” where he uses the metaphor of being given an iPhone to keep for a year to explain what it means to “short” a stock. 

Tactics to Implement:

• Simplify: Humphrey Yang can explain the complex concept of shorting a stock by using this simple metaphor of being given an iPhone for a year.
• Skits: “Skits” are a popular trend on Instagram reels and TikTok, allowing creators to break down valuable information in a playful way. 
• Trends: Instagram encourages creators to “create playful content which matches what people are already watching”, AKA jump on trends and use trending songs! Trends on Reels usually align with TikTok trends, such as the song in this viral video, Running Away (see here) and Funny Song. 

*The following video was omitted from the data set as it was an outliers within its respective content bucket in Q1 2022.

3M Views

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Content Opportunities:

1. Money Saving Hacks

Surprising Hacks to Save You Money. Videos provide viewers with simple tips or hacks on saving money on day-to-day expenses, monthly bills or while travelling.

Tactics to Implement:

• Convert to Followers: Erika Kullberg, who has 4M Instagram followers, drives people to follow her by ending each video with a CTA to follow her for more money-saving tips and in her post captions with a CTA including her username repeated 3X.
• Hashtags:  Recently, Instagram has suggested that users use 3-5 hashtags in their posts. This shift is likely due to Instagram focusing on recommending content feeds and needing to be able to categorize content accurately with accurate hashtags.

Top Format:

• Video Duration: 23 & 51 seconds
• # of Hashtags:  4 & 26

7M  Views

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838K Views

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2. Stock Split

Splitting Existing Shares. Getting viewers up to speed on what a stock split is and how it applies to Amazon and Google, which announced a 20:1 stock split in Q1 2022. 

Tactics to Implement:

• Green Screen: Erika Kullberg uses Instagram's green screen feature to add virtual backgrounds to her videos, which show the logos of the brands she is talking about. This helps her viewers quickly engage with what she has to say in the video.
• Hook: Both examples open with a shocking statement to hook viewers by stating that Amazon and Google’s stock will be $150 instead of $3000, then explain what that really means.

Top Format:

• Video Duration: 30 & 28 seconds
• # of Hashtags:  4 & 2

4M  Views

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2M Views

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3. Homebuying Tips

Tips for First-Time Homebuyers. Videos offering tips and advice to help first-time homebuyers avoid mistakes while purchasing or discussing the pros and cons of buying vs. renting.

Tactics to Implement:

• Value-Add Partnerships: These two example videos were created as a part of a paid collaboration with Own Up (a US-based mortgage provider) and Your Rich BFF. The videos provided valuable information to viewers and are not overtly promotional — appealing to top-of-funnel customers. 
• First-Time Homebuyers: Amongst Canadians surveyed, buying a house is the second most stressful life decision, ahead of deciding to get married or have children. Share valuable tips & tricks to help offset some of the stress when deciding to buy a home. 

Top Format:

• Video Duration: 23 & 28 seconds
• # of Hashtags:  26 & 25

2M Views

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518K Views

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4. Salary Negotiations

Tips to Get That Raise. Videos offer viewers helpful tips for negotiating job offers or discussing salary expectations with their employers. The top videos provide scripts for approaching salary negotiations, helpful tips or words of encouragement.

Tactics to Implement:

• Long-Form Captions: One of the most notable trends in 2021 was long-form mini-blog captions, and this trend is continuing into 2022. According to Later, the more you share = the better your engagement rate will be. 
• Cater to Audience: Pay is reported to be the top reason why Gen Zs and Millennials are leaving their roles in 2022 — with almost half saying that they live paycheck to paycheck and worry they won’t be able to cover their expenses (Source ). 

Top Format:

• Video Duration: 10 & 9 seconds
• # of Hashtags:  0 & 0

1M Views

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970K Views