TikTok Financial Services Content Opportunity Analysis™ Q3 2022

Key Takeaways

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Top content opportunities in Q3 2022 for the Financial Services audience on TikTok include:

Side Hustles

• Every Day I’m Hustlin’: These videos share detailed ideas for simple side hustles that are accessible for the average person.

Saving Strategies

• Spread the Savings: Videos in this category showcase unique and surprising ways to save money on a wide range of products and services. 

Money Motivation

• Wealth and Wisdom: Motivational clips about wealth accumulation.

Finance Facts

• Show Me The Money: Simple and to the point, these videos share fiscal facts and figures that are typically tied to macroeconomic factors impacting the economy.

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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

• Side Hustles: These videos share detailed ideas for simple side hustles that are accessible for the average person.  
• Saving Strategies: Videos in this category showcase unique and surprising ways to save money on a wide range of products and services. 
• Money Motivation: Motivational clips about wealth accumulation.
• Finance Facts: Simple and to the point, these videos share fiscal facts and figures that are typically tied to macroeconomic factors impacting the economy.
• Crypto Currency Breakdown: Videos that explain the current trends and trajectories of entities in the Crypto space, along with occasional guides. 
• Financial Perspectives: Different people of varying backgrounds and class share their views of a certain financial topic or current event.
• Career & Compensation: Creators share and demonstrate their strategies for interviewing, negotiating, and advocating for oneself in their career.
• Financial News: These videos share information and explanations on current events and news that’s impacting finances on personal and global scales.
• Investing 101: Opinions and advice targeting individuals new to investing or interested in getting started.
• Finance Humour: These videos poke fun at the finance industry and make light of current economic trends.
• Financial Concept Breakdown: Creators breakdown specific and often complex financial and economic concepts using everyday examples and layman's terms.
• Life at the Bank: Short skits about daily life and the customers you experience working at a bank branch.
• Tax Hacks: Explanations of tax rules and strategies that can be used to reduce the burden of personal tax owing.
• Personal Finance Advice: Advice for individuals to manage, save, and grow their personal finances.

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Side Hustles is an extreme performing content opportunity, averaging 3X the views & engagement rate on YouTube.

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Excellent performing content opportunities in the Financial Services space on TikTok include:

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

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Substandard performing content in the Financial Services Space on TikTok include:

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Low Performing content in the Financial Services Space on TikTok include:

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Extreme Performing Segment:

Side Hustle

Every Day I’m Hustlin’. These videos share detailed ideas for simple side hustles that are accessible for the average person.

Tactics to Implement:

• 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. 
• Vibrant Subtitles: Punctuate videos using  subtitles in colorful fonts and ensure that any dollar figures are bolded and larger than other text as shown in the two videos on the left. 

Top Format:

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

11.6M Views

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6.9M  Views

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Content Opportunities:

‍1. Saving Strategies

Spread the Savings. Videos in this category showcase unique and surprising ways to save money on a wide range of products and services. 

Tactics to Implement:

• Break it down: High performers within this category present the instance in which the viewer can save and then proceed to break down exactly how to execute the strategy. 
• Quickly Specific: Quickly answer ‘what’ viewers can save money on and dig into the ‘how’ and ‘why’ after. Try to keep videos under 15 seconds and use captions for any extra information.

Top Format:

• Hashtags: 5 & 5
• Subtitles: Use audio narration to provide the strategy details but get all main points across through on screen text and visuals

1.5M  Views

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1.5M Views

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2. Money Motivation

Wealth and Wisdom. Motivational clips about wealth accumulation.

Tactics to Implement:

• Big Names: High performing videos in this category feature images or names of  well known wealthy individuals and often include their name as a hashtag.
• Spell it out: Use screenshots of tweets or articles with or without background audio like top performing creator fluentinfinance.

Content Opportunity

• Use your caption to share words of motivation and inspiration alongside videos or ask an open ended question to encourage engagement in the comment section.

3M  Views

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2M Views

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3. Finance Facts

Show Me The Money. Simple and to the point, these videos share fiscal facts and figures that are typically tied to macroeconomic factors impacting the economy.

Tactics to Implement:

• Short & Sweet: Each video in this category is under 20 seconds in length, some as short as 5 seconds.
• Comparison: When presenting information, creators contextualize the statistics by showing comparisons 
• Repurpose Tweets: Top performing videos in this category like the ones on the left from creator fluentinfinance display screenshots of a twitter post overtop a dynamic background.

Content Opportunity:

• Focus videos one piece of information and only include the most important figures. Save additional facts for future content.

1M Views

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1.9M 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.

Saving Strategies

Length: Both the viral Saving Strategy videos are between 10 and 20 seconds in length.

Audiovisual: Posts in this category rely heavily on narration and subtitles to emphasize important details.

24M Views

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4.7M Views

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Tax Hacks

Length: 56 Seconds.

Content: humphyreytalks breaks down various elements of tax rules and in this video shares one way that assets can be used to offset taxes.

6.6M Views

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Finance Humour

Length: 42 Seconds.

Content: This creator gives an accurate yet witty explanation of how one could launder money and uses sound effects to add faux drama to add to the theatrics

3.8M Views

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Personal Finance Advice

Length: 1:07

Content: Creators explain the concept of “Lifestyle Creep” in a skit that compares the spending habits of two individuals and the consequences of each.

6.8M Views

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Money Motivation

Length: 12, 20, and 5 seconds respectively

Multiple Hashtags: The first and second videos use over 10 hashtags and the last uses 5. Almost all videos in this category use hashtag #moneytoks.

Content: Individuals share videos of themselves and their possessions often referencing the need to ‘hustle’ or ‘grind’ in order to achieve financial success.

8.2M Views

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6.9M Views

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6.8M Views

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Finance News

Length: 48 and 18 seconds respectively

Content: These viral videos represent to very different approaches to sharing events from the finance world, specifically the proposed acquisition of Twitter by Elon Musk.. The first is presented as a conversational skit between Elon and the board to explain the buyout process. The second shares a vague clip from an interview with Elon Musk himself and adds more detail in the caption.

8.7M Views

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8.9M Views