Every Monday morning, we have a “reference meeting” as a team. As we sip our hipster coffee and talk about this past weekend, everyone on the team shares one video or piece of visual content they’ve noticed that has impressed them.
This week, for the first time, 2 of those references presented were from the financial services space.
I had to almost spit out my extortionate filter coffee.
“Financial services? This better not be a talking head video.”
But as the guilty parties presented the two references, I was genuinely surprised.
But why? They are traditional financial institutions with, let’s face it, traditionally older demographics as clientele. Why would they give any attention to video content, let alone thoughtful, series based content?
As we started to discuss this point, 2 things became strikingly obvious to us crayon-holding- creatives about the marketing metrics for financial services brands:
- Financial services is built on trust
- Many clients are on social platforms
Video is the only medium that allows you to do all of these in spades and simultaneously.
It’s well known that the “trust factor” accounts for the vast majority of inflows. Showing one of your fund managers on screen talking about the latest impact Brexit will have on the global economy, is one of the fastest ways to build trust with your audience whilst still showing your expertise.
According to Zoom, 82% of people said there was greater trust with video, and 91% of users said there was greater engagement with video when compared to other forms of media.
Video has also been proven time again to be one of the most effective mediums when it comes to delivering and retaining information. So when you are trying to convince someone that your fund’s strategy to seek alpha will work, video is often the best bet.
In terms of the platforms/media channels where video is being prioritized in the newsfeed, 94% of asset managers are on LinkedIn, 80% are on Twitter & 70% are on YouTube. And on these channels, their follower bases who regularly engage with the content they share, numbers at: LinkedIn 40%, Twitter 23%, YouTube 58% according to Peregrine Communications. So if you are sharing content, you should be doubling down on the key platforms like YouTube and Linkedin.
But what if you haven’t used any form of video content before? It’s daunting and confusing.
In an effort to provide some foundational information, we’ve laid out 5 key ways to utilise video content in your sales/marketing as a financial institution.
5 key ways to use it
1. Case studies – Show don’t tell
This is probably the most straightforward way of using video content. Although you’ll often have confidentiality clauses, there are always opportunities to share how you helped certain clients using your particular expertise. Especially if you work in a niche area of finance, utilising case studies is essential.
To build an effective case study focus on:
- The Challenge
- The Process
- The Solution
This allows you not only to showcase the results you provide, but separate yourself from competitors in a much more visible way, without just saying “We’re innovative”. Which, coincidentally, 24% of asset managers say, according to a Cerulli Associates report.
2. Thought Leadership – Accessibility is key
Most firms engage in thought leadership to some degree already – utilising white papers and blogs mostly, but the key to this game is making sure your audience see your thought leadership. This is an ideal place to incorporate video content for better results. All the major platforms (Linkedin, YouTube etc) are all doubling down on their video sharing capabilities, because they know it’s engaging for the audience. This preference for video content in the social algorithms means that the videos can be used to create short trailers for your new whitepaper, or you can compile your report into a fully interactive/animated video which will drive more traffic and engagement. It becomes a lot more memorable for your clients and drives better results for you. Even for this article you’re reading, it’s likely you’ve seen a video trailer for it on Linkedin, or the full video about this topic we created on YouTube. It’s not about replacing content formats, but about enhancing and improving access to your content.
3. Personal branding – What Fund Managers Can Learn From Kevin Hart & The Rock
The most savvy fund managers have already started to build their own personal brands by sharing their thoughts regularly and directly with their clients. This is smart for 2 reasons: As a fund manager, you attract more people to invest specifically with you because you’re in control of marketing your own thought processes. Furthermore, you have an audience which is engaged. If you ever decide to move to another firm and set up a fund, the audience becomes an asset which you own and can leverage. This thinking is borrowed from the biggest entertainers in the world, The Rock & Kevin Hart. Both have built sizeable followings on social media independently. According to Forbes, movie studios now pay them above their normal acting fee, simply so that they will market the movie their social audience. Imagine having an engaged audience to leverage for a bigger piece of the pie overall. Eric Weinstein of Thiel Capital and Ray Dalio are noticeable figures within the financial services space that have acutely understood this learning from the entertainers and applied it to their own personal brand. Weinstein hosts The Portal and Dalio shares daily animated videos.
“Kevin Hart, pocketed $2 million from Sony just for tweeting about his own films”
4. Client Services – Scale the unscalable
Managing your client relationships at a high level is all about the personal service but you’re constrained by the number of client relationship managers you have. Instead of constant meetings, video is a great option for making the management of relationships scaleable whilst still personal. At a very basic level, you can group your clients based on funds or specific criteria, then create video content specifically around the updates they need to hear. This can be pre programmed into your CRM so that at a click of a button your client will get a personalised video with their name and specific news or it can be more intricate with specific fund managers sharing a video specifically with their clients. Of course, this approach is more suited to fund managers with U/HNWI clients as opposed to institutional managers. Even if you want to keep it simple, training your team to shoot quick videos on their mobiles would help. If a client messages them and wants to know about some change in the market, a quick little video message from their dedicated client support team would work wonders. We tend to use the free Google chrome extension, Loom to shoot quick videos when responding to lengthy client emails.
5. Trends/ News – We’re the smartest in the room
Highlighting trends and news is an easy place to start. The markets open and close every single day and therefore there is fresh news to provide each morning. Curate the content into a digestible format. Disruptor brands like Lumio are doing this already by simply providing commentary to daily news that builds an audience for their own brand. Even a weekly video will be worth its weight in views and awareness. It helps you access the widest part of the market by getting involved in trends and topical debates that are going on in the sector. William Blair have driven full steam ahead with their video content especially in this area. They share phenomenal content on Linkedin and YouTube which drives traffic to their original thinking.
6. Events – If you can’t share it did it even happen?
Events are common in the financial services space, but not having video content to share after the fact negates the experience entirely. You’re missing out on valuable real estate in terms of generating brand awareness and buzz about the event on platforms like Linkedin. Sending a simple wrap up video of the event to attendees increases chances of them sharing the content with their audience, who are likely to be prospects for your firm. These are often inexpensive and don’t need to be the world’s most thought out content to have an impact. Again, Pictet do a great job of showcasing their events on a social platform, driving demand for their future events and providing extra value for attendees. I for one would love to attend one of their Entrepreneur Summits (if anyone reading this has a connection…you know what to do)
As more and more financial services firms start utilising video content, you’ll need to start exploring more creative content ideas such as web series. The fintech disruptors like Wealthsimple have already jumped in the deep end with this type of content. If you’re a more traditional firm and want to stay relevant with a demographic that will be valuable for the next 50 years, you also need to be using video content in a strategic and creative way longer term to stand out. But this article serves to give a baseline understanding of easy ways to integrate and see results with video content.
As always, if you have any questions as to how you can apply this to your own firm, reach out on email@example.com and we can organise a strategy call.