You Don’t Have to Be a Big Bank to “Chase” This Video Strategy


Scrolling by means of your feed on any social media platform tells you probably the most necessary stuff you want to learn about social content material: video grabs your consideration. This is strictly why, after pointing to how necessary video has develop into on each platform and channel, Hubspot says, “Brands need a video marketing strategy.”

Many manufacturers – together with monetary providers manufacturers – perceive this and usually incorporate a social media video technique into their bigger content material advertising and marketing plan. A fast peek at Chase, for instance, reveals that – of the model’s final 30 posts* on Facebook, Instagram and Twitter – 18, 10 and seven (respectively) had been movies or animated GIFs.

Here are a few examples:

In this animated GIF revealed forward of Hurricane Barry, Chase cycles by means of photos and textual content to listing the methods the financial institution was getting ready to assist, together with ensuring branches have cash-on-hand and maintaining branches open so long as doable.

Using animation, these movies clarify how to entry and use the “You Invest Portfolios” function throughout the Chase app and the way to ship P2P funds utilizing Chase QuickPay with Zelle.

A brief video with insights on investing helps Chase repurpose long-form content material for social media.

Using animated content material to breathe life into charts and stats (content material that will in any other case fall flat on social media), Chase promotes its progress in key areas and educates followers on how a lot they’ll contribute to IRAs and 401(okay).

Here, Chase makes use of a brief clip that includes a repetitive movement (a la Boomerang) — an strategy widespread with influencers on social platforms – to draw consideration to its card perks, just like the Chase Sapphire lounge.

Video on this tweet tells an inspiring story about Chase’s position in advancing financial restoration in Detroit.

This spontaneous assessment of Chase social video demonstrates that you just don’t have to be a massive financial institution to implement a social media video technique. While successfully branded and professionally produced, the movies revealed by Chase are usually not fancy or difficult, and smaller FIs ought to really feel assured that they’ll undertake – and afford! – a related technique.

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A benchmark report from Vidyard says that monetary providers firms revealed a median of 214 movies every in 2018 and “businesses with 31 to 200 employees create nearly as many videos as companies between 600 and 5,000 team members.”

Bar graph with stats related to the average number of videos published by financial services companies in 2018.

Here’s why monetary manufacturers are utilizing video content material:

  • Video works. Buffer experiences that “Facebook video receives, on average, 135 percent more organic reach than a Facebook photo.” And in Why Video Is Exploding on Social Media in 2019, Wyzowl says, “Of the 84 percent of marketers who have published video content on Facebook, 85 percent found it to be an effective strategy.”
  • Consumers need video. Vidyard discovered that “where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.” And in accordance to HubSpot, “more than 50% of consumers want to see videos from brands … more than any other type of content.”

Bar graph showing the content formats consumers want to see from brands.

  • Video is dominating the web *and* social content material. As reported by the Content Marketing Institute, “By 2021, 82% of consumer internet traffic will be video.” And the Vidyard benchmark knowledge exhibits that social media movies are the third hottest sort of content material created (behind webinars and demos) and social platforms are the second hottest place to publish video (after web sites however forward of YouTube).

As you take into account use of video in your personal social content material technique, ensure to examine and undertake finest practices, akin to making use of your model’s look, tone and really feel and maintaining them brief – as in lower than a minute typically (listed here are supreme social media video lengths really useful by Hubspot). It’s additionally necessary to do not forget that the overwhelming majority of social media customers watch movies with the hold forth (85% in accordance to Digiday and 95% in Hubspot’s personal expertise). This means the video should inform the story with photos alone or with copy (within the type of animated textual content and/or captions).

* Tally performed July 16, 2019



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