- June 11, 2018
- Video Strategy & Marketing
Financial marketers have embraced videos and the leading brands have YouTube channels where they post regular content. Invariably these videos are either interviews, with two people on screen, or a single narrator, where we see the answer to a question in the video title. Both can be classified as talking heads. The issue for financial marketers is twofold. They tend to look all the same. As viewers now consume so much video online they are expecting something a lot more eye-catching and differentiated than what they see on TV.
If you think it is hard to make financial content engaging, here are 5 examples that show financial marketers how it can be presented differently.
The YouTuber Vlog
The most common style for YouTubers also works well to explain financial and economic issues. Here is an example on the Korean economy from VisualPolitik. Unlike traditional “talking heads” the narrator is looking at and talking to the viewer.
The Video Essay
A very popular style that uses exclusively voice-over and footage.
Ray Dalio, the founder of the world’s largest hedge fund likes to use animation. He recently published a series on “Principles of success”. A few years ago he had published “How the economic machine works” which has been watched by millions.
What are your thoughts
Although it involves two talking heads this variations feels very different and it shows that there is no need for great production resources to make the video content more engaging.
The video is by Ritholtz Wealth Management, which is a model of content marketing.
Vox Media has become specialized in what they call “explainers”. It is similar to the video essay, that also blends in animation and interview (as you can see at 2:20) in the video below.
What is the lesson for financial marketers
Video is a very powerful medium, but it is also one that is expected to be entertaining. Even if your content is very serious, it is worth exploring non-traditional ways of filming and editing it. If you can develop your own style and publish a regular series you will see much stronger organic results, including views and engagement. Something that traditional financial videos ordinary lack.
If you want more inspiration from top financial content marketing, check this free report on the content strategies of the most successful financial firms on the web.