For good reasons, content that includes visual elements is getting much more user attention than content without. This has led to the adoption of visual elements in “traditional” social media platforms and even to the establishment of new platforms. Still, the premiere class of visual content remains the video. But videos for retail and institutional clients require different kinds of handling.
Please find more information on the relevance of visual content and further social media trends in the video about Business Wire's MediaTreff (video in German language).
The advantages of videos
In general, videos offer substantial advantages over other formats:
In total, videos have the unique feature that they combine factual information with soft information such as the speaker's personality and further more. For asset managers, this offers the opportunities to present a product with their management team or organisation on a more personal level. Viewers will not receive the information about the funds only but will also get to know the humans behind the company who are running the day to day business.
YouTube: The retail channel
YouTube is by far the biggest platform for video content. Being the second largest search engine after Google and having more than 22.6 million visitors a month from only Germany, it provides the opportunity of an enormous reach.
With 65 percent of YouTube visitors stating that they are using YouTube to learn and stay informed, YouTube provides a suitable environment for content providers from the financial industry. Giving just one example, asset managers can update existing and potential clients with market commentaries using videos on YouTube.
A study undertaken lately by altii shows that asset managers seem to understand the relevance of video contributions. 40% of the analysed sample of asset management companies selected by altii are running a YouTube channel.
Institutional channels need differentiating applications and marketing platforms
While having understood the relevance of YouTube as a retail channel, concepts targeting institutional clients are likely to fail on YouTube due to the platform’s design: The great reach of YouTube is achieved by offering an enormous diversity of topics. Creators of content are in the power to upload what interest them without having a clearcut target audience. The great number of users will afterwards “sort” themselves into specific groups that follow specific content creators.
This creates a lot of content on YouTube, that is irrelevant for institutional investors and a large effort to filter the information for relevant contributions. The really good content can be lost between the irrelevant! Due to this effort and also for quality reasons, an editorial supervision is very important on a platform targeting institutional investors. altii, for example, filters videos of asset managers and consultants and selects only those that are relevant for its institutional audience making the experience of videos more comfortable. On altii, not the creator but the viewer comes first: Content is selected for the audience. On the other hand, altii offers content creators the opportunity to reach out to institutional clients that have sorted themselves not to creators but to a specific platform.