Content marketing in financial services: A look at Experian’s use of Facebook Video. Generally, people are more inclined to spend their time on social media watching cat videos than they are tutorials about credit checks. It’s been doing some interesting things with Facebook video lately. Experian has managed to strike a good balance of content based on real-time and topical elements. While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be. Short duration and subtitles Now, moving on to more specific elements that Experian uses to engage with users. Experian UK has only used this feature on a select few videos, however with increased views it appears to be an effective strategy for the brand. As well as engaging the user's attention as they scroll down in their feed, it ensures they are able to consume the content regardless of what environment they are in. Regular series Lastly, while Experian’s videos featuring the opinions of the public are popular, users appear to engage with more professionally produced videos such as the #AskExperian series. Similarly, the longer duration of around 15-16 minutes is probably going to put people off from watching it once the stream has ended.
Financial topics and Facebook are not natural bedfellows.
Generally, people are more inclined to spend their time on social media watching cat videos than they are tutorials about credit checks.
However, Experian UK – known for its credit score services – is trying to persuade people otherwise.
It’s been doing some interesting things with Facebook video lately. Here’s a bit of insight into what’s been working (and what might be missing the mark).
Real-time and relatable elements
The first thing that strikes me about Experian’s Facebook page is just how active it is.
Let’s not forget, while it does offer consumers information about mortgages and loans, Experian UK is built on the single service of credit checks and scores.
So, it’s easy to wonder – just how much content can it produce based on that?
The answer is a surprising amount, which immediately goes in its favour when you compare it to competitors like Clear Score and Equifax.
But how does a financial services company find so much to talk about? Experian has managed to strike a good balance of content based on real-time and topical elements.
While some of its videos about credit scores have generated a good amount of views and engagement, the most-watched tend to be about topical subjects in the news, such as the recent Autumn statement from the UK government, or just general and relatable financial topics like how expensive holidays can be.
Highly active and in tune with what users are talking about – it’s a good basis for any brand on Facebook.
Short duration and subtitles
Now, moving on to more specific elements that Experian uses to engage with users.
With up to 47% of value being delivered in the first three seconds of a video, it is vital that brands grab the user’s attention as quickly as possible.
Similarly, due to silent autoplay, it is important for the message to…
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