The challenge often faced by financial services organisations putting out video content is figuring out how to effectively communicate information that is complex, technical and highly regulated while also making the video content engaging.  The financial services industry is broad and there are many types of financial services organisations but there is some consistency around the most popular video styles in this space.  

Popular video styles – a breakdown

1. Market Update Videos 

Quite possibly the most popular video style in financial services, market update videos regularly share updates on market trends, economic indicators and relevant financial news. Usually an expert (sometimes referred to as Key Opinion Leader) who could be a well-known commentator in the financial advisory space, a portfolio manager or your CEO speaks on relevant topics. Utilising people with credibility and reputation can help credit your information and boost the reach of your content. Firms conduct insightful interviews with financial experts or members of internal teams discussing specific financial topics and industry trends. Often experts discuss potential impacts on investments and financial planning. 

Check out this market update video that Rocket Productions created for Australian Ethical.

2. Case Study Videos

Often the video form of a written case study,  case study videos highlight the challenges faced by a client and the strategies implemented by the financial services organisation to overcome those challenges. Also referred to as client testimonial videos these videos feature authentic interviews with satisfied clients who emphatically endorse the financial services organisation that helped them.  These videos are often used to help build trust and to help gain further market share by winning over more clients. 

Check out this case study video for American Express that Rocket Productions produced in partnership with Ogilvy PR.

3. About Us Videos

An About Us video for a financial services organisation typically provides an overview of the firm’s mission, values, and it’s unique approach to serving clients. It introduces the firm’s history, the CEO, leadership team, portfolio managers and areas of expertise, while highlighting what sets it apart from competitors such as a client-first philosophy, innovative financial solutions or a strong track record of trust and performance. These videos often feature interviews and a behind-the-scenes look at the company culture to build a sense of connection with potential clients. The goal is to humanise the brand and instil confidence by showing who’s behind the service and why they do what they do.

Check out this About Us video produced for Challenger Investment Management by Rocket Productions.

4. Animated videos

This video style is a good alternative to a filmed interview, piece to camera or fireside chat as in some cases as communication may be more effective if you paint a picture using graphics. Popular examples are how to videos, explainer videos or demonstration videos that clearly show how to use an online calculation tool, explain recent financial performance or illustrate how firms are investing clients’ funds.

Check out this animated video created for Glider by Rocket Productions.

5. Influencer Videos

This content may be used on your owned channels and/or provided to influencers to share on their channels. An influencer could be a social media content creator who specialises in financial services content, who has a large following and highly engaged audience whom you are able to engage with thanks to the partnership.

Rocket Productions partnered with Ogilvy PR to create a series of videos on financial services topics featuring influencer Sarah Davidson, here’s a video from that series.

Understanding Your Audience

It is important to understand your audience. There is a massive push for online videos to be super snappy, quick and created in vertical formats, however, that could lean into a more difficult watch if the viewer is unable to digest the information properly. 

Audience video consumption is diverse across demographics, influenced by age and platform preferences. According to a Screen Australia study on video use by age, the 18-34 age group leans towards YouTube, TikTok, and Instagram, favouring short-form content. Older audiences gravitate to LinkedIn, Facebook and longer-form videos. Mobile devices drive accessibility with preference for shorter content over traditional TV. It is important to know where and how your audience will be viewing your content before deciding on video style. If, for example, a younger crowd is targeted, you can expect that your content needs to be shareable across social media platforms which include both horizontal and vertical video output.

Practical Tips for Creating Videos on Finance Topics

Strategic scripting involves planning content for a clear and concise message. Visual enhancement utilises graphics and animations for clarity. Professional presentation ensures a polished appearance for trust-building. Incorporating interactive elements encourages viewer engagement through comments and likes. If you need to communicate sensitive information, we have written about it here. 

In the domain of financial services, choosing the appropriate video style is vital for engaging your audience effectively. It’s essential to grasp their preferences, whether it’s short-form content for younger demographics or longer, more detailed videos for older viewers. Exploring various video types, from expert interviews to client testimonials, ensures versatility in conveying your message. 

Platform optimisation further enhances reach and engagement, aligning content formats with audience behaviour across different platforms. By employing strategic scripting, visual enhancement, and professional presentation, your videos can deliver impactful messages while fostering trust. With a diverse array of options available, tailored to your audience and purpose, effective communication in financial services is easily within reach.

Creating a video on a financial services topic?

Rocket Productions has been working with the financial services industry for twenty years — meaning we’re experts at delivering financial services information with creativity. If you’re unsure which video is right for your current project, contact us via phone or our form and we’d be happy to help.