Financial service industries are up against a generational cliff. As a whole, financial service organizations and younger generations struggle to relate to each other. This is especially problematic because the whole industry is based on trust and relationships. Luckily, video in financial services has emerged as a key solution to help with this.
Why? We are naturally attracted to video content rather than large blocks of text. Video allows financial services to build more transparent relationships and explain complex financial products simply.
To inspire you, and show that video does have a place within the financial service sector, we’ve rounded up examples from 6 top organizations using video. Not only are they using video content, but they also use it in multiple different ways to engage and embrace their new buyers.
6 Examples of How Video Is Used in Financial Services
Landing Page Videos
Scotiabank recently opened their online ScotiaAdvice+ Centre where clients can learn about all the steps it will take them to reach their financial goals. When potential new customers hit the ScotiaAdvice+ Centre landing page, they are greeted with a wealth of knowledge at their fingertips including videos like Five Financial Tips for Retirement.
Not only are the videos informative and easily digestible ways to answer potential customers’ key questions, Scotiabank immediately engages their audience on their main ScotiaAdvice+ Centre landing page through education.
Organization: Saxo Bank
Saxo Bank did something different with video by live-streaming technical analysis of the day. Saxo’s Morning Call was the key point of daily contact between their experts and the broader public.
They offered real-time access to their chief economist and strategy team as part of a greater effort towards increased transparency, flexibility, and leadership in the field of online investing.
Their audience was able to join them live daily (for a quick 10-20 min daily broadcast) or catch the on-demand version later. It was a great way to create a sense of urgency which increases engagement with their viewers.
Organization: Bank of America
Bank of America could easily fall into multiple categories in this post. They create some outstanding educational videos, testimonials and interviews for their audience. On their Saving & Budgeting landing page they have arranged the webpage in a gallery style, where the clients can pick a choose what kind of content to engage with.
How they organize their video content is what makes them stand out. Their content and video librarypulls it all together in one central location. This allows viewers to easily navigate between videos and increases the time they spend on the Bank of America site.
Educational Webinars and On-Demand Videos
Organization: TD Bank
TD Bank has started using webinars, on-demand video series and video playlists to help educate their audience on personal investments. They feature top experts who share insights and tools, to help businesses better manage foreign exchange exposure and transactions.
Webinars are a great way to jump-start your video content because you can use them in multiple ways. Not only can you host the live event but once it’s done you can promote the on-demand recording, cut it up and add shorter bite-size videos to a YouTube playlist like this example. Or, you could turn the pieces into a blog post or even into a great infographic.
For one-to-one client communication, bite-sized educational videos can be shared through secure video sharing.
Wealthsimple knows that customer testimonials and case studies are extremely important for any organization. They help build trust and let potential buyers hear how people just like them use your product or service.
A customer testimonial video puts a face to the name. It allows you to connect a real human to the story and convey the emotion through body language, and dialogue. This helps you deliver a richer experience and keep your audience engaged.
Their customer testimonial videos garner over 1 million views on average and are just people discussing money (and investing). Their brand messaging “Investing for Humans” is amplified by using video to bring real faces to the story.
They are a great example of an organization using video across their business from customer testimonials.
Extraordinary Brand Storytelling
Organization: Tangerine Bank
Tangerine Bank released a new video during the COVID-19 pandemic to celebrate the launch of Visa Debit, by recording a video with special surprises for Clients impacted by COVID-19. Martin Fecko, Chief Marketing Officer at Tangerine Bank, is seen listening to clients explain the hardships they went through over the best year. It is a classic feel-good story where you see people in need, benefiting from Tangerine Bank’s generosity.
Wealthsimple was quick to jump on the video bandwagon. They knew that they could better educate, connect with, and highlight what they do through video.
As buyer expectations evolve, so do many companies and video is a great way to make the transition easier. We hope these 6 organizations inspire you to find ways to use video to educate, engage, and delight your audience.
This post was originally published on January 31, 2019. It was updated on October 7, 2021.