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While social media use is the norm among affluent investors overall, recent findings reveal that ready-to-act (RTA) investors—those who plan to make a new investment in the next three months—are using social media at even higher levels. RTA investors report using at least 2.4 social media sites each month on average compared with an average of only 1.8 social sites for affluent investors who do not plan to make an investment decision in the near-term. More specifically, compared with all affluent investors, RTA investors over-index on visits to Facebook, YouTube, LinkedIn and Twitter. A social media presence is no longer optional but is quickly becoming a mandatory component of a distributor’s or product provider’s successful marketing plan and media buying strategy.
Looking at the four major social media platforms in more detail reveals two distinct use tiers:
- Tier 1, Facebook and YouTube: Used by a majority of affluent investors, with each becoming a nearly ubiquitous presence across the RTA segments.
- Tier 2, LinkedIn and Twitter: Draw dramatically higher use among RTA investors compared with the broader audience of all affluent investors. This highlights the potential value offered by these platforms in targeting an audience that is ready to make an investment decision
In addition to the higher use of social media sites among RTA investors, the reasons for social media use differ between these investors and the overall affluent population. RTA investors are substantially more likely to use social media for investing and financial purposes, making them an even more attractive social media audience for distributors and product providers.
The question for financial services advertisers is no longer should they have a presence on social media, but which combinations of sites should be considered as part of a holistic media buying and marketing communication strategy. Critical first steps include examining requirements for fit with each site’s core strengths—attracting fans on Facebook, viewing thought leadership and investor education videos on YouTube, creating groups of peers on LinkedIn, and influencing hashtags on Twitter. Ultimately, distributors and product providers who advance their social media strategies now will realize the greatest return on their marketing dollars with the key segment of investors who are ready-to-act.
We track affluent investors media preferences monthly with our Media Consumption™ Investor portal. Learn how one of our clients leveraged the portal and our plug and play Ad Testing to maximize ad effectiveness and increase ROI.
Special thanks to Julia Johnston-Ketterer for her contribution to this blog post!