Do You Offer the Videos Investors Want?


An investor sits at his or her personal computer, or pushes the “on’’ button on their smartphone, and they go to their favorite financial websites to catch up on the day’s news.

That investor peruses the story titles to see the hot topics of the day, and looks at the new informational videos that are posted. When they find a video that looks interesting and informative, they click on the “play’’ arrow.

Ever since the creation of YouTube and the progress with presenting video clips on the internet, financial videos have been one of the more popular topics addressed on that platform (following cute puppies and kittens). The information presented can be financial news, educational background information on investing and the stock market, or comments from financial experts.

The investors for whom investing is a daily pursuit and active interest watch financial videos. If there are videos available on the website of their financial provider or advisor, they will watch that as well.

Do you have videos available for them to watch?

Advisor and financial provider websites can offer videos of several different types in order to engage, inform and encourage investors. Stock tips are out of the question for advisor websites, but informational videos and information about current financial events are fair game as long as they do not give specific advice.

And investors want them. According to Spectrem’s quarterly wealth segmentation series study Using Social Media and Mobile Technology in Financial Decisions, 42 percent of Ultra High Net Worth investors with a net worth between $5 million and $25 million watch videos on financial websites.

There are a large number of reasons for advisors to present financial videos on their website.

“Financial providers and advisors are actively engaging with clients and potential clients on their websites, but an increasing number of investors today want to get their information from video presentations rather than from reading,’’ said Spectrem president George H. Walper Jr. “There are videos that have a long shelf life and those that are more immediate, but investors are interested in watching them and will return to websites that offer the videos they want to watch.”

These are not just Millennial investors watching, either. Among UHNW investors over the age of 70, 37 percent watch videos on financial websites, and more than half of those watch videos on current financial events. More than half of Millennial and Gen X investors watch financial videos.

That’s an audience looking for something to watch.

The most popular financial videos are those that present straightforward financial information. Of those investors who watch financial videos, 70 percent prefer the basic financial information presented. Approximately half of the UHNW investors who watch financial videos also watch videos on current financial events and videos from financial commentators.

Investors prefer videos on websites of trusted financial authorities rather than just chasing a topic on YouTube, where only 20 percent of UHNW investors go for watching financial videos.

The value in presenting videos is enhanced when the videos are altered or updated. Investors who are active on the internet hate static websites that do not change their content frequently. A staffer dedicated to video presentations and content might be necessary to maintain a vibrant package of video information for investors to view.

Obviously, when investors visit an advisor’s website to watch a video, there is the possibility of attracting them to services the advisor offers.

The value of presenting and maintaining a video presence on your firm’s website is significant and growing.

Top Takeaways for Advisors

  1. Many investors want to watch financial information videos, videos on current financial news and videos with financial commentary.
  2. Videos can present a call to action that could engage and encourage an investor to place a call to his or her advisor for more information or to take action.
  3. Videos are not just for young investors, but Millennials are not as active in investing as older generations, and video presentations can serve to enlighten them to how investing and can benefit them.