“Pivot quickly” is not a directive that marketers in the financial services industry would call typical. In an old school industry, with no shortage of compliance guardrails and regulatory red tape, the directive is more like: “Turn this behemoth cargo ship 180° – slowly! – don’t let any containers fall off in the turning process”.
We’ve worked with many enterprise financial institutions on creating next-gen content strategies. Social media is the hardest distribution channel to re-strategize and implement for this category. The formats that served the financial industry well in the social media landscape of the 2010s (think: text graphics, infographics, long-format vertical video) simply do not have a chance of success with today’s social media algorithms.
