Let’s face it: the financial services industry doesn’t exactly capture the public imagination in the same way that some sectors do – unless we’re talking scandal-driven dramatizations à la The Wolf of Wall Street and The Big Short. For many, the industry is still synonymous with snooze-inducing spreadsheets, statistics and dense jargon. That’s exactly why creativity matters. To dispel misconceptions and avoid getting lost in a sea of sameness, financial brands need to embrace bold graphics, slick video content and smart digital downloads. The firms willing to think differently are the ones actually getting noticed.
Why Creativity is Crucial in Financial Marketing
When it comes to financial marketing, creativity can make a real impact. According to Wyzowl, 89% of consumers want more video content from the brands they follow. However, it’s not just about video. Well-designed graphics, infographics and digital assets are just as important. A report by Adobe revealed that 39% of users are more likely to engage with a website or post that has an aesthetically pleasing, dynamic layout. In this industry, that could mean the difference between gaining a client’s trust or losing them to the competition.
Video Podcasts and Digital Downloads
Video content is often the centerpiece of today’s marketing campaigns, which has helped fuel the rise of video podcasts. With more people seeking content on the go, podcasts are becoming an essential medium in financial services marketing. For financial brands, podcasts offer the perfect way to build trust and engage with clients in a personal, accessible format.
Additionally, digital downloads like eBooks, whitepapers and infographics are a powerful lead-generation tool, but they require significantly more planning and strategic implementation. While creating high-quality downloadable content typically involves more work than turning around a quick video, it can be one of the best ways to deliver in-depth insights and drive meaningful engagement.
The Power of Creative Content
I know I’m throwing a lot of statistics out there, but data backs up the power of creative video content. According to WordStream, video content generates 1200% more social shares than just text and images combined. That kind of performance highlights why it deserves attention in your strategy. By utilizing creative content, engaging video and well-designed downloadable content, financial services brands can communicate with their audiences where they are.
Creativity is essential for cutting through the noise. It clarifies complex concepts, builds trust and fundamentally reshapes how brands connect with clients. To make a lasting impact, financial brands must embrace creative strategies that captivate, engage and drive powerful, authentic connections that stand the test of time.
Charles R. Barrett is SVP—senior creative director, at StreetCred PR, a public relations agency focused on the financial services sector.