金融行业品牌矩阵研究报告

Industry Investment Rating - The report does not explicitly provide an overall industry investment rating [1][2][3] Core Viewpoints - Financial brands are actively embracing new media operations and adopting matrix operation strategies to comprehensively cover various new media platforms, aiming to reach target users more accurately and efficiently [7] - The report provides a detailed analysis of the platform strategies, operation strategies, and content strategies of the financial industry in new media operations, combined with actual cases and industry rankings [7] - Financial brands are focusing on cross-platform layout, with WeChat Official Accounts and Video Accounts being the most preferred platforms due to their extensive user base and concentrated attention [19][20] - The combination of WeChat Official Accounts and Video Accounts has become a typical pairing in the industry, helping financial brands achieve broader reach and more efficient conversion [24][27] - Financial brands are more inclined to choose the combination of "WeChat Official Accounts + Video Accounts" and "WeChat Official Accounts + Douyin" for platform selection, with WeChat Official Accounts providing a private domain operation environment, while Video Accounts and Douyin are more used for public domain traffic acquisition and brand influence expansion [27] Platform Layout Strategy - WeChat and Douyin are the preferred platforms for financial accounts, with WeChat Official Accounts and Video Accounts accounting for the highest proportion due to their extensive user base and concentrated attention [19][20] - Financial brands are adopting a multi-platform operation trend, with 76% of brands operating on two platforms, and the combination of WeChat Official Accounts and Video Accounts being the most common [24][26] - Financial brands are mainly concentrated on WeChat Official Accounts and Video Accounts, accounting for 62.8% and 18.8% respectively, followed by Douyin, with the depth of matrix account layout within platforms kept within 5 accounts [31][32] - Douyin and Video Accounts have the best interaction effects among the platforms financial brands focus on, while WeChat Official Accounts have lower interaction volume due to platform mechanisms [33][34] Account Operation Management - In the distribution of financial brand accounts, banks account for the highest proportion at 56.5%, followed by insurance and securities at 18.5% and 17.7% respectively [38][39] - Funds, banks, and trust categories have the highest proportion of active accounts, all exceeding 60%, while securities, insurance, and payment companies have lower proportions of active accounts [40][41] - Financial brands have different fan thresholds on various platforms, with Weibo having the highest number of fans in the top 1% tier, followed by Kuaishou and Douyin [44][45] - The fan hierarchy distribution varies across platforms, with Weibo having the most balanced distribution, while Xiaohongshu lacks accounts with over 1 million fans, and Kuaishou has a missing middle-tier of 50-100k fans [50][51] Content Innovation Insights - Financial brands have significant differences in update frequency across platforms, with WeChat Official Accounts, Xiaohongshu, and Weibo having high daily update proportions at 33.2%, 35.5%, and 43.8% respectively [65][66] - Bilibili and Video Accounts have high discontinuation rates at 52.0% and 59.4% respectively, indicating that financial brands need to strengthen content maintenance on these platforms [65][66] - Financial brands focus on brand promotion, product introduction, knowledge popularization, and entertainment interaction in content themes, with Douyin focusing on financial fun popularization, WeChat Official Accounts on industry information analysis, and Video Accounts on scenario-based product recommendations [71][72] - Financial brand live broadcasts are dominated by professional knowledge sharing and market analysis, with average likes per session being 3,969 and 5,640 respectively, while product introduction and recommendation account for 21% of the content [77][78] Industry Case References - Ningbo Bank has established over 200 accounts on platforms such as Douyin, Kuaishou, Xiaohongshu, Bilibili, and Video Accounts, achieving comprehensive network coverage and ensuring content consistency and compliance through Matrix Tong, a multi-account management system under New Rank [83][84] - China Life Insurance promotes insurance concepts and company features through WeChat Official Accounts, Weibo, and Douyin, embedding insurance products and services into core life scenarios such as daily social interactions, shopping, payments, travel, dining, and medical treatment [90][91] - Galaxy Securities has established accounts on WeChat and Douyin, achieving comprehensive coverage of brand promotion and investor education, and providing online investment advisory services through live broadcasts using on-site + connection technology [97][98] - GF Fund focuses on diversified and differentiated content, as well as cross-platform synergy, to achieve broader influence, higher traffic aggregation, and richer content output [105][106] Matrix Operation Rankings - The top 5 brands in the matrix operation ranking are China Bank, China Agricultural Bank, China People's Property Insurance, China Construction Bank, and China Life Insurance, with comprehensive indices of 981.8, 980.8, 976.4, 974.5, and 973.0 respectively [115] - The matrix operation index includes account number, fan number, work number, active proportion, and New Rank index, comprehensively evaluating the social media performance of brands [116][119]