TD Ameritrade is best-in-class at growing its Facebook presence both audience and engagement-wise, no easy feat for a member of the traditionally staid financial services industry.
In the two-week period between 2/9/15 and 2/23/15, TD Ameritrade posted on Facebook an average of only once daily, but added almost 1,000 people to its Facebook audience and saw almost 4,000 engagements.
How is TD Ameritrade driving such delightful audience and engagement growth on Facebook, outpacing its growth on any other social network? It only took me peeping at the financial brand’s top 10 most engaging posts to get a pretty good idea.
I found that TD Ameritrade’s most well-received posts incorporated three key elements. Here they are. How could your brand benefit from TD Ameritrade’s exquisite formula?
Savvy Financial Know-How
This was TD Ameritrade’s most engaging post during the given time period, with 553 in total engagement.
A keen sense of elevated financial knowledge is central to this post. This is definitely a post targeted towards more financially astute Facebook users who are familiar and comfortable with terms like “IRA contribution limits.”
This sense of faith in its social audience’s financial literacy and desire to connect with those folks specifically is a trademark of TD Ameritrade’s latest Facebook efforts.
It’s worth noting that this doesn’t mean TD Ameritrade is attempting to exclude people. On the contrary, in fact — this was TD Ameritrade’s second-most engaging post of the time period:
TD Ameritrade clarifies with this post that its campaign is inclusive and, above all, educational about smart financial planning.
Your brand can learn from TD Ameritrade’s delicate balance by tailoring content directly to the audience you want, and not wasting your time talking to people who aren’t your ideal customers anyway, while also leaving the door ajar for people to get involved with your brand on social.
A Chatty Tone
TD Ameritrade’s Facebook posts aren’t boring financial-speak. This was the brand’s third-most engaging post during the investigated time period:
The catchy tagline “Portfolio in your pocket,” the conversational dontcha think?, and the seamless integration of casual voice with spreading awareness about a product feature all make this post a content marketer’s dream.
Your brand can learn from TD Ameritrade’s engagement-driving tone by serving your social audience up a voice they might not expect with a fresh product that’s a welcome surprise to them, too.
Consistent, Playful Graphics
TD Ameritrade’s fourth-most engaging post during this time period is a great example of the brand’s stylized, immediately recognizable graphic look.
It also shows off a common trait between most of TD Ameritrade’s Facebook posts, which is using graphics to playfully, literally illustrate what the text in the post references.
Your brand can learn from TD Ameritrade’s superb graphics by making sure they’re consistent across all your social channels and immediately connectable to your brand in the viewer’s eyes, while also correlating seamlessly with the text incorporated in your posts.
“You Got This”
TD Ameritrade’s new tagline is “You Got This,” and that really speaks to what their Facebook sensibility makes clear: that they’re a brand about making financial blossoming accessible to all people and familiarizing social users with financial jargon that might have seemed scary or indecipherable up until this point.
How does your brand construct effective Facebook posts? Let us know in the comments below.
Interested in seeing what other top brands are doing on Facebook? Be sure to download our latest Facebook study of the Interbrand top 100 global companies by clicking the link below.
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I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.
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