This article is part of a series of in-depth discussions of Social Marketing in the FX Broker Industry by Media Group London, a full-service marketing agency specializing in the online trading industry. Previous articles include discussions of FX Brokers on Facebook and Twitter.
YouTube is the second largest search engine in the world. The amount of queries for Forex related topics should thus exceed those on Bing and Yahoo search engines and is very substantial.
Again using our ‘Distance to Trading’ model, we divide the YouTube accounts of brokers into 5 categories; Announcements, Market Data Events, Research and Commentary, Signals and Interaction.
Announcements are those accounts mainly used for marketing messages and the promotion of the company, Market Data Events are those accounts that are mainly used to disseminate market data events such as NFP, BOE interest decisions or currency rate information. Research and commentary is more in depth information about the market and where it is heading, and interaction accounts are those that talk to traders on a pro-active basis. Signals are those YouTube accounts that give actual trade recommendations.
Users are searching mostly for how-to content, market information and trade recommendations (signals). As you can see from below chart, the content that is on YouTube posted by brokers currently does not include trade recommendations or interaction (I.E. video responses or comments).
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Instead, the content posted is mostly research and commentary related. The second most common type of content is Tutorials which is logical given the nature of YouTube searchers’ intent. Out of the major brokers with YouTube accounts FXCM and DukasCopy are most popular – both offering mostly Research & Commentary.
Dukascopy is worth highlighting here as besides YouTube video’s they run a highly professional TV channel like video operation. You can watch it here: http://www.dukascopy.com/swiss/english/tv/general/.
With the advent of YouTube live and the continued growth of searches on this site it is more and more a channel that brokers can’t afford to be absent from. The successful broker will post videos in a TV like operation for Research & Commentary and Trade Recommendations and a separate channel for tutorials and announcements. Both will be distributed into sites like YouTube and integrated into trading platforms for maximum reach. Find an overview of brokers’ YouTube accounts and their channel views.
Please contact us on firstname.lastname@example.org if you have any comments or would like to be included in the next overview.