The Zignal Financial Services Labs Report: New President, New Investment Landscape…Right?
Welcome to the Financial Services Labs Report from Zignal Labs, your latest dive into the issues currently driving conversations in FinServ. For today’s report, with a brand new president and administration sworn into office, we used the Zignal Media Intelligence platform to gauge the impact of the November election on narratives in the FinServ space. Our findings show how marketing and communications professionals in FinServ can cut through speculation, find the real story, and avoid building campaigns on faulty assumptions about what’s resonating with their audience.
Keep reading as we dive into questions like:
- Has the change in leadership significantly altered the conversational landscape when it comes to Finance?
- What industries have pundits predicted will be major investment targets under the new administration, and does media intelligence back up those predictions?
- What are the lessons here for marketing and communications professionals in Financial Services?
Get more key insights in our new report of Financial Services Communications.
What Industries Will Be Investment Targets Under a New Administration?
A change in national leadership always comes with anticipated changes to the economy – including as it pertains to particular industries. If you’re in FinServ, which industries will your target market see as exciting investment opportunities as the new administration ramps up?
Leading up to the election, as well as shortly after, plenty of Finance experts at major news sites tried to answer this question. Let’s see if our media analysis bears out their predictions.
What the headlines predicted
If you browse the predictions in the news of investment-ripe industries under Biden, it won’t take long before you notice some commonalities – the most prominent of which may well be the energy sector.
Visit our press page to see how Zignal media intelligence has contributed to press coverage of today’s biggest issues.
A November 10 CNBC article cited a Financial Services professional’s suggestion that “Biden’s plans to tackle climate change” are an “area for investors to watch,” and that “increased infrastructure spending around this environmental refocus would benefit industries such as electric vehicles, batteries, wind and solar.” That same day, CNN argued that “solar companies and other leaders in the alternative energy industry are poised to be among the bigger beneficiaries of a Biden White House.” And Forbes wrote that “the prospect of a Biden White House bodes well for the renewable energy sector” in late October, several days before the election.
Other commonly-cited areas of potential growth included healthcare, technology, and cannabis.
What media intelligence suggests
These predictions make sense, given the significant political differences between the outgoing and incoming administrations. And they may eventually prove accurate. For now, though, media intelligence suggests that these predicted growth industries haven’t really made a splash in the broader online conversational landscape in Finance.
We used the Zignal platform to analyze the prevalence of specific industries within Finance conversations across two time periods:
- The calendar year spanning January 21, 2020 to January 21, 2021
- The several months between November 7, 2020, when the election was first called for Biden, and January 21, 2021.
“Media intelligence suggests that these predicted growth industries haven’t really made a splash in the broader online conversational landscape in Finance.”
What we found was that the most buzzworthy industries really haven’t changed much in the wake of the election. Here’s a breakdown of the top industries by mentions within the Finance conversation across each of the two time periods, highlighting mentions of the energy industry in particular.
The clear and immediate takeaway here is that the outcome of the election doesn’t seem to have changed the prominence of narratives related to the energy industry among other industries within the Finance conversation. And while other top industries, like software and healthcare, have shifted, those shifts have been minimal.
It’s notable that some of the predicted growth industries – in particular, energy and healthcare – are, in fact, in the top 5 industries by mentions since the election. But the one-year view provides context showing that that has long been the case. These are big topics in general, not just because of the election.
Learn more about media intelligence for Finance firms on our Financial Services Industry Page.
Lessons for FinServ Marketing and Comms Professionals
This analysis, though brief, is a good example of how narrative analysis through media intelligence can tell a different story than the headlines. If a FinServ company plans to calibrate their communications or marketing strategy around the industries they expect to be the next big investment targets, it might not be enough to simply rely on experts’ predictions as to what those will be. The reality on the ground can end up going against expectations.
“If a FinServ company plans to calibrate their communications or marketing strategy around the industries they expect to be the next big investment targets, it might not be enough to simply rely on experts’ predictions as to what those will be.”
Of course, the new administration has only just taken office. The predictions discussed above may end up proving accurate in the long run, as narratives and online conversations fluctuate and evolve over time. And though there’s risk involved, making educated guesses about the future can help a company get ahead of the competition if those guesses end up proving right. If they don’t, however, teams will need to adjust their approach – and to do that, they’ll need real-time awareness of the reality of the narrative landscape across media every step of the way.
Want to see firsthand how Zignal media intelligence can help you see beyond the headlines that affect your brand? Get in touch with our team.
This analysis was conducted using Zignal’s “Banking & Investment Industry 2020” environment. We focused on our “Financial Publications” profile, which pulled in articles from major publications, as well as social media mentions of those articles. Within that profile, we tracked approximately 100 issues related to Finance.