FNB takes consumer education to digital platforms
Categories: HEADLINES, Skills Development
Using videos to teach people how to manage their finances.
Social media has become an increasingly popular form of interaction and information sharing amongst people across the world. In realising this opportunity, FNB has launched an educational series on YouTube with a series of videos teaching viewers about fundamental financial principles and their importance.
Since launch in September 2011, the videos have received a total of 807 views, with the most popular video, covering the importance of having a bank account, receiving 310 views.
The five videos currently available on YouTube focus on reasons to save, how to save, insurance, budgeting and why one should open a bank account. Nineteen videos are also available on fnb.co.za around similar topics and have continued to increase in popularity since being posted on the site in 2011.
Driving consumer education
"Consumer Education is an area that FNB will continue to drive proactively in an effort to ensure that as many South African's as possible are given the vital knowledge they need to correctly manage their finances. Adding these educational video's to YouTube will not only assist us in meeting the educational needs of a broader audience, but allow us to reach them with this information where they spend most of their time. This becomes a huge opportunity when considering that Twitter sees on average 500 tweets a minute containing a YouTube link and 320 million YouTube videos are viewed per day off mobile devices," says Eunice Sibiya, Programme Manager of FNB Consumer Education.
FNB has invested over R51m in consumer education in the seven years that the programme has been running. In addition to the educational videos, the programme also consists of face-to-face interventions held within communities, corporate and other groups. Radio campaigns also form an integral part of FNB's consumer education drive through the Be Financially Smart series that has reached over 20 million people since its launch in 2006.
"It is important for us to be cognisant of the habits and preferences of our various target markets in offering them financial education. Launching on a social media platform has answered an area of this demand. In order to continue adding value and providing a relevant service, we will continue to be innovative and flexible in our approach," concludes Eunice.
The videos can be viewed at www.youtube.com/fnbtv and www.fnb.co.za/smarteducation/index.html