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Strategic Content Marketing for NRI Finance: A Multi-Platform Short-Form Video Engagement Analysis

In: Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

Author

Listed:
  • Shreesha Mairarua

    (Higher Colleges of Technology, Department of Applied Media)

  • Ashavaree Dasb

    (Higher Colleges of Technology, Department of Applied Media)

  • Mohamed Ahmed Al Dhanhanic

    (Higher Colleges of Technology, Department of Applied Media)

Abstract

This study provides an in-depth analysis of financial-content video performance targeting NonResident Indians (NRIs), focusing on four major short-form video platforms: TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts. Using an established NRI-focused content creator account with a combined following of over 500,000 across platforms, we uploaded identical videos simultaneously and collected detailed platform analytics (views, watch-time, completion rate, likes, comments, shares, and saves). Results reveal large, statistically significant differences in engagement metrics across platforms and content topics. YouTube Shorts achieved the highest average watch time and completion rates, while TikTok reached the highest immediate audience and share rate. Instagram Reels excelled in saves and profile visits, indicating deeper interest, whereas Facebook Reels lagged on most metrics. Videos on taxation, overseas property investment, and children’s education consistently outperformed those on day-to-day banking and insurance. These findings address a previously unexamined aspect of financial content creation by providing the first controlled, multi-platform comparison focused specifically on the NRI/diaspora audience. The study offers concrete, actionable guidance for fintech firms and financial educators on platform selection, budget allocation, and content strategies for engaging the Indian diaspora, thereby advancing both academic understanding and industry practice.

Suggested Citation

  • Shreesha Mairarua & Ashavaree Dasb & Mohamed Ahmed Al Dhanhanic, 2026. "Strategic Content Marketing for NRI Finance: A Multi-Platform Short-Form Video Engagement Analysis," Advances in Economics, Business and Management Research, in: Kirti Sharma & Shiv S. Tripathi & Neetu Yadav (ed.), Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), pages 261-273, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-608-1_15
    DOI: 10.2991/978-94-6239-608-1_15
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