Brokerages launch marketing blitz on YouTube to attract investors

A music video promoting Samsung Securities' mobile trading platform, mPOP / Caputured image from Samsung Securities' YouTube channel

Securities firms are intensifying marketing campaigns on YouTube by using all the creative means they can think of, in a bid to attract a wider range of investors and survive intensifying competition, according to industry officials, Wednesday.

Some companies are capitalizing on the global boom of Korean pop culture. Samsung Securities created a music video, while Mirae Asset Securities produced a multi-part drama series.

For NH Investment & Securities, it came up with a talk show featuring TV celebrity Jung Hyuk as a regular guest to share investment strategies.

These companies and others also give out prizes like coffee coupons, movie tickets and gift cards — all for free — in their livestreamed lectures.

“Marketing appears to be heating up in the brokerage sector, as brand awareness is becoming crucial in the industry with its widening wealth gap between bigger and smaller firms,” said Jung Eui-jung, head of the Korean Stockholders’ Alliance, which advocates for retail shareholders’ rights.

“The bigger players try to enhance their brand image while the smaller ones are desperately trying to catch up,” Jung added.

Samsung Securities has gained attention for a music video that helped its YouTube channel reach more than 2.2 million subscribers. The number is highest among all securities companies’ YouTube subscribers.

The company also boasts more than 300 million views for its approximately 4,800 clips on YouTube, surpassing all other competitors.

The music video features a trot singer who promotes mPOP, Samsung Securities’ mobile trading platform, through a catchy tune.

Mirae Asset Securities helps viewers better understand investment strategies through its drama series, translated roughly as “Future of a Company.”

While the drama is about romance and friendship among young people, it addresses the company’s brand delicately and also helps familiarize jobseekers with the financial industry.

While livestreamed lectures have been a conventional marketing tool, Samsung Securities further attracts viewers by offering Starbucks coffee coupons to 1,000 to 3,000 participants, either on a first-come, first-served basis or through a lucky draw.

NH Investment & Securities has offered lecture attendees iPads, AirPods and book vouchers, among others, while Kiwoom Securities has given away Galaxy Buds, CGV movie tickets and Shinsegae gift certificates.

Mirae Asset Securities has even offered Tesla Model Y vehicles and iPhones as prizes.