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

DOI

10.2991/978-94-6239-608-1_15How to use a DOI?

Keywords

NRI finance marketing; cross-border fintech; diaspora engagement

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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shreesha Mairarua
AU  - Ashavaree Dasb
AU  - Mohamed Ahmed Al Dhanhanic
PY  - 2026
DA  - 2026/03/10
TI  - Strategic Content Marketing for NRI Finance: A Multi-Platform Short-Form Video Engagement Analysis
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 261
EP  - 273
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_15
DO  - 10.2991/978-94-6239-608-1_15
ID  - Mairarua2026
ER  -