The market can be complicated. The words describing it don’t have to be. Investing can feel overwhelming
not because the concepts are out of reach, but many investors encounter key terms without ever having
them clearly explained. Merrill recognized that many Consumer Investment clients invest without advisor
guidance, creating a need for clear, approachable education.
The objective behind Translation, Please! TM was twofold:
1. Empower investors. From beginners to those seeking a refresher, by breaking down essential
investing terms in a way that helps them my smarter, more informed decisions.
2. Engage and attract new clients through snackable, high-quality content that positions Merrill as a
trusted source of insight.
Our goal was to create a series that simplifies complex concepts without sacrificing credibility. By leveraging
analysts from Merrill’s Chief Investment Office, we aimed to deliver authoritative explanations in a relaxed,
jargon-free tone. Each video is to be short, visually engaging, and relatable making financial literacy feel
approachable and even enjoyable.
Ultimately, the strategy was designed to strengthen client confidence, deepen engagement with Merrill’s
resources, and showcase our commitment to helping investors make informed decisions.
Translation, Please! TM launched in mid-2024 as a dynamic video series built around simplicity, relatability, and
visual storytelling. Each video runs approximately two minutes and features Merrill’s Chief Investment Office
analysts breaking down key investing terms in plain language.
To capture attention, every video opens with a humorous, relatable hook, something that makes viewers
think, “That’s me!” From there, analysts explain the term and why it matters, supported by clever animations
that bring abstract concepts to life. This combination of expert insight and creative design ensures the
content is both educational and entertaining.
The videos are hosted on a dedicated landing page with seamless playback. Distribution now extends across
Merrill’s owned channels, including YouTube, amplifying reach and accessibility.
One of the most innovative aspects of the series is its adaptability. Early analytics revealed that more complex
topics garnered the highest engagement. This insight informs ongoing content development, ensuring we
prioritize subjects that resonate most with our audience and supports smarter investor decision making.
Challenges included balancing technical accuracy with simplicity and maintaining brand credibility while
adopting a conversational tone. Through close collaboration between analysts, content strategists, and
designers, we overcame these hurdles and delivered a product that feels fresh, influential, and client-centric.
Looking ahead, the program will expand with at least one new video per month in 2026, reinforcing Merrill’s commitment to empowering investors through accessible education.
Translation, Please! TM has quickly proven its value as an educational and engagement tool. Since launch, the
series has attracted thousands of views across Merrill’s digital ecosystem, with average watch times
exceeding industry benchmarks for financial content.
Videos covering complex topics consistently rank among the most viewed, validating our hypothesis that
investors crave clarity on challenging concepts. This insight is shaping future content strategy, ensuring we
deliver what matters most to our audience.
Beyond viewership, the series has driven measurable engagement:
Increased time-on-page for articles featuring embedded videos.
Positive feedback from clients and prospects, citing the approachable tone and helpful explanations.
Early indicators of conversion, with viewers exploring additional Merrill resources after watching.
By transforming intimidating jargon into digestible, relatable content, Translation, Please! TM has strengthened
Merrill’s position as a trusted partner in financial education. The program not only meets its objectives, it sets
a new standard for how financial brands can connect with and empower their audiences.