- TikTok influencer marketing for finance: benefits, strategies, case studies
- Published 28/06/2023
- 7 min Read
- Written by Julia Shandrokha
Table of contents
TikTok, the short-video social media platform, has revolutionized the way we consume digital content, appealing predominantly to the younger generation, especially those under the age of 24. But while it may be best known for dance challenges and comedic skits, the platform offers a far wider spectrum of content than one might initially imagine. Its growing popularity and versatility have propelled it into a robust tool for marketers across various sectors, including financial services.
Recent trends show an expanding community of financial enthusiasts and content creators – or ‘fin-fluencers’ – on TikTok. These influencers focus on delivering bite-sized educational content regarding personal finance, banking, investments, and more. This rise of financial content and fin-fluencers on TikTok signifies a significant shift in the way younger audiences are seeking financial knowledge.
The financial services sector, traditionally dominated by age-old institutions and methods, has a fresh avenue to engage with and educate a younger, tech-savvy audience. As the realm of financial services continues to evolve with the advent of fintech, brands in this space need to recognize and leverage the opportunities presented by fintech app marketing on TikTok.
In this article, the Famesters influencer marketing agency will help you delve into how your brand can harness the power of TikTok influencer marketing for fintech to engage with the new generation, expand your brand reach, and ultimately, enhance your business performance.
UNDERSTANDING THE TIKTOK AUDIENCE: THE RISE OF GEN Z INTEREST IN FINANCE
To effectively leverage TikTok for financial services, it’s crucial to first understand its audience. TikTok’s user base predominantly consists of Gen Z, a generation that is gradually entering the workforce and becoming more interested in personal finance, banking, and investment. As digital natives, Gen Z individuals are keen on using technology for essential services like banking and investing, and TikTok is their go-to platform for bite-sized learning.
Gen Z’s spending power, coupled with their openness to fintech alternatives and financial education, makes them a highly significant target audience for financial services. Fintech app marketing on TikTok is what helps brands a lot. Today, 44% of Gen Z is swinging towards using fintechs over traditional brands, and they demonstrate an eagerness to learn about finance with 35% having attended a financial education seminar or lecture voluntarily. TikTok, as a platform, is meeting this growing demand for financial education with the rise of fin-fluencers and finance-related content.
Brands need to understand these dynamics and Gen Z’s inclination towards engaging, digital content to build effective TikTok marketing strategies. Moreover, with anxiety about money and personal debt being a major stressor for 81% of Gen Z, brands that provide valuable financial knowledge could gain a loyal audience.
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THE RISE OF FIN-FLUENCERS AND THEIR INFLUENCE ON TIKTOK
Fin-fluencers, a term coined for influencers who specialize in finance-related content, are a one of the major parts of TikTok’s finance ecosystem. These influencers leverage the platform to deliver educational content on a diverse range of financial topics from saving and budgeting to investing and understanding complex financial concepts.
TikTok users, especially those from Gen Z, are drawn to these influencers for their ability to present complex financial information in an engaging and digestible manner. A prominent example of a successful fin-fluencer is @investmentjoy, whose series on investing versus taking money has garnered over 24 million views. Now, the creator has over 3.6 million followers.
Others, like @humphreytalks, with over 3.3 million followers, offer insights into credit card usage, money management, and more, all of which resonate with the Gen Z audience.
Leveraging the power of fin-fluencers could be a game-changer for financial services brands. Partnering with these influencers not only helps in reaching a wider audience but also fosters trust through the authenticity and expertise that influencers bring. Such partnerships can elevate a brand’s content and ensure that it strikes the right chord with the audience from the get-go.
It’s essential, however, to find influencers who align with the brand’s voice and mission, and who understand the campaign goals. Once found, brands should not shy away from giving creative control to the influencers, who understand the platform and its users better. This collaboration can lead to higher quality content that resonates with TikTok’s audience and boosts engagement.
SUCCESSFUL FINTECH BRANDS ON TIKTOK AND THEIR STRATEGIES
The rapid growth and potential of TikTok have not been lost on fintech brands. Recognizing the platform’s unique appeal to a younger demographic and the unsaturated ad environment, several fintech brands have launched successful campaigns on TikTok.
UK fintech brand Plum is a prime example of using fintech app marketing on TikTok. In its promotional strategy, Plum collaborated with financial influencers such as @mrtradingrobot to promote a ’52-week savings challenge’. This involved the app automatically setting aside £1 in the first week, £2 in the second week, and continuing this pattern from the user’s connected bank account. Eventually, this results in a saving of approximately £1,300, which is accomplished subtly, without users feeling a significant burden.
Gen Z are particularly drawn to interactive marketing, making such challenge-based campaigns highly effective on TikTok. Additionally, even for those Gen Z members who are dependent on parental allowances, this initiative is still manageable, as the maximum weekly saving never exceeds £52.
Similarly, UK app Moneybox has leveraged fintech app marketing on TikTok by promoting the idea of future savings through investing spare change. Moneybox’s success indicates that concepts of saving and investing are compelling for younger audiences when presented in the right way.
Moreover, challenger bank Step cleverly leveraged the reach of one of the most-followed persons on TikTok, Charli D’Amelio, to launch their brand, demonstrating the immense potential of partnerships with high-profile influencers.
These cases of fintech app marketing on TikTok highlight the scope of strategies that fintech brands can adopt on TikTok, from creating engaging challenges, fostering education, partnering with influencers, to hosting giveaways. They all have one thing in common – a deep understanding of the TikTok audience and the platform’s unique dynamics. By analyzing these successful campaigns, other financial services brands can gain insights and develop strategies for their own foray into TikTok.
HOW FINTECH BRANDS CAN STRATEGICALLY UTILIZE TIKTOK
With the knowledge of successful case studies in mind, fintech brands can tailor their strategies to effectively engage with their audience on TikTok. Here are some key tactics for leveraging TikTok as a fintech brand.
Prioritize financial education
The #LearnOnTikTok campaign illustrates Gen Z’s hunger for educational content on the platform. Fintech brands can capitalize on this trend by creating bite-sized videos that break down complex financial concepts. Remember to utilize TikTok’s native editing features and hashtags to ensure maximum visibility.
Partner with fin-fluencers
By partnering with influencers, particularly fin-fluencers who specialize in finance, fintech brands can not only amplify their reach but also establish credibility and trust among TikTok users. However, it’s essential to carefully select influencers whose values align with your brand and let them take the lead on content creation to ensure authenticity when doing TikTok influencer marketing for fintech.
Design content specifically for TikTok
Marketers can use TikTok for finance, and financial services brands have to be adapted for TikTok. Content created for this platform should not be repurposed from other networks. The TikTok audience values humor and usefulness in content, and bold caption headers can help your posts stand out in the sea of content.
Showcase your brand values
Gen Z is a generation that values ethical and impact-based missions. Thus, if your brand supports financial inclusion, promotes financial literacy, or advocates for ‘ethical’ investments, make sure to highlight these elements in your TikTok content.
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HARNESSING THE POTENTIAL OF FIN-FLUENCERS FOR BRAND AWARENESS AND ENGAGEMENT
Fin-fluencers play a pivotal role in the dissemination of financial knowledge on TikTok. These influencers, renowned for their financial acumen, are the perfect allies for fintech brands looking to build their audience and improve customer engagement.
Building trust with social proof
Influencers have a unique ability to foster trust with their followers. When a fin-fluencer collaborates with a fintech brand, this trust translates into a higher credibility for the brand. It’s a form of social proof that helps brands quickly establish a foothold in the TikTok community.
High-quality content creation
Fin-fluencers are TikTok-savvy and understand what resonates with their audience. By partnering with them, brands can ensure the creation of high-quality, engaging content that aligns with TikTok’s dynamic content landscape.
The advantage of micro-influencers
While partnering with influencers boasting large followings can provide significant exposure, there are benefits to collaborating with micro-influencers as well. They often have highly-engaged audiences and can offer a more targeted approach to reach potential customers.
Fintech brands must understand the importance of entrusting their fin-fluencer partners with creative control. While it’s crucial that influencers understand the campaign’s goals and brand values, their autonomy in content creation ensures authenticity — a trait highly valued by the TikTok community.
CONCLUSION AND NEXT STEPS: MAXIMIZE OPPORTUNITIES ON TIKTOK
As we’ve explored, TikTok offers a myriad of opportunities for fintech brands to engage with Gen Z. This young, digitally-savvy demographic is eager to learn about finance and open to innovative solutions that fintech brands provide.
Seizing the moment
There’s a rising finance community on TikTok, and an even larger appetite for financial education. The timing has never been better for fintech brands to leverage this platform, particularly as the COVID-19 pandemic has driven more people towards digital platforms and financial planning.
Tailoring your approach
To maximize success, fintech brands should tailor their TikTok strategy to meet the unique needs and preferences of Gen Z users. This involves a focus on education, collaboration with influencers, producing engaging content, and alignment with ethical and social values.
Building for long-term success
While immediate results are achievable, it’s important for fintech brands to build for long-term success on TikTok. This means continually evaluating and adjusting strategies based on user feedback and engagement, staying updated on the latest trends, and nurturing relationships with influencers and users.
Seeking expert assistance
For fintech brands that are new to TikTok or those who want to amplify their current efforts, expert guidance can be invaluable. Partnering with the TikTok influencer marketing agency can ensure a seamless and effective transition onto the platform.
TikTok presents an exciting and powerful avenue for fintech brands to connect with Gen Z. By understanding and implementing these strategies, your fintech company can achieve substantial growth and build a loyal user base on this rapidly growing platform. Famesters experts are ready to help you and show how to use TikTok for finance – contact us!
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