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Approaches to influencer marketing for financial services brands

Approaches to influencer marketing for financial services brands

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In today’s interconnected digital world, influencer marketing has emerged as a highly impactful strategy for businesses looking to communicate their value proposition in a more authentic, relatable, and engaging manner. With the advent and widespread adoption of social media platforms, influencers – individuals who have cultivated an audience and earned their trust – have become pivotal in shaping consumer behaviors and decisions.

Influencer marketing is not confined to any single industry. Whether it’s lifestyle, fashion, travel, or even food, influencers are making their mark. Yet, one sector that is uniquely positioned to leverage the power of influencer marketing is the financial services industry.

Financial services brands (and others from BFSI) often operate in an environment of skepticism and uncertainty. Consumers frequently approach financial decisions with caution, wary of the complex jargon, stringent regulations, and potential risks associated with financial transactions or investments. Consequently, building trust is an essential component of any financial brand’s marketing strategy. This is where influencer marketing becomes highly relevant.

Influencers, with their authentic communication and strong bond with their audience, have the potential to significantly mitigate consumer skepticism. They can humanize financial brands, demystify complex financial concepts, and provide relatable experiences that resonate with consumers, fostering a sense of trust. In an industry where trust can significantly influence consumer decision-making, the value of influencer marketing becomes increasingly clear.

In this article, the Famesters influencer marketing agency will help you delve deeper into how your financial brand can adopt and benefit from strategic influencer marketing, examining successful approaches and highlighting critical considerations to maximize efficacy and impact.


In an age characterized by information overload, data indicates that traditional advertising is losing its effectiveness, with consumers placing more trust in word-of-mouth recommendations from figures they respect and identify with. Recent studies show that 92% of consumers trust influencers more than advertisements or traditional celebrity endorsements. This shift in consumer behavior underscores the value and impact of influencer marketing in today’s digital economy. This also results in high-quality traffic from influencer marketing – 71% of experts agree with this.


guality of cutomers - traffic from influenser marketing

Influencer marketing, once a novelty, has now become a mainstream marketing approach in various industries. From fashion brands collaborating with lifestyle influencers to tech companies partnering with tech gurus, influencer marketing has proven to be a game-changer. According to a report by BuzzGuru, the influencer marketing industry is set to reach $17.4 billion in 2023, reflecting its tremendous growth and impact.

Influencer marketing industry growh

The power of influencer marketing lies in its authenticity and relatability. Influencers have the unique ability to create content that resonates with their audience, fostering an emotional connection that can translate into consumer trust and loyalty. When influencers share their personal experiences with a product or service, their audience is more likely to perceive the endorsement as genuine and trustworthy.

In the financial services sector, the potential of influencer marketing is vast and largely untapped. Financial decisions, often seen as complex and intimidating, can become more accessible when explained by a trusted influencer. The influencer can play a critical role in breaking down complex financial jargon, sharing relatable experiences, and building consumer confidence in a brand’s financial products or services.

Moreover, by leveraging influencer marketing, financial brands can reach and engage with key demographics that might otherwise be difficult to connect with through traditional marketing channels. Particularly, younger audiences, who are typically skeptical of traditional financial institutions but highly engaged with influencers on social media platforms.

In a nutshell, influencer marketing presents a unique opportunity for financial brands to enhance their visibility, improve their brand perception, and connect with their audience on a more personal and engaging level.

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Millennials and Gen Z, in particular, are two demographics that financial brands should pay close attention to. They are the digital natives, the ones who’ve grown up with social media and are most influenced by it.

Millennials, who are currently in their late 20s to early 40s, are a prime target for financial brands as they’re at a life stage where significant financial decisions are made – such as buying a house or planning for retirement. Gen Z, on the other hand, though younger, represents the future consumers. Also, zoomers are those who may need financial assistance to get their university degrees. Engaging with them early on can help establish long-term relationships.

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Both these generations value authenticity, transparency, and personalized experiences, which are the hallmarks of successful influencer marketing. Therefore, understanding their preferences and behaviors on social media platforms can significantly enhance the effectiveness of an influencer marketing strategy for financial brands.


Financial institutions aiming to leverage influencer marketing should consider three primary approaches: driving awareness, driving web traffic, and driving conversions. Each of these plays a unique role in the consumer journey, contributing to a holistic digital marketing strategy.


In the awareness phase, the goal is to enhance brand visibility and recognition. Here, influencers act as the medium, communicating your brand message to their large follower base. This type of strategy effectively amplifies brand reach, allowing financial services to tap into markets that might otherwise be inaccessible.

  • Social media posts. Influencers can create unique, engaging content on various social media platforms, highlighting the brand and its offerings. Whether it’s Instagram, Twitter, Facebook, or Pinterest, influencers weave the brand story into their regular posts, providing an organic and authentic touch to brand promotion.
  • Long-form blog posts. Long-form content, such as blogs, provide a wealth of information about the brand, its services, or related topics. It can be an excellent platform for evergreen content, maximizing search-engine optimization (SEO) for the brand. Such content not only sparks immediate engagement but also provides searchable, organic content that search engines favor.
  • Videos. Videos allow influencers to provide detailed, visual narratives about a brand or its services. They can offer personal experiences, reviews, tutorials, or other engaging content forms. As with long-form blog posts, videos can also have a lasting impact, reaching new audiences over time.

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Another primary goal of influencer marketing in financial services is to direct potential customers from the influencer’s content to the brand’s site or a specific landing page. This step represents a deeper level of engagement, as the consumer actively seeks more information about the brand, its services, or a particular offer.

  • Linking and directing. Influencers can include direct links in their social media posts, blogs, or video descriptions to guide viewers to further resources. They can also verbally direct their followers to check out these resources during a video or a live stream.
  • Dedicated landing pages. Brands can design specific landing pages tailored to the audience coming from an influencer’s platform. These pages can provide detailed information about a product, service, or event that the influencer is promoting, leading to more substantial engagement with the brand.


Influencers play a crucial role in driving conversions. Through their genuine relationship with followers, they inspire trust and credibility, nudging their audience towards making a purchase or signing up for a service.

  • Promotional codes. Brands can equip influencers with unique promotional codes, offering their followers additional savings or exclusive deals. This tactic incentivizes the audience to take immediate action, effectively driving conversions.
  • Paid social strategies. Amplifying influencer content through paid social media promotions can help reach a larger audience and stimulate additional conversions. With the influencer’s permission, brands can use their content to create a variety of ad sets optimized for different purposes.
  • Detailed audience insights. Understanding the audience’s behavior and preferences can be instrumental in driving conversions. By pairing the brand with influencers whose followers match the brand’s target demographics, influencer marketing allows financial services brands to reach an audience that is more likely to be interested in their offerings.

When leveraged strategically, influencer marketing can play a critical role in the marketing mix for financial services brands. From raising awareness to driving web traffic and conversions, influencers can effectively establish trust and confidence in financial services, making them indispensable partners in the financial industry’s digital marketing landscape.


Influencer marketing, despite its many benefits, comes with its unique set of challenges and risks, particularly in the highly-regulated financial sector. Understanding these risks and considering the strategies to mitigate them is crucial for brands seeking to employ influencer marketing effectively.


When we are talking about the USA financial services brands, institutions must adhere to strict regulatory standards set by bodies like the Federal Trade Commission (FTC) and the Financial Industry Regulatory Authority (FINRA). These standards ensure transparency and honesty in all marketing and advertising endeavors, including influencer partnerships.

  • FTC guidelines. The FTC requires influencers to disclose their relationships with brands clearly and conspicuously whenever they make endorsements. This transparency is vital to maintain consumer trust and to avoid misleading advertisements.
  • FINRA oversight. For financial institutions, FINRA rules apply to all communications with the public, including social media and influencer marketing. Institutions must ensure that their content is fair, balanced, and not misleading. Any financial advice provided should be general and not specific to individual situations to avoid regulatory complications.


Influencer marketing relies heavily on the authenticity of the influencer and the trust they’ve built with their audience. Any perceived insincerity can result in loss of trust and damage to the brand’s reputation.

  • Choosing the right influencers. Brands must carefully vet influencers to ensure they align with their values and are likely to be perceived as credible by their target audience. Influencers should have a genuine connection with their followers and a track record of honest and transparent endorsements.
  • Creating authentic content. Influencers should incorporate the brand’s messaging organically into their content, ensuring it aligns seamlessly with their regular posts. Forced or overly promotional content can seem inauthentic and may lead to audience disengagement.


  • Clear contracts. Brands should have clear and comprehensive contracts with influencers outlining all expectations, responsibilities, and legal obligations. This includes FTC disclosures, adherence to FINRA rules, and the parameters for content creation and promotion.
  • Continuous monitoring. Regularly monitor and review the influencer’s content to ensure compliance with all guidelines and to gauge audience response.

While influencer marketing in the financial services sector offers a wealth of opportunities, it is not without its challenges. Navigating these risks and considerations carefully is essential to reap the benefits of influencer marketing while maintaining regulatory compliance and audience trust.


Influencer marketing has undeniably become a compelling and effective approach for brands across various sectors, and the financial services industry is no exception. This innovative marketing strategy has the potential to bridge the gap between financial institutions and their audience, particularly with younger, more digitally-savvy consumers who increasingly look to influencers for information, recommendations, and inspiration.

Leveraging influencers can transform the perception of financial brands, making them more approachable and relatable. Influencers can humanize these brands and bring them closer to their audience, breaking down complex financial concepts into more understandable, relatable content. This strategy can drive brand awareness, increase web traffic, and lead to conversions, ultimately enhancing the customer’s journey and engagement with the brand.

In the rapidly evolving digital age, influencer marketing can serve as a powerful tool for financial brands to stay relevant and connected with their audience. By partnering with the right influencers and aligning their messaging with the interests and needs of their target demographic, financial institutions can position themselves as more than just a service provider – they can become a trusted ally in their customers’ financial journeys.

Influencer marketing holds enormous promise for the financial services industry. It offers a fresh and exciting way for these institutions to connect with a new generation of customers, foster trust, and ultimately drive growth in an increasingly digital world.

To get assistance in launching an influencer marketing campaign for your financial services brand, contact Famesters. We are an influencer marketing agency with 6+ years of experience promoting financial brands with the help of influential content creators on social media. We can act like your consultants or manage the entire campaign for you – from the research to final reporting!



Why FinTech brands should invest in influencer marketing: benefits, trends, tips

why fintech brands should engage in influencer marketing

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By partnering with social media influencers, businesses can tap into their large and engaged audiences, and reach a wider audience in a more authentic and relatable way. This is why influencer marketing is highly valued by marketers and brand owners. In fact, 80% of marketing experts admit that influencer marketing is effective and helps grow businesses a lot, according to the BuzzGuru research.


How effective is influencer marketing


However, for FinTech brands, marketing their products and services can be a unique challenge. The world of FinTech is complex and rapidly evolving, and consumers may be skeptical or cautious about new financial products or services. In this article, we’ll explore why FinTech brands should consider investing in influencer marketing, and how this strategy can help them overcome these challenges and connect with their target audience.


Despite the challenges that FinTech brands face, influencer marketing can be an effective strategy for these companies. The Famesters influencer marketing agency has been preparing, launching, managing, and analyzing FinTech influencer marketing campaigns for 6+ years – we know the results are outstanding from experience. Here are some of the key benefits of influencer marketing for FinTech brands.


Trust is crucial in the world of finance, and consumers may be hesitant to trust new financial products or services. However, by partnering with trusted influencers who have a strong reputation in the industry, FinTech brands can build trust and credibility with their audience. Influencers can act as a bridge between the FinTech brand and its potential customers, helping to establish a relationship based on trust and mutual interest.


Influencer marketing can also help FinTech brands increase their brand awareness and reach a wider audience. Influencers often have large and engaged followings on social media, and by partnering with the right influencers, FinTech brands can tap into this audience and introduce their products or services to new potential customers. This can be especially useful for newer FinTech companies that are still building their brand and trying to establish themselves in the market.


Ultimately, the goal of any marketing strategy is to drive customer acquisition and revenue. Influencer marketing can help FinTech brands achieve this goal by reaching a targeted audience and driving them to take action, such as signing up for a new financial service or purchasing a new product. By partnering with the right influencers and creating compelling content, FinTech brands can leverage the power of influencer marketing to drive customer acquisition and increase revenue.


Influencer marketing is constantly evolving, and there are some key trends in FinTech influencer marketing that FinTech brands should be aware of. Here are a few of the most widespread ones.


Micro-influencers are social media influencers with a smaller (10,000-100,000 followers on a social media platform like YouTube, Instagram, TikTok, Twitch, etc.) but highly engaged following. These influencers typically have a niche focus and can be a great way for FinTech brands to reach a specific audience. For example, a FinTech brand that specializes in student loans might partner with a micro-influencer who has a following of college students or recent graduates.


For reference influencers


In the world of FinTech, consumers may need more information or education about a new financial product or service before they’re willing to try it. Influencers who create informative and educational content about personal finance or financial literacy can be a valuable partner for FinTech brands. By creating content that helps demystify the world of finance, these influencers can help FinTech brands build trust and credibility with their audience.


In the world of FinTech, it’s important to partner with influencers who have a strong understanding of the industry and can create content that resonates with the target audience. Influencers who have experience in finance or who specialize in financial education can be a valuable partner for FinTech brands. By partnering with influencers who have a deep understanding of the industry, FinTech brands can ensure that their content is accurate, informative, and engaging.

By staying up-to-date on these trends and partnering with the right influencers, FinTech brands can create influencer marketing campaigns that resonate with their target audience and drive results.


Launching a successful influencer marketing campaign in the world of FinTech requires careful planning and execution. Here are some tips to keep in mind:


Before launching an influencer marketing campaign, it’s important to define clear goals and KPIs (key performance indicators) to measure the success of the campaign. For example, the goal of the campaign might be to increase sign-ups for a new financial service, and the KPIs might be the number of sign-ups or the cost per acquisition.


Choosing the right influencers is key to the success of any influencer marketing campaign. FinTech brands should look for influencers who have a strong understanding of the industry and a highly engaged following that matches the target audience. It’s also important to ensure that the influencer’s values align with the brand’s values and messaging.


Influencer marketing campaigns rely on creating interesting content that resonates with the target audience. For FinTech brands, it’s important to create content that is informative, educational, and engaging. This might include tutorials, how-to guides, or personal stories about how a financial product or service has helped the influencer.


In the world of finance, compliance and transparency are crucial. FinTech brands should ensure that all content created by influencers complies with relevant regulations and guidelines. Additionally, it’s important to ensure that all sponsored content is clearly disclosed as such to avoid any confusion or distrust among the audience.

By following these tips, FinTech brands can launch successful influencer marketing campaigns that help them connect with their target audience and achieve their marketing goals. The Famesters influencer marketing agency can help you with this: we are ready to do research, analyze your competitors, and build a successful influencer marketing strategy for your FinTech company.


In today’s digital age, influencer marketing has become a powerful tool for brands to reach and engage with their target audience. In the world of FinTech, where consumers may need more education and information about financial products and services, influencer marketing can be particularly effective.

By partnering with the right influencers and creating compelling content, FinTech brands can build trust and credibility with their audience, driving engagement and conversions. And by staying up-to-date on the latest trends in FinTech influencer marketing and adhering to best practices, they can launch successful campaigns that drive results.

Overall, investing in influencer marketing can be a valuable strategy for FinTech brands looking to connect with their target audience and grow their business. By leveraging the power of social media influencers, FinTech brands can cut through the noise and reach consumers where they are spending their time online. Contact the Famesters agency if you need more information, some insights, or are ready to boost your FinTech brand with the help of influencers.


FxPro & Famesters to grow profit via influencers

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FxPro is considered the  #1 Forex & CFD broker – with  95+ industry awards, including the “'Best Broker' as voted by the Financial Times 2015-21” The company is acknowledged around the world and authorized by international conduct regulators, such as the FCA, CySEC, FSCA, and SCB. FxPro allows to trade world markets: oil, gold, currencies, and more CFDs. FxPro offers Contracts for Difference on 6 asset classes: Forex, Shares, Spot Indices, Futures, Spot Metals, Cryptocurrencies, and Spot Energies.


FxPro came to us needing not only ad publications on social media but also creative ad content made by influencers – especially Latin American influencers living luxury lives.

Also, we highlighted the major goals of the influencer-marketing campaign for FxPro: increasing awareness, the number of registrations and deposits.

FxPro aimed at the Latin America, Asia, and MENA regions. The portrait of the desired influencer was clear: it was a creator with high ER making finance-related content. FxPro also accepted in the influencers who were interested in financial topics and had a high living standard.


We decided to use classical ad integrations for YouTube videos. Influencers explained the benefits of the FxPro trading platform and told how easy it is to use it. This approach attracted new audiences and got FxPro new registered users and depositors as expected.

We found 189 relevant influencers and selected the best 79 of them for the campaign. 68 of them appeared to be the perfect match and launched ads with us. The entire process took us only 4 days.

Another story was about Instagram: here we chose two strategies at once. We tested a format of 2-3 Stories that referred to certain events that affect the market. We also tested a McLaren branded merchandise raffle, as the platform sponsors McLaren. Both strategies got the FxPro brand more awareness as well as new solvent users. 

Two best YouTube ad videos and Instagram Stories became the FxPro’s intellectual property as we had arranged a deal with their creator, who is also a well-known Latin American entrepreneur. Now the creatives are being reused for targeted ads.


Famesters has been able to deliver FxPro the following results:

''When we launched the promo collaboration, we saw a substantial increase in traffic, registrations and account verifications from tagged links and also in organic traffic. Due to the popularity and reputation of the influencers selected by Famesters, we continued to gain a flow of new users from this traffic for a long time after the initial promo had ended," - said Arina Ambartsumova, Marketing Project Manager at FxPro.


Inspired by the results FxPro achieved? Contact the agency to let you know what we have to offer to you!