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Did you know that finance-related content is steadily gaining popularity on TikTok? In fact, Southeast Asia has seen a 1.7x uptick in financial content consumed on TikTok year-on-year, and the platform has become the trusted destination where people come to "finalize their financial decisions" ¹.
Finance brands are also recognizing the importance of engaging their users and the wider community on TikTok with 1 in 2 TikTok users saying that the TikTok finance community makes learning about finance easier².
However, there is a bottleneck when it comes to creative ideation. While this struggle is not unique to the finance vertical, there is the added challenge of making technical topics enticing. As a result, finance brands are slow to produce new videos, resulting in ad fatigue where users click away when exposed to the same content repeatedly.
Edutainment-style content which blends education and entertainment is highly effective on TikTok and helps liven up unfamiliar finance concepts. Below are some tips to help finance brands come up with a wide variety of content to reach their audiences. After all, keeping things fresh is a great way to maximize community engagement and business impact.
Check out TikTok Creative Center for more tips.
Tip #1: Highlight your product's benefits and advantages
Communicate your product's benefits right off the bat to draw in your audience. Create intrigue around how your product might be of helpful to their everyday lives.
Tip #2: Seed the idea of a future outcome that your audiences aspire to
Does your product help your customers attain the lifestyle they aspire towards - be it a luxurious or stress-free lifestyle? Demonstrate how embracing your product in their daily routines can help them achieve their goals.
Tip #3: Demonstrate awareness of your audience's problems and offer possible solutions
Showcasing how you can solve your viewers' problems convinces them to listen. Your audience will be motivated to try a product that resolves their challenges.
Tip #1: Product Selling Points
Share your product's most compelling selling points. Speak directly to your audience and illustrate what sets your product apart from the competition.
Tip #2: User Selling Points
Demonstrate real-life scenarios where your product can be used. Be it during specific occasions or on a daily basis, help your audience understand and visualise the different use cases for your product.
Tip #3: Marketing Selling Points
Marketing Selling Points refer to discounts and promotions that could encourage product uptake. It can also include your brand elements, such as the imagery and creative components, that make up your brand's personality and voice.
Leverage text, voiceovers, and/or graphics to craft a compelling call to action. Encourage your viewers to take the next step and act fast after watching your video. To help them over the line and take action:
Highlight your main value proposition.
Establish credibility by sharing recognition or proof of trustworthiness, such as verification badges.
Highlight incentives including satisfaction guarantees, promotional offers, or discounts.
We hope these tips are helpful, and inspire you to come up with new finance content on TikTok. As always, make sure to test and experiment to find what works for your audience and brand.
For more creative tips, check out TikTok Creative Center.
Sources:
¹TikTok internal data, SEA, Feb 2022 - Jan 2023
²TikTok commissioned study on consumer behaviour on finserv conducted by Toluna in SEA, 2023
³TikTok Marketing Science, Finance Creative Meta Analysis, SEA, July 2023