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Creative StrategiesCreative Tips | Finance SEA

Creative Tips | Finance SEA

Aug 25,2023
Jonathan Lim, Creative Strategist APAC
Creative Guidance

💵Making Money Moves on TikTok

The brands & businesses in the Internet Finance category are those using technology to enhance or automate financial services and processes. With an endless array of "FinTech" applications that have emerged in the last few years, conversations in this space on TikTok are diverse and exciting, ranging anywhere from budgeting to robo advising.

  • Appetite for financial content continues to grow steadily on TikTok (1.7x in SEA), and TikTok has become the trusted destination where people come to “Finalize their financial decisions"

  • While more finance brands are recognising the importance of engaging their users and the community on TikTok, creative ideation continues to be a key challenge for many.

  • As a result, many finance brands are slow to produce new content, contributing to ad fatigue.

Our goal is to inspire advertisers with insights and ideas, while encouraging them to think outside the box and test a variety of creative ideas to maximize their chances for success.

A Great Finance TikTok: Master the Hook,
Middle and End.

Beginning - The Hook

The first 3-6 seconds of your ad are precious. Make sure the hook is related to your product in some way. This ensures a smooth transition from the initial hook to the key message that follows.

Middle - Key Messages

Ensure your key message is connected to your product in a natural way. Right after the hook, keep your message upbeat and exciting by focusing on the positive benefits of the product.

End - The CTA

End with a clear CTA to get your audience to take action. It should be easy to follow as the next step right after they watch your content.

Hook Patterns

The role of The Hook: 🔥Grab attention, 🔥Target potential customers, 🔥Spark interest

Effective Hooks can be categorised by the following:

1. Educate your audience through engaging guides and manuals

2. Highlight your product's benefits and advantages to attract attention

3. Seed the idea of a future outcome or lifestyle that your audiences aspire to

4. Increase awareness about your audience's problems and offer possible solutions

💰Hook 1: Educate your audience through engaging guides and manuals.




💰Hook 2: Highlight your product's benefits and advantages to attract attention.

Instant Reward


Credit Builder

💰Hook 3: Seed the idea of a future outcome or lifestyle that your audiences aspire for.



Living your best life

💰Hook 4: Increase awareness about your audience's problems and offer possible solutions.

Loan Comparison

Multi Coverage

Easy Approval

Key Messages: Selling Points

Roles of the Key Message

🔥 Deliver Selling Points 🔥 Build users' interests & trust in the product

The Key Message patterns can be categorised into two buckets

1. Product Selling Points

2. User Selling Points

💰Key Message 1: Product Selling Points

Share your product's most compelling selling points by speaking directly to the audience or by illustrating positive usage scenarios. Be sure to highlight what makes your product special - the differentiators that set it apart from competitors and make it unique.

Step-by-Step Guide


Joint Accounts

💰Key Message 2: User Selling Points

Show real usage scenarios for your product, so viewers can better understand how they would use it. Is your product perfect for specific holiday seasons or special occasions, or is it meant to be used on a daily basis? This allows your audience to learn more about your product and how it can be used, while imagining themselves using it.


Cash Advance

Debit Card

CTA: Keep It Clear and Concise

The role of the CTA: Encourage your audience to take action

Common CTA patterns in the Finance Category: 🌟 Website 🌟 Urgency 🌟 Encourage 🌟 Promotion

Leverage text, voiceover, and/or graphics to craft a compelling CTA that encourages your viewers to take the next step and act fast after watching your video. Make it easy for them by clearly reminding them where they can find your products. Be sure to also include any incentives that are currently available, like satisfaction guarantees, promotional offers, or discounts.

CTA + Motivation

CTA + Value Proposition

CTA + Product Feature

CTA + Credibility

The Golden Formula

Combine the provided patterns to formulate your own videos. Test launch on small budgets in order to find the right "golden formula" that works best for your video ads. On TikTok, there's no single formula for success, so get creative and experiment with various combinations.

TikTok Tools: Supercharge your content

Creative Patterns

Identify Creative Patterns

Video Editing Tools

Amplify your Creative Production

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