3 bankable ways to elevate your finance ads on TikTok
TikTok is where brands and users alike come to express themselves creatively. But for businesses with strong KPIs as their focus, that can invite questions: what's the most effective type of creative for my audience? What type of content will really get my financial services brand results?
We know that branded content and TikTok go hand-in-hand: 64% of users agree that branded content is immersive and entertaining on TikTok and 3 in 5 agree that branded content feels more authentic on TikTok vs other platforms [1]. So, to arm finance brands with the knowledge and recommendations they need to create branded content on TikTok that really resonates, we undertook a multi-market study to unearth the best creative practices that are proven to drive key brand and campaign metrics.
We analysed 200 best-in-class TikTok videos and surveyed 7500 TikTok users across 5 markets to discover the three main principles finance brands can use to produce creative that drives deal-ightful results*. Read on to find out what they are.
1. Emphasise the human touch
TikTok demystifies the world of savings & investing, providing accessible, trustworthy advice that encourages responsible financial growth. Financial services brands have a unique opportunity to establish themselves as trusted authorities on TikTok by dispelling myths and correcting misinformation. For the users we surveyed, the most important creative elements across branding and performance objectives were elements that "convey a sense of trust and transparency" [1]. We found that 57% of users want finance content to focus on vital information about the product or the brand and 71% want finance content to encompass a straightforward and candid tone [1].
With this in mind, finance brands can build trust with audiences by developing content that feels human and candid and that is straight to the point.
Activation suggestions:
Transparency is key: Help viewers understand finance in a way that is simple and to the point. Give credible information and advice and show your audience that you're here to answer their money questions without beating around the bush.
Engage the viewer directly: Have people within the video speak about any call-to-actions. Whether it’s an interview featuring real people or someone giving a tutorial or Q&A, address the viewer with a clear message.
2. Be grounded in reality
TikTok is a valuable resource for users navigating significant financial decisions, like financing big purchases or buying their first home. We found that finance content that shows relatable human interactions really resonates with the TikTok community: 76% of users agree that featuring real people encourages brand relatability and 67% are looking for a familiar and relatable feeling in finance content [1].
When it comes to brand awareness, trust and relevance, authenticity in content and tone is key – and this is more important than having big visuals or using certain sounds. That said, specific visuals do encourage users to pay attention: over and above the usage of sounds, visual prompts (on-screen text and an at-home setting) can complement the tone of the content and encourage viewership – 67% of users say usage of on-screen text grabs attention and makes them notice the brand [1].
Activation suggestions:
Real people, real stories: Learning about other people's money struggles helps users see they're not alone and positions your brand as the place to go for support and education.
Beyond the bank: Bank branches can be intimidating, so avoid shooting content here and replace this with ordinary customers and micro-influencers at home.
Top tip: Finance brands can depend on creators to build trust and credibility with their audiences across different points on their path to purchase. Leverage the TikTok Creator Marketplace (TTCM) to find the right creators for your brand and generate creative to make your content go further.
3. Convey ease and empathy
TikTok is empowering users to take control of their financial futures through community-driven content that focuses on budgeting, saving, and investing. Two in three of our users love finance content that has a supportive, compassionate and non-judgemental tone and 65% want their finance content to have a relaxed and carefree feel. Additionally, 63% love humour that highlights human quirks such as funny habits, routines and traditions [1].
Activation suggestions:
Be calm and compassionate: Use simple language in voiceovers, spoken steadily for people to easily follow, with captions and CTAs repeating key messages and leading people to further information.
Release the tension: Feel free to make finance a bit more fun by adding in light humour to relax your audience and keep them watching.
Show that you care: A supportive and compassionate tone is particularly important for brand purchase – a ‘got you covered’ attitude has shown to be effective in existing TikTok content.
Add these creative tips to your ideas bank
On TikTok, users can find an open and democratic way of engaging with finance brands. Successful brand ads remove all the bureaucracy and authority, replacing it with simple products, straight language and a community of relatable, authentic customers with everyday needs and ambitions.
We have a wealth of tools and solutions to help you level up your TikTok ads. Check out TikTok Symphony, our new suite of creative solutions powered by generative AI, or partner with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok. And, for an in-depth look at creating for TikTok, check out our creative codebook.
If you want to learn more about the opportunity for financial services brands on TikTok, check out this blog post. And to get insights like these straight to your inbox, sign up for our dedicated financial services newsletter.
*Not all three principles need to be leveraged within one TikTok creative. They can be dialed up and down depending on brand personality, voice and tone.
