How to Elevate Your Finance Content on TikTok

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.

Take It Step By Step

1. The Hook: 6 Seconds to Catch Their Eye

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.

2. The Key Message: Get Your Point Across

Creatives that showcase a product demo are proven to drive a +31% uptick in conversion compared to those without³.

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.

3. The Call to Action: Seal the Deal

Let your audience know what they're getting. Showing price points in promotional creatives drives a 31x uptick in conversions compared to those without price points³.

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.

The Golden Formula

Try It Out!

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