Your guide to financial services advertising on TikTok

In the ever-changing world of financial services marketing, TikTok is a powerful platform that connects brands with consumers in authentic and engaging ways. Here, ads for financial institutions offer a unique opportunity to reach a diverse audience, build trust, and promote financial literacy through creative content.

The value of TikTok in financial services marketing

TikTok is so much more than dance challenges and viral trends – it’s a dynamic platform where brands can showcase their offerings in an entertaining and educational manner. That goes for financial services advertising, too, because TikTok can help institutions humanize their offerings, dispel financial myths, and educate users on financial topics—all while leveraging the platform’s engaging format.

Why choose TikTok for advertising financial services?

1. Wide reach: With over a billion active users, TikTok gives financial services the unrivaled ability to reach potential clients across just about any demographic and any part of the world, including younger audiences who are increasingly interested in financial literacy and investment options.

2. Engaging format: TikTok’s short video format is attention-grabbing and ahead of the curve – 82% of users say they've discovered a small or medium business on TikTok before seeing them elsewhere.¹ Financial institutions can create fun and informative content that resonates with users, making complex financial concepts easier to understand.

3. Community engagement: TikTok’s interactive features, like comments and duets, foster community interaction. Brands can engage directly with users, answering questions and addressing concerns, which helps build trust and credibility.

How to maximize your investment on TikTok

To make the most of your financial services advertising on TikTok, consider the following strategies:

1. Make it educational:

TikTok’s format makes it easy to create bite-sized educational videos. Consider topics like budgeting tips, investment basics, or simple explanations of financial products. This helps position your brand as a valuable resource in financial literacy.

2. Make it relatable:

Use storytelling to illustrate real-life scenarios where your services can make a difference. For example, share customer success stories or relatable financial challenges, showing how your institution can provide solutions.

3. Stay on trend:

There's a fine line between coming across as authentic and trying too hard. But leveraging relevant trends or creating your own challenges that incorporate financial themes can help you connect with your audience, increase visibility, and encourage user participation.

4. Collaborate with influencers:

Partner with financial influencers or content creators who align with your brand values. Their endorsement can help you reach a wider audience and add credibility to your financial services.

Best practices for advertising financial services on TikTok

Show your humanity: TikTok users respond best when a brand's voice is human, likeable, and relatable. Use common language, add in some humor when possible, and keep it light and approachable.

Find what resonates: Understand what resonates with your audience on an emotional level and use that to make deeper connections with them.

Put a face to your brand: The best B2B campaigns inject emotional connection by using their senior team, employees, or creators as the face of their brand.

Use hashtags wisely: Incorporate relevant hashtags to enhance discoverability. Popular financial hashtags can help your ads reach users interested in financial services.

Put your money where your mouth is with TikTok

The advertising of financial services on TikTok presents a unique opportunity for brands to connect with consumers in a fresh and engaging way. By leveraging TikTok’s dynamic platform, financial institutions can promote their services, educate audiences, and foster trust in a rapidly changing landscape.

After you sign up for a TikTok Business Account, start your journey by working with your sales contact to get it verified. This will give you a verification badge, which is the blue checkmark that you see next to a profile’s handle. It assures users that your account is legitimate and belongs to your brand. If you launch straight into paid ads without setting up an official branded account, you'll be missing an important opportunity to start building your audience and prime them for future organic reach.

As you embark on your TikTok marketing journey, embrace creativity and authenticity. Craft compelling financial ads that resonate with your audience, and watch as your brand flourishes. It's time to start using TikTok to elevate your brand’s presence and engagement!

Sources

1. TikTok Marketing Science EUI SMB Consumer Research 2022, conducted by InSites Consulting.