LinkedIn data shows video uploads on the platform increased by 45 percent year on year, with the company projecting a further 65 percent growth in video content consumption as video-first formats take hold across the feed. The implication is clear. Financial professionals are no longer just tolerating video. They are actively choosing it.

This shift reflects a deeper change in how audiences consume information. Visual and dynamic formats allow complex financial ideas to be understood faster, with greater emotional resonance, than static text alone. According to HubSpot’s 2025 marketing report, video delivers the highest ROI of any B2B content format, outperforming blogs, static posts and long-form written content.

For financial services brands, the risk is no longer doing video badly. The real risk is not doing it at all.

As highlighted in Financial Marketer’s 2026 predictions, feeds are becoming increasingly video-saturated. Visibility is now dictated by format as much as message. Brands that rely solely on text-based thought leadership are already losing share of attention.

Chris Duffey, author of Superhuman Innovation, puts it simply:

From one-off videos to scalable strategies

The challenge for financial marketers is not whether to invest in video, but how to do it sustainably. High-production hero videos alone are no longer enough. What wins in 2026 is consistency, relevance and cadence.

Leading financial brands are building scalable video ecosystems. This includes short educational explainers, market commentary, adviser interviews, product walkthroughs and leadership perspectives, all designed to be produced efficiently and distributed natively across platforms like LinkedIn.

According to Wyzowl’s 2025 Video Marketing, 89% of businesses use video as a marketing tool, and 98% of viewers say video helps them better understand products and services. In finance, where clarity equals confidence, that understanding is a commercial advantage.

The takeaway for financial marketers is clear. Video is no longer a supporting asset. It is the core delivery mechanism for brand, education and trust in 2026.

If you liked this article and want to know more contact The Dubs Agency we’d love to help.

[For full disclosure: The author used Gemini to research this article while the podcast was created using ElevenLabs]

The post Why 2026 is the year video becomes indispensable appeared first on Financial Marketer.

The power of video marketing

According to marketing guru Neil Patel, “Video has become the go-to format for audiences seeking quick, informative, and visually appealing content. For financial brands, leveraging video marketing is not just an option, it’s a necessity.”

The stats are compelling. Research shows that 88% of consumers have been influenced by video to click on a purchase, with video preferred by 80% over written text. To misquote Madonna, we are living in a video world—and video’s reach is growing every day.

Social media platforms such as LinkedIn and TikTok further highlight the sheer power of video marketing. TikTok is the main destination for financial literacy for the under 24s (FinTok, as it’s known, is a growth bomb). The hashtag #Stocktok bagged 1.4bn views whilst #PersonalFinance reached more than 5.7bn.

The benefits of video

Video involves story and story has the ability to hook people in on an emotional or subconscious level. Hence, why well-crafted videos connect you with your people without sounding salesy. As marketing pro, Bill McKendry, once said (quoting Antoine de Saint-Exupery): “If you want to build a ship, don’t drum up the men to gather wood or assign them tasks. Instead, teach them to yearn for the vast and endless sea.”

On an analytics level, video is the smart kid in the class. It provides in-depth digital marketing analytics and data that helps define what users seek. The Dubs social media director Andrew Frith is adamant about the rich opportunities at play here. “The effectiveness of video content on the website can be measured by capturing video completion rates whilst also looking at partial completion times,” he says.

Video creation doesn’t need to cost a bomb, either. If you’re unfamiliar with video production and lack the budget for a professional, check out the relatively new MagicBrief (www.magicbrief.com) an innovative platform revolutionising the video creation process. Using generative AI, MagicBrief allows anyone to swiftly transform written content into video narratives, saving time and money. There is also Synthesia, which swiftly creates webinars and short videos with AI actors.

LinkedIn

For B2B marketers, LinkedIn is the best social platform for video, fostering solid connections in a professional setting where pockets are deep. It’s a place for trusted advice, with a rich thought leadership aspect to the content. Boasting over 850 million users in over 200 countries, LinkedIn is excellent for generating new leads. 62% of financial advisors claimed to have scored new clients through the site.

According to Megan Anderle, Senior Marketing Consultant at LinkedIn, “Finance as a whole continues to be in the top five for most-read topics on the platform, and interestingly, 75% of engagement comes from members who do not work in finance, according to our data.”

Chris Nichols, Chief Strategy Officer at CenterState Bank, has been a fan of LinkedIn for years, doubling down during the pandemic when it was impossible to call on prospects or attend conferences. Many of Nichols’s relationship managers generate most of their leads through LinkedIn networking. “If you are in B2B sales you have to be on LinkedIn. It’s raised the profile of our business bankers.”

This is exactly why we harness the potential of video shorts for finance brands on LinkedIn. Concise, impactful video shorts—pulled from longer videos—not only capture attention and highlight critical statistics and key statements but also serve as a gateway to deeper content. This means attention can be captured whilst refreshing a steadily growing retargeting pool. It’s a beautiful way to nurture—or nudge—potential leads.

SEO

So you’ve made a video and put it online. Optimising videos for SEO is crucial, or nobody will find your Oscar-worthy work.

• Firstly, crafting a compelling video title with relevant keywords will significantly enhance the video’s discoverability.
• Secondly, write a thorough video description that outlines the content and includes relevant keywords that further contribute to SEO success.
• Additionally, make sure you use accurate tags and categorizations to help search engines understand the context of the video.
• Remember: don’t embed the same video on multiple pages or else you’re essentially competing against yourself. Wistia’s video SEO expert, Phil Nottingham, agrees. “If your page and video are both relevant to each other, and you’re hoping to ensure that page and video get ranked, then there’s no sense in embedding the video elsewhere on your public-facing website,” says Phil.

Essentially, video marketing is not just a trend; it’s a strategic imperative. It’s about telling your brand’s story in a way that resonates with your audience. Since the evolving landscape of financial marketing demands innovative strategies that cut through the noise, video is vital. Whether through groundbreaking platforms like MagicBrief or innovative use of video shorts on LinkedIn, video is king.

The post The power of video marketing for financial brands appeared first on Financial Marketer.

Why video content?

It’s no secret that video content is becoming increasingly popular every day. The rise of TikTok proves just that. Video content is easy to digest and offers a method of content that enables clients to stay engaged while also gaining valuable information.

When done right, video content is one of the best methods of delivering content. This is because it’s one of the most powerful and memorable ways of delivering information with research identifying that people understand and retain 95% of a message conveyed through a video versus only 10% when the same message is in text form.

A peek behind the curtain of great financial video content

Video production in the financial services industry is steadily growing year on year, with brands spending $1.8 billion on video in 2018, an increase of 13.1% from the year before. Two finance brands producing great financial video content are Aviva Investors and Pictet.

Aviva Investors’ ESG video mini-series showcases the ability to create effective and high-quality content in bite-sized chunks. Well-produced, each video is created by a financial expert as they explain different aspects of ESG content in an easy-to-understand way. Produced alongside editorial content, Aviva has perfectly blended video content with other mediums to deliver fresh and insightful perspectives that remain engaging for clients.

Additionally, Pictet showcases how asset managers can, and should, produce financial video content that’s not directly related to investments. Its recent GrowNYC x Pictet Group Foundation video features Pictet’s charitable impact where employees have partnered with GrowNYC to help plan and construct urban gardens. This, combined with its ‘Found in Conversation’ series, highlights how more ‘human’ content can help improve brand awareness and foster trust amongst clients. It’s this out-of-the-box thinking and video content that enables Pictet to remain engaging and provide value to clients while continuing to produce and deliver regular investment-style information.

Both Aviva and Pictet have perfectly integrated video content as a part of their overall content strategy and continue to produce high-quality content that’s reflective of their target audience’s wants and needs.

The making of great financial video content

Good financial video content has a clear goal and audience in mind. As with all content, if you set out to create a video without understanding what your clients want, it will fall flat.

Great video content speaks to your client’s needs and interests. It should either deliver educational material, solutions to your client’s problems, entertainment or investment insights. Video, like any content you produce, should be purpose-driven and provide value.

Here are some tips and tricks to ensure you create great video content:

• Capture audiences quickly – For your video to be truly effective, it needs to capture the attention of audiences quickly. Offer a hook from the get-go and ensure the length of your video is just right to keep people interested in your content.
• High-quality production – With the rise of YouTube and content creators globally, clients’ access to great, well-produced content is rife on the internet. To ensure people watch what you produce, ensure it’s reflective of a high-value production. This means deploying professional videographers and editors.
• Optimise for search – SEO doesn’t stop at your website. Ensure your video titles, description and metadata are tailored to the correct keywords. At the end of the day, producing videos is useless if no one sees them.

The post The ins and outs of creating outstanding financial video content appeared first on Financial Marketer.

Sparks, a video mini-series by DBS

DBS Bank’s mini-series focused on storytelling over trying to sell a product or service. The mini-series began with the idea that it was unfortunate most of the general public didn’t understand what bankers do or their daily lives. So, Sparks was produced to share this with audiences.

Creating emotional connections was a strategic priority for the DBS team and enabled it to form authentic customer relationships. This worked in its favour, with the series being attributed to 10% of leads for loans, SME products and wealth products. In addition, the series also garnered 230 million views, became one of the top 10 ads watched on YouTube, and led to a 159% uplift in brand interest and a 46% recognition score in awareness and advocacy.

Karen Ngui, Head of Strategic Marketing and Comms at DBS explains: “We were very surprised because 10% is actually quite a healthy percentage. Ngui adds, “It goes to show that people, while being very promotion sensitive, really want to bank with someone who shares values that they can identify with.”

Facebook in-stream video ads

While the focus on storytelling and its high production value contributed to its overall success, DBS also utilised several other marketing techniques. While producing great video content is a crucial component of a successful financial marketing strategy, your finance brand must also consider content that supports its success and generates awareness.

DBS saw great success utilising Facebook’s in-stream video ad campaigns. Facebook in-stream video ads, is content that appears as ad breaks in longer-form video content. DBS Bank’s in-stream video ads showed a 15-second snapshot of a Sparks episode and was targeted towards 25-44 year olds.

The simple goal was to increase brand awareness of the second season of its Sparks mini-series and attract more viewers, which they achieved. By utilising this style of campaign, DBS gained a 39-point lift in ad recall, a 9-point lift in brand awareness and a 6-point lift in action intent.

The ‘phygital’ experience

Alongside the mini-series, DBS launched an in-person campaign called Sparks Studio. This is an interactive space where consumers can visit and learn about recycling and reducing waste consumption (the major storyline in season 2 of Sparks).

By seamlessly combining the digital experience of the Sparks mini-series with a physical experience, DBS can form stronger connections with consumers and reach different demographics. Research by Forrester has suggested that providing a phygital experience may result in a 17% increase in conversions, 16% increase in revenue and a 20% increase in customer satisfaction.

While a mini-series won’t be a content strategy that aligns with every Singapore finance brand, DBS’ success highlights the importance of producing high-value, creative content that’s supported by a range of marketing strategies.

The post Case study: DBS video mini-series success appeared first on Financial Marketer.

Make video content your secret weapon

A report by EY found that Singapore has a highly device-centric population with the average person spending over half the day (12.7 hours) using their digital devices, most of which is
spent on their phone (3.2 hours). Over 98% of Singaporeans use their phone for social media and networking, and 96% utilise their devices for research on products and services at least once a week.

These figures highlight the growing need for Singapore finance brands to have a strong content marketing strategy that’s tailored to their audience. Video content should be an important aspect of this, with 79% of Singapore consumers preferring videos to get insights about a product or service, over reading text on a page.

But how can you make video content a part of your marketing strategy?

Video content marketing for beginners

There are a few key steps you must consider when creating a great video content marketing strategy. These are:

• Know your audience – While you can create a great video, if it’s not tailored to your target audience you won’t be garnering the right engagement nor will it achieve your marketing aims.
• Create a hook from the get-go – Studies indicate that your video has 10 seconds to grab the attention of your audience. Capture your core audience quickly and spread your marketing message succinctly.
• Choose the right platform – Ensure you share your video on the right platform. YouTube is tailored for longer-form videos, whereas Instagram and TikTok are catered to short-form video content.
• Optimise it for search – Having a great video isn’t much good if nobody sees it. Ensure you have done your SEO research and found keywords to use in the title and descriptions.

Singapore finance brands doing it right

There are several Singapore finance brands that have nailed their video content and reaped large rewards. One of them is DBS Bank’s Spark Series.

This marketing strategy was a video series that told relatable stories of banking, with each video being up to 15 minutes. This creative concept resonated with viewers garnering over 230 million views and became one of the top 10 ads watched on YouTube. DBS also experienced a 159% uplift in brand interest and a 46% recognition score in awareness and advocacy. This video series highlights that short-form content isn’t the only way to connect with viewers. Instead, high-quality video content that’s engaging can help nurture leads and generate brand awareness.

Another video marketing strategy that received great engagement by audiences in Singapore, was insurance company Income’s life insurance advertisement. Income created a video that showcased a song titled “Semoga Bahagia” that many Singaporeans sang when they were young. This relatable and nostalgic content gained significant media coverage featuring in The Straits Times, Money 89.3 FM, AsiaOne and CNA 938. It also saw a 5.3% engagement rate on Facebook, 33 times the global benchmark.

What made these videos so effective was not only were they creative but they created personal connections with audiences. Creating relatable and engaging video content that’s tailored to your target audience is a winning formula when it comes to financial video marketing.

The post The best financial video content in Singapore appeared first on Financial Marketer.

The nuts and bolts of finance webinars

At the heart of it, a great finance webinar provides valuable content and information on a specific topic. Like with any other financial content marketing strategy, don’t try and speak about hundreds of different finance topics at one time. Determine your target audience, identify an area of interest, and deliver an engaging and informative finance webinar about that one topic.

Your finance brand should also identify a goal for your webinar. This could be converting leads into customers or retaining current ones. Identifying an overarching goal is key to ensuring your webinar delivers the right content, to the right audience, at the right time.

Webinars can be effective at all stages of the sales funnel, but the content must be tailored to each one. In fact, 47% of marketers state webinars are effective in the middle (consideration) stage of the sales funnel and 36% rated them as effective at the early (awareness and interest) stage. For example, if you’re targeting newbies, taking a 101 approach would be an effective approach.

Here are some helpful tips as to the best method of hosting a successful finance webinar:

• Duration – 60-minute webinars are the sweet spot and actually attract more attendees than 30-minute webinars.
• Email marketing – Recent surveys show that invites through email account for 73% of webinar signups and sending a reminder email on the day of the event increases attendance by 20%.
• Time of day – According to research by LiveWebinar, hosting a webinar after lunch is the best time of day. It’s also best to host a webinar during the week, with response rates only being around 1-2% on the weekend.

What consumers want from your finance webinar

At the end of the day, it’s critical your finance webinar addresses exactly what consumers are after. Providing valuable content that empowers consumers is the first step in hosting a great webinar. The other is making sure it’s engaging.

Here are the top four things consumers want from your finance webinar:

• Question and Answer: 92% of webinar attendees say they would like live question and answer sessions before the webinar ends.
• Customer-focused: 78% of buyers will be put off if your webinar is too ‘salesy’ or marketing-focused.
• Passion: 32% of attendees say they feel more engaged when the host is passionate
• Resources: 62% of webinar watchers find resources effective.

If you create a good finance webinar you not only can convert leads but also retain current customers. The community bank, CentreState, in Florida ranks finance webinars as the second most effective form of commercial content, with a 71% conversion rate and a 67% lead generation rate.

How finance webinars can fit in your finance brands content strategy

When done right, your finance webinar can be a core part of your financial content marketing strategy. You can repurpose your webinar content into other pieces of content, like social media posts, short videos and website videos, to extend its use. Not only does this mean you can expand your content strategy by sharing content in a new format, but your webinar can also continue to be accessed even after it’s completed.

Finance webinars are a highly effective content strategy and can benefit your finance brand long after it’s over. Listen to your audience and build a webinar around what they want and need.

The post What makes a good finance webinar appeared first on Financial Marketer.

The success of Drive to Survive

Four seasons after Drive to Survive first launched and Formula 1 has never been more popular. In fact, new data from Nielsen shows fan interest in F1 racing has increased from 44.9 million in 2019, to 49.2 million in 2021. The success of Drive to Survive hinges on its ability to tell a good story that shows the background behind the elusive Formula 1 drivers. From the rivalries between each driver to when (spoiler alert) Lewis Hamilton lost the world championship after seven consecutive years to Max Verstappen, each episode and series has a distinct storyline. Much like a fictional tv show, Drive to Survive creates authentic connections between the drivers and the audience. It’s this connection that your finance brand should be aiming for when producing your marketing content.

Producing high-quality and value-driven video content that engages consumers could be your finance brand’s competitive edge. In fact, 74% of marketers say video has a better return on investment than static imagery. So, what lessons can your finance brand take away from Drive to Survive’s success?

• Data – Before its creation, Formula 1 spent a lot of time and resources investigating its audience to find out exactly what they wanted. They discovered fans wanted to become closer to the sport, hence the creation of not only Drive to Survive but the building of drivers’ personal social media profiles and the creation of the F1 app where blog posts, race content, and live streams are housed. Before you launch a new video content strategy, do your research and understand what your audience wants from your content.
• Human connection – Drive to Survive is action-packed, but funnily enough not really about the ins and outs of the sport. Its focus is on the drivers and the team’s goals. Making your content focused on telling a human story that focuses on more than just a product or service will garner greater engagement and audience connection.
• Create content with a purpose – Be purposeful in the content you create. Drive to Survive’s purpose wasn’t to make money from the show but to tell such a good story it draws viewers into the sport and converts them into fans.
• Be creative – Drive to Survive has been so successful for Formula 1 as it’s such a creative concept that doesn’t replicate the same run-of-the-mill ideas other sports have already done.

Omnichannel marketing approach

Piggybacking off the success of the Netflix show, teams like McLaren and Red Bull Racing have formed their own YouTube channels with vlog-style content and humorous Q and As. The success of Drive to Survive isn’t exclusively from just the show, but also the social media content all the teams and drivers have created. Taking an omnichannel marketing approach has only strengthened their fans and viewership.

Creating just one awesome video isn’t enough. Re-purposing content, utilising an always-on content marketing approach and strengthening your entire social media strategy will support your video content and maintain an interested audience. For example, if you create an innovative YouTube video that’s 10-minutes long, consider re-purposing the content into bite-sized videos perfect for your Instagram or X.

Creating a great video or story shouldn’t be the final step in your content strategy.

Finance brands doing video content differently

It’s not easy to create a unique video content idea but it can reap great rewards.

American Express collaborated with Academy Award-winning filmmaker Davis Guggenheim to create the 40-minute documentary, Spent: Looking for Change. The documentary tells the story of everyday Americans that are struggling with basic financial challenges. It has been watched over 2 million times and received over 11,000 likes.

Barclay’s has taken a different approach, by instead creating a mini-series called ‘Moneyverse Matchmaking’. This series aims to encourage open and honest communication about money between partners. The videos are of people on first dates as they chat about their money habits and past relationships.

Key take aways from Drive to Survive

Strong video content has the ability to build trust and convert leads into loyal customers – the success of Drive to Survive is a testament to that. In fact, 52% of marketers say video helps them build trust with potential customers and 49% of marketers say it helps them engage their audience.

To nail your video content marketing strategy, get creative and tell a good story.

The post What Drive to Survive can teach finance brands appeared first on Financial Marketer.

Gen Z live on TikTok

TikTok has a simple premise – short-form videos that are only one to three minutes in length. Yet, it’s become one of the fastest growing apps in the world. With 1 billion active users, most of which are Gen Z, TikTok is a platform finance brands can utilise to connect with younger audiences.

TikTok provides a prime opportunity for finance brands to capture Gen Z’s attention daily, enabling them to build lifelong relationships with the brand. While TikTok users are predominantly Gen Z, that’s not the entire user base, with TikTok users in the US, UK and Aus ranging from 10 years old up to 49.

America

• 10-19 – 32.5%
• 20-29 – 29.5%
• 30-39 – 16.4%
• 40-49 – 13.9%

Australia

• 13-17 – 31.56%
• 18-24 – 36.34%
• 25-34 – 25.2%
• 35-44 – 5.21%

UK

• 18-24 – 26%
• 25-34 – 9.3%
• 35-44 – 8%

With Gen Z becoming the largest generation, comprising almost 30% of the world’s population, and the largest user on TikTok, this offers an important opportunity for finance brands to connect with the people who will soon engage with the finance world in significant ways.

What users engage with on TikTok

When done in a calculated and targeted way, TikTok can reap large rewards for finance brands. It can increase brand awareness and build a large presence online, with TikTok seeing a much higher engagement rate of 17.96% compared to Instagram 3.86%.

Not only that but by creating a strong presence on TikTok it can help increase sales, with 49% of users purchasing a product after it was advertised, promoted or reviewed only once on the app. Here are four growing trends on TikTok finance brands should produce:

Educational content is what users want

With a growing trend of financial misinformation on TikTok, this provides a perfect opportunity for finance brands to produce factual and educational content users want and need. Creating easy-to-understand content about topics Gen Z wants and needs is a great way to build trust, loyalty, and brand awareness. In fact, educational content made consumers 131% more likely to purchase finance products and services. By ensuring presenting a product or service as a solution to a specific problem Gen Z has, finance brands can achieve greater engagement and outcomes from their content and social program.

Here are three finance topics Gen Z engage with the most on TikTok:

• Investing and micro-investing
• Saving and how to reduce debt
• Wealth generation

Collaboration

Collaborating with financial influencers (fin-fluencers) or a regular influencer is an easy way for finance brands to build a following and gain greater exposure with their target audience. By joining forces with prominent figures on the platform, this builds consumer trust through social proof.

Finance brands have the option to collaborate with a range of different influencers. Here are the pros and cons of each:

• Micro-influencer: A micro-influencer doesn’t have the same reach and popularity as a larger influencer, however, they generally offer higher engagement rates and promote a stronger audience connection at a more reasonable price.
• Fin-fluencer: A financial influencer is a great option for finance brands as they are trusted and already have an audience engaged with financial topics. However, it’s important that finance brands align themselves with ones that offer accurate financial information.
• Mega-influencer: A mega-influencer is a great option as finance brands have access to a large audience and can generate large exposure. Often, mega-influencers don’t have the same audience connection so finance brands should ensure their collaboration is engaging through things such as giveaways and challenges.

The US challenger bank Step recently collaborated with TikTok mega-influencer Charli D’amelio to help launch their brand. Step is a bank targeted at teenagers, making their collaboration with TikTok’s number one influencer the perfect choice. This saw them offer a giveaway and referral scheme, captivating young audiences and promoting lead generation.

In Australia, Up Bank took a slightly different approach, partnering instead with fin-fluencer @tashinvests to promote their finance brand. This campaign produced over 1.5 million impressions and directly resulted in 76 installations of the app.

Understand the trends and challenges

TikTok is made up of trends and challenges that users create. Whether it’s a music trend or a gamified challenge, creating one that represents your finance brand is a great way to generate leads, exposure, and brand awareness.

The Ma French Bank successfully created and leveraged their own TikTok challenge to gain high engagement and lead generation. Targeted at teenagers, Ma French Bank launched their WeStart teen bank account using the hashtag #WeStartChallenge. They encouraged users to get creative with their gamified branded effect, to try and win a PlayStation 5. In total 100,000 people created videos and they generated over 300 million impressions.

Regularly checking TikTok’s trending hashtags, videos and effects will ensure finance brands can create relevant content as it happens.

Here are some current hashtag trends on TikTok that finance brands can take part in:

• #learnontiktok – like the hashtag suggests this is a trend where everyday people or businesses teach users something new.
• #randomthings – this hashtag is accompanied by users explaining ‘random things that make sense…’ Finance brands can utilise this trend to explain financial topics that may be confusing to younger audiences, but ‘just make sense’.
• #personalfinance – this hashtag is accompanied by users providing important information on personal financial topics such as saving, reducing debt and investing and has gained over 4.4 billion views.

Targeted in-feed ads

TikTok offers the opportunity for brands to create targeted ads that appear organically on users ‘For You’ page. This allows brands to gain exposure and brand awareness without having to build a large follower base and having to stay on top of trends.

Finance brands should look at creating ads that are authentic and utilise real people speaking to the camera in order to promote brand trust and loyalty. An Australian finance brand that has nailed TikTok’s in-feed ad feature is We Money. We Money utilised content creators speaking directly to the camera to promote their product and services. This saw them gain over 1.9 million impressions and generated a 5.87% conversion rate.

Things to consider before finance brands start dancing with joy

While TikTok provides a great opportunity for finance brands to gain greater exposure and build their online presence with young people, it doesn’t come without some risks. A recent exposé by the Australian publication ABC and the American publication Forbes has uncovered the dangers TikTok has for users in promoting unhealthy and negative information. This perception of TikTok as a negative platform for teenagers is growing slowly and should be a consideration for finance brands.

With financial misinformation surrounding investments leading to users making poor financial decisions, TikTok subsequently banned investment promotions on the app. While you are able to educate and teach users how to invest, you can no longer create branded content about it. This shouldn’t be seen as a negative but instead a positive for finance brands as it showcases that despite any hesitations towards TikTok, it’s introducing policies to benefit its users and in turn ensuring financial content can be viewed as more trustworthy and credible.

TikTok is the competitive edge for finance brands wanting to target Gen Z

There’s a large finance community and an even larger desire for financial content on TikTok, making it a great place for finance brands who want to target a younger demographic to be. Ultimately, finance brands wanting to leverage the power of TikTok should focus on producing educational content that provides accurate and helpful financial information Gen Z needs.

The post TikTok Cheat Sheet for Financial Marketers appeared first on Financial Marketer.

Like Tik Tok, Instagram Reels are short, vertical videos that feature on the explore page. They are designed to help creators get discovered by recommending users different Reels based on their likes and activity on the app. The Vice President of Product at Instagram, Vishal Shah, has noted that, “Reels is a way for you to get discovered. It’s a way to find a global audience”.
Designed specifically to help brands get found organically, if you’re looking to expand your audience or gain one, Instagram Reels should be a part of your overall social media marketing strategy.

Instagram is a hub for finance brands

While finance brands may not consider Instagram to be the most relevant channel for them to market, it’s a great way for both B2B and B2C brands to reach a wide and diverse audience. Instagram users not only utilise the app to connect with friends and family, but also to discover new businesses and purchase products making it useful for all types of finance brands. With 80% of people stating Instagram influences their purchasing decisions and 90% already following a business page, it’s important you maximise every opportunity to reach potential customers.

With over 25 million brands featured on Instagram and 60% of users discovering new businesses through the platform, not exploring how your brand could utilise Instagram is a missed opportunity.

Everything you need to know about Instagram Reels

Instagram Reels are short 15-60 second videos that are fun and creative. People view these Reels through a section of Instagram similar to Tik Tok’s ‘For You’ page, as they recommend videos based on what the app thinks you’ll enjoy. This means there’s greater chance of finance brands being discovered as people don’t need to be actively looking for your business for it to be suggested and viewed by users.

On average, people are spending 1.7 seconds on a piece of content on the Instagram feed, meaning your Reel has to capture their attention quickly. Make your video’s bright, engaging and useful for users so the’re instantly enraptured with your brand and product. While the content should provide high-quality information, there should also be a focus on the user. Similar to blog posts, you should analyse what content your audience is engaging with and create Reels aligned with what will resonate with your target audience.

Instagram Reels content that pops

To get your content noticed it’s important that it’s fun, informative and relevant to your intended audience. Here are some tips as to what content will make you stand out and create greater engagement.

Educational content: While users want to be entertained they also want to be educated about financial topics that matter to them. By crafting short videos that explain difficult financial concepts or tips to help individuals handle their money better, you can create a strong connection with your audience.
Showcase your products: Show users exactly how your product can benefit them by sharing an exciting and engaging Reel about it.
Highlight your brand’s personality: Create content that demonstrates your brand and its values. By showcasing who you are and what you stand for, you will become more memorable for users and garner a positive response.

Need inspiration? Here are some financial services businesses that are nailing Instagram Reels content and generating success. Bank of America has positive engagement with their Reels, boasting over 10,000 views for each Reel and a few hundred likes. Their content is focused on timely videos that resonate with different calendar events such as Women’s History Month. Life Happens life insurance is another finance brand that’s creating fun and engaging content. Similar to Bank of America, Life Happens has over 10,000 views for each video despite only having 16.6k followers. Their content is focused on educating everyday users about life insurance, by using bright and creative animations.

Early bird gets the exposure

Instagram Reels is brand new making it an exciting opportunity that can allow you to be discovered by more users over brands that don’t use them. With 79% of brands’ Instagram posts being photos, by providing video content it can set you apart from the competition and reach more audiences. By getting in on the trend early, you can gain greater exposure and a competitive edge.

Instagram are renowned for their ability to claim the best aspects of other social media apps and adopt them into their own. This piggy-backing mentality has ensured they remain dominant globally, as seen with their integration of Instagram stories which subsequently reduced Snapchat’s claim of the audience. In order to get the most out of your social media content strategy, it’s worthwhile incorporating Instagram as their innovative tactics will enable them to remain relevant for years to come.

Instagram is a great space for finance brands to market themselves as it provides greater accessibility for users to locate new brands and products. WIth 50% of Instagram users purchasing a product after discovering it on the app, finance brand’s of all sizes should look to maximise every feature of the app. Instagram Reels is an effective area to promote financial content, as it offers greater engagement and exposure to potential customers. In order for finance brands to remain competitive online, it’s time to start creating Instagram Reels.

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Capture and hold attention with short-form documentaries

Piggybacking on the growing preference for visual and video content, short-form documentaries are a safe way to tell real human stories using video as the hero and pushing back to loads of supporting editorial content to further engage the audience. When done well, short video content delivered on the channels where your audience already lives can capture their attention and interest giving you an opportunity to introduce them to your broader brand ecosystem. 

A tactic that’s proving successful for streaming giant Netflix and other brands alike, rather than telling you what makes an effective short-form documentary, we’ll let these brands show you.  

Given it’s all about timing, if you want your finance brand to stand out you better get in quick though – the bandwagon’s starting to fill up.

IBM Made With IBM

GE Focus Forward

Kelloggs Nutri-Grain Presents Unstoppable

ANZ Your World Your Way

Gatorade Ben’s Story

BMW Life X

Mini Clubman

Prudential Bring Your Challenge (This is an hour long video case study but it’s an hour very well spent!)

Canon Tales By Light

The Dubs specialises in storytelling for finance brands in a range of formats from short-form documentaries to animated videos, infographics and editorial content, get in touch.

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