Tips To Use Social Media for Financial Services Marketing

While many industries have seen a rise in influencers, it should come as no surprise that the financial sector is taking advantage of creators and influencers who focus on the financial industry. 

The financial industry has seen an influx of influencers providing education, tips and partnerships with brands to share their money-managing advice with their audience. More than ever, users are looking for entertainment but also personable advice from people they trust, making a robust digital presence imperative for the financial industry. 

In this blog, we explain: 

• What is financial services marketing? 
• How to encourage engagement for financial service marketing.
• How content marketing financial services use social media.

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What Is Financial Services Marketing?

Financial services marketing is the act of promoting and selling financial services and products to consumers. This can be as basic as promoting new accounts with a bank or financial institution to promoting specific products like mortgages or loans. 

Other financial services that organizations will promote include investment platforms, loans and more. Typical goals of financial services marketing include lead generation, conversions and product or brand awareness.

Financial services marketing is the act of promoting and selling financial services and products to consumers. This can be as basic as promoting new accounts with a bank or financial institution or promoting specific products like mortgages or loans. 

Other financial services that organizations will promote include investment platforms, loans and more. Typical goals of financial services marketing include lead generation, conversions and product or brand awareness.

There are a few different types of marketable financial services, including:

• General banking.
• Insurance and underwriting.
• Wealth and asset management.
• Payment processing.
• Investment services.
• Tax advisory and accounting.
• Credit and lending.
• Foreign exchange services (Forex).

Financial services play a crucial role across a range of industries. These services offer solutions that help companies manage everything from daily operations to long-term growth strategies. Industries that commonly rely on financial services include:

• Retail: From managing cash flow to offering consumer credit options, retailers must thrive in a competitive market.
• Healthcare: Hospitals and clinics depend on financial services for billing, insurance claims processing, and managing large capital investments.
• Real Estate: Whether for commercial or residential properties, financial services help manage mortgages, property investments, and insurance needs.
• Manufacturing: Financial services support supply chain financing, equipment leasing, and overall operational efficiency in this capital-intensive sector.
• Travel and Hospitality: This industry uses financial services to handle large volumes of transactions, customer payments, and currency exchange.

These industries might need to tap into different content mediums, audience targeting, paid ads and other marketing tactics to reach these industries — although they could all benefit from your services, you’ll benefit by outlining specific value propositions for each industry.

As financial influencers take the stage on platforms such as Instagram and TikTok, the area of finance has witnessed a surge in active user participation across social media. 

Below are several tips and strategies for fostering higher engagement levels and cultivating a thriving audience or community.

1. Partner With Influencers and Creators

Influencers and creators are an even more prominent part of the financial industry. 

An example of the rising trend in the world of financial influencers can be on ‘FinTok’ — a term used to describe the side of TikTok where creators and influencers primarily focus on finance-related advice content. Financial institutions risk missing out if they don’t incorporate influencers, creators and UGC into their social media marketing strategy.  ‘ 

2. Tap Into AI-Technology

AI technology is taking over finance social media — and luckily, there are so many ways for marketers to leverage AI technology. Whether it’s prediction software like Vision AI that forecasts how well your content could perform, tools that generate AI captions and copy, or AI technology that pulls in data and insights. 

3. Measure Your Brand’s Performance — And Your Competitors

While setting KPIs and monitoring analytics isn’t the most glamorous part of marketing, it’s an essential part of an airtight social media strategy. However, some aspects of measuring performance are a little more exciting — namely, discovering what users say about your brand, product and what people say about your competitors.

• Social listening tools let you see what users say about your brand. You can also list terms, like competitor names and relevant products or services, to get a glimpse of what users say about your competition in comparison to your brand.
• Competitive Insights lets you set benchmarks based on competitor performance. Additionally, they allow you to customize your reporting so your brand can truly understand where you perform successfully compared to the industry and where you could improve your strategy. 

4. Establish a Strong Social Selling Strategy 

Most financial purchases are not impulse purchases — this means developing an airtight, strong social commerce strategy is key for the financial industry. Brands will benefit from a link-in-bio solution like LikeShop to encourage site traffic and make the checkout experience for users as easy as possible. 

5. Increase Discoverability Social Media SEO — And Become a YMYL Expert 

Social Media SEO is extremely important for the finance industry. Google considers most products and services in this industry to be classified under their ‘Your Money Your Life (YMYL)’ distinction. This means that these web pages could impact an individual's happiness, health, financial stability or safety. 

This means any brand promoting services like long-term financial planning or investing should familiarize themselves with Google’s standards around expertise, experience, authoritativeness and trustworthiness (EEAT). While SEO is typically understood as optimizing web pages for search, social media results can often surface on Google — plus, more users than ever search directly on social media for information, including financial purchases. Ensure you understand what content Google deems reliable and helpful before implementing best practices for social media SEO. This will help boost your discoverability on social platforms and Google.

Financial advisors use social media in a number of different ways. While it’s always important to seek out your own financial advice, social media has democratized financial advice and information.

If you think the banking or financial industry is stuffy, prepare to have your preconception changed. These innovative finance accounts prove that infusing fun and vibrant social media trends into a brand identity can be applied to any industry.

FinTok Influencer: @pricelesstay 

Taylor Price is a financial influencer doling out advice on her TikTok channel, @pricelesstay — she gives advice and tips in an enthusiastic, approachable way that incorporates trending TikTok sounds. She identifies as a financial activist, and shares her tips to stretch your money, save more and invest. She invites users to sign up for her newsletter, enroll in her ‘Money Matters’ class, and learn more about her ‘Money Tree Method’ which claims to help users build their wealth. 

Bank Brand: @citi

Citi Bank is a big banking institution, with a surprisingly fun social media presence. They use popular Instagram Reels songs, trends and more to promote their brand and educate users, like the following example that offers quick tips to avoid falling victim to fraud. 

Best Fintech: @meetcleo 

Meet Cleo is an AI-powered app that aims to be ‘your AI companion for financial well-being.’ Their social strategy employs popular trends and memes that encourage Instagram engagement, but also has a great amount of content that aims to educate users on tips to save money, freebies and how they can use Cleo to strengthen their finances. 

If you're on the hunt for more inspiration from financial services brands, dive into our curated selection of the top financial Instagram accounts to follow.

The Digital Assets market is expected to grow its revenue by 17.38% in 2025, while users in the digital payments market are expected to grow to 5.48 billion by 2027. Financial brands risk losing potential clients and customers without a strong social selling strategy — building brand awareness is important, but users also want easy, streamlined ways to learn more and purchase financial products. 

Dash Hudson strengthens and streamlines your social selling strategy — the Community Manager lets you connect with your audience in real-time, by replying to messages, comments, Story mentions and more from one convenient spot. Campaigns offer multi-channel reporting so you can measure the success of your campaigns across all platforms, and Influencer Relationship Measurement lets you track the ROI, earned media value and overall performance of your influencer marketing efforts.

How much do financial advisors spend on marketing? 

When it comes to a social media marketing budget, there’s a big range of how much money is spent on marketing. Typically, spending between 1-5% of your revenue on marketing is recommended — this can include web design, ads and promotions, social software and more. It’s important to define which paid social resources will help you achieve your goals when you plan your social media strategy.

Who are the best creators to follow on ‘FinTok’? 

Some of the most popular creators to follow on financial TikTok — also known as ‘FinTok’ — specialize in budgeting, investing and overall financial planning advice. These creators include: 

• @humphreytalks: A former Wall Street banker who simplifies complex financial topics.
• @erikakullberg: This creator is well known for her tips to save on retail, but she also provides legal-based financial advice. 
• @seth.godwin: This account focuses on finance tips to purchase cars but also focuses on general financing and credit solutions and tips.
• @nicktalksmoney: Nick is a certified financial planner (CFB™) who aims to make financial advice simple and even fun. 
• @torikdunlap: This creator focuses on financial advice and experiences from a feminist perspective — she also explains things like Roth IRAs and tips for managing a credit card. 

Why should financial services use marketing services? 

Financial services should use marketing services for many reasons — one of the biggest might be the disruption to the financial market in recent years. Previously, consumers and organizations often sought services from brick-and-mortar companies, while the availability of online services has increased competition.