Conseils pour utiliser les médias sociaux dans le cadre du marketing des services financiers

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. 

Dans ce blog, nous expliquons : 

• Qu'est-ce que le marketing des services financiers ? 
• Comment encourager engagement pour le marketing des services financiers.
• How content marketing financial services use social media.

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Qu'est-ce que le marketing des services financiers ?

Le marketing des services financiers est l'action de promouvoir et de vendre des services financiers et products aux consommateurs. Il peut s'agir simplement de promouvoir l'ouverture de nouveaux comptes auprès d'une banque ou d'une institution financière ou de promouvoir des services spécifiques tels que les hypothèques ou les prêts ( products ). 

Les organisations peuvent également promouvoir d'autres services financiers tels que les plateformes d'investissement, les prêts, etc. Les objectifs typiques du marketing des services financiers sont la génération de prospects, les conversions et la sensibilisation au produit ou à la marque.

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. 

Les organisations peuvent également promouvoir d'autres services financiers tels que les plateformes d'investissement, les prêts, etc. Les objectifs typiques du marketing des services financiers sont la génération de prospects, les conversions et la sensibilisation au produit ou à la marque.

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.

Alors que les influenceurs financiers occupent la scène sur des plateformes telles qu'Instagram et TikTok, le domaine de la finance a connu une montée en puissance de la participation active des utilisateurs sur les médias sociaux. 

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

1. Partner With Influencers and Creators

Les influenceurs et les créateurs occupent une place encore plus importante dans le secteur financier. 

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

Bien que la définition des sitesKPIs et Veille analytics ne soit pas la partie la plus glamour du marketing, c'est un élément essentiel d'une stratégie de médias sociaux bien conçue. Cependant, certains aspects de la mesure des performances sont un peu plus excitants, notamment la découverte de ce que les utilisateurs disent de votre marque, de votre produit et de ce qu'ils disent de vos concurrents.

• 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.

Les conseillers financiers utilisent les médias sociaux de différentes manières. S'il est toujours important de chercher à obtenir ses propres conseils financiers, les médias sociaux ont démocratisé les conseils et les informations financières.

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.

Influenceur FinTok : @pricelesstay 

Taylor Price est une influenceuse financière qui prodigue des conseils sur sa chaîne TikTok, @pricelesstay. Elle donne des conseils et des astuces d'une manière enthousiaste et accessible, en incorporant les sons TikTok à la mode. Elle s'identifie comme une activiste financière et shares ses conseils pour étirer votre argent, épargner davantage et investir. Elle invite les utilisateurs à s'abonner à sa lettre d'information, à s'inscrire à son cours "Money Matters" et à en savoir plus sur sa "méthode Money Tree", qui prétend aider les utilisateurs à se constituer un patrimoine. 

Marque de la banque : @citi

Citi Bank est une grande institution bancaire qui a une présence étonnamment amusante sur les médias sociaux. Elle utilise les chansons populaires d'Instagram Reels, trends et bien d'autres choses encore pour promouvoir sa marque et éduquer les utilisateurs, comme dans l'exemple suivant qui propose des conseils rapides pour éviter d'être victime d'une fraude. 

Meilleure Fintech : @meetcleo 

Meet Cleo est une application alimentée par IA qui se veut être "votre compagnon IA pour le bien-être financier". Sa stratégie sociale utilise les sites populaires trends et les mèmes qui encouragent Instagram engagement, mais elle propose également une grande quantité de contenu qui vise à éduquer les utilisateurs sur les astuces pour économiser de l'argent, les cadeaux et la façon dont ils peuvent utiliser Cleo pour renforcer leurs finances. 

Si vous êtes à la recherche de plus d'inspiration de la part des marques de services financiers, plongez dans notre sélection curatée des meilleurs comptes Instagram financiers à suivre.

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.

Combien les conseillers financiers dépensent-ils en 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.

Qui sont les meilleurs créateurs à suivre sur FinTok ? 

Certains des créateurs les plus populaires à suivre sur TikTok financier - également connu sous le nom de "FinTok" - se spécialisent dans la budgétisation, l'investissement et les conseils généraux en matière de planification financière. Parmi ces créateurs, on peut citer 

• @humphreytalks: A former Wall Street banker who simplifies complex financial topics.
• @erikakullberg: Cette créatrice est bien connue pour ses astuces permettant d'économiser sur les achats au détail, mais elle fournit également des conseils financiers d'ordre juridique. 
• @seth.godwin: Ce compte se concentre sur des conseils financiers pour l'achat de voitures, mais aussi sur des solutions et des conseils généraux en matière de financement et de crédit.
• @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.