FinServ on TikTok: A Marketer's Guide

A marketer's guide 1

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Ready to cash in on the convo?

Today’s consumers are navigating more financial uncertainty than ever. Rising costs and shifting priorities mean people are looking for financial advice they can actually relate to.

Traditional banks, insurers and even digitalfirst platforms often miss the mark – with 63% of consumers saying finance content feels boring or inaccessible. [1] But on TikTok, a new kind of financial conversation is thriving. Welcome to #FinTok – a vibrant, fast-growing community where budgeting hacks, credit repair journeys and investment insights are discussed in ways that are real, relatable and reshared by millions.

Out with taboos and in with transparency.

TikTok users want practical, honest financial content – and your brand has a role to play.

With 72% saying they want to see content from their bank on TikTok,[3] the FinServ opportunity is clear: show up where financial conversations are already happening – and help shape them.

Want to be among the brands driving serious results on TikTok? In this playbook, you’ll find proven strategies and solutions to build trust, drive conversions and win high-value customers.

1.TikTok Marketing Science EUI Finance on TikTok Research 2025 conducted via AYTM. 2.TikTok internal data, Global, May 2025. 3.TikTok Marketing Science EUI Finance on TikTok Research 2025 conducted via AYTM.

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Four consumer shifts FinServ brands can’t ignore Financial behaviours are evolving and TikTok is where users are actively searching, sharing and reshaping how they think about money.

We’ve identified four key shifts that uncover today’s financial mindsets and motivations, giving FinServ brands a clearer view of the conversation – and when to join it.

1. Gen Z are flipping the financial script

3. Reclaiming financial security

Gen Z isn't buying into outdated financial narratives. Instead, they're prioritising flexibility, value-driven choices and side hustles. They want content that reflects their world – not a corporate version of it.

People are prioritising safety and stability in their finances – from paying off debt to building emergency savings. They want knowledge they can act on, not lectures.

73

%

of users say TikTok helps them learn about financial tips, hacks and products they wouldn't have discovered elsewhere. [1]

1 5 in

users turn to TikTok to help narrow down their banking options. [1]

2. Achieving financial goals

4. Confronting our financial realities

Whether saving for a trip, building credit, or buying a first home, users are actively setting financial goals and looking for ways to stay motivated.

From inflation to job insecurity, users are facing big financial pressures. But they’re not giving up – they’re adapting, learning and turning to TikTok for advice and support.

59

%

of Gen Z say, "I've committed to financial goals over the next five years". [1] 2

Empowering financial futures on TikTok is about meeting users where their questions begin and delivering content that speaks to their real concerns.

1.TikTok Marketing Science EUI Finance on TikTok Research 2025 conducted via AYTM.

71

%

say they would switch banks if they found better options elsewhere. [1]

Your full-funnel strategy starts here This is the moment for FinServ brands to lean in and use TikTok not just as a channel, but as a powerful tool to educate, inspire and earn trust.

Now, let’s get specific.

And, when brands leverage TikTok across the funnel, we see results that can’t be argued with:

Already have a clear objective? Jump to the one you need.

Awareness & Recall

+10%

in brand recall from TopView + standard feed together

Purchase Lift Intent

+2%

in purchase intent from TopView & Web Traffic LPV

Incremental Sales Lift

1.3x

traffic and focused view are up to 1.3x more effective at driving sales than the reach objective alone

We’ve identified 3 strategies with product combination recipes to help you achieve your objectives.

1. Objective: Brand building Strategy: Build market authority through financial education during tentpole moments TikTok Solutions: Pulse + Top Feed + Brand Auction

2. Objective: Boosting leads Strategy: Optimise customer value through cross-sell opportunities with Increased Approval TikTok Solutions: Brand Auction + Lead Generation

3. Objective: Driving conversions Strategy: Drive conversions with high value customers via Form Submission and Start Trials.

TikTok Solutions: Brand Auction + Smart+ Sales / Smart+ Lead Generation

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Strategy 1:

Building your brand TikTok’s discovery-driven audience is actively looking for content that educates, entertains and delivers real value. With financial education video views up 76% year-on-year, TikTok is a go-to destination for learning about money. [1] To make the most of tentpole moments, show up with authenticity and insight, and you’ll earn trust, build cultural relevance and brand impact: 4 in 5 users say TikTok helps banking brands build stronger relationships. [2]

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1. TikTok Internal Data, EU5, SE, PL, 2024 (YoY growth is from Jan 2024 - Jan 2025). 2. TikTok Marketing Science EUI Finance on TikTok Research 2025 conducted via AYTM. 3. TikTok US FinServ BLS Meta analysis result. 4. Marketing Science, CPG Meta-Analyses, US, Conducted by NCSolutions, 2021Q1 2024, Effectiveness measurement by NCS DPM Incremental Dollars Per 1000 Impressions.

How?

Build market authority through financial education during tentpole moments.

When to use

Tap into seasonal financial moments:

Leverage financial awareness moments:

Connect with cultural and sporting events:

Tax season, New Year’s financial resolutions, back-to-school budgeting

World Investor Week, UK Pension Awareness Week, Global Money Week

Olympics, major award shows with financial themes

Ready to establish authority and earn lasting brand trust?

This product bundle is for you.

Core Bundle: Our Primary Recommendation

Pulse

(Max or Lineups) Showcase your brand for contextual relevance among the top user generated content across some of the most popular categories on TikTok.

+

Top Feed Customise the spotlight and create sustained buzz for your brand. Secure the first In-Feed placement to drive mass awareness.

+

Brand Auction (Focused View)

Drive brand impact with users who pay greater attention.

FinServ advertisers who have used these products have overperformed:

2x

Higher awareness lift on average vs FinServ BLS norms [3]

10

%

More effective for campaigns with bundled In Feed Video with 2 Premium Ad formats (Pulse, TopView, TopFeed) [4]

2.3 x

Average ads watching rate increase for Focused View compared to Reach [4] 5

Strategy 2:

Driving leads TikTok's full-funnel offering lets you connect with new audiences – including those you won’t find anywhere else. In fact, 45% of TikTok users are inactive on other platforms, giving brands a unique opportunity to reach untapped, highvalue leads. [1] By combining engaging creative with smart targeting, brands can capture attention early and turn it into meaningful action. When your ads resonate, you don’t just build trust – you generate high-intent leads who are more likely to convert, re-engage and drive long-term growth.

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1. The Science of Setting up Shop TLD - UK Foundational Report, 2024, conducted by Material, 3 Data.ai, Feb 2025. 2. Lead Quality Optimisation internal test result in March 2025.

How?

Optimise customer value through cross-sell opportunities with Increased Approval.

When to use

Pre-qualify strong leads:

Guide users to best-fit products:

Credit upgrades, pre-approved offers, targeted loan programmes

Smart matching tools, eligibility filters, product alternatives

When you’re ready to attract more customers and turn curiosity into commitment, this bundle gives you the tools to make it happen.

Core Bundle: Our Primary Recommendation

Brand Auction (Focused View)

Drive brand impact with users who pay greater attention.

+

Smart+ Lead Generation (Deep Funnel Optimisation)

Cultivate prospects and collect lead information in a seamless way through in-app landing page or your website.

FinServ advertisers who have used these products have overperformed:

2.3 x

average ads watching rate increase for Focused View compared to Reach [2]

60

%

of the test participants experienced over 10% decrease in CPQL [2]

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Strategy 3:

Driving conversion TikTok’s unique blend of cultural relevance, entertainment and scale gives financial services brands a powerful way to drive real results.

When people feel informed and inspired, they’re more likely to act – and the numbers back it up. 28.6% of TikTok users have set a goal to open a new current account, while 33.9% plan to get a new credit card. That’s clear intent – and a clear opportunity for brands to turn interest into action. [1]

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1. TikTok Marketing Science EUI Finance on TikTok Research 2025 conducted via AYTM (Question asked to those who made a goal to take out a new financial product).

2. TikTok Marketing Science US TikTok Made Me "Blank" It Research 2022, conducted by MarketCast. Base: Gen Pop, n=4817 and those who took action after having engaged with financial services. TikTok video (n=150).

How?

Drive conversions with high value customers via Form Submission and Start Trials.

When to use

Highlight premium offerings:

Reinforce value through storytelling:

Wealth management, high-tier account benefits, financial advisory services

Share testimonials, success stories, or offer comparisons

Want to see your engagement pay off?

This bundle is designed to help you turn attention into action – and results you can measure.

Core Bundle: Our Primary Recommendation

Smart+ Sales Brand Auction (Focused View)

Drive brand impact with users who pay greater attention.

+

For advertisers with fully online user flow.

Direct people to your website to complete a specific goal.

OR Smart+ Lead Generation (Deep Funnel Optimisation)

For advertisers driving leads to their Sales Teams.

Cultivate prospects and collect lead information on your website.

FinServ advertisers who have used these products have overperformed:

2.3 x

average ads watching rate increase for Focused View compared to Reach [2]

18

%

Of TikTok users who recently engaged with Financial Content sign-up for new Financial Provider or Service [2]

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Case in point These FinServ brands have been cashing in on the most effective strategies for success on TikTok – and the results speak for themselves.

Building brand awareness for Monzo Objective: Engage and educate audiences about Monzo Plus Strategy: Monzo worked with Influencer to partner with 5 creators, helping the brand amplify their IRL activation and tap into trending formats and relatable money content, amplified with TikTok ads.

Solutions: TikTok Ads

Results:

2.3M 20K views

engagements

Ready to unlock results like these?

Contact your TikTok sales rep

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Boosting lower-funnel results with a full-funnel approach for ING Objective: Acquire new customers Strategy: ING adopted a full-funnel approach to drive both brand visibility and performance Solutions: TopView, Focused View and Reach & Frequency TopFeed Measurement: Unified Lift Study

Results:

Read the case study

+11 +15 %

ad recall lift [2]

%

relative lift new bank accounts [2]

Driving full-funnel performance with Smart+ for Imagin Bank Objective: Boost app installs and purchases through AI-powered automation Strategy: Imagin Bank leveraged Smart+ to optimise mobile campaign performance, improve operational efficiency and drive full-funnel growth Solutions: Smart+

+22

%

performance with young audiences vs other platforms

Read the case study Results: (Smart+ vs manual campaigns)

+13.4 % +25.9 % +27.4 %

relative lift in Installs [1]

relative lift in Purchase [1]

lift improvement for optimised event [1]

1. xxxxxxxxxxxxxxxx x x x x x x x xxx x x x x

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Unmissable best practices As user behaviour evolves, so do the rules of engagement.

On TikTok, it’s all about meeting people where they are – with content that feels informative yet relatable.

These tried-and-true best practices are designed for finance brands to help you craft content that delivers deal-ightful results.

Shift:

Gen Z are flipping the financial script

Best practice:

Empower next gen entrepreneurs

Activation suggestion: Gen Z are embracing the entrepreneurial spirit – and brands should be celebrating that too.

Partner with Gen Z creators to spotlight side hustles, business journeys, and co-create content that inspires ambition.

Shift:

Reclaiming financial security

Best practice:

Emphasise the human touch

Activation suggestion: Give credible information and advice to show your audience that you're here to answer their money questions without beating around the bush.

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1. TikTok Marketing Science EUI Elevating your TikTok ads: Finance 2024 conducted by OI (Semiotics) and PA Consulting (Quant test).

Shift:

Achieving financial goals

Best practice:

Be grounded in reality

Activation suggestion: Showcase real people and real stories. Learning about other people's money struggles helps users see they're not alone and positions your brand as the place to go for support and education.

Shift:

Confronting our financial realities

Best practice:

Convey ease and empathy

Activation suggestion: Two in three users prefer finance content that feels supportive and non-judgemental, with 65% wanting a relaxed, carefree tone. [1] Use simple, steady voiceovers with captions and CTAs to reinforce key messages and guide next steps.

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Unpack your full impact with robust measurement Now you’ve got those strategies under your belt, let’s lock down measurement.

Beginner

Intermediate

Advanced

In an ever-competitive environment, it’s becoming more and more important to be able to quantify the true business value generated by your ads. That’s why we’ve put together this guide to creating an effective full-funnel measurement strategy.

Prove TikTok works

Refine & optimise your strategy

Grow your business effectively

Understanding TikTok's efficacy to influence business outcomes

Test and learn with ads to enhance brand perception or conversions

Evaluate user conversion journey to identify opportunities for growth

Conversion Lift

Multi-Cell Conversion Lift

Make decisions based on incremental returns

Test and learn strategies that increase incremental returns

Multi-Touch Attribution

Multi-Touch Attribution Understand the conversion journey on TikTok to identify opportunities.

Conversion Lift

Make decisions based on upleveled cross-channel attribution

Split Testing

Evaluate incremental growth compared to MTA results

Post Purchase Survey

Test & learn strategies that increase TikTok Ads Manager ROAS

Attribution Analytics

Make decisions using a turnkey solution that captures TikTok value

Understand the conversion journey on TikTok to identify opportunities

But remember, measurement of outcomes is not a one-size-fits-all approach. If you're interested in learning more, dive into our measurement guide.

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A TikTok strategy that’s right on the money From empowering entrepreneurs to making finance accessible, TikTok is where FinServ brands can show they understand their audience – and make a huge impact.

With strategies to build your brand, generate leads and boost conversions, we’ve laid the foundations for FinServ brands to find success on TikTok. Now’s the time to lean in, test boldly and build meaningful connections that grow your business. Let’s make money moves!

FinServ success starts with a test-and-learn mindset.

Follow these steps to uncover what works best for your brand:

1.

Use a multi-cell test design to compare BAU with new ad products.

2.

Experiment with different ad solutions to evolve into a full-funnel strategy.

3.

Test budget allocation, creative sequencing and targeting to maximise ROI.

Get started!

or reach out to your rep

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