Whether you’re a fintech startup, global bank, insurance provider, or forex broker, leveraging the right social media platform is key. But which social media platform works best for finance? And how can finance companies ensure their content is both engaging and compliant? Let’s break it down by platform.
Before we start, if you need professional social media for finance, you can book a free call with our team right here.
LinkedIn Is The Professional Powerhouse
LinkedIn is the boardroom of social media, minus the stale coffee. It’s where finance meets professionalism, making it the perfect stage for thought leadership, whitepapers, and C-suite credibility. If you’re looking to impress decision-makers with market insights instead of memes, this is your power suit platform.
Best For: B2B fintech companies, asset managers, banks, financial consultants, and insurance firms targeting professionals.
Why It Works
LinkedIn is the go-to platform for thought leadership and professional networking. According to Statista, 65 million decision-makers use LinkedIn and 80% of LinkedIn users drive business decisions. This makes it ideal for companies targeting business clients or high-net-worth individuals.
Content That Works
- Industry insights and regulatory updates
- Market analysis reports
- Thought leadership articles from executives
- Whitepapers and gated content for lead generation
Example: A wealth management firm can share a monthly “Market Outlook” video by its Chief Economist to build authority and nurture leads.
Compliance Tip: LinkedIn’s business-first nature doesn’t exempt posts from regulatory scrutiny. Ensure all claims are substantiated, and include appropriate risk warnings when discussing investments.
Instagram & Facebook For Building Trust Through Stories
Facebook might not be the shiny new platform, but when it comes to community, it’s still the digital town square. For finance brands, it’s a goldmine for storytelling, education, and nurturing long-term customer relationships. The Facebook average audience is older. Think Gen X+. Instagram is where money meets mood boards. Think bite-sized tips in Reels, swipeable infographics, and behind-the-scenes stories that humanise your brand. It’s perfect for turning complex financial ideas into scroll-stopping content that’s as visually polished as it is informative.
Best For: Retail banks, insurance companies, lifestyle-focused fintech apps, personal finance advisors
Why It Works
With over 3 billion combined users, Instagram and Facebook remain dominant platforms for B2C engagement. Visual storytelling, reels, and live streams offer creative ways to humanise your brand.
Content That Works
- Behind-the-scenes at the company or charity work
- Customer testimonials and success stories
- Financial literacy reels (e.g., “5 tips for first-time homebuyers”)
- Infographics about savings, insurance, or credit scores
Example: A personal finance app could run a “Money Monday” series featuring short videos on budgeting tips.
Compliance Tip: Even images and videos must comply with advertising standards. Avoid overpromising returns, providing unlicensed advice or showing instant wealth through graphics. Clearly mark sponsored content and any influencer partnerships.
X (Twitter) For Real-Time Finance Communication
Think of X as the trading floor of social media. Fast, noisy, and packed with sharp opinions. It’s where finance professionals, analysts, and armchair economists collide in real time. For brands that can keep up, it’s a golden chance to join the conversation, showcase expertise, and react instantly to market moves (without the shouting).
Best For: Forex brokers, crypto platforms, financial news outlets, and investment analysts
Why It Works
X thrives on real-time updates and is popular among finance-savvy audiences. It’s a key platform for sharing market commentary and quick updates.
Content That Works
- Live market updates and macroeconomic news
- Quick polls and audience engagement
- Commentary on breaking financial news
- Contextual finance hashtags
Example: A forex broker might post live reactions to Fed announcements, boosting credibility and encouraging traders to engage.
Compliance Tip: Regulators monitor social posts for misleading or manipulative information. This can also include your comments on other people’s posts and your Retweets. Be mindful of all public social media content.
TikTok for Financial Education with Personality
TikTok is where finance drops the jargon and picks up a ring light. It’s the land of bite-sized money hacks, viral challenges, and duets and we love it for all things Fintok. For finance brands, it’s the perfect place to educate, entertain, and earn Gen Z’s trust one 60-second video at a time.
Best For: Fintech apps, personal finance influencers, student banking, investment platforms targeting Gen Z
Why It Works
Over 76% of Gen Z users report learning about finance from TikTok and 34% turn to TikTok before their bank. Bite-sized, entertaining videos resonate with younger demographics seeking accessible financial information.
Content That Works
- Money hacks and budgeting challenges
- Myth-busting finance misconceptions
- Explainers: “What is compound interest?”
- Day-in-the-life videos from finance professionals
Example: A budgeting app can collaborate with influencers to create a “$20 a day challenge” to boost downloads.
Compliance Tip: TikTok’s informal style doesn’t mean ignoring regulations. Disclaimers, disclosures, and avoiding unlicensed financial advice are critical. This is especially true when using influencers.
YouTube For Long-Form Education
YouTube is where deep dives, how-tos, and “explain it like I’m five” videos thrive. For finance brands, it’s a golden opportunity to turn complex topics into binge-worthy content that builds trust, authority, and loyal subscribers, no tuition fees required.
Best For: Investment platforms, financial educators, banks, crypto firms
Why It Works
YouTube is the second-largest search engine globally. It supports long-form content making it ideal for tutorials, webinars, and deep-dives into complex topics.
Content That Works
- How-to guides (e.g., “How to buy your first ETF”)
- Webinars on economic trends or market strategies
- Explainer videos about financial products
- Interviews with economists or financial influencers
Example: A robo-advisor can create a YouTube playlist on “Investing 101” to drive traffic from search and improve onboarding.
Compliance Tip: All video content must include necessary disclaimers in both visuals and descriptions. Regulated firms should maintain scripts and compliance approvals on file.
Social Media for Finance – Best Practices
- Know your audience: Tailor your content to the platform’s dominant demographic
- Educate, don’t just sell: Use content to build trust through education
- Use video wisely: Short-form for TikTok, reels for Instagram, long-form for YouTube
- Stay consistent: Build a posting calendar and stick to it
- Use a TOV guide: Stick to your tone of voice for all social media communications
- Engage, don’t broadcast: Respond to comments, start conversations, and be human
- Don’t be everywhere: The more platforms, the more resources. Be selective and targeted
- Help your affiliates: Provide your affiliates with compliant content, banners and videos. Otherwise, they might make their own non-compliant versions!
Compliance & Regulation
Financial regulators including the FCA (UK), SEC (US), ASIC (Australia), and CySEC (Cyprus) actively monitor social media for misleading or non-compliant communications. Finance firms must:
- Keep records of all social media communications
- Include relevant risk disclaimers on all promotional posts
- Avoid unsubstantiated claims or advice
- Ensure images and videos are not misleading
- Be careful about GDPR and client security
- Train social media staff on regulatory expectations
- Brief influencers and partners about compliance
Non-compliance can result in heavy fines or reputational damage. Partnering with a marketing agency that understands finance is key.
Social Media For Finance With Contentworks Agency
At Contentworks we specialise in finance marketing that’s creative, engaging and compliant. Whether you’re looking to launch a fintech, get more leads for your forex broker or promote your bank, we’ve got you covered. Book a free call with our financial marketing team.