With 1.6 billion users worldwide and a core demographic aged 18–34, TikTok is a goldmine for brands aiming to capture the attention of younger, mobile-first audiences. Nowhere is this more apparent than in the rise of #FinTok, a rapidly growing space where finance meets entertainment.
A TikTok marketing agency for finance can cover everything from strategy, development and content scripting to video production, analytics, and regulatory review. Let’s take a deeper look and explore the trends, statistics, and case studies that highlight an agency’s role in transforming financial brands into viral sensations on FinTok.
Why FinTok Matters for Financial Brands
TikTok isn’t just for dance videos and viral challenges anymore. With hashtags like #FinTok, #InvestingTips, #Crypto101, and #ForexTrading, financial content creators are pulling in billions of views:
- #FinTok has surpassed 4.7 billion views
- #StockTok boasts over 2.3 billion views
- #CryptoTok and #ForexTips trend consistently, particularly during market surges or downturns
This explosive growth is fuelled by Gen Z and Millennials’ increasing interest in personal finance, crypto, and digital banking. According to a 2024 study by GWI, 63% of Gen Z TikTok users say they turn to the platform for financial advice or insights. This presents a huge opportunity (and responsibility) for financial institutions to deliver accurate, engaging, and compliant content.
Key Stats for Finance Brands on TikTok
- 63% of Gen Z say TikTok is their preferred platform for learning about money
- 71% of users say TikTok content feels more authentic than traditional ads
- Brands using creator-led TikToks see 93% higher engagement
- Financial content on TikTok sees watch-through rates 2x higher than Instagram Reels
Challenges of TikTok Marketing in Finance
While TikTok offers reach and engagement, it’s also a regulatory minefield for financial brands. Common challenges include:
- Compliance with regulators such as CySEC, FCA, ASIC, and SEC
- Preventing misinformation or overly-promissory statements
- Explaining complex topics like forex trading, NFTs, or blockchain in under 60 seconds
- Gaining trust in an industry often met with scepticism
These challenges demand a TikTok marketing agency for finance that understands the landscape.
3 Brands Winning at FinTok
We’re actively monitoring the evolving world of FinTok, keeping a close eye on emerging trends, standout creators, and high-performing financial brands. By analysing viral content formats, audience engagement patterns, and influencer-led campaigns, we stay ahead of what resonates with TikTok’s finance-savvy users. Here are three standout FinTok successes winning on the platform right now.
Wise (formerly TransferWise)
Their TikTok content—highlighting travel, currency comparisons, and on-the-street clips—has driven millions of views, significantly boosting brand visibility. Videos like “cost of items in different countries” draw engagement by combining finance knowledge and travel lifestyle.
Why it works:
- Educates with entertainment, blending practical money tips with travel appeal
- Authenticity-driven tone, leveraging real people and memes
- Authority-building as a trusted global money transfer solution
- Community-driven virality, with authentic user-generated stories
Check out their take on the cost of food at Wimbledon!
Monzo Bank
Monzo has roughly 80K followers, with individual clips hitting 1 million+ views, including viral content, like a mascot shopping skit that broke 1.1 M views.
Why it works:
- Trend-savvy use of TikTok memes and formats, aligned with #FinTok
- Humanized brand voice, injecting humour into banking
- Gen Z resonance, breaking the stereotype of finance being dull
- Authenticity is essential—real voices build trust in finance
Check out Monzo’s “what they say V what they mean – the money edition”
Plum (UK savings app)
Plum’s “52‑week savings challenge” campaign triggered a 127% conversion lift, propelled by user-driven TikToks and creator involvement.
Why it works:
- Gamified engagement, turning savings into a social challenge
- Finfluencer collaboration, mixing macro creators with relatable users
- Educational and entertaining content wins on FinTok
Learn what your emotional support purchase says about you with Plum
How Contentworks Agency Supports Financial Brands on TikTok
#1 Strategic Planning and Market Research
No two TikTok strategies are the same. Contentworks begins each project with a comprehensive discovery phase, during which we:
- Audit your current digital presence
- Study your competitors’ FinTok performance
- Identify trends relevant to the financial product
- Research hashtags, sounds, and influencers
- Determine your KPIs (brand awareness, leads, conversions, etc.)
For example, a fintech app targeting Gen Z investors might benefit from trending audio and humour-based explainers. A forex broker might focus more on real-time trading updates, myth-busting, and user testimonials.
All of this is wrapped into a custom TikTok strategy roadmap, tailored to each client’s goals and risk profile. Book your TikTok strategy here.
#2 Scripting and Content Storyboarding
The most successful FinTok videos follow a simple principle:
- Hook
- Educate/Entertain
- Call to Action
Contentworks’ scripting services focus on distilling complex financial concepts into digestible, engaging narratives. Our finance-savvy content writers collaborate with compliance teams to craft content that is:
- Accurate (backed by research)
- Entertaining (uses storytelling, analogies, and trending formats)
- Compliant (avoids unregulated claims or investment advice)
Example:
For a forex broker, a video script might explain:
“Why the USD/JPY just moved and what it means for your trades 👀”
With quick visuals, emojis, and a voiceover, the video educates and entertains without overwhelming.
Scripts also often incorporate on-screen captions, calls to action and visual cues that improve watch time and engagement.
#3 TikTok Video Production
TikTok isn’t just another social media platform. It’s a video-first ecosystem. If you’re serious about succeeding on FinTok you will need to commit meaningful budget and resources to a consistent production plan. Contentworks offers end-to-end production including:
- Content planning
- Ideation and scripting
- Storyboarding and scene planning
- Shooting and editing vertical videos
- Adding branded elements (logos, captions, visual overlays)
- Optimising for TikTok’s algorithm (engaging thumbnails, trending sounds, hashtags)
Contentworks can provide single elements such as TikTok strategy or scripting right through to a full suite of videos.
#4 Regulatory Review and Compliance Support
Financial TikTok content must walk a fine line. It must be informative but not instructional, promotional but not misleading. Contentworks works closely with compliance officers to ensure:
- All claims are substantiated with disclaimers
- No unrealistic ROI promises are made
- Required risk warnings are present
- Disclosures are visible even in short clips
This is especially vital for firms regulated by the FCA, CySEC, ASIC, or ESMA, where marketing breaches can lead to hefty fines or bans. Contentworks uses internal compliance checklists and workflows to ensure that every TikTok script and video aligns with the client’s regulatory obligations.
#5 Performance Monitoring and Reporting
Contentworks doesn’t just create content, it measures it. Clients receive detailed monthly reports that track:
- Views, likes, shares, and watch time
- Engagement rates per video
- Follower growth
- Comments sentiment (positive/neutral/negative)
- Conversion tracking (app downloads, sign-ups, etc.)
Insights are used to refine the content calendar and guide future campaigns. For example, if a series on “Crypto Myths” outperforms average videos by 250%, that content pillar gets expanded.
TikTok Is A Great Space For Finance Brands
TikTok is no longer a fringe platform. It’s where modern financial conversations are happening. And with the rise of FinTok, financial brands have a once-in-a-generation chance to connect with younger, more curious, more digital-native audiences.
For financial brands navigating compliance-heavy waters, entering the world of short-form video content might seem daunting. That’s where Contentworks Agency steps in. With a deep understanding of financial regulations, consumer behaviour, and creative storytelling, Contentworks crafts TikTok strategies that deliver measurable impact, without compromising on compliance.
Want to explore TikTok for your financial brand? Book a free Zoom with our team to get started.