The world of finance and banking is at the center of a monumental shift, fueled by digitalization and the growing influence of social media. Our report, Follow The Money, created in collaboration with TikTok and ONIM, explores this evolving landscape, analyzing how banks and lending institutions are adapting their communication strategies to remain relevant and meet the informational needs of the public.

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Context and Digital Players

The initial overview emphasizes the importance of “Pure Players,” institutions that operate exclusively online. A clear division is highlighted between traditional banks, digital banks, lending institutions, and online trading operators. The challenge for these players is to stand out in a saturated market by offering unique services and targeted communication strategies.

The Influence of Social Media

The report reveals the growing importance of social media in the financial sector. Platforms like Facebook, Instagram, LinkedIn, YouTube, and TikTok play a crucial role in shaping the financial perceptions and decisions of the public.

Audience Segmentation and Behaviors

What also emerges from the analysis is the different user groups and their behaviors: each age segment requires a different communication approach. The 25-34 age segment shows a strong interest in online trading, while the 45-54 age segment focuses on loans. The report then highlights the need for diversified marketing strategies: banks need to address not only a broad demographic but also specific niches with personalized messages.

Trends and Insights on Content

An important aspect highlighted by the report is the type of content that generates the most interest. While topics like trading and current accounts generate neutral discussions, mortgages and loans predominantly catalyze a negative sentiment. Moreover, 91% of searches in the trading and finance sector are informational, indicating a strong desire for learning and understanding among users.

Role of Influencers

Influencers are playing an increasingly important role in the financial sector, not only as a source of information but also as catalysts for trends and opinions. The report emphasizes that, despite the prevalence of engagement with generalist influencers, there is a growing demand for those with specific expertise in the financial sector.

Download the full Follow The Money report