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Fintech Companies Invest Serious Money in an Attempt To Go Viral

Fintech companies are finally figuring out how to use influencer marketing to their advantage while remaining within compliance regulations. Traditional banks and other financial services companies are reevaluating their strategies in order to keep up with the rise in digital transactions with fintech apps, so fintech companies are taking their marketing strategy to the next level by working with influencers to reach new markets.


Brands are now willing to invest massive amounts of money in order to reach out to potential customers through influencers because of the amount of success this marketing channel has bought other companies. The influencer marketing trend began with health, wellness, and retail sectors, and now financial services are discovering ways to harness the power of social media marketing.

Although partnering with strong influencers to get the attention of new audiences comes at a steep price, fintech companies are willing to take the hit in order to spread brand awareness. Fintech companies can easily improve their reach and visibility with just one content marketing ad with an influencer.

Let’s take a look at how some of the most successful fintech companies in the world are taking advantage of influencer marketing.

The power of influencers

In order for fintech organizations to reach more people within their most popular demographics - millennials and Generation Z - they learned from examining current trends that MZs (millennials and Generation Z) respond better to influencer marketing than other traditional marketing strategies.

By building trust with audiences through the personal connections they already have with their favorite social media stars, fintech organizations have been able to boost their credibility and achieve higher engagements.

The financial services sector isn’t exactly glamorous, however, content marketing on social media with influencers has changed all of that. In addition to popular financial influencers and advisors, now Instagram models, YouTube sensations, and even celebrities are creating a new look for fintech companies online.

Klarna

Klarna has mastered the art of influencer marketing as a fintech, and recently they even acquired their own influencer marketing platform. They changed the way that Gen Z and Millenials looked at the not-so-hot financial services sector by teaming up with mega celebrity influencer Snoop Dogg for their “Smoooth” campaign.

Their stylish and fun campaign previously featured goofy clips that appeal to MZ (millenial/gen z) random humor, reaching over 15 million views. After Snoop Dogg joined the campaign, Klarna attracted 18,000 new followers. Now the Swedish brand is worth over $40 billion, up 47% from earlier this year.

Monzo

Monzo has taken a less in-your-face approach to influencer marketing and has instead opted for an affiliate marketing scheme instead. Aspects of affiliate marketing are very closely related to influencer marketing. Typically, influencers are considered to be sponsored by the brand that they are promoting, while affiliates get paid when their followers use their affiliate links to sign up.

This route of influencer marketing is very on brand for Monzo, as they prefer to take a radically transparent approach to marketing. In 2018 Monzo had a little over 1 million users and are now up to 3 million and are still growing, onboarding 55,000 new users every week.

Revolut

Revolut is one of the most successful fintech services in the UK. They have taken advantage of social media and influencer marketing in unique ways before other fintech companies were up for the challenge. Instead of relying on celebrities and elaborate video ads, Revolut has taken a more homegrown approach to influencer marketing. In 2019 they made waves when they began paying students €36 for referrals, and they haven’t strayed far from these humble social marketing beginnings.

They rely heavily on user generated content, instagram stories, and affiliate marketing programs in addition to occasional carefully selected celebrities to advertise their brand. To say it has paid off would be an understatement. The brand experienced 57% growth from 2019 to 2020, and saw a profit increase of 300% in 2021.

Starling Bank

This mobile-only challenger bank has given traditional institutions a run for the money since they started using influencers to beef up their content marketing strategy at the beginning of 2020. Starling Bank’s influencer approach is quite different from other fintech organizations on this list. As they shifted their marketing focus away from brand awareness, they started leaning into diversity marketing.

Their #MakeMoneyEqual campaign focused on showing women of all ages and walks of life in everyday situations with the bank’s debit card. This year, they teamed up with Goat marketing agency that focuses on influencers with disabilities to continue to put inclusivity at the heart of their advertising. The content in this campaign was saved over 15,000 times and 44% of all new accounts came from their Facebook and Instagram marketing efforts.

Can traditional banks keep up?

With fintech organizations and challenger banks attracting business through their highly effective social media campaigns, traditional banks are having an even tougher time keeping up than before. One recent survey reported that banking and payment businesses have lost 28% of their customers to rising fintech companies.


Fintech companies have another advantage over traditional banks as well: cost efficiency. Fintech companies are able to operate at considerably lower costs than other financial institutions.

This leaves them plenty of room to spend on influencer marketing and other advertising avenues, as well as increasing their product offerings to become more appetizing for wider audiences. More people in the over 65 category are turning to fintech for daily banking activities as most consumers prefer to do their daily banking activities digitally.

Conclusion

By using the personas of some of the most popular stars and social media influencers, fintech organizations have been able to achieve unprecedented growth. Through relevant messaging, friendly faces, and a product with seemingly unstoppable momentum, the financial services sector is seeing a dramatic shift in the expectations of their consumers, and fintech companies provide perfect solutions to meet these growing needs for convenience, efficiency, transparency and accessibility.

These are just a few fintech companies that have been successful in their influencer marketing campaigns and have become branding trendsetters for other financial services. Influencer marketing has changed the way that fintech services are able to create awareness and win over consumers.

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