Banking
FinTok Strategy: How Banks Are Reaching Gen Z Through Social Media
Global Banking & Finance Review®
Company
TikTok may be best known for dance trends and pop culture memes, but it's quickly becoming one of the most influential platforms for financial education. On "FinTok"—the finance corner of the app—short-form videos are changing how younger generations learn about saving, investing, and managing money...
TikTok may be best known for dance trends and pop culture memes, but it's quickly becoming one of the most influential platforms for financial education. On "FinTok"—the finance corner of the app—short-form videos are changing how younger generations learn about saving, investing, and managing money.
The influence of social media on financial behavior among younger generations is broad and deep. According to PYMNTS, 79% of millennials and Gen Z rely on social platforms for financial advice. At the same time, Spruce found that 68% of Gen Z are directly influenced by the financial content they consume online. Together, these figures show that Gen Z isn't just browsing financial tips on social media—they're actively using them to shape their financial behavior. The data makes one thing clear: if banks want to influence Gen Z, they can no longer afford to ignore the platforms shaping financial behavior.
Gen Z is redefining how financial services are consumed. According to GWI, 52% of Gen Z already hold digital-only bank accounts—more than any other generation. This marks a decisive shift for traditional banks: digital convenience is no longer a differentiator; it's the baseline expectation.
At the same time, the role of financial education is moving beyond institutional settings. In 2024, FinTok users gained an average of 42 pieces of financial knowledge from the platform, according to a Talker Research survey conducted on behalf of Chime. This means banks are no longer competing with each other—they're competing with creators who break down financial concepts in 60 seconds or less. The battleground for credibility and influence has shifted from branches to social feeds. For banks, this migration isn't just about adopting new platforms—it requires rethinking the entire customer journey, from awareness to onboarding, in a digital-native context where attention spans are short and trust is earned differently.
Not every bank that joins TikTok finds success—but those that do tend to follow a distinct playbook. From blending financial literacy with entertainment to partnering with influencers who already command trust, banks are learning to adapt their tone, content, and strategy to resonate with Gen Z. Here are three ways they make it work.
1. Educational Entertainment ("Edutainment")
The most successful banks on TikTok aren't lecturing—they're entertaining. Financial tips are packaged in trending audio, storytelling formats, and short-form humor, making them easier to digest and share. Chime, one of the earliest adopters among digital banks, leaned into this trend by embracing FinTok creators and culturally relevant content to boost engagement. Their approach blends pop culture, humor, and actionable insights—making financial literacy feel like part of the feed, not a break from it. And it's working: users who followed financial trends on TikTok in 2024 reported a 44% success rate, underscoring the platform's real-world impact on financial behavior.
2. Authentic Storytelling
Gen Z doesn't respond to polished ads or institutional voices—they connect with real stories, transparent moments, and behind-the-scenes perspectives. Banks that showcase employee experiences, customer journeys, or daily operations in a relatable format are seeing stronger engagement. This content builds emotional connection and credibility, especially when it feels unscripted.
The strategy resonates where it matters most: at the decision-making stage. According to a report by the International Council of Shopping Centers, 85% of Gen Z respondents say social media influences their purchasing choices, with 45% specifically naming TikTok and Instagram. Authentic storytelling is not just brand-building for banks—it's a driver of action and conversion.
3. Influencer Partnerships—By Banks, Not Just Creators
While some banks collaborate with external financial influencers, others are experimenting with building influence from within. Rather than relying solely on sponsored campaigns, they use internal teams and relatable personalities to connect directly with audiences. It's a shift from promotion to participation—and it's reshaping how credibility is earned on social platforms.
Once banks have found their voice on TikTok, success often hinges on designing content that feels native to the platform. These tactics don't just drive views—they help build credibility, spark conversations, and convert scrolls into sign-ups.
Community Building
Banks are fostering TikTok communities around financial wellness and daily money management. Formats like "money diaries," Q&A comment replies, and challenges invite two-way interaction—positioning banks not as lecturers but as participants in financial conversations.
West Plains Bank and Trust Company, a community bank in Missouri, has gained traction using humor, behind-the-scenes footage, and staff participation to build an authentic brand voice. The bank posted its first TikTok in 2020 and now uses the platform to showcase company culture while engaging nearly 1,500 followers.
Trend Participation
Top-performing banks aren't just creating content—they're adapting trends to their voice. Jumping on platform-wide audio, visuals, and humor allows them to ride the cultural current while embedding financial messages. Done well, this creates a sense of fluency that builds relevance without feeling opportunistic.
FNB Community Bank has taken a similar approach, leveraging TikTok to promote financial literacy and local engagement. By leaning into trending formats and prioritizing authenticity over polish, the bank has proven that even small regional institutions can grow organically on the platform.
Quick Response Format
Rather than lengthy explanations, banks are leaning into stitched responses, fast-paced tutorials, and visual explainers. TikTok favors immediacy and rhythm, aligning with Gen Z's preference for concise, contextual learning over formal financial education.
Some institutions, like Kiwibank and Scotiabank, have embraced this style with short-form videos that address banking myths and acronyms, boosting engagement while remaining educational.
Regulatory Compliance
Financial institutions must balance engaging content with strict regulatory requirements, often walking a fine line between entertainment and professional advice. Staying compliant is critical—not just to avoid legal issues but also to preserve trust in a space where credibility is constantly tested.
Platform Volatility
The potential TikTok ban in the U.S. (set to take effect in 2025 unless ByteDance divests) has forced banks to rethink their dependence on the platform. This uncertainty has accelerated platform diversification strategies, with institutions exploring Instagram Reels, YouTube Shorts, and even Snapchat to reach Gen Z audiences.
Credibility Balance
Banks must still project professionalism and institutional reliability as they adopt more casual, platform-native content styles. Striking the right tone—especially around financial advice—requires careful curation, brand alignment, and, often, internal training to ensure staff and influencers don't blur compliance boundaries.
The rise of FinTok is more than a marketing trend—it's a signal that the next generation of banking relationships will be built in public on platforms designed for speed, authenticity, and conversation. For Gen Z, financial education is happening outside classrooms and far from traditional advertising channels. In fact, 40% of Gen Z report they were never offered financial education in school, making platforms like TikTok a critical entry point into financial literacy.
For banks, success on TikTok isn't about going viral. It's about showing up consistently with content that's relevant, respectful of the platform, and rooted in real value. It means thinking less like an institution and more like a creator—without compromising professional standards.
Looking ahead, the most effective banks will build credibility and community equally. They'll integrate platform-native formats, lean into transparency, and remain agile as digital ecosystems shift. And while the platform itself may change, the playbook will not: speak the language of your audience, meet them where they are, and deliver content that earns their attention.
The future of banking is not just digital—it's participatory. And it may very well begin with a 60-second video.
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