Summary:
Social media can be intimidating for bankers. Most banks avoid new forms of social media until the last possible moment, but if you want to make an impact, that’s a mistake. TikTok has become increasingly popular and we’d like to share how you can use the platform to your advantage. In this article, we’ll discuss how bankers can leverage the popularity of TikTok. Read on to learn more about TikTok for bankers!
Check Out These Updated 2022-2023 TikTok Statistics
When we originally posted this, it was 2021, and time’s passed (and statistics have changed). We thought it was time for us to update our information and get you some new, more current data points on one of the internet’s most popular social networking platforms. TikTok remains a relatively new social media platform (launched in 2016) compared to many of the social networking platforms that were launched 10+ years ago.
Despite recent privacy concerns, TikTok is nearing 2 billion monthly active users worldwide, making it the 6th biggest social media platform, following long-standing giants like Facebook, YouTube, and Instagram, as well as messaging platforms like Meta’s WhatsApp and China’s WeChat. Compare this to other forms of social media that have been around longer:
- Facebook (launched in 2004): 2.989 billion monthly active users
- YouTube (launched in 2005): 2.527 billion monthly active users
- Instagram (launched in 2010): 2 billion monthly active users
- Snapchat (launched in 2011): 750 million monthly active users
- Pinterest (launched in 2010): 463 million monthly active users
- Twitter (launched in 2006): 564 million monthly active users
It’s undeniable that TikTok has continued to maintain its popularity with the public. The app’s been downloaded over 3 billion times worldwide, with 672 million of those in January 2022 alone and they currently have over 50 million daily active users. TikTok is the #1 downloaded app in more than 40 countries, available in 150+ markets and 35+ languages.
TikTok is projected to earn $8.75 billion in 2023 and by 2024, Analysts forecast that TikTok's revenue in the U.S. is set to hit $11 billion, marking a 25.8% jump from 2023. This will account for 3.5% of the entire digital advertising expenditure in the nation. The engagement on TikTok is out of this world.
Though we don’t have hard stats for this, Jennifer Lopez conducted an experiment of sorts by posting the same video on X (when originally conducted the platform was still known as Twitter) and TikTok. She had 45 million followers on Twitter and 5 million on TikTok. She got 2 million views on Twitter, but 71 million views on TikTok. TikTok usage only increased with the pandemic, with no end in sight.
Ready to get on board? Here’s why you should leverage TikTok for your bank!
It Helps You Blend Education and Entertainment
TikTok offers banks a unique opportunity to present education in a fresh, new way. This “edutainment” can be used by bankers to teach people financial literacy. You have a higher chance of encountering and influencing people who really want to learn about the subject you’re talking about. There are already a few banks on TikTok. If you want to make your mark on the platform, now's your time!
You can cover a number of banking topics and use hashtags to make them easier for people to find. These include the following financial literacy subjects:
- Saving money for the future
- Budgeting
- Credit card management
- Building a retirement fund
- Building a college fund
- How to effectively pay off debt
- Applying for a home loan
- And more!
Snackable Content is Viewable Content
For better or worse, the world is becoming increasingly fast-paced. People don’t want to watch a 15-minute video, especially if they can get the same information packed into a 2-minute one. Videos on social media should be 1-2 minutes long if it’s social media content. By posting shorter videos, consumers have more time to absorb more information too. This time limit fits perfectly in the TikTok video limit of 3 minutes, so there’s no excuse not to create something.
Post on TikTok to Humanize the Brand
The world of finance is something that the average consumer tends to think of as difficult. By posting on TikTok, though, you can break down some of the barriers between their world and the world of finance. By posting informative videos (or even fun updates about events or promotions at your bank) you’ll humanize the brand and see more engagement from followers.
TikTok Appeals to All Ages
The TikTok user base is getting older, which means that you will likely find some of your own clients on TikTok. Here’s a breakdown of the age range and user percentages on TikTok:
- 18-24 years old: 37.3%
- 25-34 years old: 32.9%
- 35-44 years old: 15.7%
- 45-54 years old: 8.3%
- 55+ years old and over: 5.8%
Since TikTok appeals to all ages, it’s only logical that you would want to get in on the action. By joining TikTok, bankers can enjoy the benefits of having less competition in the market. You can experiment with the platform a bit before other banks come streaming in. Look at what other people are doing and see if you can translate that to the financial sector. TikTok is a fun app, so enjoy it!
How Can WSI Help You?
Our superpower is that we understand the banking world and the digital world. We know how to keep you secure and compliant while ensuring that you have an engaging digital presence. Do you have questions about how your bank can branch out and enjoy a successful TikTok marketing strategy? Contact us - we’d be glad to help!
Special Perk: A Bonus for The LinkedBanker Community Members…
For the October M&M (monthly mastermind call), members of The LinkedBanker community got to enjoy a detailed conversation about TikTok for the banking industry. We were joined by a TikTok’ing banker who shared some of her observations from her time on the platform.
If you would like to get access to the recording of the M&M, hop over to our Join The LinkedBanker page to sign up today!