How financial services can craft authentic social media content

Owen Farrington, Managing Partner and Digital Director, explores how financial services can master the art of social media content by learning from B2B brands.

For consumer brands, being on social media is a no-brainer. But when it comes to B2B, the difference in customer base might give you pause for thought – after all, isn’t TikTok aimed at Gen Z and based around dancing, comedy and trends that change from one week to the next? In some ways, yes, but that doesn’t mean financial services brands shouldn’t be on it. They should, and the proof is in the brands that provide a business service but are smashing their TikTok output.

The financial services sector in particular has recognised the immense potential of TikTok in fostering brand awareness, establishing thought leadership, and generating high-quality leads. However, for B2B finance brands, the challenge lies in creating authentic and engaging content that resonates with their target audience.

Read the full article here in The Financial Services Forum where Owen shares 3 key principles for B2B brands to harness social content and showcase their expertise and credibility.