Finance is universal. Whether you’re saving for your first home, managing day-to-day expenses, or building a pension fund, money plays a role in everyone’s life.

But how people engage with finance has evolved dramatically. Gone are the days when finance was confined to savings bonds and high-street banks. Today, digital banking apps, investment platforms, and social media influencers are reshaping how different generations interact with money. And for finance brands, this shift presents huge opportunities. 

Younger generations, particularly Gen Z, have entered the work place with a completely different approach to money. The latest study by the London Foundation for Banking and Finance found that 81% of young people worry about money, and 82% wish they had learned more about finance in school.

While financial anxiety is high, so is their willingness to learn. Unlike previous generations, Gen Z is more likely to engage with financial content on social media and seek out advice from content creators rather than more traditional routes. 

Key challenges include:

• Struggles to save for major milestones like homeownership
• Concerns about long-term financial stability
• Increased living costs 
• Limited financial resources

Interestingly though, 45% of Gen-Z are more likely to start investing by age 21 compared to Millennials; and as a more tech savvy generation, many have a higher interest in cryptocurrencies and high-risk investments; they seek out side hustles and quick-money strategies with 61% of Gen-Z, 55% of millennials earning money from side hustles compared to just 17% of baby boomers. 

As a generation of high-consumers on social media, they don’t just use it for entertainment purposes but also see it as a powerful tool for financial education. They turn to platforms like TikTok, Instagram and YouTube for digestible, relatable financial advice.

But again, the sheer volume of financial content online means it’s easy for users to fall into echo chambers or follow advice that isn’t tailored to their individual circumstances. This reinforces the need for credible, brand-backed content that not only educates but also guides users in making informed choices.

How can financial brands utilise social media effectively?

We’ve compiled a few suggestions below on how finance brands can create engaging content: 

• Relatable and practical financial advice: Brands need to make finance feel achievable, not overwhelming. 
  
• ‘Loud budgeting’ trends: Engage in open conversations with people where they open up about their financial struggles, spending habits, and savings strategies instead of keeping them private.
  
• Simplifying complex topics: Demystify investing, credit scores, and passive income.
  
• Humour and storytelling: Finance doesn’t have to be boring, engaging narratives work incredibly well. 
  
• Community driven: Brands don’t need to constantly promote products/services to connect with consumers. Relatable, engaging content – whether humorous or lifestyle focussed – can help to build trust, foster conversations, and ultimately strengthen brand loyalty.
  
• Diverse financial strategies: Go beyond traditional banking and showcase alternative approaches – look at side hustles and investment opportunities. 
  
• Gamification: Simplify intricate financial ideas and turn them into an enjoyable learning experience which can boost engagement. 
  
• Episodic formats: Brands across industries are embracing long-form, engaging content to dive deeper into industry topics. This approach not only boosts repeat engagement but can establish a brand as a trusted authority in financial education.

Finance brands have an incredible opportunity to reshape how people think about money. By embracing authenticity, education, and entertainment, they can build trust, grow their audience, and help consumers make smarter financial decisions with social media being the gateway.

Check out some examples of the work we’ve done in this sector here.