TikTok in 2025 for FinTech: How a Smart Content Pivot Brought 300% More Leads

 

TikTok in 2025 is not just for lifestyle brands or entertainment. Financial technology companies are now using the platform to educate, build trust, and convert audiences into paying customers. According to Hootsuite’s 2025 Social Trends report, finance and investment content on TikTok has grown by 87 percent year-over-year, with hashtags like #MoneyTok and #FinTok collectively racking up over 60 billion views.

This is because the app’s algorithm still prioritizes relatable, high-retention content, even in industries traditionally seen as “serious” or “boring.” People do not just want ads; they want stories, tips, and practical tools they can use.

My Experience With a Fintech Client

One of my fintech clients offered a savings and micro-investment app targeted at young professionals in Africa. The product was brilliant, but the TikTok content at the time was full of corporate jargon and infographics that felt more like PowerPoint slides than social content.

We made three strategic changes:

1. Switched to storytelling – Instead of saying “Invest as little as $5,” we told real stories of users who reached milestones, like buying their first car or paying for school fees.
2. Used analogies and pop culture hooks – We compared investment habits to relatable things like building a playlist or cooking a meal.
3. Added urgency – Videos ended with strong calls to action like “Start your 2025 savings challenge today” instead of vague “Learn more” messages.

Within 90 days, their TikTok engagement rate went from 2.8 percent to 8.4 percent, and the number of app downloads driven by TikTok tripled. One “before you turn 30” savings video pulled in over 750,000 views and 12,000 app downloads in a single week.

 

The Brutal Truth About TikTok in 2025 for Finance Brands

People do not trust financial brands instantly. If your TikTok feels overly polished, transactional, or ad-heavy, you will struggle. The algorithm is still designed to reward watch time and completion rate, but in the fintech space, it also rewards simplicity. If viewers cannot understand your point in under 5 seconds, they swipe away.

Many fintech brands are still making the mistake of thinking TikTok is a mini-LinkedIn. It is not. You can be educational without being boring, and you can build authority without losing personality.

 

My Advice for Fintech Brands on TikTok

• Educate in under 30 seconds: Long-winded financial tips don’t survive the scroll.
• Hook with a problem: “Why you are losing money every month” will perform better than “Top 3 saving tips.”
• Show real people: Customers, employees, and even influencers who use your app.
• Integrate trends naturally: Do not force trending sounds, but do adapt them to your niche when relevant.
• Track engagement rate: You can learn exactly how in my article How to Calculate Your Engagement Rate on Social Media.
• Invite interaction: Ask users to stitch or duet your content to share their financial wins.

 

What Happened Next for the Fintech Brand

After the strategy shift, my client went from struggling to justify TikTok in their budget to making it their number one organic acquisition channel. Their content not only drove leads but also positioned them as a relatable, trustworthy brand in a highly competitive industry.

We also repurposed their best TikToks into Instagram Reels and YouTube Shorts, giving them triple the exposure without triple the work.

Your Turn

If you are a fintech startup or financial brand, TikTok is still wide open for those who understand how to teach and entertain at the same time. 2025 is not the year to “wait and see” while your competitors dominate the feed.

I have done this for brands across industries, from fintech to NGOs, education, and more, and the results speak for themselves.

I know I have not been super active on my personal TikTok and Instagram because I have been busy helping clients achieve incredible growth. But that is about to change. I will be sharing real strategies, campaign recaps, and insider tips I have never posted before.

Follow me on TikTok @brandingwithlulu and Instagram @brandingwithlulu because something huge is coming soon.

Extra Resources for You

 How to Calculate Your Engagement Rate on Social Media

The TikTok Algorithm in 2025 and How To win