7 Powerful Social Media Strategies for Fintechs (with Examples)

For financial technology companies, social media is more than just a marketing tool. It is essential for building trust, educating users, and standing out in a busy market. So, how do successful fintechs connect with their audience on social media?

Here are seven effective social media strategies that fintech companies are using for real results today. These strategies include:

1. Short-form video (TikTok/Reels native content)
2. Trend-Jacking & Viral Marketing
3. Meme Marketing
4. Social-led education (how-to’s, explainers, industry insights)
5. Giveaways, contests, viral incentives
6. FinFluencer partnerships
7. User-generated content amplification

We will explain each tactic and how they work. These fintech social media strategies are supported by examples from top industry leaders such as Step, Binance, Kraken, Paddle, Chime, Plum, and NatWest.

Learn how to build a fintech marketing strategy that improves your social media presence and drives real results.

Why Social Media for Fintechs?

Social media is a tough space for fintechs. Engagement rates are low — just over 1% on average, according to Hootsuite — and platforms like LinkedIn, Instagram, and TikTok can be hard for financial brands to master.

But that low average is also the opportunity. Platforms like TikTok make finance more relatable through short, friendly videos. Facebook groups build trust and community. Instagram’s human faces and stories create emotional connection.

Best fintech social media strategies

For fintechs that get social media right, the rewards are significant: engagement, trust, growth. That’s why we’ve collected 7 social media strategies showing how fintech brands are making it work.

1. Short-form video (TikTok/Reels native content) - Step Example

Short-form video is a key social media strategy for fintechs. It helps them reach younger, digital-native audiences who prefer quick, engaging content on platforms like TikTok and Instagram.

Instead of polished corporate content, successful brands produce authentic, casual clips. These videos fit right in on the platform. They also provide clear value, boosting organic reach.

A great example of this strategy is Step, the mobile banking app for teens and young adults. Step has built a strong TikTok presence by sharing short, relatable videos. These clips speak directly to young people's financial realities.

Here are some examples of Step's video content:

• "How I’m saving money on food in 2024!" - A teen shares grocery budgeting tips and meal planning hacks.
• "3 ways to save money as a college student!" - Quick, actionable advice tailored for student life, with simple text overlays and a casual voiceover.
• "How to deposit cash into your Step account" - A visual walkthrough that makes the process easy to follow.

What makes Step’s short-form video strategy effective? Here are the key elements:

• Consistency in posting
• Platform fluency by using trending hashtags and sounds
• Each video is concise (under 60 seconds) and captioned for accessibility
• Focus on one relatable topic per video

These strategies boost engagement and make Step a financial partner for Gen Z users.

2. Trend-Jacking & Viral Marketing - Binance Example

Trend-jacking is a powerful fintech social media strategy. It allows brands to quickly respond to viral content, memes, or cultural moments. This helps them stay relevant and boost organic reach.

The best executions let the brand join the cultural conversation authentically. They don’t come off as advertisers trying to force their way in.

Binance excels at this strategy on all social platforms. For example, they posted a short video on TikTok showing two people joyfully rolling down the street on a trolley. The overlay text read:

"Me and bro aura farming after we hit big (we made $3 profit)."

This video perfectly blends Binance’s voice with a trending TikTok video of Rayyan, the Aura Farming Kid. It also gently pokes fun at the realities of small crypto wins.

This post earned thousands of likes and comments. It shows that when done right, trend-jacking drives both engagement and cultural relevance.

Binance’s content team consistently scans for trending elements, including:

• Trending sounds
• Video styles
• Meme templates

They adapt these quickly to crypto culture. This strategy helps the brand stay top-of-mind for TikTok’s young, social-native audience. Binance also ran performance advertising campaigns on Blockchain-Ads to support their social strategies.

3. Meme Marketing - Kraken example

Meme marketing is similar to trends marketing because it helps fintechs feel human and approachable on social media.

Kraken is a top crypto exchange that uses meme marketing well on social media, especially Twitter/X. It often shares memes about the ups and downs of the crypto market, trader feelings, and Bitcoin price changes.

Kraken uses Wojak memes in market updates, like a screenshot of their Pro app showing a BTC chart at 120K with a happy Wojak in a Bitcoin shirt fist-pumping. Caption: "Gm Legends. $BTC at 120K. What a time to be alive!"

This approach makes Kraken’s brand voice feel casual, fun, and embedded in the crypto community’s culture. Their memes often receive high engagement, with likes, retweets, and replies that fuel organic visibility.

Here’s why Kraken’s meme marketing works:

• Memes are relatable and instantly recognizable for crypto audiences.
• The posts match the informal, humorous tone users expect on platforms like Twitter/X.
• Memes are quick to produce and highly shareable, which boosts reach and relevance.

Kraken uses memes to stay relevant with crypto users. This approach helps them be seen not just as an exchange but also as a brand that gets their culture.

4. Social-led education (how-to’s, explainers, industry insights) - Paddle Example

Social-led education is essential for fintech brands, especially those in the B2B space. These brands go beyond promoting their products. They also provide useful content on platforms like LinkedIn. This content often includes:

• How-to guides
• Explainers
• Industry insights

A fintech unicorn that uses social-led education is Paddle, a UK-based B2B payments company. Paddle leverages LinkedIn to share educational posts that assist SaaS and subscription businesses.

Paddle's recent carousel explainer on "Web2App growth funnels" is a key example. They also run LinkedIn Live sessions. These sessions invite founders, CFOs, and revenue leaders to interact.

This strategy keeps Paddle’s content relevant and visible to its target audience. Each post aims to inform and spark discussion, making LinkedIn their main platform for generating B2B leads.

Here are key reasons why social-led education is effective for fintech brands:

• Builds trust and credibility with professional audiences.
• Engaging formats like carousels, polls, and Q&A threads encourage active participation.
• Regular posting positions the brand as a thought leader, attracting interest from decision-makers.

Paddle shows how social-led education can change a fintech brand's online image into a trusted source of knowledge. This makes LinkedIn a crucial platform for B2B fintech success.

5. Giveaways, contests, viral incentives - Chime Example

Giveaways and contests are another proven fintech social media strategy. This is where brands offer rewards for easy actions, such as reposting, tagging friends, or using hashtags.

Chime, the largest US neobank, uses this strategy on Instagram and TikTok through "Chime Sweepstakes." Users enter by sharing posts, tagging friends, or setting up direct deposit. These campaigns expand reach quickly and turn social followers into customers.

This strategy fits Chime’s business model. The company grew to 18+ million users by early 2025, with 88% of users aged 25–44—a digital-native audience that responds well to social-first tactics.

Why it works:

• Low entry barrier: A repost or tag is easy for users.
• Viral effect: Each entry spreads Chime’s brand to new audiences.
• Cost-effective growth: Banks often spend $100–500 to acquire a user. Giveaways help Chime acquire customers at lower cost while building trust.

Chime’s success shows that fintechs can attract young audiences with simple social contests. These contests quickly build engagement and drive clear business growth.

6. FinFluencer partnerships - Plum example

FinFluencer partnerships are a fintech social media strategy that connects finance-focused creators with niche audiences. These influencers create organic-style content on TikTok and other platforms to promote the brand.

Plum, a UK savings and investment app, implemented this strategy with TikTok finfluencer @mrtradingrobot. Together, they promoted the “52-week savings challenge.”

The influencer made videos that showed how simple it is to save more each week. They used Plum’s automation features to do this. The content followed popular TikTok formats, such as:

• Text overlays
• Voiceover explanations
• Relatable scenarios

This campaign generated high engagement because:

• The influencer made the product feel personal and actionable.
• Content was designed for TikTok’s algorithm—short, simple, and visually engaging.
• The challenge format got followers to save their progress and share it. This created natural user-generated content.

7. User-generated content amplification - NatWest Example

NatWest, a leading UK bank, tapped into user-generated content in a way that felt fresh and culturally relevant. Their #NatWestWhatYouWaitingFor challenge on TikTok encouraged users to post clips showing themselves taking action on something they’d been putting off—whether it was a life goal or a simple daily task.

This challenge fit perfectly with TikTok’s culture of trends and personal storytelling. It generated huge participation: over 6 billion views and a 200% lift in brand consideration among under-35s. NatWest didn’t create polished content for this campaign—they simply gave users a theme, a hashtag, and let them lead.

The strategy worked because it made the brand part of users’ stories rather than pushing a product. People weren’t watching an ad; they were sharing their own moments with NatWest’s message woven in.

For fintechs, the lesson is simple: create a prompt or hashtag that feels relevant to your audience’s lifestyle and let them own the content. UGC works best when it doesn’t look or feel like marketing.

Making Fintech Marketing work for You

Step, Binance, Kraken, Chime, Cleo, and others prove that fintech social media is more than just showing up. It's about engaging in a smart way. Authentic short-form video, trend-jacking, memes, educational content, giveaways, influencer partnerships, and user-generated content each offer unique ways to connect with audiences.

Fintechs that embrace these tactics can move beyond traditional marketing to build trust, engagement, and loyal communities. The key is knowing your audience, staying agile, and delivering value in the formats they prefer.

Want to go further? Check out our guide on “Fintech Marketing Trends to Watch in 2025” for deeper insights into building a winning digital strategy.

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