For years, most firms in finance treated social media like a compliance headache. But things have changed fast. The people running today’s funds, brokerages, and advisory firms grew up with YouTube and podcasts, not print ads and cold calls. They understand that their next clients (and hires) live online, scrolling, watching, and learning.
Education is the new marketing
YouTube isn’t just for makeup tutorials and reaction videos anymore. According to recent research from the Philadelphia Fed, Gen Z and millennials are now more likely to get financial advice from YouTube than from a traditional adviser. People want to learn before they buy or invest.
That’s why the smartest firms are leaning into educational content. Long-form videos that explain a market theme, a trading strategy, or even the basics of saving are performing incredibly well. They humanise complex topics and build trust in a way glossy ads never could.
The rise of the “pro-fluencer”
A few years ago, the idea of a hedge-fund partner posting a weekly market update on YouTube or TikTok would have sounded ridiculous. Now, it’s just good business. Financial influencers, or “finfluencers”, have seen double-digit growth on both YouTube and Instagram over the past year (according to Emplifi). You don’t have to dance on TikTok to stay relevant. You just have to show up where your audience already is. A short explainer on Shorts or Reels, followed by a deeper 10-minute piece on YouTube, can reach a broader and younger crowd without diluting your brand.
Long-form is having a moment
Everyone’s talking about short clips, but long-form video is quietly back in fashion. YouTube’s algorithm now rewards videos over 15 minutes because viewers who stick around tend to subscribe — and that’s gold for firms that want real engagement, not just clicks. Think podcasts filmed for YouTube, behind-the-scenes chats with your investment team, or Q&As with clients. These formats feel personal, build trust, and turn your experts into personalities — something the next generation of investors actually wants.
Platforms that matter
• YouTube – Still the heavyweight for both short and long form. It’s where financial education lives.
• LinkedIn – Perfect for credibility and thought-leadership. Clip your YouTube content here to spark conversation.
• Instagram & TikTok – The gateways to younger audiences. Bite-sized video content builds reach and drives traffic back to your long-form work.
UK Local-Market Examples
Here are two strong UK examples that show these ideas in practice:
1) Monzo Bank
Instagram
UK challenger bank Monzo is a standout for how a regulated financial brand embraced social media creatively. They focused first on tone and community rather than direct product pushes. For example, Monzo’s Head of Social said the regulatory constraints aren’t blockers – they’re “parameters that define our creative strategy”.
Their content strategy includes humour, simple language, relatable scenarios (“money talk made fun”) and strong visuals.
2) Starling Bank
Instagram
Another UK example is Starling Bank. In January 2024 they launched their new brand platform “The Bank Built for You” to mark a growth phase.
They also ran the #MoreMobile influencer campaign featuring 18 disability influencers across Instagram Stories, Reels and TikTok, focusing on accessibility and authenticity in finance.
Final thoughts
Financial services don’t have to feel stiff or inaccessible. The firms winning right now are the ones showing up online, explaining clearly, and letting audiences see who they really are.
If your business still thinks social media is “not for us”, you might be missing out on your most important growth channel yet.
