Analysis

November 9, 2020

The "Fin-influencer" boom: Why Instagram and TikTok are the new battlegrounds for digital banks

Forget tube ads and TV campaigns — digital banks are increasingly using social-media stars to promote themselves


Isabel Woodford

6 min read

Scrolling through Instagram today, you'll find countless photos of glamorous bloggers posing with colourful bank cards, discussing "financial wellness" and "savvier spending" between sips of their cappuccinos.

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The string of posts shared by influencers for NatWest's Bó. Most national advertising laws require these posts to declare they are #sponsored or an #ad.
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A post by an international influencer, promoting Revolut
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A recent promoted post for Starling
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Scola Dondo, an influencer with over 42k followers, in her paid partnership with Natwest's Bó
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