While your initial thought might be that influencer marketing is not a good match for financial institutions, when used properly, it can be a huge asset! Below are four examples of how influencers can be helpful in delivering a number of financial messages to a variety of audiences.
General Financial Information with H&R Block
H&R Block partnered with Andrew East for two Instagram Live events during tax season. Ahead of the events East posted Instagram Stories with a question box to collect his followers questions to discuss during the event. East himself admitted that the Live event with a representative from H&R Block taught him a lot and made him feel more confident about his taxes. Live events with influencers who primarily share lifestyle information is a great way to reach audiences with a variety of demographics.
Brand Awareness with Rocket Mortgage
Ahead of the SuperBowl, Rocket Mortgage tapped a variety of celebrities including ESPN First Take host Molly Qerim Rose, to help spread the word about The Rocket Mortgage® Super Bowl Squares Sweepstakes 2021. Leveraging celebrities, especially those who are already popular within your target audience, is a great way to spread awareness of your brand in a relatable way. Rocket Mortgage also leveraged the content Qerim Rose created for the partnership by sharing it on their Instagram as well. This is a great move for expanding the reach of your partner’s message.
Brand Values with Bank of America
Influencer marketing isn’t always about selling a product or encouraging action. Bank of America partnered with author and podcast host, Alexandra Elle to communicate an initiative they launched to support those whose businesses suffered during the COVID-19 pandemic. Partnering with a creator who cultivated a compassionate and supportive online community was a smart move for this announcement from the brand. Influencer marketing can be a valuable resource for brands looking to share information about themselves that will resonate with current and potential customers.
Specific Audience Reach with PNC Bank
PNC took a very direct approach with the audience they were trying to reach by partnering with a financial influencer to host a webcast for students. Tiffany Aliche is a bestselling author and financial educator who hosted a webcast to share financial insights to students. This is a great way to reach a specific audience through a relatable voice. Finances can be overwhelming, especially to those just getting started in managing their own money. Leveraging an influencer who is used to turning financial terminology into easy to understand guidance.
Whether your financial institution is looking to get their name out there, share their values or provide helpful resources, influencers can help bridge the gap between bank and consumer.