The FinTech industry is highly competitive. In 2017, global FinTech industry revenue was approximately $90.5 billion, and it has grown by over 100% by the end of 2023.
Finance brands are constantly seeking innovative ways to connect with their target audiences, as a result, their marketing channels have also changed. The once-traditional financial sector, often associated with formal advertising, such as billboards, TV commercials, and print advertisements, now commonly uses influencer marketing.
Today, trust in traditional advertising methods has weakened, and consumers now are turning to sources they perceive as authentic and relatable. Influencer marketing, with its ability to build trust and credibility, has become a common strategy for finance brands aiming to enhance their ROI and their engagement with audiences. At the same time, 67% of brands are increasing their influencer marketing budgets that also proves the effectiveness of this channel.
The rise of influencer marketing in finance
Influencers’ recommendations are highly effective, with 92% of consumers trusting influencers more than traditional advertising channels. Social media platforms have further amplified the impact of influencer marketing, allowing influencers to engage directly with their audiences and foster trust within niche finance communities.
Influencer marketing is commonly used by such companies as Binomo, Olymp Trade, Ego, Klarna, Exness, Pay Senger, Capital.com, and many more. If you are interested to see the example of a strategy, here is how Famesters helped FxPro drive 18K+ installations and more than 18M views.
Trading services, especially those strongly connected with cryptocurrencies, get the largest influencer marketing budgets among finance brands. According to Famesters, in 2022 Binance was the top-mentioned finance brand on YouTube.
Choosing the right influencers
Selecting the right influencers is key to the success of influencer marketing campaigns in any business sector, and it is especially crucial for the finance sector due to its specificity. To find the right influencers with authentic audiences, you have to spend time and resources. But if aligned with a creative strategy, such publications can pay off greatly: brands can earn around $5.78 for every dollar spent on influencer marketing. Here are some key considerations to pay attention on:
- Alignment with brand values. This ensures that the influencer’s content will reflect the brand’s mission, maintaining consistency in messaging.
- Target audience compatibility. Effective influencer marketing hinges on reaching the right audience. Finance brands should thoroughly analyze an influencer’s follower demographics to ensure they match the intended target audience. For instance, promoting credit cards to young adults may require influencers with a predominantly youthful and financially active audience.
- Domain expertise. In the world of finance, domain expertise is a significant asset. Influencers who demonstrate a deep understanding of financial matters and can communicate complex topics in a clear and accurate manner are considered to be the best choice to cooperate with.
Not all financial products are best promoted by financial influencers. For instance, if you’re marketing a banking product designed for children, it’s more effective to collaborate with influencers who are able to reach the parents of potential users. Similarly, for B2B financial products like business bank accounts, it makes more sense to partner with influencers who cater to entrepreneurs rather than those focused on personal finance or budgeting advice.
- Engagement and trustworthiness. High engagement rates, authentic interactions, and a track record of trust-building are indicators of an influencer’s effectiveness in conveying messages and recommendations (that are crucial for finance brands). Besides, the FinTech creators market is full of fraud and scam, this is why it is worth taking time and ensuring the quality of potential partners.
Ask for a screencast of the creator’s statistics instead of a screenshot if you have doubts; a trustworthy creator would provide it, and if the statistics are fake, the influencer will likely refuse.
- Content quality. FinTech brands should assess an influencer’s content quality and relevance to ensure it aligns with their campaign goals. Consistency in producing valuable, informative, and engaging content is key.
You can analyze around 10-15 of the latest videos on the channel, review the comments, and ensure that they have not been purchased from a shady website. For example, when you come across comments such as “Yes sir,” “Great video,” “Thanks!”, “Love you man!”, “Quality content,” etc., they should raise red flags, as these are most likely bot-generated comments.
- Past collaborations and reputation. Examine an influencer’s past collaborations and reputation. For instance, if a FinTech company partners with an influencer known for promoting risky investment schemes in the past, or associated with controversial practices, it could harm the brand’s credibility and integrity.
Besides choosing the right creators for your campaign it is also crucial to craft a well-thought brief – a clear communication tool that helps convey your app or platform’s value. Provide influencers with guidelines on your brand message, goals, budget, and content expectations, including tone of voice and key messages. Trust influencers to communicate naturally while ensuring essential ad points are covered.
Influencer fraud risks and how to reduce them
Influencer fraud is actually decreasing year by year as more tools to detect it appear and improve. But still, 64% of companies name influencer fraud an issue that worries them. And yes, there are significant risks that can be divided into two major categories: distorted ROI and brand reputation risks.
- Brands engage with influencers expecting benefits like enhanced brand recognition, sales boosts, or greater audience interaction. However, influencer fraud distorts these projections.
- Investments in influencers who have artificial followers or engagement don’t deliver tangible outcomes, resulting in a reduced ROI.
Brand reputation risks:
- In the finance market where authenticity is highly valued by consumers, the discovery of deceit by an influencer connected to a brand can breed doubt, not only about the influencer but also about the brand itself. This association can damage the brand’s reputation and weaken trust with its audience.
Influencer fraud in the FinTech sector doesn’t just affect individual campaigns; it threatens the integrity of influencer marketing as a whole. In an industry built on trust and precision, deceptive practices have far-reaching consequences, making vigilance and informed decision-making imperative for FinTech brands.
To avoid fraudulent influencers and reduce risks, finance brands should prioritize vetting influencers. To do so, brands can:
- Review content history, engagement rates, and alignment with brand values.
- Look for genuine audience interaction and content that resonates with your brand’s message.
- Engage directly with influencers to grasp their audience’s age, gender, and location.
- Seek personal stories of audience interactions, indicating authentic connections.
Here are some FinTech brands’ self-audit tips:
- Engagement analysis. Check the ratio of followers to engagement; low engagement with high followers is a warning sign.
- Audience location. Be wary of influencers with most followers from regions irrelevant to their supposed base.
- Content evaluation. Genuine influencers mix sponsored and organic content, showing true interest in their niche.
- Feedback checks. Seek testimonials from other brands or agencies.
- Consistency. Authentic influencers show regular posting and engagement patterns.
And last but not least: for brands venturing into influencer marketing, especially in sectors like FinTech where trust and credibility are essential, the importance of formalizing collaborations through contracts cannot be overstated. Contracts serve as a foundational safeguard against influencer fraud, clearly delineating expectations, deliverables, and terms of engagement. This formal agreement helps to ensure that both parties are accountable and that the influencer’s following and engagement metrics are authentic and aligned with the brand’s objectives. Contracts also provide legal recourse in the event of misrepresentation or non-compliance, significantly reducing the risk of financial loss and reputational damage.
A well-structured contract is not just a formal requirement; it is a strategic tool in mitigating the risks associated with influencer fraud, ensuring transparency, and maintaining the integrity of the brand’s marketing efforts.
You can see that the success of influencer marketing in the FinTech sector hinges on a strategic and analytical approach. Its key aspects include:
- Selective influencer engagement. Choosing influencers with a deep understanding of financial products and alignment with brand values is crucial for effective audience engagement.
- ROI and risk management. It’s vital to employ robust analytics for assessing influencer authenticity to mitigate risks to ROI and brand reputation.
- Audience and content analysis. Detailed examination of the influencer’s audience demographics and content relevance is essential for ensuring alignment with the brand’s target market.
- Adaptive strategies. Staying adaptive to the evolving digital marketing trends and consumer behaviors in the fast-paced FinTech industry is key.
Effectively navigating these elements can significantly enhance ROI and market positioning for FinTech brands in an industry that values innovation and trust.
Klarna says its AI assistant does the work of 700 people after it laid off 700 people
The Swedish fintech, which was criticized for its handling of a dramatic staff reduction in 2022, is touting new efficiencies powered by OpenAI.
Klarna is bullish on bots.
One month after taking its OpenAI-powered virtual assistant global, the Swedish buy-now, pay-later company has released new data touting its ability to handle customer communications, make shoppers happier, and even drive better financial results.
The app-based AI chatbot already handles two-thirds of all customer service chats, the company said Tuesday—some 2.3 million conversations so far—with the virtual assistant earning customer satisfaction ratings at the same level as human agents. Klarna, which is expected to go public this year and will need all the hype it can get at a time when investors have been generally frosty toward IPOs, estimates that the chatbot could help improve its profits by $40 million in 2024.
Announcing a partnership with OpenAI early last year, Klarna said it was one of the first companies to integrate the firm’s groundbreaking ChatGPT technology into a plug-in for shopping. The natural-language interface initially helped customers choose items and make other shopping-related decisions based on personalized queries, a feature Klarna described as “smooth shopping.”
The company has continued to build out its AI offerings since then. Its app-based assistants are now available to customers worldwide and handle a variety of tasks including refunds, cancellations, and even disputes.
Klarna boasted in its announcement on Tuesday that the AI assistant “is doing the equivalent work of 700 full-time agents.”
That statement may raise eyebrows for anyone who remembers the middle of 2022, when the company laid off roughly the same number of employees, then about 10% of its staff. At the time, CEO Sebastian Siemiatkowski cited economic uncertainty, inflation, and the likelihood of a recession as reasons for the cuts. He was criticized for his handling of the staff reduction after he shared a public spreadsheet on LinkedIn that contained the names of many of the laid-off workers.
Fast Company asked Klarna how the company arrived at its calculation for its AI assistant’s human-equivalent productivity. The company said the number of equivalent jobs the AI could perform wasn’t related to the layoffs. In a statement, a spokesperson said the company’s customer service is supported by four to five large third-parties that collectively have over 650,000 employees, and that it offers customers the option to speak with human agents if that’s what they prefer.
“This is in no way connected to the workforce reductions in May 2022, and making that conclusion would be incorrect,” the statement read. “We chose to share the figure of 700 to indicate the more long-term consequences of AI technology, where we believe it is important to be transparent in order to create an understanding in society. We think [it’s] important to proactively address these issues and encourage a thoughtful discussion around how society can meet and navigate this transformation.”
Companies have used chatbots for years to handle low-level customer queries and other interactions, although these tools are expected to become more versatile in the wake of advancements in artificial intellegence.
Source: Fast Company
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Mintos officially debuts in Italy and Spain, offering a new investment platform that makes investing easy and free of charge
Following its official debut in the German market, Mintos, the multi-asset platform offering a unique mix of alternative and traditional investment options, continues its European rollout by making its official debut in the Italian and Spanish investment markets, with plans to expand to more countries in the near future. Since its founding in 2015, the platform has attracted over 500,000 users across Europe. Authorised by MiFID, the company currently manages over 600 million euros in assets under administration.
Revealing insights into financial habits in Italy and Spain
Mintos, in partnership with London-based research company Censuswide, unveils interesting insights into how Italians and Spaniards manage their finances. The survey, carried out on a sample of 4,000 investors based in different cities and regions of Italy and Spain, exposes a noteworthy trend – half of respondents from both countries are currently not actively investing in financial instruments.
“In analysing the results, the sizable segment of non-active investors indicates significant growth potential in Italy and Spain. The nearly equal split between active and non-active investors underscores a strong interest in investment opportunities,” comments Martins Sulte, CEO and co-founder of Mintos.
In addition to that, according to the study, 40% of respondents in Italy and 33% in Spain would like to start investing in the future, and they would be motivated to do so by the possibility to invest small amounts and the chance to learn more about the world of investing. “Mintos was developed for investors looking for simplicity and enables investments from as little as €50. We also acknowledge that there is a broad segment of people who could benefit from educational initiatives and programs aimed at promoting financial literacy and encouraging informed investment decisions,” comments Martins Sulte. “In response, Mintos is committed to bridging this knowledge gap by providing accessible learning content and a user-friendly platform on our blog, ensuring a hassle-free and inclusive financial experience.”
Mintos offering: loans, Fractional Bonds and ETFs
Mintos already holds a prominent position as the leading European platform for investing in loans, offering investors the opportunity to invest in consumer and small business credit for potentially attractive long-term returns.
Another recent addition to Mintos’ offerings are Fractional Bonds that allow customers to invest in high-yield bonds from as little as €50 and zero commissions and enjoy regular, fixed returns. Historically, high-yield bonds were primarily accessible to institutional investors or affluent individuals. However, Mintos has democratized access to these fixed-income securities for retail investors in Europe.
Moreover, in line with classic portfolio theory, equities are essential components. Notably, Mintos distinguishes itself by offering managed ETF portfolios completely free of charge, a significant advantage compared to other players in the market. These include bond and equity ETFs from renowned providers such as Amundi, iShares, JP Morgan, Vanguard and others. The minimum investment is €50 with zero fees.
Woojin Plaimm, Woojin Plaimm Introduces World’s First Online Sales System via Turkish Branch
In a groundbreaking move, the global injection molding machine provider, Woojin Plaimm has unveiled the world’s first online sales system through its Turkish branch. This innovative system aims to enhance customer convenience by offering a range of user-friendly features, allowing users to easily access machine prices.
Key Features of the System:- Quick Quoting System: Customers can now obtain machine price estimates without the need for separate logins. This feature enables users to swiftly and conveniently grasp the prices of various machinery.- Detailed Quoting System: Requiring user registration, this system enables users to explore package options. It empowers customers to select options tailored to their requirements and receive detailed quotations accordingly.- Comparative Quoting: Users can compare detailed specifications and prices of various models of the same machinery. This feature enables customers to consider diverse options and make optimal selections.- Real-time Inquiries and Support: Users can receive real-time detailed quotations for any additional inquiries they may have. This facilitates prompt access to necessary information for customers.By implementing this online sales system, Woojin Plaimm aims to provide enhanced services
to its customers and furnish them with information to facilitate informed purchasing decisions. This initiative signifies a significant step forward in the realm of online sales systems within the machinery industry.
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