TikTok Financial Services Content Opportunity Quadrants™ Q4 2021

TikTok
November 22, 2021
Financial Services

Key Takeaways

In Q4 2021, the content whitespace opportunities for the Financial Services Industry on TikTok were the following:

  • Child Tax Credit: In July 2021, a new Child Tax Credit was introduced in the United States where parents are eligible to receive a new monthly payment for each child. Popular Finance TikTokers turned to the platform to educate their audience on this new tax credit. Given that 28% of TikTok users are under the age of 18, the Child Tax Credit highly resonated with the audience.
  • Credit Card Hacks: The aim of credit card hacks on TikTok is to educate viewers on things people may not know about credit cards such as how to boost your credit score and how to convert airline miles to get first class tickets.
  • Teen Finance: Over 60% of TikTok users are Gen Z, and they are highly interested in personal finance and investing but lack financial education. Since most teens do not have a steady stream of income, popular TikTok videos give simple tips to teens on how they can save money and budget for various events such as prom or graduation. TikTok creator “cadenboof” went viral in Q4 2021 after he began creating videos where he tested TikTok side hustles to see if they actually work. All side hustles that Caden tested were hustles that teens could partake in such as reselling sneakers, drop shipping, and reselling PS5 consoles.
  • Salary Tips: Top videos about salaries are centered around how to improve your negotiation skills when it comes to raises, how to increase your salary by changing jobs and sharing average salaries for different occupations and age groups.

TikTok is a major channel whitespace opportunity for Financial Services brands to reach their audience in Q4 2021, according to RightMetric’s Digital Whitespace Map™ Analysis.

To see other channel whitespace opportunities for Q4 2021, see the Financial Services Digital Whitespace Map™ → To see content opportunities on TikTok, continue reading.

TikTok content the audience has been the most interested in Q4 2021 includes:

*Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

While the majority of TikTok content in the finance space has focused on:

*Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

The financial services TikTok content whitespace opportunities include:

*Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

Content to avoid due to low attention and high competitor saturation in the finance space include:

*Size of bubbles indicate how large a content bucket is relative to each other based on views, engagement and # of posts

Whitespace Opportunities:

#1. Child Tax Credit

Education on New Tax Regulations - In July 2021, a new Child Tax Credit was introduced in the United States where parents are eligible to receive a new monthly payment for each child. Popular Finance TikTokers turned to the platform to educate their audience on this new tax credit. Given that 28% of TikTok users are under the age of 18, the Child Tax Credit was highly resonated with the audience.

Tactics to Implement:

  • “Skit” format: A popular TikTok trend is for one creator to act as if they are two people by wearing different clothes and impersonating two people.
  • Speaking from the Child’s POV: These TikTok creators deliberately spoke as if they were a kid educating their parents to resonate with the young Gen Z audience.

4M Views

@milansinghhh Child Tax Credit update, check comments for more details 👍🏼 #finance #money #business #learnontiktok #news #government #taxes ♬ Blade Runner 2049 - Synthwave Goose

3M Views

#2. Credit Card Hacks

“Things You Didn’t Know” - The aim of credit card hacks on TikTok is to educate viewers on things people may not know about credit cards, such as how to boost your credit score and how to convert airline miles to get first-class tickets.

Tactics to Implement:

  • Auto Captions: On TikTok, you can turn on the auto caption feature which automatically generates closed-captioning services.
  • Include a Mix of Auto Captions & Text: Since the maximum length of a TikTok video is 3 minutes, text overlays are a great way to add in additional details that you forgot to mention on your video. Include a mix of both auto captions and text overlays.

4.4M Views

1.4M Views

#3. Teen Finance

Finance Tips Aimed Towards Teens - TikTok creator “cadenboof” went viral in Q4 2021 after creating videos where he tested TikTok side hustles to see if they actually work. All side hustles that Caden tested were hustles that teens could partake in such as reselling sneakers, drop shipping, and reselling PS5 consoles.

Tactics to Implement:

  • Stay Up to Date on Trends: TikTok trends appear and die overnight, keep your finger on the pulse and see what Finance trends are going viral.
  • Make Content Relevant to Teens: Although the “How to Budget as a Teenager” video (second example) went viral on TikTok, the creator received tons of negative feedback in the comment section as many teens said they don’t make anywhere near $1K a month.

3.3M Views

400K Views

#4. Salary Tips

Salary Negotiations - Top videos about salaries are centered around the following topics:

  • How to improve your negotiation skills when it comes to raises
  • How to increase your salary by changing jobs
  • Sharing average salaries for different occupations and age groups

Tactics to Implement:

  • Duet & Stitches: Collaborating with other TikTok users helps increase exposure, duets allow your video to play side by side next to another video while stitches let you incorporate up to 5 seconds of someone else’s video into your own.
  • Trending Sounds & Hashtags: TikTok videos can be discovered by popular music soundtracks as well as hashtags, using trending sounds can increase video views.

5.2M Views

1.6M Views


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