In Q2 2020, the top content themes for the Financial Services Industry on TikTok were the following:
Finance Book Recommendations: BookTok is an online TikTok community where users post their book recommendations. The reading community on this platform has grown tremendously, with over 21 billion views with the hashtag #booktok. Personal finance books are a popular topic amongst the BookTok community to help viewers take charge of their finances and work towards their financial goals.
F.I.R.E (Financial Independence, Retire Early) Tips: The FIRE movement has gained traction amongst Millennials and Gen Zers as more and more young people are looking to gain financial independence and retire in their 30s and 40s. Popular TikTok videos provide tips on how to retire early such as investment tips, how to negotiate salaries, and side hustle ideas.
Finance Tips for Teens: 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 is a major channel whitespace opportunity for Financial Services brands to reach their audience in Q2 2020, according to RightMetric’s Digital Whitespace Map™ Analysis.