Should you bank on finding new customers on social?

Banking has traditionally taken a cautious approach to social. That is shifting quickly. Our Paid Social Director, Sophie Somers, shares how financial brands can use social as a genuine acquisition channel, not just a brand play. From the rise of finfluencers, to the role of education-led content and influencer partnerships, these are the strategies helping banks connect with new audiences and drive growth.

How has banking’s approach to social evolved in recent years?

More banking brands are now using social to acquire customers, not just build awareness. The rise of challenger banks like Monzo has accelerated this shift, particularly among younger audiences. At the same time, financial content is thriving across platforms like Meta and TikTok. If banks are not showing up alongside that content, they are missing opportunities to reach highly engaged audiences.

Is influencer marketing effective for banks across organic and paid?

Yes. Influencer content can perform strongly across both. Organic builds trust and engagement, while paid allows brands to scale that content and drive performance. Used together, they create a more effective system. We’ve seen this first-hand with Virgin Money, where influencer-led content delivered across both organic and paid activity. The key is making content feel natural and platform-native before amplifying it.

How important is it to feature real customers in content?

Relatability matters. Audiences respond to people they can see themselves in, especially when it comes to financial decisions. A mix of real customers and “finfluencers” (financial influencers) works well. It balances credibility with familiarity and helps content feel more human.

Where should brands start when targeting different audiences?

It depends on the objective, but Meta and TikTok are strong starting points. Both platforms offer scale and flexibility across formats. Short-form video in particular performs well across age groups when the content is clear and engaging. The focus should be less on rigid audience splits and more on creating content that resonates.

How can social listening shape wider marketing strategy?

The most valuable insights are often in the comments. Questions, concerns and recurring themes can all be turned into content. When brands directly address customer pain points, performance improves. This approach can also inform messaging across other channels, not just social.

What advice would you give banks using paid social for discovery?

Focus on education. People come to social to learn, scroll and explore. Content needs to capture attention quickly while delivering clear, useful information. Testing is essential. Test platforms. Test formats. Test creative styles. UGC, branded content and different messaging approaches all have a role. The goal is to find what resonates and build from there.

What this means for banks

Social can play a meaningful role in customer acquisition for banking brands. The brands seeing results are showing up consistently, creating useful content and building trust through real voices.