May 13, 2025
At our latest roundtable event, we brought together leaders from across the fintech and financial services space to explore what’s really working in paid, influencer, and organic marketing. From compliance-friendly creativity to audience-first thinking—we dive into what’s really helping brands cut through the noise and drive real growth.
The topics we’ll look at include:
1. Unlocking Creativity In Influencer Marketing
2. Audience-Centric Influencer Marketing
3. Striking the Balance Between Affiliate and Influencer Strategies
4. Elevating B2B Influencer Strategies for Fintechs
5. Optimising UGC Across the Marketing Funnel
6. Tailoring Content to Platform and Purpose
7. How AI and Human Creators Make the Perfect Influencer Marketing Partners
8. Getting More Mileage from Influencer Content
9. Avoiding Audience Fatigue with Smarter Content Rotation
10. Understanding Influencer Impact Through Multi-Touch Metrics
Finance and fintech brands often struggle to balance regulatory compliance with creative freedom in influencer marketing. Overly rigid briefs can sometimes stifle innovation and authenticity.
Creativity thrives when influencers are treated as partners, not mouthpieces. Brands should focus briefs on key messages, with clear desired outcomes, then invite creators to pitch ideas within that framework. A structured but flexible review process ensures compliance is met—without killing creativity.
Empower your creators to produce more compelling, credible content that resonates with audiences while staying on-brand and within regulations.
Audience-first thinking is key in influencer marketing. Too often, finance and fintech brands default to working with high-profile finfluencers without first defining their audience or understanding who truly holds influence over them. The smarter approach? Let the audience dictate the influencer strategy.
Brands should start by clearly identifying their target segments, then use data-driven insights to find creators who resonate authentically with those groups. Flexibility in content style—be it educational, entertaining, or conversion-focused—helps drive meaningful engagement and long-term brand impact.
Too many brands treat influencers like affiliates, expecting the same direct-response results. But influencer marketing isn’t just about conversions—it’s about building trust, educating audiences, and creating lasting brand loyalty.
While affiliate models focus on driving sales, over-reliance can lead to short-term thinking and content fatigue. The smartest finance and fintech marketers find a balance—using affiliate tactics for performance-focused results, but also investing in long-term influencer relationships. Hybrid models, such as combining a base fee with performance incentives, can offer the best of both worlds.
B2B influencer marketing often gets misapplied by fintech brands who treat it like B2C—but the dynamics are entirely different. In B2B, influencers are usually subject matter experts, clients, or respected industry voices—not lifestyle creators.
Effective content should focus on authority, insight, and education rather than direct sales or conversions. Think panel-style videos, podcasts, or expert-led thought leadership pieces that can be repurposed across LinkedIn, blogs, and paid campaigns.
Prioritising quality over volume, and using ABM tactics to reach key decision-makers, ensures content lands where it matters most.
Many finance and fintech brands overlook the full potential of UGC by zeroing in on direct response, rather than leveraging its broader applications. UGC is most powerful when it blends direct response with educational and entertaining content. This variety prevents audience fatigue and builds long-term brand credibility.
To get the most from UGC, consider these best practices:
If you want your content to land with maximum impact, make sure the length fits both where your audience is hanging out and what you're aiming to achieve.
- Short-form content (15–30 seconds)
This is perfect for quick engagement and direct response, especially on platforms like TikTok, Instagram, and Facebook Reels.
- Long-form content (1–3 minutes)
This allows for richer storytelling and is ideal for educational UGC on platforms like LinkedIn or blogs.
For more in-depth, influencer-led content, YouTube is great for videos that run 10 minutes or longer. The best fintech marketers know it’s not just about what you say—it’s about matching the content to where your audience is and how they like to engage.
AI is a great tool in influencer marketing—but it’s not the whole toolbox. For tasks like influencer discovery, sentiment analysis, and forecasting performance, AI can become your go-to. It's also helpful for generating static creatives and ad variations.
But when it comes to UGC and authentic storytelling, humans still lead the way.
The takeaway? Let AI handle the data and optimisation, but keep the creative, especially UGC, in human hands to ensure content remains relatable, credible, and genuinely engaging.
To get the most value out of influencer content, don’t let it sit on just one platform. Repurposing influencer content across multiple channels can extend its impact.
High-performing content can be licensed for paid campaigns, organic social posts, CRM emails, and even on your website. The key is to use it across multi-channel funnels—paid, organic, and retargeting.
And don’t forget to refresh and update licensed content regularly to keep it engaging and relevant for your audience. It’s all about capitalising on what’s working.
When people see the same type of content too often, they start tuning out. The fix? Keep things fresh with a smart rotation of content types: direct response for prospecting, educational for retargeting, and entertaining to build brand affinity.
Regularly updating your creative—ideally every 3–4 weeks, or when performance starts to dip—helps maintain engagement. A well-planned content mix doesn’t just keep your audience interested, it also improves campaign performance across the funnel.
Influencer marketing doesn’t just drive clicks—it shapes brand perception, boosts engagement, and influences long-term retention. Finance and fintech brands need to look beyond last-click conversions when measuring influencer marketing success.
Smart marketers use a mix of direct tracking methods like UTMs and promo codes, alongside indirect signals such as brand search uplift and social engagement. Brand lift studies reveal how influencers drive awareness, while tracking CTR and CVR shows their downstream impact. Together, they offer a more complete view of campaign performance.
Just want the highlights? Here are our top 10 takeaways, at a glance.
✅ Empower creators with flexible briefs
Give influencers room to be creative by focusing on outcomes, not overly prescriptive scripts—while still meeting compliance needs.
✅ Let audience insights guide influencer selection
Choose influencers based on who your audience trusts, not just follower count. Start with clear audience definitions and work backward.
✅ Balance affiliate and influencer strategies
Don’t expect influencers to drive direct sales like affiliates. Blend long-term brand-building with performance-led tactics for better results.
✅ Tailor influencer marketing for B2B
In B2B, think expert voices over lifestyle creators. Focus on credibility, education, and thought leadership, not just reach.
✅ Use UGC across the funnel
A mix of direct response, educational, and entertaining UGC works best. Align content types with different stages of the user journey.
✅ Match content length to platform and purpose
Short-form works for engagement and prospecting, while long-form suits education and storytelling—especially on platforms like YouTube and LinkedIn.
✅ Use AI to support, not replace, human creativity
AI is great for influencer discovery and data analysis, but UGC and authentic storytelling are still best left to real creators.
✅ Repurpose influencer content across channels
Get more mileage from high-performing content by licensing and using it across paid, organic, CRM, and web touchpoints.
✅ Rotate content to avoid audience fatigue
Mix up creative types and refresh assets every few weeks to keep your audience engaged and avoid declining performance.
✅ Measure beyond last-click attribution
Track both direct and indirect metrics like brand lift, search interest, and engagement to understand influencer impact across the full funnel.
Incorporating the right balance of paid, influencer, and organic strategies is essential for sustainable growth in the fintech space. By understanding what resonates with your audience and using the right mix of tactics, brands can build stronger connections and see measurable results. Use these insights to refine your approach and stay ahead of the competition.
At Growth Gorilla, we only do fintech. We create and execute strategies to help fintechs go to market, grow, and master market entry. Our team of experts has already helped grow over 50 fintechs. With Growth Gorilla at your side, there’s no confusion or wasted time. You stay flexible, slash acquisition costs, and stop worrying about what to do next.
Get in touch today to see how we can help you grow your fintech.
Catalyse your fintech’s growth.
Building a fintech is hard—we make the growth part easy. Let’s connect.
.jpg)
.jpg)
