The finance space is high-risk, but when done right, influencer marketing can deliver unmatched impact. This expert guide from Brand Influence Agency breaks down what works, what to avoid, and how to build finance campaigns that elevate real voices, deepen trust, and truly connect.
Table of Contents
- Why the Finance Sector Can Use Content Creators
- Finance Campaigns Can Work (and They Do)
- Navigating the Finance Landscape
- Rule of Thumb: Quick Guide
- How to Get It Right: Finance Campaign Best Practices
- What Works
- What to Avoid
Why the Finance Sector Can Use Content Creators
Many South Africans still avoid money conversations due to fear, shame, or a lack of trust in financial institutions.
- Only 35% of South Africans trust their financial abilities.
- 69% feel self-conscious talking about money.
The right voices, especially real customers and brand fans, can bridge that gap. When everyday people speak from lived experience, finance becomes more human, authentic, and accessible.
Finance Campaigns Can Work (and They Do)
Finance is one of the most regulated and complex spaces for influencer marketing. But when it’s done well? The results speak for themselves:
- 1805% ROI and R10M earned media value from the #WinningWithCapfin TikTok campaign
- 907 verified sign-ups in the #GoPayflexIt Instagram campaign
- 3.47M video views and 7.39M reach in the #BigPlansWithCapfin TikTok campaign
- 2M+ video views from 100 creators in the #QwikloanInAMoMo MTN campaign
- 5.19M reach and 296 content pieces from the #CareForYourCash Capitec campaign
Navigating the Finance Landscape
With the FSCA cracking down on “finfluencer” marketing, brands must prioritise transparency, compliance, and education over hype.
- Only authorised individuals may offer financial advice.
- Influencers must include disclaimers that their content is not financial advice.
- Hashtags like #gifted or #ad should be used to declare brand affiliation.
- Messaging must be clear, accurate, and never misleading.
Rule of Thumb
✅ Include disclaimers, avoid advice-based claims. Position creators as learners or sharers rather than advisors
✅ Use vernac and language that your audience understands and relates to. Finance can be intimidating, so simplicity and clarity matter more than jargon.
✅ Big follower counts don’t always mean big impact. Often, the most trusted voices are the most relatable ones: real people, not polished personalities.
✅ Humour, storytelling, and skits go far in building trust.
✅ Start strong: hook with the benefit, pain point, or “aha!” moment
✅ Mix your pool: existing users + first-timers who are interested
How to Get It Right: Finance Campaign Best Practices
👩🏾💼 Choose the Right Influencers
Brands often let 10% of unhappy voices shape public perception, while the 90% of satisfied customers remain silent!
- Prioritise nano and micro creators, especially those who already use and trust your brand. These real customers bring higher engagement rates and deeper authenticity because they’re seen as genuine brand users, as opposed to paid promoters with no real category affiliation.
- Look for lifestyle or niche creators who can speak from personal experience, whether it’s budgeting as a parent, side-hustling through uni, or navigating freelance finances. These are the voices audiences trust most.
🎥 Create Content That Feels Real (Not Risky)
- Real stories spark real conversation: The pain points, the ‘what’s in it for me’ moments, and the ‘why is this relevant’ are all aspects that should come through in content.
- TikTok skits, trending themes, storytelling formats like “If my money could talk”
- Strong CTAs should appear early (not just at the end)
- Voiceovers, captions, and everyday language win over buzzwords
⚖️ Build in Safety from the Start
- Pre-approve all messaging and provide FAQs
- Use disclaimers and avoid sensitive trigger words like “fraud” or “scam” (especially on TikTok)
- Educate creators on compliance and platform-specific risks
- Brief creators to land the brand messaging in their own way
What Works:
✅ Real Customers, Real Sentiment: Some of your best voices aren’t official influencers, they’re loyal customers who already believe in your brand. Activate those voices and let genuine brand love lead.
✅ Relatable Storytelling: Personal budgeting hacks, scam stories, and lived experiences outperform generic tips.
✅ Strong CTAs: Campaigns with a clear “what to do next” step drive real action (downloads, sign-ups, competition entries, and app installs).
✅ Trust Over Reach: One influencer with 6,000 followers drove 119 Payflex sign-ups. Proof that connection trumps clout.
✅ Platform Fit: TikTok is ideal for relatable skits and fast-paced content, whereas Instagram suits more polished lifestyle content.
✅ Cultural Context: Campaigns that tap into shared experiences like “Janu-worry” or festive scams outperform generic financial advice.
What to Avoid
❌ Overly curated, stiff content. Finance needs to feel real!
❌ Misleading messaging that incorrectly explains the product/service
❌ Excluding disclaimers in content
❌ Assuming audiences already trust you, you need to build it first.
❌ Running campaigns during culturally sensitive periods without adapting the tone
The Brand Influence Agency Difference
We’ve run successful finance influencer campaigns for Capfin, Capitec, MTN MoMo, Payflex and more — activating hundreds of creators and producing thousands of real, resonant content pieces.
We don’t guess. We know what works. Reach out to collaborate on your next finance influencer campaign.
