--- title: "Unlock TikTok’s potential for financial brands: New report by Ornico reveals key strategies for success" description: "Ornico’s latest report, “Finance Goes Viral” explores how top financial institutions in South Africa and the U.S. are harnessing TikTok to drive brand awareness and connect with dynamic, digital-first audiences. The report offers a comprehensive comparison of financial brands and reveals strategies that have allowed certain institutions to excel in engaging with TikTok’s rapidly growing user base." type: "NewsArticle" publisher: "Daily Maverick" site: "https://www.dailymaverick.co.za" section: "Sponsored Content" author: "Ornico" author_url: "https://www.dailymaverick.co.za/author/ornico/" canonical_url: "https://www.dailymaverick.co.za/article/2024-10-17-unlock-tiktoks-potential-for-financial-brands-new-report-by-ornico-reveals-key-strategies-for-success/" published: "2024-10-17T03:05:17" updated: "2024-10-17T03:05:55" lang: "en-ZA" word_count: 521 --- # Unlock TikTok’s potential for financial brands: New report by Ornico reveals key strategies for success > Ornico’s latest report, “Finance Goes Viral” explores how top financial institutions in South Africa and the U.S. are harnessing TikTok to drive brand awareness and connect with dynamic, digital-first audiences. The report offers a comprehensive comparison of financial brands and reveals strategies that have allowed certain institutions to excel in engaging with TikTok’s rapidly growing user base. By Ornico · Published 17 October 2024, 05:05 SAST · Updated 17 October 2024, 05:05 SAST ## Key points - In a TikTok showdown that’s more about quality than quantity, South African financial giants are learning the hard way that a few viral hits can outshine a flood of mediocre posts, as evidenced by Discovery's engagement prowess and Wesbank's struggle to turn its relentless posting into meaningful interaction. ## Content Building on the insights from the SA Social Media Landscape Report 2024, this new report examines the TikTok strategies of major financial institutions, including **FNB**, **Nedbank**, and **Standard Bank**. With the platform’s influence continuing to grow, brands like **Momentum**, **Discovery Limited**, and **Wesbank**have adopted diverse approaches to content creation and engagement. The report offers a detailed breakdown of their efforts and results. Download the report: [https://ornico.co/financial-brands-tiktok-report-2024/](https://ornico.co/financial-brands-tiktok-report-2024/) ### **Key Findings from the Report:** - **Discovery Limited** leads in engagement, with**647.3K likes** despite posting less frequently than other brands. This demonstrates that content quality can outweigh posting frequency when it comes to resonating with TikTok users. - **Momentum** holds the top spot in follower count with **89.5K followers**, combining both frequency and creative content to maintain strong audience engagement. - **Wesbank** posts the most frequently, averaging **4.85 posts per week**, yet struggles to convert this activity into engagement, with only 556 followers and **540 likes**. This highlights the importance of content strategy over sheer volume. •**Comparison Between South African and U.S. Brands**: U.S. financial institutions like **Visa** and **MasterCard** dominate in likes and followers, with **MasterCard** boasting **2.5 million likes**, far surpassing any South African competitor. However, the adoption rate for TikTok among South African financial companies, at **45%**, is slightly higher than that of U.S. financial institutions at **40%**. - **Content Types That Work**: South African brands like**FNB** and**Nedbank** have embraced educational content, product integrations, and trending themes to engage users in ways that go beyond typical financial messaging. In contrast, **Standard Bank** and **Old Mutual** have successfully integrated employer branding with product promotion, using TikTok to highlight both their services and company culture. - **Not Yet on TikTok:** Despite TikTok’s growing importance, several major South African financial brands, including **Liberty, Absa, Santam, Investec, OUTsurance, Hollard, Vitality, PSG Financial, Coronation, RMB,** and **Guardrisk**, have yet to establish a presence on the platform. This leaves significant opportunities for these brands to tap into TikTok's vast and engaged audience. **Download the TikTok Financial Report Now** *The report also covers the performance of top financial brands already active on TikTok and provides actionable insights on how your company can refine its TikTok strategy for 2024 and beyond.* Download your free copy of the [**TikTok Financial Report**](https://ornico.co/financial-brands-tiktok-report-2024/)to learn how these top financial institutions are leveraging TikTok to drive engagement, build brand awareness, and connect with a younger, digital first audience. **DM** ***About Ornico:*** *Ornico provides reputation, media, advertising and brand research with a suite of products that includes Brand Intelligence® across the African continent. It does this to help marketers and brand owners make sense of the flood of information that occupies traditional and social media.* *By collecting and analysing media data across many channels, Ornico informs brand owners and marketing decision makers about the most important strategic decisions they'll ever make regarding their brands.* *From editorial and advertising monitoring services, social media analytics to advanced brand research, Ornico provides a holistic and independent view of brand performance as reflected by television, radio, print media as well as social and digital media*