Money Masters Enter TikTok: From Grimy Charts to 15-Second Comedy
Those old-school finance firms that used to trade in stained leather desks and graphite pens are kicking off a new chapter: they’re hopping onto TikTok, the playground where the young crowd hangs. Instead of droning on about bonds, the banks are now talking about money in quick, snappy, and downright funny bites.
Meet the “FinTok” Kings and Queens
- Mark Tilbury (@marktilbury) – 7 million fans
- Humphrey Yang (@humphreytalks) – 3.3 million fans
- Tori Dunlap (@herfirst100k) – 2.1 million fans
- Erika Kullberg (@erikakullberg) – 8.4 million fans
These influencers are the actual “riches” that a billion‑dollar asset manager can only daydream about.
Why the Giants Are Balky But Bouncing
For a traditionally solid company, jumping onto TikTok feels like learning a brand‑new language. It’s all about “bite‑size” videos and slick visuals that bite back at boring investing wisdom. The challenge? Turning concepts like retirement, diversification, and compound interest from dry textbooks into fun, quick‑fire content.
Fidelity Gets Feel‑Good Footing
Boston‑based money manager Fidelity was one of the first to dip its toes into TikTok. Their account @fidelity, launched in June 2021, now rakes in over 14,000 followers and nearly half a million likes.
Kelly Lannan, Fidelity’s senior vice president for emerging customers, says:
“We get a short window to make complex topics pop. That’s tough, but it’s the place where the next generation digs for info before they turn to family.”
Kids, Social Media, & Money‑Minded Minds
Wells Fargo & Co. found that 35% of kids learn how to manage money from social media. That’s a double‑edged sword: it sparks curiosity, but also opens the door for misinformation.
When T. Rowe Price asked youth what they’d invest in, the results were eye‑popping:
- 57% – cryptocurrency
- 38% – traditional stocks
- 22% – meme stocks
- 21% – NFTs
So the headlines hit their heads with headlines. It’s like a fun pop quiz where the answers become the future’s investment choices.
Bottom Line
Old‑school finance is swapping dusty spreadsheets for TikTok trends because the money minded crowd is there. The result? A new era where “savvy investor” is a thing you watch do it in a 60‑second reel instead of a 70‑page report. As the numbers climb, so does the expectation: if you’re still reading this article like a manual, maybe it’s time to hop on over to TikTok and see how the money games are being played live!
Blackrock enters the fray
Money Masters Dive Into TikTok to Doxx Young Investors
BlackRock, the titan that’s just crossed the $10 trillion‑asset mark (that’s S$14 trillion!), is trying to win the hearts—and wallets—of Gen‑Z. Since its first public fan following, the firm’s TikTok account has already racked up 2,300 new followers, a tiny but mighty splash in a platform where millions scroll in seconds. Rich Latour, BlackRock’s global head of content, joked that TikTok is the opposite spectrum to the 20‑page whitepapers the firm usually publishes. “But we need to speak the language Gen‑Z already lives in,” he explained. The goal? Cut through the chatter and help young viewers separate fact from fluff.
FinTok’s Secret Language
FinTok isn’t just “finance + TikTok” – it’s an entirely new tongue. To crack this code, BlackRock and Fidelity have enlisted a handful of staffers who live and breathe the platform. These younger employees already have personal TikTok accounts, and they know exactly which vids make the audience’s dance glasses pop.
BlackRock’s Bites‑and‑Sips
- “3 Tips For Retirement” – a quick‑fire guide for future retirees
- “High Inflation” – a breakdown of why your dollars are losing sleep
- “Why Pay Taxes?” – a light‑hearted jab at the inevitable
- “ETFs Explained” – the “explained” everyone craves, but in a viral snapshot
Fidelity’s Food‑For‑Thought
Fidelity has leaned into culinary metaphors; they know that everyone prefers a tasty slant. One of their most‑viewed posts (over 12.6 million views) used a pie to illustrate fractional investing, turning an abstract concept into something as refreshing as dessert.
Partnering With FinTik Influencers
Both firms are now building relationships with FinTokens who already boast massive followings—an essential strategy for a nascent presence on the platform. While other banks and investors seem cautious, the numbers keep speaking for themselves. TikTok’s spokesman cites #investing posts that have already generated 6.5 billion views.
The Future of Investment
Even the platform’s youngest thumbs will soon be old enough to open brokerage accounts. It just might be inevitable that the big money managers must join the FinTok world. “We all have a responsibility to be there,” Lannan from Fidelity says. That sense of duty, paired with a splash of humor and a dash of sincerity, is the new recipe for financial influencers.
Takeaway
If you’re a young investor, keep an eye on TikTok for bite‑size, trustworthy bite‑sized investment wisdom. If you want the heavyweights to look your way, you won’t just get a fancy vignette— they’ll give you the practical, audience‑friendly spiel you actually need.
