Influencer Marketing in the Payments Industry

How Creators Can Help Payment Brands Build Awareness

Influencer marketing has arrived in the payments world with the rise of “finfluencers.” Our survey of 1,207 US social media users revealed that while content creators can effectively build awareness of payment products and services among consumers, converting them into customers isn’t as easy.

Key Question: How should payment providers use influencers for their marketing strategies?

Key Stat: Around 80% of US social media users have seen someone reviewing or recommending financial products on social media, per our March 2024 survey. That widespread reach highlights how payment providers can use influencers to raise awareness of their brand.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Payment brands need to take influencer marketing seriously
  3. Payments influencer marketing is more effective at raising awareness than boosting conversion
  1. What does it mean for payment marketers?
  2. Methodology
  3. Sources
  1. Media Gallery

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First Published on Jun 3, 2024


Grace Broadbent


Jasmine Enberg
Na Li
Director, Primary Research
David Morris
Jennifer Pearson
Amy Rotondo
Minda Smiley
Senior Analyst, Social Media