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.