Abdullah Alatas

NEOBANK TIKTOK TIER LIST: I ranked the TikTok game of 10 neobanks from S to D. Most of them are failing for the exact same reason. If you're running a neobank, you should bookmark this thread.

I lead Growgami, a team of GTM engineers. If you or a Fintech you know is looking for TikTok campaigns that convert, book a call at growgami.com

UGC vs. branded ads on TikTok: > UGC had a CTR 1.5% higher than branded ads and caused a 43% lift in conversions. > Nearly 50% of TikTok users also reported buying something on the platform because of UGC. (Research source: Whop) (Image source: Bazaarvoice)

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Read about how we drove a Tiktok movement for Sentient in 1 month x.com/Growgami/statu…

Read our thoughts and case studies on AI UGC to convert users in Tiktok. x.com/oldguns_/statu…

Obviously different budget and scale than most here, but @Revolut's efforts on Tiktoks should be the north star for those trying to acquire users via short-form. They've figured out the perfect mix of: - Integrations across all UGC niches (travel, college, finance) - Tasteful inhouse content - Native ads with direct app download CTA - plus actual earned media What I would do to complete the puzzle: invest in a team with a top capacity in running AI UGCs, distribute 1000s of videos/month across 100s of phone farm operated accounts. What I would do better: spend more in making organic content, less in pumping them with ads. Rating: S

@wirexapp a case of bad creator selection, unfit angle/format, maybe not fully understanding the nuances of Tiktok videos or what is considered to be a "good"/"tasteful" one. Their in-house content speaks the same. Though posting consistently (which tbh in itself puts them ahead than most neobanks), they seem to have trouble landing their content to audience. Can be easily fixed with the arrival of a good strategy/realignment. Rating: C

@KASTxyz has little to no action on Tiktok. But one notable thing: 1 video made by a Saudi creator, flexing KAST's reward points, gained an insane 1,2m views/16k bookmarks. From 1 simple video. Not sure whether this was paid or organic, but either way this should signal strongly to the KAST team that they should go heavy on short-form distro. Rating: D

@RedotPay is doing well on Tiktok. Region-specific penetration, affiliate games, UGC vids w/ different languages blowing out Tiktok. There are 30+ Redotpay accounts that are fan-owned or affiliates, clipping content and making different faceless vids. They're doing things that aren't 'pretty' on Tiktok but highly effective. Biggest problem: their content predominantly fails to tap in to high-value audiences/regions. Likely using some sort of UGC agency/WHOP here. Rating: B

NEOBANK TIKTOK TIER LIST: I ranked the TikTok game of 10 neobanks from S to D. Most of them are failing for the exact same reason. If you're running a neobank, you should bookmark this thread.

@gnosispay actually tried last year. They went for the consistent persona play on their official account which is common to see on fintech accs. Made 4 videos, was actually off to a good start, and the videos actually feels 'right'. Biggest miss was the fact that they lipsynced their creator in english and wasn't consistent. Otherwise, 0 paid ads, 0 UGC content, 0 AI play, 0 consistency. Rating: D

@arqdotlive makes very highly produced short videos and distribute it on their official account. Very hard to scale, actually the opposite approach of the Tiktok game (i.e. test angles, ugc, go volume). Notable point is they go hard with spark ads on most of their posts. This as a standalone method is just too costly. Stack your organic content (via owned acc) with ugc creators (paid), ai ugc content (owned), real kols, and only boost ads for content that are optimized for it. At least they have presence, got 1k bookmarks from 1 vid. Rating: C