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Empower Turns to TikTok to Connect with Young Investors

Empower has launched an official brand presence on TikTok to deliver accessible and authentic financial information to meet young investors’ desire for more financial education, according to an announcement from the firm. 

Launched this month, Empower’s TikTok channel includes short videos that run about 15-45 seconds in total length. “We hope to share relevant financial information about current economic events, like inflation, that can inform financial decisions,” said Tom Nun, Empower’s portfolio strategist, who appears in some of the firm’s videos. “We’re shedding the jargon and making finance talk accessible and real.” 

Citing an Empower survey that Gen Zers want more financial education, with 76% saying they feel comfortable getting help, Chief Marketing Officer Steve Jenks notes that it makes sense to meet investors on the platforms where they are searching for news and information. “With these short videos, we can emphasize savings education, explain a wide array of financial wellness topics and provide answers to many basic questions,” says Jenks. “By accessing our experience and expertise, investors can get authentic, data-driven information and make solid financial decisions that are best for them.”

“Young Americans are searching for financial information and advice—and they are more frequently turning to social media platforms to find it,” adds David Wilson, Assistant Vice President of Thought Leadership and Digital Media. “We’re excited to have some fun, while we connect with more people and help get them engaged in their financial future.”

TikTok is one of the fastest-growing social media platforms in the world, attracting young adults ages 25-44. Mariah Stackhouse of the Ladies Professional Golf Association (LPGA) Tour is among the first of Empower’s brand ambassadors to talk about her goals on Empower’s TikTok channel. Empower also provides financial information on Facebook, Instagram, Snapchat, Twitter and YouTube.