Video in Financial Services: What Works, What Doesn’t and Why It Matters

Video has become one of the most useful and versatile tools in financial services marketing. But unlike in other industries, it’s not something you can deploy on instinct alone. Between regulatory scrutiny, long customer journeys and a general atmosphere of public scepticism, it takes more than creativity to get results.

In this piece, I’ll share what I’ve learned working with financial services firms of all shapes and sizes, from challenger banks to investment managers,  to show how video can help you build trust, explain complex information clearly and connect with prospects & clients in a way that’s both effective and compliant.

There’s a reason financial services video production has surged in recent years. It brings together clarity, creativity, engagement and compliance in a way that written content alone often can’t.

• It simplifies complex information.
• It shows the human face of your business.
• It supports brand trust by being consistent, clear and engaging.
• It reaches audiences where and when they are looking for it.

Done well, video offers a flexible, accessible, convenient and most importantly memorable route to the target audience.

One-off short form video rarely moves the needle. TikTok is fun and all, but not exactly persistent plus it is a minefield for brands. To be effective, your video content needs structure.

Here are four common roles content can fulfil:

• Flagship / Sizzle — bold, brand-led pieces designed to make an emotional first impression and raise awareness.
• Ongoing content — a regular stream of video that offers insights, updates or thought leadership, helping you stay visible and relevant.
• Practical resources — explainers, how-to’s, FAQs all helping customers to make sense of your offer and build brand trust.
• CTA clips — short, focused videos that encourage the viewer to take action, commonly that means signing up, downloading or sharing.

This approach ensures that your content is working at every stage of the sales funnel and customer journey, from attracting attention to driving conversion and retention.

Even the most engaging video content misses the mark if the right people aren’t seeing it. That’s why distribution is as important as production.

In my work with financial services firms, I’ve seen too many great videos go to waste because no one thought through how they’d be delivered. The good news is there are now more options than ever:

• Owned platforms — your website, blogs or secure client portals are natural homes for long lasting or informative video content.
• Social media — platforms like LinkedIn and YouTube work well for thought leadership. Vimeo is not a bad option, but has a narrower audience. Be mindful of the myriad different aspect ratio formats for socials.
• Paid media — targeted advertising. Best for product launches or campaigns.
• Email — one of the most personal and controlled ways to reach people.

Video in email is an oft overlooked gem. We have seen fantastic results using this medium. Just mentioning “video” in a subject line can lift open rates. Embedding a clickable thumbnail increases click-through rates. When personalised with a client’s name or product details, the engagement can be off the charts.

But video in email comes with caveats:

• Use thumbnails that link to a landing page, not embedded files.
• Prioritise mobile-friendly optimised design.
• Captions are ESSENTIAL. The majority of people watch without sound (especially when on the move).
• No autoplay. Respect the viewer’s choice to engage.

Whichever channels you choose, treat delivery with as much care as creation. It’s the missing piece in many financial services marketing strategies.

Finance is about more than numbers. It’s about goals, security, responsibility, achievement. Every product, from ISAs to insurance, has an emotional undercurrent.

Video is uniquely suited to exposing those emotional drivers. Where a PDF tells, a video shows. It creates empathy, connection and memorability.

When planning content, consider:

• The real reason someone might choose this product or service?
• What do they want to feel? Reassured, informed, empowered?
• What are they afraid of? The wrong decision, being taken advantage of?

We’ve helped clients reframe everything from investor relations software to leadership development using emotional storytelling. It’s not about sentimentality, it’s about relevance. People buy with feeling, then justify with logic.

Financial services relationships take time to build. Whether you’re targeting institutional investors or individual savers, the buying cycle is long and driven by trust.

Credible video, delivered consistent and regularly is what does best in the great online content race. By publishing regularly with value-adding insights, practical tips or client success stories, you become a familiar presence. A reliable voice. A brand people are happy to hear from and spend time with.

Think of it not as a quick conversion tool, but as part of a longer conversation.

We’ve worked with financial services firms to create content that’s imaginative, emotionally resonant and rigorously within the rules. The key is bringing in compliance teams early, writing with care and letting the visuals and tone do much of the heavy lifting.

Your compliance function doesn’t put the brakes on good marketing. In fact, they’re often a great early audience for testing clarity of message.

Christian Mahne is the founder of Mahne Creative Media, a video production company specialising in the financial services sector. With a background in journalism, a deep understanding of regulated environments and a passion for intelligent storytelling, Christian has worked with banks, fintechs, wealth managers and insurers to deliver creative content that builds trust and drives results.