Has your business suffered from the international financial environment and policy changes as well as the epidemic? Did your business run down due to the unstable effect of financial advertisement in China? How should advertisers adjust their strategies to break through the predicament and gain more value-added traffic?

This article analyzes the trends and distribution channels of China's financial advertising in the first quarter of 2022 and shares specific advertising strategies for financial brands.

1. Analysis of financial advertising industry trends

a)  Financial advertising will pick up in Q1 2022

The proportion of advertising investment in the financial sector has shown a downward trend in the past nine months, from 5.37% in July 2021 to 3.08%. In the first quarter of 2022, the proportion of financial ad expenditures gradually increases.

b) Advertisers increased their investment in Oceanengines and Baidu, mainly in financial management, lending, stocks, and other sub-sectors.

Compared with February, the placement of financial ads in March has rebounded. The proportion of advertisers in Baidu marketing and Oceanengines (including Douyin, Toutiao, and other major platforms of ByteDance) has slightly increased. The two platforms also serve as important distribution channels for financial brands.

Furthermore, advertisements for wealth management, loans, and stocks attract more attention from users.

2. Analysis of Financial Advertising Strategy

a) Main advertising forms and promotion purposes

In Baidu Marketing and Oceanengine, financial advertisements are predominantly visual in nature, such as pictures and videos. And 97% of the ads are aimed at promoting customer information gathering.

b) Cases sharing of popular financial advertisements

• All your friends are using it! You can borrow up to 200,000 yuan within 5 minutes. See how much you can borrow!

朋友都在用，最高可借20万，最快5分钟放款，试试你能借多少？

• You can also do financial management with 100 yuan! Come and learn it for free. You need to pay the original price if you don’t buy it now! Don’t miss the chance!

 100块也能理财！0元免费学理财，再不买就恢复原价了！赶快抢！

• Do you need money urgently? My credit score is 650, and I have a quota of 180,000. I have successfully borrowed it three times!

 急用大笔钱？信用分650，我有180000额度，借了3次都成功了！ 

• [Recommended by XXX (spokesperson)] People with a high risk of diabetes, hypertension, high cholesterol, and high blood sugar can get the insurance here!

 [XXX（代言人）推荐]糖尿病三高人群都能买的防癌险就在这里！

• [Emergency]Today {region} can get insurance with 2 yuan of the mobile phone number, and 6 million can be insured!

 [紧急通知]今日{地区}凭手机号2元领取保险，可保600万！

• Don't borrow money from the darknet again! You can borrow up to 200,000 here, and you can borrow and use it as you like, and it will be credited in 5 minutes at the fastest!

 别再乱借黑网贷了！这里最高可借20万，随借随用，最快5分钟到账！

• Thanks to XXX (product), who lent me $120,000, and finally, I don't owe a debt of gratitude!

多亏了XXX（产品），借了我12万8，终于不欠人情债了！

For more information on China’s advertising strategy, contact our digital media consultant at: enquiry@so360.hk.