"When I Go to Work, I'm Also a YouTuber" Financial Sector Targets MZ Generation with Employee-Appearing Content

Showing Authenticity and Expertise in Vlog, Drama, Music Video, and Talk Show Formats to Target the MZ Generation
"More Financial Companies Will Communicate with Future Generations"

Recently, official YouTube channels of financial institutions have featured employees working at these companies appearing directly. They are engaging in communication by trying various content formats such as vlogs and music videos, or by prominently showcasing financial expertise to target the MZ generation (Millennials + Generation Z).

According to the financial sector on the 15th, Samsung Card launched the second season of its YouTube video content series "SamkaTV" last month. SamkaTV is a self-produced content series where employees provide information related to Samsung Card. The previous season introduced content such as credit card year-end tax deductions, overseas travel card discounts, and recommended cards for young adults starting their careers. In season 2, employees introduce Samsung Card through drama and music video formats by acting or singing.

A Samsung Card representative said, "YouTube video content serves as a channel for financial companies to communicate warmly with MZ generation customers," adding, "SamkaTV has recently received positive responses from the MZ generation. Especially for short-form content, half of the viewers are under 34 years old."

NH Nonghyup Property & Casualty Insurance has also been running the YouTube entertainment show "TrendN," featuring employees since March 2022. This talk show format brings together employees from various departments to discuss topics likely to interest the MZ generation, such as e-sports, dieting, and Han River picnics. Recently, they conducted a food blind test introducing Nonghyup brands like Seoul Milk, Dorraeorae, and Korea Nonghyup Kimchi. A Nonghyup P&C representative stated, "We aim to enhance our external image by providing a friendly impression of our company through fun and creative YouTube video content."

Shinhan Bank operates a YouTube channel centered around in-house financial experts. The "Shinhan Free Pass," launched last month, features asset management experts from Shinhan Bank and Shinhan Investment Corp. who share recent financial market trends and investment tips. They belong to the Shinhan Financial Group’s asset management solution team, "Shinhan Premier Pathfinder," established in July. In the financial entertainment talk show "Jjeon.Sseol.In," Shinhan Bank PBs appear to share investment information on gold, dollars, and tax-saving strategies.

A Shinhan Bank representative said, "Recently, by actively strengthening employee-appearing video content, employees are sharing sincere experiences related to finance," adding, "Through the content, we aim to approach customers in a friendly manner and build trust beyond simply providing financial information."

The appearance of employees from financial institutions in their respective companies’ YouTube videos is intended to secure young customers and enhance the financial companies’ images. Financial companies analyze that customers respond more to content showing employees’ sincerity and expertise than to content using famous celebrities or advertising models. A financial sector official predicted, "Going forward, to communicate with the future generations in their 20s and 30s in various ways, participation of financial company employees in content will increase."