Social Media Marketing for Fintech Startups: Strategies, Challenges, and Impact

Abstract

The research explores the growing role of social media marketing (SMM) in fintech startups, specifically how it aids in building trust, engaging consumers, and increasing conversions. The study is built on a descriptive research design and uses primary data collected from 50 respondents, primarily students aged 18–30. Key marketing strategies identified include influencer collaborations, educational content, and testimonial-based storytelling. The study finds that influencer marketing has a strong influence on consumer behavior, but it also highlights challenges like regulatory compliance, content fatigue, and trust concerns.