Banks and payments companies leverage social media platforms for business operations and customer interaction.
In a comprehensive analysis of the top 100 cross-border payments companies as listed by FXC, it has been revealed that these companies are leveraging major social media platforms to boost their marketing and awareness efforts. The report, which focuses on the primary, verified accounts for each company, excluding regional and customer support accounts, provides insights into the social media strategies of these payments giants.
The report does not disclose which payments companies have the most followers on social media, nor does it offer a conclusion about the effectiveness of these strategies. However, it does offer key findings from the analysis, revealing that banks, fintechs, and other payment companies are utilising LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube for their social media strategies.
LinkedIn, in particular, is a popular platform for these companies to target B2B audiences effectively, as fintech decision-makers often gather there. Companies like Tazapay, recognised as a top fintech company by CNBC, likely use LinkedIn to highlight their compliant, scalable payment infrastructure and global customer success stories across various regions.
Twitter, on the other hand, is used for timely industry news, alerts, and customer engagement. Cross-border payment firms also utilise Twitter to introduce new features like card-linked installments or crypto payroll solutions with stablecoins, helping them present complex technologies as accessible and customer-centric.
Instagram and Facebook are used for broader brand storytelling and simplified educational posts aimed at businesses expanding cross-border. For instance, AstroPay promotes its globally embedded financial services platform, showing how it connects local and international payment schemes via social posts aimed at merchant audiences.
The report also highlights that these companies use social media to share thought leadership and educational content about complex payment solutions, compliance, and fintech trends. Real-time payments and AI-driven fraud prevention updates form another content theme, building trust and demonstrating innovation leadership.
In summary, the biggest cross-border payments companies harness LinkedIn, Twitter, Facebook, and Instagram to educate, announce innovations, build credibility, engage B2B customers, and generate awareness about their advanced, compliant global payment solutions. The report includes an analysis of the top 100 cross-border payments companies, which includes ecommerce companies such as Amazon and Expedia.
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