Lloyds Bank TikTok Strategy (MSL)

Gen Z have grown up in a tougher economy than their parents, without the financial education to match it. They’re ambitious, self-aware and actively trying to figure it out, but most banking content still talks like it’s 2008.

Lloyds has the scale, credibility and cultural moment (post-rebrand) to play a bigger role in this space. What it doesn't have is a TikTok presence that truly resonates.

I led the strategic repositioning, platform and series development of Lloyds’ TikTok, shifting it from corporate tone to sharp, human, TikTok-native storytelling. Working closely with the creative team, I defined the channel’s new voice and role — not to compete with finance creators, but to carve out a distinct lane: calm, credible and cutting through the noise with humour and straight-talking simplicity, with a clear long-term direction for growth.

The result is a strategic foundation for Lloyds to relaunch its TikTok as a platform for financial empowerment, built for scroll culture, but rooted in trust.