Banks ramp up YouTube marketing to attract younger customers

By Jun Ji-hye

Commercial banks are actively using YouTube for marketing to attract younger customers, as securing this demographic is key to building a loyal customer base in the future, industry officials said Tuesday.

Another goal is to counter fintech companies amid the growing presence of millennials and Gen Zers on Toss and other online finance platforms.

The banks are creating YouTube content featuring K-pop singers and celebrities from popular entertainment programs favored by the younger generation.

Woori Bank has 390,000 YouTube subscribers, and its channel has garnered significant attention since it appointed IVE’s Jang Won-young as its new model on Feb. 14. The ad featuring her gained over 6.3 million views within just two weeks.

The clip about Woori Bank’s retirement pension services featuring celebrities such as former Girl’s Day member and actor Lee Hye-ri, singer Kim Jong-kook and cartoonist and TV personality Kian84 is also drawing interest, receiving an enthusiastic response with total views exceeding 8 million.

Content on allowance management, tailored to teenagers and coproduced with EBS Media, is also drawing attention. Featuring rookie K-pop singers, this finance entertainment program engagingly delivers financial knowledge, aiming to help teenagers develop healthy spending habits.

“YouTube is no longer just an entertainment platform as it has become a powerful force shaping the times," a Woori Bank official said. "Businesses can engage with customers in real time through natural, ad-like content while benefiting from a cost-effective viral effect. Additionally, YouTube enables precisely targeted advertising based on factors such as gender, age, interests and search history."

KB Kookmin Bank is also expanding its YouTube marketing efforts.

With 505,000 subscribers, the bank has adopted a strategy of subtly incorporating its products and services into trend-driven content rather than directly promoting them.

It plans to roll out a diverse range of new content starting in mid-March.

“Unlike traditional mass media, YouTube allows brands to deliver more customer-friendly and distinctive content. We expect YouTube to play a pivotal role in brand marketing,” a Kookmin Bank official said.

Shinhan Bank, which appointed ASTRO member and actor Cha Eun-woo as its ambassador on Feb. 7, has seen a sharp increase in subscribers, surpassing 509,000. The advertisement for the bank's shared expense account featuring Cha has garnered over 6.3 million views.

Thanks to Cha's popularity, the bank reclaimed the top spot in subscriber count, surpassing Kookmin Bank.

Hana Bank employs a variety of models, showcasing content tailored to each model’s assigned role, such as charity soccer tournaments and recruitment briefings. Its subscriber count has surpassed 260,000.