What's the #1 Social Media Mistake You’re Making as a KYC Platform? And 3 Data-backed Solutions
- Content Manager@Katalysts
- Mar 14
- 5 min read
Updated: Mar 17
The global KYC (Know Your Customer) market is projected to reach $22.16bn by 2027, growing at a 22.4% CAGR, per a report by Market Research Future. With rising financial frauds and tightening regulations across the globe, fintech platforms are investing heavily in AI-driven KYC, biometric verification and AML compliance solutions.
However, despite the industry’s rapid expansion, KYC providers struggle to differentiate themselves on Social Media. For fintech platforms offering KYC solutions, social media is often an underutilized or misused channel.
The KYC Marketing Gap
First things first, let's understand the very lacunae in the way Fintech marketers look at their Social Media Marketing strategy. While doing our research on the subject, we came across some starting statistics. We’ve listed some of them below in order to draw up a clearer picture for you:
A recent research by the Fintech Marketing Hub revealed that 76% of fintech marketers lack a clear differentiation strategy on social platforms.
Another report by LinkedIn B2B Trends suggests that 67% of B2B buyers use social media as part of their purchasing journey, but only 19% of fintech brands create content that resonates with decision-makers.
(You may also like: How Fintech Marketing Has Evolved to Address KYC Challenges in 2025 )
Despite increasing budgets, with fintech marketing spend projected to hit $19.6 billion by 2026 (Statista), many KYC providers fail to generate meaningful engagement or leads.
So what's their biggest mistake? It’s their focus on features instead of business impact.
Most KYC providers flood their audience with technical jargon, regulatory updates, and product specifications. While these details are important, they fail to address the real concerns of fintech founders, compliance teams, and product heads like:
-How does this reduce Onboarding Friction for customers?
-Can it help prevent fraud without adding unnecessary delays?
-Will this lower regulatory risks and avoid fines?
At Katalysts, we’re poised to help fintech brands struggling to turn social media into a lead-generation engine. Through our in-depth industry research, we’ve identified three advanced strategies to transform your approach from static content to high-impact engagement.
1. Shift from features to contextual selling
Most KYC platforms treat social media as a digital product brochure.They highlight AI-driven verification, compliance automation and fraud detection capabilities. While these are valuable, fintech leaders care more about the direct impact on their business.
Why should this matter to you?
More than 88% of B2B buyers say content must be relevant to their business challenges, says a recent Forrester report.
Only 3% of buyers trust product-centric content, while 78% prefer insights that address pain points, reports Edelman & LinkedIn.
How can you fix this?
As a Fintech marketer, you must sell the outcome, not the features. Instead of talking about how fast your verification API works, showcase its real-world impact with tangible results.
Case study-driven content: Sumsub, a leading KYC provider, used a LinkedIn video case study to highlight how they helped cryptocurrency exchange Bybit reduce onboarding time from 30 minutes to under 1 minute.
(You may also like: How Fintech brands are capturing leads through Dark Funnel Marketing in 2025?)
Industry-specific positioning: Persona-tailored messaging for different fintech verticals, explaining how neobanks, payment platforms, and DeFi apps can adapt KYC to high-risk transactions.
Live data insights: Use Tableau Public to create engaging, interactive visuals showing how companies using your KYC service have cut fraud rates.
For instance, instead of promoting "automated AML compliance checks", consider reframing it as:
"Revolut slashed fraud-related losses by 60% after optimizing KYC. What’s stopping your fintech from doing the same?"
2. Gamify KYC education to build trust and engagement
One of the major problems is that Fintech founders and compliance officers often lack deep KYC knowledge. As a result, they see compliance as a cost center rather than a growth enabler.
Here's some data throwing light on this:
A PwC report suggests that only 29% of fintech executives fully grasp KYC regulations.
Interactive content like quizzes, polls, calculators generate 94% more engagement than static content, says a HubSpot report.
How can you fix this?
The short answer to this is: by using interactive content to make KYC approachable. Instead of relying on long whitepapers, turn education into an interactive experience.
KYC self-assessment quizzes: Jumio, a top identity verification provider, created an interactive compliance risk test that fintech firms use to evaluate their KYC readiness.
Scenario-based polls: Trulioo uses LinkedIn carousel posts to challenge their audience with “Spot the Fraud” scenarios where users vote on the correct compliance approach.
Compliance myth-busting series: Onfido debunks common KYC myths through bite-sized Twitter threads, improving brand trust and engagement.
Here's an example you can easily recreate:
Instead of writing a blog post titled "The importance of AML compliance", create an interactive poll as below:
"You’re a neobank onboarding a new user. They submitted a passport and a utility bill, but their phone number is registered in a different country. What do you do next?"
Options:
A) Approve the application
B) Request additional verification
C) Flag for manual review
D) Reject outright
3. Reverse-engineer competitor success
The problem lies in the fact that most fintech KYC platforms either ignore their competitors' social strategies or copy them without understanding what works. The data behind this mistake speaks volumes.
According to a recent report by the Content Marketing Institute, about 81% of fintech brands admit to copying competitor content without analyzing performance.
In fact, brands that actively analyze competitor gaps see 2.5x more engagement growth than those that mimic competitors, found a SEMRush study.
How can you fix this?
Identify gaps to own the niche. Instead of blindly following competitors, analyze where they’re failing and create content that fills that gap.
Competitor content analysis
Use PhantomBuster to extract competitor LinkedIn posts and see which topics get engagement vs. which fall flat.
Find audience gaps
Plug competitor domains into SparkToro to uncover where their audience spends time. And follow it up by creating high-value content for those spaces.
Customer complaint mining
Use Brandwatch to track fintech forums and Reddit threads where users complain about KYC delays or friction. And then, go ahead and create content positioning your platform as the solution.
Case In Point: How Onfido’s content gap paved the way for others?
A KYC provider noticed that Onfido was dominating content on biometric verification, but there was little discussion about KYC in SME lending. By creating content around KYC pain points in business loan applications, they became the go-to voice in that niche; driving 43% more inbound leads.
Our Final Thoughts
KYC platforms often struggle on social media because they focus on features and regulations instead of business outcomes and engagement. And that's exactly why more often than not, it doesn't work. The truth of the matter is that Social Media should sell trust, not plain technology.
Here's a quick recap of fixes that could set things right for your KYC brand:
Shift from features to contextual selling: Showcase business impact with real fintech success stories.
Gamify KYC education: Make compliance engaging through quizzes, polls, and interactive learning.
Reverse-engineer competitor success: Find gaps in fintech conversations and own them.
Your social media strategy is costing you leads. And we can fix that.
At Katalysts, we help fintech brands turn social media into a powerful lead-generation machine. Our strategies aren’t just about visibility, they’re designed to drive real business results.
Contact us now for a complimentary consultation to revive your fintech content strategy.
Author: Moumita Chanda
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