Unicaja launches its corporate channel on TikTok, with a programme specifically designed to bring young people practical content on finance, leisure, sport and culture, tailored to the platform’s language.
Financial literacy will play a prominent role on the new account. Drawing on everyday situations and questions, the organisation will address topics such as saving, managing expenses, payment methods, financing and preventing digital fraud.
The content strategy will extend to other areas of interest and connect the audience with leisure, sport and culture content, stories related to Unicaja’s sponsorships and experiences linked to these partnerships. It will also highlight social and environmental initiatives developed or supported by the organisation.
Although it will be open to the entire TikTok community, the profile is primarily aimed at people aged between 16 and 35 and will take into account their different life stages, needs and interests.
With this launch, Unicaja is expanding its social media presence and incorporating new audiovisual formats into its communications. The new channel also contributes to the objectives of the 2025–2027 Strategic Plan to improve the customer experience and integrate new forms of digital interaction into the organisation’s communications.
“TikTok offers us a new way of bringing finance closer to young people and clearly explaining issues that form part of their daily lives. We want to share practical and easy-to-understand content, whilst always maintaining the rigour and responsibility expected of a financial institution,” said Fernando Ríos, head of Communications and Brand Image at Unicaja.
In this regard, he added that “the new channel will also allow us to connect with our audience’s other interests, showcasing leisure, sport and cultural activities, experiences linked to Unicaja, and social and environmental initiatives through more direct and visual formats”.
From day-to-day finances to other interests of young people
The selection of content will take into account the audience’s different life stages and interests. With an informative and educational approach, the channel will cover everything from initial financial decisions, saving and managing expenditure to financial planning, financing and the safe use of digital services.
Alongside this content, the channel will feature stories, key figures and experiences related to Unicaja’s sponsorships and partnerships in sport, culture and leisure. This approach will enable the channel to offer experiences from a more personal perspective, centred on people and the opportunities for connection they create.
The programming will also include content related to sustainable living and support for local social initiatives.
The combination of these three areas will enable the sharing of financial knowledge and the presentation of stories linked to other aspects of young people’s daily lives, such as sport, culture, leisure, and social and environmental issues.
Unicaja’s presence on social media
The launch on TikTok completes Unicaja’s presence on other social media platforms, such as Instagram, Facebook, LinkedIn, X and YouTube, through which it shares corporate information, financial content and initiatives linked to its activities, with messages tailored to the characteristics of each platform.
This commitment to new digital channels forms part of a strategy that seeks to combine the possibilities of technology with a personal touch and individual attention, whilst maintaining a focus on a relationship with customers based on trust and support.
