If you're a marketer, creator, or app founder in the Finance & Investments niche, this guide is for you.
It will update on trending formats, viral hooks, and new apps, giving you the tools you need to plan your strategy for the month ahead:
- An overview of what happened in the last 30 days
- Top hooks and formats to test in May
- The hottest breakout accounts and apps
- Access to a full list of hundreds of videos you can explore with our advanced analytics
Use it to spot trends early, borrow what's already working, and avoid wasting time on outdated formats.
Let's get started.
Niche Overview
Views
Over the last 30 days, the Finance & Investments niche generated 21.5M views across 26 videos, indicating a relatively small but high-impact content pool.
Performance is concentrated across a few key apps, with Bloom dominating volume at 12.3M views across 17 videos, accounting for the majority of total niche visibility.
Overall, the niche reflects a low-volume, high-leverage distribution, where a small number of creators and breakout videos drive a disproportionate share of total views.
Engagement
Engagement is strong, with 1.89M total interactions across 21.5M views, resulting in an average engagement rate of 8.8%, comfortably above typical benchmarks.
This is driven primarily by likes (1.59M), with additional contributions from shares (123.2K), bookmarks (112.1K), and comments (18.2K).
Performance varies significantly by app:
- Finvest leads on engagement efficiency, achieving a 12.3% ER from just 2 videos, signaling a highly engaged, niche audience
- Bloom dominates total engagement volume, contributing 69% of all likes (1.09M), driven by consistent creator-led content
- Bitget is the clear share engine of the niche, generating 97.6K shares (the majority of total shares), largely from a single viral video
On the lower end, Cove (0.1% ER) reflects expected low interaction patterns, while Autopilot (2.7% ER) underperforms relative to its reach, indicating weaker audience engagement despite solid view counts.
Overall, the niche shows strong engagement quality driven by standout creators and viral outliers, with clear separation between high-performing, community-driven content and lower-engagement utility or passive formats.
Top Hooks & Formats to Test
- “Traders trying to predict the markets
Trump:”
From: Bitget
Hook type: Political humor
- 6.2M views
- 7% engagement
Format: Sarcastic confusion clip
Type: Faceless
What it looks like: A circuit experiment where nothing works logically, and when blended with the hook, it represents a relatable situation for traders.
2. “i wanna have 15k saved by summer give me ur most unhinged ways you’ve saved money”
From: Bloom
Hook type: Financial aspiration
- 3.8M views
- 12.5% engagement
Format: Goal framing format
Type: Face
What it looks like: A person records himself pretending to do a math calculation, relating to the hook mentioned.
3. “I feel so behind, how much should a 19 year old have saved up”
From: Bloom
Hook type: Comparison anxiety
- 1.4M views
- 11.5% engagement
Format: Relatable confession (POV)
Type: Face
What it looks like: A creator openly shares a personal insecurity straight to the camera to spark relatability and discussion.
4. “I saw a girl say her best savings tip is to move ALL your money from your checking to your savings the day before you get paid whether is $5 or $500 and I couldn’t agree more”
From: Peek
Hook type: Social proof + tip endorsement
- 1.3M views
- 3.48% engagement
Format: Silent reaction + tip validation
What it looks like: A creator silently validates a tip using expressions instead of explanation.
Breakout Accounts & Apps
Ticker: social investing
Ticker, a social-investing app, is growing through creator accounts that often avoid talking directly about the product in the videos themselves.
The more effective accounts post lifestyle or broad-interest content, keep the app mostly in the bio, and let curiosity and profile traffic do the work, which creates a very different distribution model from classic finance creators.
Polymarket
Polymarket is scaling by turning real-world events, celebrity news, and fandom moments into prediction-based storylines.
The format is simple and repeatable: something happens, tension builds, and then the content reveals that Polymarket had already priced or predicted it, making the app feel embedded in the story rather than inserted into it.
Finvest: Invest Smarter
Finvest is beginning to gain traction on TikTok through a mix of retirement content, corporate-profit explainers, and one especially strong viral format built around regret for not investing in NVIDIA earlier.
The key tension is that one big hit does not yet prove a repeatable system, so the focus is on which content directions actually look sustainable.
Newcomers to Watch
Polifly
Polifly is an AI tool built for prediction-market users, helping people analyze markets on platforms like Polymarket and Kalshi from a screenshot.
What stands out is not just the product, but how quickly it has built an early UGC engine across Instagram and TikTok, with creators framing it as a hidden edge rather than standard market software.
Blossom: Social Investing
A newly launched Blossom creator account broke out almost immediately by mixing investing with StudyTok-style relatability.
Instead of using typical finance hooks like charts and portfolio logic, the content leans into student life, casual humor, and familiar short-form formats, with investing sitting in the background.
Costify: Expense Tracker
Costify is a newly released expense-tracking app that is still very early, but a founder-led demo format has started to show signs of traction.
The strongest example focuses on a real payment moment and instantly shows the app recognizing and categorizing the expense, making the product feel simple and useful without much explanation.
Resources & Next Steps
Every month, we also put out fresh resources designed to save you time, help you stay ahead of the game, and ensure that every piece of content you create has a genuine chance of going viral (and converting).
Dive into our full hooks dataset for ideas that are already winning, explore 50+ faceless formats that are easy to adapt and scale, or check out our How-to TikTok Guide if you're new to the platform.
In case you're struggling with turning views into real results, our TikTok Marketing Funnel walks you step-by-step through increasing conversions and growing your app or brand faster.
About the library
the library is a growth-focused research and content platform built for consumer apps.
We analyze what's working in organic distribution across short-form platforms, from viral formats and content strategies to deep-dive playbooks.
Our goal is to expose what's out there and help founders and marketers grow smarter and faster.
For more daily insights, trends, and bite-sized hacks, follow us on X, LinkedIn and YouTube (here and here).