In the past year, a large number of companies with millions of insurance scales have emerged on the short video platform, such as Zhongan Insurance, Snail Insurance and Niu Xiansen. In addition, China Ping An, China Life Insurance, China Pacific Insurance and other traditional insurance companies have also settled in Tik Tok.

In addition to exporting content in the short video field, major financial institutions will also use the influence of the platform to carry out cross-border cooperation. For example, China Everbright Bank not only settled in Tik Tok, but also launched a co-branded card with Tik Tok to connect the trend with the payment behavior. On the one hand, China Everbright Bank can attract new customers in Tik Tok, on the other hand, it can use Tik Tok to expand its brand influence.