In the rapidly evolving digital landscape, social media platforms have emerged as powerful tools for communication, entertainment, and increasingly, education. Among these platforms, TikTok, with its unique blend of short-form video content, has carved a niche for itself, influencing various sectors including finance. This influence has been particularly noticeable in Malaysia, where TikTok has become a significant player in shaping financial decisions among its users. The TikTok Financial Services Research conducted by Toluna provides a wealth of insights into how TikTok users interact with financial content on the platform, their confidence in digital financial services, and the role of TikTok in their financial decision-making process. These insights offer valuable lessons for marketing professionals, particularly those in the financial sector. A significant 72% of TikTok users search for more information after seeing financial content on the platform. This indicates that financial content on TikTok is not just passively consumed but actively engages users, prompting them to seek further information. This behavior underscores the potential of TikTok as a catalyst for financial curiosity and learning, making it a valuable platform for financial institutions to reach and engage potential customers. TikTok users are 1.8 times more likely to use digital financial services daily compared to non-TikTok users. This higher usage rate suggests that TikTok users are more comfortable with digital finance, likely due to the platform's role in providing accessible and engaging financial content. This trend presents a significant opportunity for financial institutions to tap into a demographic that is already familiar with and receptive to digital financial services. Furthermore, TikTok's role in financial education underscores the importance of providing valuable and useful content. 71% of its users find the financial content from TikTok creators useful. This high percentage indicates that TikTok creators are successfully delivering valuable financial insights and advice, contributing to the financial literacy of their viewers. It also suggests that the authenticity and relatability of TikTok creators could be key factors in their effectiveness as financial educators. One of the unique aspects of TikTok is its ability to make content entertaining, and this extends to financial content as well. The platform's blend of music, visuals, and storytelling makes learning about finance not just informative, but also enjoyable. 68% of TikTok users find financial content on TikTok entertaining. This high percentage suggests that the platform's creative and engaging approach to content creation is resonating with users. It also indicates that entertainment can be an effective tool for making financial content more accessible and less intimidating, thereby encouraging more users to engage with it.