In an effort to get more of its customers to use its digital banking features, JPMorgan Chase is getting into the influencer marketing act.

The bank, the largest in the US, has tapped the Holderness Family to create a series of how-to videos designed to help customers take advantage of Chase's mobile and online banking offerings.

The Holderness Family became online stars when their Christmas Jammies holiday music video went viral in 2013, racking up more than 16m views on YouTube.

Today, the husband and wife team, along with their two children, have nearly 195,000 YouTube subscribers and their videos have generated more than 66m views.

Chase chose to tap the Holderness Family for its "Banking that rocks" video series because it felt it needed to do something different. 

"These videos are hilarious and people will have fun watching them, but they also help us solve a business problem," Kristin Lemkau, Chase's CMO, told AdAge.

We knew we had to do something different to show people how [to do things themselves]. We didn't want to do a boring animation.

The videos the Holderness Family created for Chase, three of which have been published, highlight for Chase customers how they can use online banking, the Chase mobile app, and Chase ATMs to "bank on the go."

A viable part of the content marketing mix?

While financial services firms are increasingly investing in content marketing, the companies tapping influencers the most still tend to be in industries like fashion and beauty.

While there are numerous challenges associated with influencer marketing, and there has been some scandal, influencer marketing has firmly established itself as a part of the marketing mix in these industries.

Can it do the same for financial services?

That remains to be seen. The Holderness Family published its "Rock My Banking" Chase video to YouTube, where it currently has just over 10,000 views.

While that's in line with many of the videos it has posted in the same time period, it's far from a viral hit. On Facebook, The Holderness Family published a post promoting the YouTube video.

Despite the fact that the family's Facebook Page has nearly 650,000 likes, the Chase post only has 18 shares.

But that doesn't necessarily mean that Chase's efforts with The Holderness Family aren't of value.

While many companies turn to influencers for pure marketing distribution purposes, brands can also benefit from co-creation even when it doesn't generate viral hits.

That's because effective content marketing requires quality content that connects with a target audience.

If banks like Chase can work with influencers like the Holderness Family to produce content that is more creative and appealing than they could create on their own, the relationship doesn't need to produce millions of views to be worthwhile, especially if the content has a long shelf-life, as is the case with Chase's how-to videos.

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Patricio Robles

Published 12 October, 2016 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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