061 Jago Shakoori
Head of Social Media, Emma
Jago Shakoori is a content creator who has done work for Lloyds Bank and Yonder. He spent time in house as Head of Social Media at Emma - we are hiring! where he pioneered the salary street interview format.
“You can’t just present information in black and white - you need to tap into their pains and emotions.”
The interview
What’s your coffee ritual?
Always a black filter coffee. Usually with my own grinder and V60 unless I’m hurrying to an early shoot, then it’ll be the closest cafe to the location.
What was your first marketing job?
My first ‘real’ marketing related job was doing social media for Emma - we are hiring!.
What finance apps do you have on your home screen?
Literally just my HSBC banking apps. Given all the fintech brands I produce content for I often feel like such a boomer when it comes to managing my own finances. Perhaps I need to watch a few of my own videos and take notes...
Which newsletter, podcast, or book do you recommend most?
Living with a SEAL by Jesse Itzler changed my life. It completely shifts your perspective on what you are capable of as a human, and how you can push so much further than you think.
What’s an underrated growth channel in fintech?
Organic 100%. Most brands try it for two months and don’t get results so assume it doesn’t work and it frustrates me so much. The issue is finding someone who actually knows what they’re doing.
What keeps you up at night?
Video ideation. It’s a blessing and a curse but it never turns off. I’ll get into bed and suddenly I’m thinking about different hooks and questions I wanna try for future videos.
What are the most useful measurement tools you use in your work?
Shares and watch time. For Instagram these are the main metrics for a video going viral. Everything else is secondary.
What’s one fintech brand (other than your own) that’s getting marketing right?
Pie - The Self Assessment App is killing organic socials with Charlotte Baroukh’s page. They’ve grown it to over 100k followers with just great quality, informative content. The key to their success is positioning the page like a content creator rather than a business.
Why is marketing so hard?
Because people are not machines. You can’t just present information in black and white - you need to tap into their pains and emotions.
Whose answers to the above questions would you most like to read?
Alex Latham, Co-founder & CMO at Chip – your wealth app.
Alex actually featured on Edition 013!