Top Three Social Media Developments From 2024

If your bank and credit union marketing strategy hasn't evolved in the last 12 months, you're already falling behind. Social media isn't just changing - it's transforming at lightning speed…and financial institutions can't afford to be spectators.

Let's dive into the top three social media developments that reshaped how brands communicated in 2024:

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1. Targeted, Strategic Posts and Comments

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Many consumer brands treat social media platforms like cannons. They fire post after post and comment after comment into the ether without a real strategy or process behind it. It’s like the loan cannon in this commercial…it seems helpful but hurts you in the long run.

Bank and credit union marketing teams fall prey to this same temptation. They hop on TikTok because it’s “cool,” even if the target audience is actually on YouTube. Or they post on National Pie Day, National Laundry Day, National Close-Your-Eyes-And-Count-to-Ten Day and so on – whether those are relevant to their brands or not.

Hootsuite points out that many brands are starting to calculate when to jump on trends or post comments on others’ posts. Dove has a formula they use for leaving comments related to post age, number of brands that already posted and more.

What’s your strategy?

First, know your brand identity. Have guidelines for what makes a post-worthy trend or comment-worthy consumer post aligned with your brand. And don’t engage with everything. If it doesn’t fit your brand, skip it.

Be authentic because inauthenticity is like a landfill – people smell it from a mile away.

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2. Videos of All Lengths

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Short-form videos are still incredibly relevant, but they aren’t the only effective route for video marketing. Sprout Social reports that TikTok has been pushing longer videos exceeding a minute long. There are also plenty of popular YouTube creators who regularly generate lengthy content while attracting massive audiences.

What does this mean for bank and credit union marketing?

• Have strategy-driven content (you don’t need short videos if there’s no reason behind it)
• Longer videos need to entertain and engage for their whole length
• Consider YouTube videos as an advertising avenue if you haven’t already
• Something is better than nothing – a long-form video strategy is better than no video strategy at all

This doesn’t mean you should abandon short-form content. In many ways, it still dominates social media with a presence on TikTok, YouTube, Instagram and even LinkedIn. But long videos also aren’t the plague. You just have to do them well.

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3. Search Engine and AI Optimization

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Did you know that SEO applies to your social media posts? It does. And increasingly, search engines and social media platforms are utilizing AI-driven algorithms to recommend posts to users. USC Annenberg discusses how you must now tailor posts to both human sensibilities and machine learning.

OK…but what does that mean for bank and credit union marketing? Hootsuite once again offers some tips:

• Answer Questions: AI chatbots often respond to questions users pose – construct your content so it offers clear, short, conversational answers to possible questions.

• Prioritize Location: Social media platforms commonly use maps to show physical locations for businesses. Location tags, hyper-local hashtags and more help you show up on maps for local searchers.

• Write Scannable Posts: Just like humans, AI isn’t drawn to your 500-word social post. It wants content that’s easy to summarize and explain to users. The more you use bullets, lists and other “scannable” writing strategies - the more AI will grab your post as a reference.

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The Marketing Landscape is Shifting. Are You?

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Your social media isn't a bank or credit union marketing checkbox. It's a powerful storytelling platform. Tell your story the right way in 2025 by leading with strategy, using video and catering to AI algorithms.

Want to know how your current marketing stacks up against these trends? We'd love to help you assess your marketing and unlock your institution's full potential. Book a free consultation today to get started on your bank or credit union marketing assessment.