Social media for financial institutions is no longer optional — it’s essential. Banks and credit unions that leverage social platforms effectively can build trust, engage customers, and drive measurable growth. But with so many platforms available, how do you know where to focus your efforts? Let’s break down the top contenders and what they can do for your financial brand. 

Social Media Strategy for Financial Institutions 

According to industry research, 88% of financial institutions actively use social media, and those that do report higher engagement and stronger customer relationships. Social media is where your customers spend an average of 2.5 hours daily, making it a critical channel for visibility, trust-building, and brand awareness. 

While social media activity isn’t a direct ranking factor in Google’s algorithm, it plays a key role in supporting your institution’s SEO strategy. It drives traffic, builds brand authority, and increases visibility — especially when your content is shared and engaged with across platforms. These signals can indirectly influence how your website performs in search and even contribute to your chances of appearing in Google’s AI Overviews, which prioritize helpful, experience-driven content. 

Platform Breakdown: Which One Fits Your Goals? 

Facebook – The Community Builder 

Who’s There: Nearly everyone. Facebook remains the most widely used platform. 

Best For: Community engagement, event promotion, educational content, and local outreach. 

Why It Matters: With 97% of banks using Facebook, it’s a cornerstone of any social media strategy for financial institutions. Facebook’s groups, events, and local targeting tools make it ideal for building trust in rural and urban communities alike. 

LinkedIn – The Professional Powerhouse 

Who’s There: Business professionals, decision-makers, and industry influencers. 

Best For: Thought leadership, recruiting, B2B networking, and showcasing financial expertise. 

Why It Matters: LinkedIn positions your institution as an industry leader. It’s a must-have for banks and credit unions looking to attract talent, share insights, and connect with commercial clients. 

Instagram – The Visual Storyteller 

Who’s There: Millennials and Gen Z — your future customers. 

Best For: Brand personality, culture, behind-the-scenes content, and community highlights. 

Why It Matters: Instagram offers high engagement rates and is ideal for showcasing your institution’s human side. Use Reels and Stories to spotlight team members, open house events, and financial tips. 

X (formerly Twitter) – The Real-Time Connector 

Who’s There: News seekers, conversationalists, and customer service users. 

Best For: Timely updates, financial alerts, customer service, and industry commentary. 

Why It Matters: X helps financial institutions stay responsive and relevant. Use it to share rate changes, fraud alerts, and quick tips that build trust and transparency. This is usually the platform recommended the least due to the excessive number of posts needed to remain at the top of the feed as an institution.  

TikTok – The Instant Entertainer 

Who’s There: In the U.S., 55% of users are under 30 — your future customers. 

Best For: Following TikTok trends with fast-paced, snackable content with bankers who are willing to be in the recorded skits. 

Why It Matters: TikTok is extremely popular and used by a vast majority of people. The hardest part of maintaining a TikTok page is the extra time it takes to plan, curate and edit the video content – on top of staying up to date with trends. 

Need inspiration for what to post? Check out our 12 content ideas for engaging social media posts in the financial sector to keep your feeds fresh, relevant, and audience-focused. 

Which Social Media Platform Is Best for Your Bank or Credit Union?  

Ask yourself: 

• Who is your target audience? 

• What are your goals — awareness, engagement, conversions? 

• What resources do you have for content creation and management? 

Most financial institutions benefit from a multi-platform strategy, but starting with one or two that align with your goals is smart. Consider your audience demographics, content strengths, and internal capacity when choosing where to focus.  
Speak to a Social Media Specialist 

Ready to Elevate Your Social Media Strategy? 

Choosing the right platform is just the beginning. Whether you're building trust in your community, attracting new customers, or promoting specialized services like hunting land loans, your social media presence should reflect your institution’s goals and personality. 

Need help getting started? At forbinfI, we specialize in social media strategy for financial institutions — from content calendars to full-service management. We’ve helped banks and credit unions grow through website launches, open house events, and targeted campaigns across every major platform. 

If your current strategy needs a refresh, our Brand First Aid Kit offers quick fixes to boost your bank’s social media presence in 2025 — without starting from scratch. 

Let’s build a strategy that works for your bank or credit union. 
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