Social media isn’t just for influencers anymore — financial brands are finally acting like creators, not corporations. In 2025, reach and impressions are built through trust, timing, and tone. Here’s how banks, credit unions, and fintechs can punch above their algorithmic weight.
Forget “rate talk.” Your audience wants relevance. Share insights that make people smarter — market updates, small-business tips, or financial-literacy nuggets. Comerica’s strategy nailed this by aligning social objectives with education and community engagement, turning awareness into loyalty.
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By 2025, video drives 82% of global internet traffic, and viewers retain 95% of messages from it. That’s gold for trust-based industries like finance. Financial brands that blend clarity with personality — think CEOs explaining trends or clients sharing stories — stand out.
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SEO’s old game is over. The rise of AI-driven search (ChatGPT, Perplexity) means your social content must now be “searchable.” That means schema markup, FAQ-driven captions, and branded expertise that earns AI citations.
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Comerica’s Chairman, President & CEO Curt Farmer uses LinkedIn the way modern financial leaders should — as a channel for trust, transparency, and community. His posts spotlight employee stories, regional impact, and customer success — content pillars that humanize a century-old institution and make it scroll-worthy in 2025.
Why it works:
People follow people, not banks. When executives show up as storytellers instead of spokespeople, engagement spikes and sentiment improves. Farmer’s posts about Comerica’s community investments and local partnerships turn corporate updates into moments of pride and purpose.
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Financial brands often silo paid and organic. But reach expands fastest when the two sync — use paid to amplify educational content that performs organically. Comerica combined reach objectives on paid media with organic thought-leadership to build awareness.
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TikTok and Instagram Reels reward authenticity over authority. Mazda’s UGC strategy shows that community-led storytelling drives higher engagement than branded assets. The same applies to banks and fintechs — invite customers to share wins, not just wallets.
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Don’t cross-post — cross-translate. LinkedIn is your thought-leadership arena. TikTok builds relatability. Instagram drives lifestyle association. YouTube fuels depth. Customize tone, format, and cadence like Random Agency’s multi-platform model suggests.
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2025 isn’t about shouting louder — it’s about showing up smarter. Financial brands that combine educational storytelling, search-savvy content, and authentic human presence will dominate feeds and trust alike.CTA: Audit your top three channels for visibility, engagement, and AI-search readiness — then start testing video-led, value-first content this quarter.
