Why Is Social Media Consistency So Hard for Financial Brands?
Community banks, credit unions, and financial brands know social media is an essential tool for engaging with customers, building trust, and growing their online presence. But let’s be honest—posting consistently is easier said than done.
For busy bank marketing teams, social media can fall to the bottom of the priority list. Small teams, limited resources, and a lack of fresh content ideas only make it harder. And, even when there’s something pertinent to post about, finding engaging photos or videos can feel like an uphill battle.
The good news? There are ways to ease the burden. Here are nine tips to help you keep social media content consistent.
#1. Make a Plan
It’s much easier to stay consistent when you have a social media content calendar mapped out ahead of time. Planning your posts three to four weeks in advance provides a roadmap, eliminating the daily struggle of figuring out what to post. Here are some factors to consider when planning a content calendar:
- Special Events & Holidays: Note important deadlines, community events, and national holidays.
- Product & Service Promotions: Schedule posts to align with new offerings, promotions, or seasonal financial considerations like tax or homebuying season.
- Community Engagement: Plan posts around nonprofit partnerships, sponsorships, support for schools and students, and charitable initiatives.
- Customer Milestones & Testimonials: Highlight success stories and positive experiences from your clients.
- Regulatory & Compliance Updates: Share important industry changes or compliance information relevant to your audience.
Social Assurance’s Marketing Platform simplifies this process with a variety of planning, task management, and workflow tools to help organize your posts, schedule them in advance, and ensure your content is balanced across different topics and formats.
#2. Get Others Involved in Collecting Content
You don’t have to create everything yourself. Empower team members—like lenders, tellers, and CRA/community impact teams—to contribute content by taking photos at events, sharing community highlights, or submitting customer success stories. Social Assurance makes getting others involved especially easy, with Task and Project Management tools integrated into its content and compliance management platform. Use them to assign content requests to team members, making it easier to collect photos and updates from across the organization, then seamlessly edit and schedule them into your calendar for a curated, on-brand content mix.
#3. Share Posts You’re Tagged In & Memories
Make the most of user-generated content. If your brand is tagged in a post from a happy customer, community event, or partner, share it! This not only helps fill your content calendar but also strengthens engagement and relationships and uses authentic customer experiences and testimonials to build your brand’s credibility. It also helps you tap into the networks of people and organizations tagging your brand, helping increase reach and exposure.
#4. Ask for Real Content from Real Humans
Look for opportunities to highlight real people and the distinctly human impact they make. Featuring real people, from lenders to HR teams and from tellers at branch locations to leadership, reminds your audience of one of your core differentiators: your people and their commitment to service.
Get acquainted with calendars, so you know when events where your people will be engaging with community members (like financial literacy initiatives, sponsored events, and fundraisers) will be happening and you can ask specific teammates for specific photos, videos, and information. Be specific when asking your team for content. By assigning clear tasks, you’ll be more likely to receive high-quality content that fits your needs.
#5. Fill in Gaps with Pre-Approved Content
When you’re short on time or ideas, pre-approved financial content can help fill the gaps. Social Assurance’s Content Library offers ready-to-use posts tailored for financial brands, ensuring you always have high-quality, engaging content available.
#6. Keep a Handful of Evergreen Posts Ready
Some content (like financial tips, community involvement, or customer testimonials) never goes out of style. Having quick access to evergreen posts ensures you always have something to share, even when you’re short on time.
In addition to grab-and-go content available within the Platform, Social Assurance also makes it easy for community banks, credit unions, and financial brands to create their own collections (content libraries) of evergreen posts.
#7. Use Recurring Content Themes
Recurring post themes make content planning easier and create familiarity for your audience. Some examples might include:
- #FinancialTipFriday: Share quick money management advice
- Employee Spotlights: Feature team members and their community impact
- Throwback Thursdays: Highlight past community involvement or milestones
- #MondayMotivation: Inspire your audience with financial success stories or encouraging words
- Community Highlights: Showcase local events, sponsorships, or partnerships
- Customer Testimonials: Share positive experiences from clients to build trust and credibility
- Product Education: Help customers better understand financial products and services
#8. Outsource to Experts When Needed
Sometimes, your team just doesn’t have the bandwidth to keep up with social media. That’s where professionals can help. Social Assurance’s Client Services team offers a range of full-service help with content (including social media campaigns, ongoing custom social media content delivered monthly, and long-form content). The team specializes in creating compelling, on-brand content specifically for financial brands.
Partnering with social media content experts is a fantastic way to alleviate the burden of creating and curating a content calendar.
#9. When in Doubt, Highlight Your People
When you’re unsure what to post, feature your employees and partners. Showcase the tellers, loan officers, and staff members who make your business great. People connect with people—so let your audience see the faces behind the brand.
Employee highlights make for high-engagement posts and can be created quickly with a simple photo and a short bio that highlights fun facts about the employee and ways they have an impact on customers or the brand.
Why Staying Consistent Matters
Consistency isn’t just about keeping your profile active—it’s about building trust.
By implementing these simple strategies and leveraging the right tools, your institution can maintain a consistent, high-quality social media presence without adding extra work to your team.
If you’re looking for more ways to simplify social media for your brand, Social Assurance is here to help. Click on the link below to get in touch.
