Determining the optimal frequency to post on social media and developing an effective content strategy for community banks, credit unions and financial brands can be challenging, especially for those new to digital marketing. This guide goes over important factors that should influence how often financial brands post on each social media platform, in addition to providing clear, actionable insights to help develop an effective and sustainable online presence.
Understanding Your Goals & Capacity to Post on Social Media
Before establishing a posting schedule, it’s important to consider your company’s objectives and resources. Consider the following:
- Goals: Are you aiming to increase brand awareness, engage with current clients, attract new customers, or establish thought leadership?
- Capacity: Evaluate your team’s ability to create, curate, and manage content. It’s crucial to set a realistic schedule that aligns with your resources to maintain consistency.
Maintaining an effective social media strategy requires time and coordination, so you want to ensure you’re using a social media management tool that saves time, keeps you organized, and makes it possible for others to contribute and collaborate together. (Social Assurance’s Marketing Platform does exactly that, and is built specifically for the unique regulatory and compliance needs of banking and financial services providers.)
Posting Recommendations for Each Social Media Platform
Different social media platforms cater to varying audiences and content types. Here’s a breakdown of recommended posting frequencies for each:
- Facebook:
- Frequency: Aim for 3-5 posts per week.
- Content: Share company updates, financial tips, community involvement stories, staff highlights and accomplishments, in-branch happenings, and client testimonials.
- LinkedIn:
- Frequency: Post 2-4 times per week.
- Content: Focus on thought leadership by sharing industry insights, leadership team highlights, stories about employee development programs, volunteerism and give-back initiatives, commercial client spotlights, detailed articles, and professional achievements.
- Instagram:
- Frequency: 1-3 posts per week.
- Content: Utilize visual storytelling to humanize your brand. Share images of your team, client success stories, fundraisers, and community events.
- X (Twitter):
- Frequency: 3-5 tweets per week.
- Content: Engage with timely financial news, offer quick tips, and respond to user inquiries.
These recommendations serve as a starting point. It’s important to monitor engagement metrics and adjust your strategy based on audience response. Meeting these posting frequencies can be challenging, especially for institutions with small marketing teams. That’s where Social Assurance’s Client Services team comes in, providing content and campaigns designed specifically for community banks, credit unions, and financial brands, and ensuring you always have engaging, brand-aligned posts without the burden of creating them from scratch.
The Importance of Consistency
Consistency in posting not only keeps your audience engaged but also reinforces your brand’s reliability and trustworthiness. Regular updates ensure your organization remains top-of-mind for clients and prospects. Moreover, consistent posting signals to social media algorithms that your account is active, potentially enhancing your content’s visibility.
Inside Social Assurance’s Marketing Platform, financial institutions can plan content weeks or even months in advance with the Content Calendar, helping maintain a consistent posting schedule without the last-minute scramble. By automating post publishing, you can focus on meaningful engagement while keeping your social presence active and professional.
Leveraging Existing Content for Quick Wins
Creating original content for every post can be resource-intensive. Check out these helpful tips to maintain a steady flow of content without overextending your team:
- Share Client and Partner Posts: Highlight positive experiences by sharing posts from satisfied clients or partners.
- Repurpose Internal Content: Transform existing materials, such as blog articles or newsletters, into social media posts.
- Curate Industry News: Share relevant industry updates or articles that would interest your audience, while also adding your company’s perspective.
- Source Content from Others: Utilize Social Assurance’s Task and Project Management features to task other teams and branch staff with collecting photos and details you can turn into great content.
- Use Content Libraries: If you’re utilizing Social Assurance, you already have access to a library of curated content specific to your industry that you can grab and go via Content Libraries.
Enhancing Your Strategy with Social Assurance’s Marketing Platform
To streamline your social media efforts, consider utilizing tools designed for efficient content management. Social Assurance’s Marketing Platform offers:
- Content planning and scheduling tools to help your team plan, source, and schedule posts ahead of time.
- Task and project management features that make it easy to request content from others (including lenders and branch staff).
- Workflow and approval management tools that make it easy to loop in compliance and document approvals.
- Monitoring and moderation tools that make it easy for managers and compliance teams to review, provide feedback on, and approve posts from marketing teams.
- Built-in documentation so everything is tracked for audit trails and archived.
- Robust reporting tools to help you stay on top of key metrics over time.
- A robust community impact management tool that helps marketing teams surface great content and utilize it for social media.
- A full-service content team that’s here to help when you need more robust support with content creation, campaigns, moderation services, and other social and digital marketing efforts.
With these tools, your institution can maintain a consistent, compliant, and engaging social media presence—without adding extra strain on your team.
Taking the Next Steps in Developing an Effective Social Media Strategy
Being strategic about how often you post is really about developing an effective social media strategy. That requires a balance between managing goals and available resources. By utilizing best practices, maintaining consistency, and leveraging existing content, community banks, credit unions, and financial brands can build a robust and engaging social media presence.
Whether you’re new to social media marketing or a pro, Social Assurance’s Marketing Platform can help by streamlining content planning, creation, feedback, approvals, scheduling, and publishing. If you’re ready to outsource or need more hands-on help, our Client Services team can assist with crafting compelling, on-brand content every month—allowing your business to focus on what matters most—serving your clients. Ready to learn more? Follow the link below to see the platform in action.
