In an Internet age dominated by younger audiences, it is imperative, now more than ever, for banks to have an Instagram presence that sends the right message. You want your feed to be factual, but with enough eye-catching content to make that “Followers” number rise - especially if this demographic is on your radar as a target audience.
But how do you balance these goals for your bank? Read on to discover how to start growing your Instagram following today!
First - Find Your Niche
As a bank, you are already situated squarely in the financial sector of social media. Chances are, most of your followers either utilize your banking services already or learn financial strategies from your content.
However, you can still find your own lane that can help you stand out. Maybe your approach is particularly simple for first-time homeowners with personal attention and “hand holding” through one of life’s more complex financial transactions. Or maybe you have a good deal of expertise in helping businesses with your commercial banking specialties.
Whatever your strengths may be, making the decision (and commitment) to capitalize on them is the first step in finding your footing on Instagram. Your content should appeal to whatever makes you unique. Lean into your individuality and fight the urge to be “all things to all people”!
Above: CommunityBank of Texas, N.A. proudly displays its niche in the description of its Instagram channel - a clear focus on being a local business bank.
Second - Clean Up Your Look
If you’ve already posted plenty of content to your Instagram page, now is the time to double-check everything you have hanging around there.
Start by making sure your bio and header look the way you want. Your username should correlate as closely as possible to your brand name, and your profile picture (PFP) should include a company logo or notable icon. Your bio should list you as a financial institution and include statements about your particular niche, city, and/or unique credibilities that your competition may not have. With the remaining characters, try to include a call to action that points to the website link you have added.
If you’re just getting started - or maybe you’ve got dozens of posts out there already - it’s also a good idea to check to see if you’ve got some design consistency. While not every post has to have the exact same layout and design, building some relevance and familiarity with your posts will help to lend a bit of professionalism to your profile. Plus, when people start seeing your posts in their feed, they’ll start to recognize your brand and give you even more “top of mind” awareness down the road.
Above: FNB Community Bank provides a creative description of their bank with the use of “money bag” emojis, but also creatively has put the Highlights feature (mentioned next) to use.
Third - Strategize for Results
Now that you have the basics knocked out, it’s time to take the next steps toward putting out new content that generates a following. Coming up with a plan before you hit “post” can save you time in the long run.
Some ideas for your next campaign might include:
- Posting content that is intended to be shared. Getting the word out about your bank on social media is great, but having your followers help spread your brand is even better. Ads, contests, and giveaways are all simple types of shareable content. Interactive content, which can include “comment below” taglines, or other simple calls to action, are incredibly effective at gaining conversions.
- Tell a Story. You can record up to 60-second videos as Stories that you can then save as a Moment to your profile. Get creative with the categories for your Moments and give visitors to your profile a reason to stick around and learn from you. Financial literacy tips, home purchasing advice, credit repair, cybersecurity, etc. all are great topics that a bank can share (and act as a credible source of information).
- Utilizing Reels. That small circle around your profile picture may just be the big break your Instagram page needs. Instagram Reels can serve a high number of purposes. You can post a poll, share a TikTok, or simply point followers to your main page. Not only that, but Reels are easily re-postable, making them the perfect platform for your newly shareable content.
- Re-posting relevant content. Who said you have to do it all yourself? Reposting content from experts in your field, affiliated brands, or even pop culture icons can make your bank appear more knowledgeable and relatable.
Above: Community Bank, N.A. has created a number of posts with a similar graphic style, using their corporate orange color and a slightly angled footer area with reverse text for consistency.
Above: Community Spirit Bank is one of the best bank examples of the Highlight feature. When visitors stop by, it’s super easy to check out a variety of past Stories in a number of creative categories.
And Finally - Support the Bank’s Goals
Coming up with an effective plan for your social media content can be exhausting, especially if you intend to differentiate your strategies across separate platforms. It’s a good idea to ensure that you’re on board with the “bigger picture” of what the bank wants to accomplish and come up with creative ways to support the long-term goals.
But it’s important to note that doesn't mean posting only your advertisements (since nobody really wants to see those). Maybe think about fun ways to reinforce the advantages of owning a home or tips for business owners, all the while making them fun and interesting to check out (assuming these are the bank’s goals).
If you’re ready to upgrade your bank’s marketing, without any of the hassle or worry, turn to the experts here at WSI. We’ve been in banking and digital marketing for 30 years (yup, that’s a long time) and our experts can help come up with an individualized plan that meets your bank where you’re at, and on your budget.
Contact us today for the peace of mind that only comes with decades of experience!