6 Ways to Elevate Your CU’s Social Media

Consumers are getting more and more of their financial information from social media. In fact, 76% of Gen Z look for their financial education on platforms like TikTok. But how can your social content break through?  

Here are 6 tips for credit unions to elevate their brand in social media:

1. A High Functioning Brand
   To truly make an impact on social media, start with your brand. How is your credit union currently showing up in social, and does that tell a powerful story about what you stand for, and the experience you create for members?

   A high-functioning brand includes a great design system, but it’s rooted in a shared promise and inspiring purpose that the whole organization is committed to living out. If your social media is feeling uninspired, it might be time for a brand check-up.  

2. Engage Your Team
   Your brand is a tool for internal cultural engagement, and its impact extends to social media. When employees embrace the brand, they become your best advocates in the community, including in social channels. This creates an engaging presence online, reinforcing trust and credibility among current and potential members. Members First Credit Union is a great example of a team’s internal brand engagement translating into great social media content.

3. Target Growth Audiences
   Understanding your audience is key to maximizing your credit union’s social media presence. Gen Z and Millennials make up 62% of social media users in the US today, making it crucial to craft content that resonates with these cohorts. But each platform attracts different demographics, and tailoring your content accordingly can significantly boost engagement. A segmentation strategy with personas that is rooted in data is the foundation for an effective social content strategy.

4. Balance Your Content Categories
   Plan for a mix of content that does more than just highlight products and promotions. While sharing information about products is important, product-focused posts are not likely to build a strong connection. Within a media strategy, paid social can be a very efficient way to promote products. But when it comes to organic social content, other content categories are just as important. Be sure to balance the “Three E’s” content pillars: Education, Empathy, and Engagement. This is your chance to showcase the heart of your organization. Social media is the perfect place to let the more casual side of your brand shine.

5. Make Financial Knowledge Accessible
   Educational content is one category to lean into – and it’s not just what you share but how you share it. Short-form videos make financial content much easier to consume than text-heavy posts. They quickly capture attention, simplify complex financial topics, and encourage higher retention rates. Additionally, videos are highly shareable, which can boost reach and engagement across platforms. With short-form video content dominating social media trends, leveraging this format makes financial education more accessible and appealing to a wider audience. In fact, younger generations prefer to learn through video so this is an impactful tactic that can help you connect with this age group.

6. Appropriately Engaging with Followers
   Engaging with members on social media can be a powerful retention tactic.  This creates a sense of community and trust. Regular engagement through responding to comments, creating conversations, and interactive content such as quizzes and polls helps members feel valued and heard, increasing their loyalty. This approach not only enhances member satisfaction but also encourages word-of-mouth advocacy, reinforcing the credit union’s role as a trusted financial partner.

Social media offers a fantastic opportunity to strengthen your brand by giving it a unique voice and building authentic connections with members.  It allows you to showcase your values, personality, and expertise while fostering trust and loyalty. By engaging in real conversations, responding to questions, and sharing valuable content, you can create a sense of community that keeps members connected and engaged. Don’t miss out on this chance for meaningful engagement.

 About the Authors

Lexi Hedges
Lexi specializes in strategic marketing and brand development, helping organizations create meaningful connections with their audiences. She collaborates with clients to develop effective marketing and social media strategies that support engagement and growth. 

Lindsey Martin
Lindsey is an experienced account manager, specializing in marketing strategy and branding. With a passion for building strong client relationships, she helps credit unions grow and stand out in their markets. Her expertise spans project management, campaign development, and brand positioning, ensuring clients receive tailored solutions that drive meaningful results.

This article was first published in CUInsight.