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Social media is an important part of digital marketing for any self-respecting business. Banks are not an exception. Sure, the finances are not as vivid as travel or food. But some brands make it work. And we’re always for it. Best banks on social media know how to produce memorable content, engage with their audience, and get a constant supply of likes and comments.
Let’s see the top banks on social media in 2024.
1. Monzo
Why: neobanks rock on social media. One such example is British Monzo. Instead of focusing on the corporate and polished aspect of banking, the company goes down the good old meme path. Not only do they produce shareable and hilarious content, but it’s also very on-point and tailored to present-day events. Also, let’s appreciate the page design for a moment and admire the screaming color scheme that will appeal to both Gen Z and millennials.
It’s not only memes, though. Monzo highlights the features of their app on Stories and Highlights, regularly posts educational content, and generally has a very good command of understanding how this whole Instagram thing works. What’s more important is that their profile is fit for 2024 and not stuck in 2019 or something. Definitely one of the best banks on social media.
2. Scotiabank
Why: we’re on TikTok now and Scotiabank has a nice grip over this social media. From collaborating with famous TikTok personalities (like @Connor Creates) to producing lighthearted finance-themed quizzes, Scotiabank’s page is a feel-good place to be. The content is varied, the trends are duly observed, it’s never boring, and the quality is on point. That’s exactly what you want to do when you’re trying to make it on TikTok and get on people’s “For you” page.
While Scotiabank’s Instagram page is good too, it still seems that the bank fully embraced TikTok and simply repurposes the content from the latter to all of its other social media channels. And that’s okay.
3. Capital One
Why: Capital One knows exactly what they’re doing on Instagram. In 2024 their profile is among the best banks on social media. This financial institution from Virginia utilizes all the power that the Meta-owned social network has and gives followers diverse, engaging content. From fast-paced vlogs ahead of iHeart ALTer Ego ‘24 to app highlights, from communicational messages to important announcements, Capital One’s profile feels very active and alive.
This is not some dull, lifeless corner of the Internet that feels forced. It’s a fun place that plays by the rules of Instagram and invites you to take a peak into the financial world that often interconnects with the realms of sports and entertainment. We love that Capital One puts all the content arsenal out trying various formats and putting a great emphasis on videos. In our environment of a short attention span, such a bank Instagram is a treasure trove.
4. American Express
Why: we wrote about American Express Instagram in 2024. We want to include it in our 2024 list of the top banks on social media too. Instagram has always been about visuals and this bank knows how to put out images and videos of the highest quality. Both in terms of form and messaging. It’s flawless, it’s juicy, it’s addictive. Once you land on their page you can’t stop scrolling, American Express showcases its multiindustry position showing the exclusive airport lounges, Swiss panoramas, Alexandra Daddario, Vanessa Hudgens, Olivia Rodrigo, and even Ed Sheeran.
We can’t think of a better bank on Instagram, really. The page of American Express appeals to both Gen Z and millennials, takes a classy approach to content without being boring, and constantly experiments with delivery without overdoing it. It’s a valuable tutorial in social media marketing of a megabrand that others should study and interpret.
5. NatWest
Why: yes, you’re reading that number right. 14M views on a TikTok video from a bank. London-based NatWest chose this social media platform as the base of their social media marketing strategy and it seems to work pretty well for the brand. Their page is colorful, features lots of different content choices, updates almost daily, and engages with the users. There are memes, popular TikTok audios, collabs with other creators, and a non-stop attitude. That’s exactly how you win there. In this case, the bank, at least, tries to be as relatable as possible.
6. Deutsche Bank
Why: not every bank needs to get all hilarious and fun on their social media. Deutsche Bank’s Instagram doesn’t stun or present novel ideas. It’s just a wholesome and good-looking corporate page that is well-designed, follows a strict content pattern, and represents the bank positively without overdoing it. Sometimes it’s all you need to have a good social media presence.
Our Previous List of 6 Best Banks on Social Media (Instagram)
Are banks on Instagram? Of course! And while the financial industry doesn’t pop up as the most unforgettable one content-wise, guess what, the banks slay on this social media platform.
The reason for this is easy, at the end of the day it’s all about marketing strategy and knowing how to work with your audience. For banks, Instagram is a way to engage with existing and potential clients, announce new products, run competitions, and simply make sure that the followers are entertained.
Sure, there are some dull profiles too, but today we at Kitcast are celebrating the most creating and the best banks on Social Media, like Instagram. And you definitely can get some inspiration from it for your Instagram account whatever industry you are in.
1. Bank of America
Why: one of the biggest banks in the world, Bank of America leads a fine Instagram account and you can see that they are really interested in getting their followers informed. It’s a well-curated profile with promotional campaigns, obligatory holiday posts, and ad integrations with YouTubers.
What we loved the most about their account was the #BofAMasterpieceMoment campaign that showcased various galleries around the world and put a highlight on celebrated artists. I mean, they could only post about the new loan scheme in Comic Sans, but Bank of America actually cares about the content they’re putting out there and it shows.
2. Citi
Why: the power of Citi’s Instagram lies mostly in the stunning video content they produce. You’ve got motivational pieces, celebrity-packed ads, and sports-related footage. It’s all very well done, engaging, and ultimately works great as a content choice. Also, we love how they did the Highlights icons. The branding is very much on point.
3. Goldman Sachs
Why: for a financial institution of such a grand scale as Goldman Sachs social connections matter. That’s why it’s a great choice to put people first on their social media. One of the best banks on Social Media, like Instagram, they showcase employers and clients. It feels relatable and works as a content strategy.
But we’re still talking about one of the largest banks in the world, so stunningly-produced videos from the sports events Golden Sachs sponsored are also here, and so are the classic promotional footage announcing new features or services. And it’s good too.
4. HSBC
Why: when the bank’s Instagram looks as if it’s an influencer profile, you know you did a great job on this social media network. HSBC is this institution and their account is bright, interesting, and engaging. Most of it is achieved through teaming up with celebrities, but hey, you gotta be creative to stay relevant in the 21st century.
HSBC has come up with this “global brand ambassador” scheme and chose the sports and media darling Emma Raducanu as an unmistakable pick. So when you’re on their profile you’re getting some Raducanu charms and it is a killer move. Apart from that, do you know many banks that have their own Instagram filter? HSBC does and that’s why it’s on our list.
5. American Express
Why: scrolling down the feed of American Express feels like you’re on the page of some lifestyle publication. It’s all fashion, travel, culture, and culinary. They have chosen a “guidebook” approach to Instagram and it looks awesome. You’ve got the content on the best places to visit in the UK, a video on how to make a “Honey Deuce” cocktail, the afternoon in Asheville footage, and a series of pictures from Greek vacations.
But don’t be deceived, the American Express branding is all over. You can “feel” the financial institution’s hand behind all of the content. But it matters what you “see”, we’re on Instagram after all. And AE wins big by using the classic Instagram content for its own gain while not forgetting to promote its services. That’s a great lesson for any business in an industry that is considered “unsexy” for Instagram. Make sexy content, advertise yourself through carefully-planned branding, and make it all look beautiful.
6. Barclays UK
Why: you won’t confuse Barclays’ Instagram account with anything else. They have thought about every branding detail to make sure that their content is memorable and outstanding. Here the main focus is on various pieces of financial advice. They post both immediately recognizable short pics with text as well as longer videos with different recommendations on how to manage your money better.
While it may not look bombastic or particularly stunning visually, it’s a very smart move that distinguishes Barclays from the competition and helps it to nurture trust with its customers. The main message here: we’re here for you. It’s not superficial and that’s a neat strategy.
