Independent Banker - January 2022 - 62

CONNECTIONS TRAILBLAZER
on a personal level in the community
text me and say, 'Oh my gosh, I just
saw someone I know [on TikTok].'
They didn't know we had a TikTok or
anything until they saw it, " Waddle
says. " So, it definitely did reach this
area, but we've reached New York and
all over the country, [too]. "
Not just for teens
While Facebook remains king
in terms of driving traffic, says
Waddle, the bank's viral video was
a reminder of the huge exposure
newer social media platforms
can bring. The community bank
celebrated with a cookie cake, and
Waddle was recognized at the next
quarterly meeting.
Still, she doesn't recommend every
community bank immediately make
a TikTok account. " I don't think it's
for every bank, " she says, noting that
commercially focused community
banks might be better served by
focusing on LinkedIn's professional
audience. But if a community bank
offers products that are tailored to
younger customers, such as student
checking accounts or loans for upand-coming
entrepreneurs, TikTok
and similar platforms could be useful.
Remember, however, that people
of all ages use TikTok and similar
apps. As Waddle says, " It's not just
for teenagers. " ƒ
Eric Best is a writer in Minnesota.
5 tips for TikTok
Julie Waddle, assistant vice president and
marketing manager of FNB Community
Bank in Midwest City, Okla., has lived much
of her life on social media, mostly recently
on TikTok. For community banks, her tips for
getting started on the app include:
Research the platform. Follow
other community banks and local
businesses to get ideas. If you decide to use
TikTok, secure your bank's username.
2.
3.
4.
QUICK STAT
48%
of Americans between 18
and 29 use TikTok
Source: April 2021 Pew Research Center survey
62 Q ICBA Independent Banker Q January 2022
5.
Try repurposing existing content.
Existing blogs and even other social
media posts can be remade into videos
with a smaller compliance hurdle than
completely original content.
Lead with people. Users want to see
friendly faces, so showcase your
colleagues' funny personalities. Making
TikTok content can be a fun way of involving
everyone, Waddle says.
Don't be afraid to get creative.
Some TikTok or Instagram sound
clips may feel too silly for a community
bank to use but can be made relevant
with captions or voiceovers, Waddle says.
She uses the app Canva to add quick
animations.
Be authentic. Ask yourself what you'd
want to see. Waddle shoots roughly
three funny or personality-driven posts for
every video she makes about a product.
" That's my biggest thing is when I make
content. I want it to be shareable, relatable
and likable, " she says.
1.

Independent Banker - January 2022

Table of Contents for the Digital Edition of Independent Banker - January 2022

Table of Contents
Independent Banker - January 2022 - Cover1
Independent Banker - January 2022 - Cover2
Independent Banker - January 2022 - Table of Contents
Independent Banker - January 2022 - 2
Independent Banker - January 2022 - 3
Independent Banker - January 2022 - 4
Independent Banker - January 2022 - 5
Independent Banker - January 2022 - 6
Independent Banker - January 2022 - 7
Independent Banker - January 2022 - 8
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Independent Banker - January 2022 - 30
Independent Banker - January 2022 - 31
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Independent Banker - January 2022 - 33
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Independent Banker - January 2022 - 56
Independent Banker - January 2022 - 57
Independent Banker - January 2022 - 58
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Independent Banker - January 2022 - 62
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Independent Banker - January 2022 - Cover3
Independent Banker - January 2022 - Cover4
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https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
https://www.nxtbook.com/mspc/independentbanker/october2017
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https://www.nxtbook.com/mspc/independentbanker/august2017
https://www.nxtbook.com/mspc/independentbanker/july2017
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