Independent Banker - March 2021 - 54

THE INSIDE SCOOP ON
SOCIAL NETWORKS
FACEBOOK
Audience: This platform still delivers
enough user numbers to maintain
its popularity, which is why so many
community banks post on it at least
once a day. Its users skew older, but
even younger people might check in
daily to use the messaging or event
features.
Content: This is the place to share
content for a broad spectrum of
potential customers. It can be the
place to promote new products, and
it's also a good spot for longer-three
minutes or more-videos.
What's new: First rolled out in 2017
but only just gaining traction with
users, Facebook Stories is intended
for brief visual content. Like Snapchat
of Instagram Stories, they're only
viewable for 24 hours, unless you
take the extra step to post them in
your feed.
Top tip: While livestreaming is built
into many platforms, Facebook Live is
one of the most popular. One reason
why is its increased engagement; it
sees six times more interactions than a
normal video and people watch them
three times as long on average.
INSTAGRAM
Audience: You'll find a younger
audience here, and, if you
choose to develop a strong
Instagram presence, you'll see
less competition from other
banks, many of whom haven't
wholeheartedly embraced the
platform. Avidia Bank was an
early adopter. " It's by far our
most active channel, " says
Katelin Cwieka, assistant vice
president and communications
manager at the Hudson, Mass.based
community bank. " It's
been untapped by other financial
institutions, so we see it as a
great opportunity. "
Content: Highly visual and
well-designed content belongs
on Instagram. " We have a fun
grid set up, and every other
post is part of that grid, " says
Natalie Bartholomew, chief
administrative off icer at Grand
Savings Bank in Bentonville,
Ark. " We make sure our posts
are aesthetically pleasing,
pretty and diff erent. "
What's new: Instagram Reels
allows users to create 15-second
clips set to music, similar to the
TikTok format.
Top tip: Use your Instagram
grid posts to cultivate a brand
experience while relying
on Stories to push out daily
happenings at the community
bank, fluctuations in branch
hours and more. Have fun with it.
54 Q ICBA Independent Banker Q March 2021

Independent Banker - March 2021

Table of Contents for the Digital Edition of Independent Banker - March 2021

Table of Contents
Independent Banker - March 2021 - Cover1
Independent Banker - March 2021 - Cover2
Independent Banker - March 2021 - Table of Contents
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Independent Banker - March 2021 - Cover3
Independent Banker - March 2021 - Cover4
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