Social media for financial services: 5 tips to ace your marketing strategy

My biggest challenge is working through Meta’s special ad category policies for financial products. My biggest success is the few times I’ve been able to jump on trends and apply it to our brand. At the end of last year I did our own version of Spotify Wrapped and it ended up being our highest performing post of 2024! 

My biggest challenge is getting compliance to reply and approve things in a timely manner! Our biggest success has been walking the walk as a community bank and by cross share local events we’ve gained a huge following as the go to spot for knowing what events are happening during the upcoming weekend. 

I have heard about Meta’s ad restrictions. Do you have a paid ad partner from their side? When I was at my last few agencies, they gave us access to an actual Meta person that helped us get around some of the regulations based on the ad and not the institution. This was years ago now but I hope they can still provide some guidance.

Also, that’s so fun about the Wrapped campaign! What categories did you use? and was the engagement internal or external?

Hi ​@raven.gill! Thanks for sharing. I can imagine trying to be timely and relevant with your content and getting stuck in the approval process. I hear this a lot specially when it comes to fast-moving trends. I wonder if there are other members from FSIs that are also experiencing this type of delays and if they have figure out a process to make the process a bit easier. I know I’ve seen discussions about this topic in the Healthcare Hub as well.  

Also, it’s interesting to hear you have become the go-to place to find out about community events. Do you just promote the events? or are you there sponsoring as well? 

@angie.villalba

Roughly 75% sponsoring them, 10% of the time an employee is part of the board hosting the event, and 15% of the time sharing to help get the word out about the event because it’s free and costs us nothing so why not help. 

I’m glad compliance and regulations was a key part of this article, as fin/fintech is up there with government, healthcare, and education. It’s a part of the tightrope to walk, but a lot of the social media discussions fostered in these verticals are incredibly important as well.