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Credit Unions, THIS is Your Biggest Competitor Currently (and no, its not a bank).

Sure, the megabanks still loom large. But the real threat to your credit union? It’s not Wells Fargo or Chase.

It’s TikTok.

That might sound ridiculous until you consider what’s really at stake: attention. And right now, TikTok is winning the battle for it.

Attention Is the New Currency
Today’s consumers—especially Millennials and Gen Z—aren’t walking into branches. They’re scrolling. Algorithms, not advisors, are shaping their money mindset.

They’re learning about credit scores from creators in hoodies. They’re watching 60-second clips that teach them how to “hack” a savings plan. They’re falling in love with brands that entertain, educate, and engage.

Meanwhile, many credit unions are still writing blog posts like it’s 2013.(Yes, we know the irony. You’re reading a blog post right now.)


The Shift: From Institution to Influence
Here’s the cold truth: Financial institutions are no longer the default trusted source of financial guidance. Social platforms are.

67% of Gen Z and 58% of Millennials turn to social media for financial advice before going to a bank or credit union.
(Source: eMarketer, 2025)

And those aren’t just entertainment platforms—they’re powerful influence machines. Every scroll is a chance for another brand to become their go-to financial voice.

So while your team is debating the pros and cons of a rate bump on a CD… TikTok is delivering digestible, emotional, and visually addictive content that makes financial literacy feel cool.


Competing Means Showing Up Differently
You don’t need to hire a dance crew or film TikToks in your lobby (unless you want to—go for it).

But you do need to rethink your role in your members’ digital life.

Start by asking:

  • What kind of content do our members actually consume?

  • Are we teaching, entertaining, or just promoting?

  • Could we explain a HELOC in 60 seconds and make someone smile while learning?

If not, the creators will. And they’ll earn the trust—and the wallet.

What You Can Do Today
  • Start small. Create short-form video content that answers common questions (“What’s a good credit score?” or “How do I save $500 fast?”).

  • Use real voices. Show your people. Humanize your credit union.

  • Repurpose. Don’t reinvent the wheel. That home loan FAQ page? Turn it into a TikTok series.


Bottom Line
You’re not just competing with big banks anymore. You’re competing with TikTok. With Reels. With YouTube Shorts. With every swipe, scroll, and spark of attention.

But here’s the good news: You have the heart, the mission, and the people to win. You just need to show up where it matters.

Want help turning your credit union’s voice into content that actually gets seen (and trusted)? Let’s talk.
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