No longer is social media a “nice-to-have” platform but a vital one for credit unions. But let’s face it: capturing attention amid thousands of social posts and competing brands requires strategy, creativity, and relevance.

Credit unions can take cues from bigger brands that have mastered social media to create engaging, effective, and memorable interactions. Here’s how your credit union can bring these best practices to life.

1. Show Your Personality & Be Relatable

From Wendy’s iconic Twitter X sass to Old Spice’s offbeat humor, large brands have succeeded by letting their personalities shine. Credit unions need to also create a distinct voice that members look forward to and recognize. Friendly, educational, witty, helpful, it doesn’t matter—the key is consistency. People connect with personalities, not faceless institutions.

2. Humanize Your Brand with Real People

Dove and Apple understand the power of having real people tell real stories. Dove’s Real Beauty campaign, for example, has been widely celebrated for showcasing people of all body types, ages, and backgrounds. Similarly, credit unions can feature their members and employees. Share stories of real members who achieved their dreams or reached new milestones—whether it’s buying a home, starting a business, or anything else—with help from their credit union.

Freebie: Create a “Member Spotlight” series across your social media channels. Highlight a different member each month, sharing their story, what they value about your credit union, and how they’ve achieved their financial goals. Not only does this highlight your impact, but it also serves as social proof.

3. Create Educational, Shareable Content

Social media is an excellent platform for financial literacy. Look no further than Capital One’s Money & Life program, providing free financial education to various communities. Your credit union’s social media is a trusted source of financial knowledge, but it has to demonstrate that to your members.

4. Tap into User-Generated Content (UGC)

UGC builds credibility and fosters community. Brands like Starbucks and GoPro often rely on user-generated content to showcase how regular customers enjoy their products. Credit unions can encourage their members to share their experiences by holding contests, using hashtags, or featuring members who tag the credit union in their posts.

Freebie: Run a “Why I Love My Credit Union” contest, inviting members to share photos and stories about why they appreciate your credit union. Choose one or more winners to receive small prizes (gift cards, branded merch, etc.) and feature the winning posts on your social media.

5. Leverage Video Content to Engage and Educate

These days, video is king on social media, and brands like Apple and Airbnb have shown that a well-crafted video creates an emotional connection. For credit unions, video is a fantastic way to simplify complex financial concepts and convey them in a friendly, relatable manner.

6. Incorporate Seasonal & Community-Focused Content

Take a page from Coca-Cola’s holiday campaigns, which evoke a sense of togetherness and joy. As a community-focused credit union, you can similarly tap into holidays, local events, and even trending themes to keep content timely and engaging. 

7. Stay Ahead with Social Listening

Brands like Netflix and Nike pay close attention to what their customers are saying about them on social media. This “social listening” allows them to respond quickly to concerns, celebrate wins, and refine their strategies based on what the audience cares about. Similarly, you can easily set up alerts for mentions of your credit union’s name and common keywords related to your services, then respond promptly to any member feedback, questions, or concerns on social media.

8. Collaborate with Local Influencers or Community Leaders

Big brands often work with influencers to reach broader audiences. Credit unions can follow suit by partnering with local influencers, hometown celebrities, or community leaders who resonate with the membership’s values.

Freebie: Work with a local influencer for a “Day in the Life with [Credit Union]” series where they’re invited to visit your branch, learn about products, and share their overall experience to their followers.

9. Embrace Interactive Content

Interactive content—like polls, quizzes, or challenges—make your social media channels feel more engaging and less salesy. Big brands like Buzzfeed have mastered this with their famous quizzes and polls, making their social media engagement fun and interactive.

10.  Experiment & Keep Content Fresh!

Social media trends change CONSTANTLY. Thanks to their resources, big brands are quick to pivot, trying new formats and approaches to stay fresh. The good news is, even with less resources, credit unions can do the same! Test new formats, rotate themes, analyze what resonates with your audience, and don’t be afraid to get weird with it.

At the end of the day, social media is not some fad or short-lived phenomenon. It is a direct line to your membership and an invaluable way to make your presence felt in their daily lives. But “being online” is no longer enough to reach current members or attract new ones. Credit unions, are you struggling to break through the social media noise and reach members? Consider working with professionals capable of boosting your social media presence.