Streamlining Social Media for Community Banks

The ever-evolving social media landscape continues to shift beneath our feet, as platforms introduce new capabilities and trends. Yet, within that constant churn, community banks can find opportunities to strengthen neighborhood connections, expand outreach and share real stories. 

In an increasingly disjointed digital world, local banks have a powerful advantage in connecting with a wide array of customer groups both online and in person. 

“We’re seeing a trend toward empowering people who aren’t on your marketing team to be a part of your message, whether it’s a loan officer or a universal banker active in the community,” says Ben Pankonin, cofounder and CEO of marketing agency Social Assurance.

This shift toward message democratization isn’t just about resources. Pankonin notes that bringing more contributors into the conversation is a strategic way to reach wider audiences, especially as media has become “far more fragmented than it was five to 10 years ago.” With algorithms and new social features, he adds, geographic divides and interest-based niches online continue to deepen.

Evolving tools and fresh features

In 2025, key platforms like LinkedIn, Instagram and Facebook rolled out updates that deliver more options for eye-catching, educational video formats and streamlined workflows. 

• Meta's latest editing tools in Facebook and Instagram simplify brand campaign consistency.

• Instagram's AI-powered tools, such as “Restyle” (for generative video transformations) and “Touch Up” (for visual enhancements), help creators polish Reels to professional standards, right inside the app.

• Instagram Stories offers in-app features for chopping longer videos into ready-to-post clips.

• LinkedIn pages’ content distribution tool allows marketing teams to create draft posts for team members to share directly from their personal LinkedIn profiles.

With bite-sized video maintaining its status as a standout format, platforms like Instagram and Facebook set out to rapidly enhance their editing and AI tools. Such upgrades have made it easier for community banks to share believable moments, from human interest stories to financial education.

Abby Delaney, SVP of marketing and communications at $7.3 billion-asset Bankers Trust in Des Moines, Iowa, also values the LinkedIn social media employee advocacy tool. It has helped multiply her bank’s reach, enabling sales teams to build trust with a range of different audiences while seamlessly keeping everyone aligned on brand and regulatory standards. 

Delaney’s marketing team routinely sends four to five content ideas to the sales force across all divisions, giving them a variety of brand-approved options they can confidently post with just a click. This streamlined process supports consistency while freeing up creative energy for experimenting with new tactics in a fast-evolving digital environment. 

“Our overall social strategy emphasizes slow and steady growth,” Delaney explains, “but we’re willing to test things out and learn. If a new feature performs well, we try to leverage it more. If not, we move on [or adjust].”

Finding the right approach

For community banks unsure of where to start with their own social strategy, Vanessa Hanson, ICBA’s digital and social media engagement director, stresses the importance of letting strategic goals set the direction. “Are you looking to educate current customers? Or are you hoping to broaden your audience? Your goals dictate your approach,” she says.

Not every bank has a dedicated social media specialist, but anyone can use and maximize the impact of content they already have.

“You already have tons of material, from internal resources to event photos and blog posts,” Delaney points out. “Challenge yourself to use each in five to seven different ways. A case study could become an email, a video and several social posts. There’s no point creating content if you use it only once.”

Repurposing content becomes more effective when paired with social listening and analytics to engage new audiences and observe what resonates. “We’re having to do more scrolling now to see what our followers want and what drives engagement,” says Hanson, noting that such upfront monitoring often becomes the inspiration for content ideas that speak to customers in fresh ways. 

Bre Ellerbrock, social media specialist for $1.7 billion-asset Waterford Bank N.A. in Toledo, Ohio, sees the real-life, human element as key for continued engagement. “Anything that has our people in it gets about double the engagement of other posts,” she says.

Balancing culture and compliance

As social norms and features evolve, so do bank culture and customer expectations. “Communication styles have changed, and we need to align our culture around that,” Pankonin explains. At the heart of that process is maintaining integrity through strong oversight, compliance practices and solid policies for emerging technologies like AI.

Kaitlyn Dummitt, VP of marketing at Waterford Bank N.A., keeps her team’s content firmly rooted in real narratives. “Although we follow compliance guidelines, we don’t script anything,” she says. “The more off the cuff, the more natural it feels.”

Showing the personal side of the bank is vital, she explains. “We live and play where we work,” Dummitt says. “We’re your neighbors and want you to succeed. Mixing financial education with our personal stories on social media shows that. People love seeing us out in the community.”

There’s no one-size-fits-all social media playbook. Today’s most successful community banks meet a fractured media landscape with diverse perspectives anchored in authenticity. They experiment with new tools without chasing every viral trend. Most importantly, they draw on their deep community connections, turning social media into a natural extension of their values.