It’s an unprecedented time for marketing — with technology and consumer needs evolving at a rapid pace. While the fundamentals still apply, AI’s changed everything (which will only continue). Meanwhile, personalized experiences have made a comeback — which gives community financial institutions an edge. Ads for video streaming platforms present a new opportunity for effective advertising. Also, TikTok-style vertical videos are capturing more attention than ever.
While some of these changes may seem daunting at first, they present incredible opportunities for your institution to expand your reach and welcome new account holders. Here are 8 marketing strategies for 2025 to help you stay at the forefront of the ever-evolving financial marketing landscape.
1. Account for AI and social media searches
Yep, searching for information has changed again. According to Microsoft, 55% of people used Generative AI in 2023, while that jumped to 75% in 2024. And now, as research indicates, “60% of US consumers used an AI chatbot to research or decide on a product in the last 30 days.”
So how do you leverage this trend? You’ll want to optimize your website for AI. As a rule of thumb, if a webpage is a good resource for humans, it’s a good resource for AI.
Important: AI can’t read text on images or embedded social posts — so try to include critical information in text alongside visuals.
To that end, you should answer customer questions up front on your website. The questions fielded by your customer service team can guide you on what’s going unanswered online.
Another shift is that social media is now a preferred search engine. 46% of Gen Z uses social media to search for answers. You should also be aware that most people expect a response on social media within 24 hours. Pre-empt questions with your social content — and make sure you’re providing timely and detailed customer service on your social media channels.
2. Perform a security check-up
For many Americans, top-notch security is a leading factor in their choice for a bank or credit union. A recent survey of 1,000 consumers shows that 53% chose security of their personal financial data as an important factor in choosing a provider.
Yet the rise of AI has led to more synthetic identity fraud, while most community banks cite check fraud as a major concern for 2025.
Make sure your security is up to date — including user security and your own back-end measures. Consider enhancing your fraud protection services (combining technological solutions with customer education) to safeguard consumers' financial well-being.
3. Shake hands and smile
Connecting in person is back! In these post-COVID years, “social re-wilding” is happening — which is a fantastic opportunity for community financial institutions that offer personalized service.
People are searching for more “IRL” (in real life) connections. 47% are shopping more often in grocery stores, while that same percentage are spending more time with friends in person.
That’s also true for Gen Z. Nearly 75% go shopping once a week and consider it an experience they look forward to.
This bodes well for you and your physical branch(es). Just make sure to…
4. Personalize, personalize, personalize
Adding a personal touch goes a long way today. Research indicates 75% of consumers are more likely to purchase from brands that personalize content to them.
When it comes to digital banking, all users want to find answers fast. When they hit a snag, more than half said they want to contact a person right away. Having support staff on-hand to support customers is a form of personalization.
Personalization works — but it can be difficult to scale it up. So we recommend doing what you can to deliver the most personalized experience possible. Here are some ways to do that:
- Say people’s names on the phone.
- Remember to include a personal thank-you note.
- Have emails come from a person, not an info@ address.
Want additional help? Kasasa offers Lifecycle Marketing Programs to deliver the right message at the right time — to your various segments.
Simply contact us for more info.
5. Emphasize trust & transparency
Most consumers prioritize trust over other factors (such as price or convenience) — a full 70%, as of 2023. This is especially true among younger generations. 5 in 6 people in Gen Z do not trust businesses to act in the best interests of society.
But consumers want businesses that serve their community — and that’s a perfect opportunity for an institution like yours! Building and maintaining trust improves customer retention and provides higher lifetime customer value.
You can build trust by being as transparent as possible — and talking about the human and local investments your institution makes. Post about it on social media and add recent or impactful community involvement to your website.
6. Invest in streaming ads
Most of us love to stream our favorite shows and movies. But did you know that sports streaming is gaining popularity? It’s projected to increase 21% by 2027. Meanwhile, ads on streaming services are increasingly common — resulting in over half of marketers increasing their streaming ad budget.
“Almost all of these services offer self-serve buying for small- and medium-sized advertisers,” writes Nadine Krefetz, a Streaming Media contributor. “The streaming services are opting for a no-advertiser-left-behind approach and making sure they are not leaving any money on the table” (see full article).
That’s good news for your marketing strategy. 2025 is a great time to test and learn with streaming TV ads, since many apps have low-budget, self-service options for testing and learning.
7. Go vertical with your video
Notice how vertical videos seem more digestible? They’re 13% easier to process mentally. Plus, people generally don’t want to flip their phones to watch something horizontally.
Take a look at these stats on vertical vs. horizontal video:
- 57% view vertical to completion on Facebook vs. 43% for horizontal
- 55% of users engage with vertical vs. 45% for horizontal
- Younger and mobile audiences prefer vertical
You may want to add vertical video-focused platforms like TikTok, Reels and YouTube Shorts to your social media presence (if you haven’t already). Reels and Shorts are accessible on platforms you’re already using. TikTok is here for now and draws a massive audience (and was the most downloaded app in January 2025).
8. Promote rewards, rates, and savings in quick videos
Eggs got expensive — what’s next? Prices have already been a wild ride this year and it seems that will continue.
It also means that advertising your rewards, rates, and savings could be a big win for your institution in 2025. Digital banking experience is the top priority for consumers, but rates and products is the second most important.
When you talk about rewards, rates, and savings, do so in a short video. Short, fast videos work best for features and prices (while longer videos are best for explaining quality and benefits).
Stay ahead of your competition.
Phew! That does seem like a lot of change, but you’ve got this. Implement these 8 suggestions and you’ll be on your way to capitalizing on the changing needs of your customers.
And just remember, you’re not alone. If you want support, or you’d just like to learn more about marketing trends in 2025, contact us to schedule a free consultation. We’re here for you every step of the way.
