How Banks Can Stop Gen Z at The Scroll

Community banks are discovering that customer loyalty starts on social. According to The Financial Brand, 76 percent of Gen Z uses social media for financial advice, making TikTok and YouTube the new classrooms for money management.

 Rather than competing with “finfluencers,” forward-thinking institutions are joining them—blending humor, authenticity, and utility to build trust in digital spaces. Associated Bank’s campaign with comedian Alex Wehrley, for instance, turned a local joke about “Midwest rich” into one of its top-performing credit product promos.

Each platform is shaping its own niche in Gen Z’s financial life. TikTok leads in snackable, story-driven lessons that translate jargon into memes. YouTube hosts longer, tutorial-style explainers for budgeting and investing. Instagram sits in the middle ground where brands can showcase both human stories and financial tools in motion. The most effective institutions aren’t spreading the same message everywhere; they’re adapting tone and storytelling to fit each medium’s native behavior.

CMOs say the winning formula is clarity and brevity: explain something useful in seconds, skip the hard sell, and let tone carry credibility. “Gen Z has a strong B.S. meter,” said Vericast’s Alyssa Armor. “They don’t want to be sold to—they want to be spoken with.” At Citizens Bank of Edmond, Gen Z interns now co-create campaigns, ensuring posts stay on-trend and avoid “cringe.”

Marketers are also learning to rethink ROI. Engagement and sentiment often matter more than direct conversions in these channels, as social presence increasingly drives consideration upstream. The takeaway: to earn the next generation’s deposits, financial brands must first earn their followers.

For a deeper look at campaign examples, influencer strategies, and Gen Z social metrics, read the full story at The Financial Brand.