If your brand's online voice reads like it was copied and pasted from a compliance manual, we need to talk. Here's the thing: the scroll is ruthless, attention spans are microscopic, and if your content blends into the feed, it might as well be invisible.
Boring isn't just harmless background noise, it's a brand liability. And it's costing you more than you think.
Online, you've got seconds (maybe less) to make someone care. If your post could belong to any financial institution, it won't stick in anyone's memory. In this crowded digital landscape, blending in is the new disappearing act.
Let’s start with the uncomfortable question:
If you were a potential member or client, would you choose you based solely on your online presence? Or would you go with the competitor that actually feels alive?
The Trust Paradox That's Killing Your Engagement
In an industry built on trust, many credit unions and fintechs cling to overly formal, ultra-safe content in the name of “credibility.” But here's the plot twist: they're losing something even more valuable in the process. Genuine connection.
You don’t earn trust by sounding like a user manual. You earn it by sounding human.
So… How Do You Humanize Without Becoming a Meme Account?
Many financial brands want to sound human, but they're terrified it'll backfire and seem unprofessional. So instead of showing personality, they default to safe, scripted content dressed up with strategic emoji placement, hoping it feels relatable.
Spoiler alert: It doesn't.
Playing it safe might feel responsible, but it often makes you forgettable. And in financial services, forgettable is unforgivable.
It's not about jumping on every TikTok trend or throwing around Gen Z slang you heard once. It's about the three R's: resonance, relevance, and realness.
The Human-First Social Strategy Playbook
Be a Person, Not a Press Release
Ditch the corporate speak. Use natural language. Drop the formalities. Start writing like someone worth listening to.
Instead of: "Our members may experience financial hardship during periods of economic volatility."
Try: "Money's tight. We get it. Let's talk options."
Pro tip: Read your captions out loud. If it sounds like something no human would ever say at a coffee shop, it needs a rewrite.
Pick a POV and Own It (Please Everyone = Impress No One)
Trying to please everyone is the fastest way to digital invisibility.
Define your brand's voice. Maybe it's bold, warm, playfully irreverent, or reassuringly straightforward. The key is consistency. A clear point of view builds familiarity, familiarity builds trust, and yes, you absolutely can have personality while being taken seriously. The best brands do.
Show Up Even When You’re Not Selling
If the only time people hear from you is when there’s a promo or product push, you’re not building a relationship, you’re running ads.
Mix in content like:
-
- Behind-the-scenes moments
- Staff stories and wins
- Hot takes on industry news
- Member success spotlights
- Financial tips minus the jargon
Make people feel like they’re following real humans, not just another corporate account.
If your brand feels human, it should look human too.
Use Humor (Strategically)
Humor builds warmth and trust when it’s authentic. But don’t force it. Don’t post memes you don’t understand just to seem “fun.” Instead, use wit to clarify, connect, and cut through the noise. Humor is a powerful tool when wielded thoughtfully.
Instead of: "Reminder: our branch will be closed Monday."
Try: "We're out of office Monday. The coffee machine will be missed. The early meetings will not."
TL;DR: Safe Isn’t Working
Your audience isn't scrolling social media hoping to find another financial institution that sounds exactly like the last three they unfollowed. They aren’t looking for perfection either. They're looking for something real. Something that makes them pause, relate, trust, and hopefully take action.
Here's what happens if you keep playing it safe: your competitors who figure this out first will eat your lunch. Your audience will scroll past you to follow brands that actually feel worth their time.
The choice is simple: evolve your voice or watch others capture the attention you're leaving on the table.
Say something real. Say something only you would say. Then watch people start paying attention.
What's Next?
Stop treating your social media like a regulatory filing. Pick one platform this week and try writing three posts like you're talking to a friend who needs financial advice.
See what happens. Measure engagement. Adjust accordingly.
Your audience is already telling you what they want by ignoring what you're currently posting. Time to listen.
Prefer to skip the trial and error? We've already helped dozens of credit unions and fintechs crack the code on authentic, engaging social media. Why reinvent the wheel when you can just start winning?
