Bank Brand Safety on Social Media

Unpacking the Biggest Risks in 2024 and How Banks Can Address Them

Amid rising political tensions and the proliferation of AI deepfakes, social media presents more brand safety risks than ever for banks. Understanding these risks is essential to safeguarding their brands.

Key Question: What tactics can bank marketers and advertisers use to protect their brand from emerging risks on social media?

Key Stat: Bank marketers and advertisers need to worry about not only their ads’ content, but also where they appear. Over half of consumers would stop using a brand if its ads ran next to inappropriate content, per a Q3 2023 Integral Ad Science (IAS) survey.

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    Table of Contents

    1. Executive Summary
    2. Banks have no choice but to walk the social media tightrope
    3. The brand safety stakes are especially high for banks
    1. Banks must grapple with social media’s inherent risks
    2. New threats to banks’ brand safety on social media
    3. Banks have an arsenal of tools to manage social media risks
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Ondar Tarlow
    Kinecta Federal Credit Union
    Interviewed March 26, 2024

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    First Published on Apr 19, 2024


    Maria Elm


    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Tiffani Montez
    Principal Analyst, Banking
    Amy Rotondo
    Director, US Research

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