Bank Brand Safety on Social Media

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

Report by Maria Elm  | UPDATED: Apr 24, 2024
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Executive Summary
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Table of Contents
Executive Summary
Banks have no choice but to walk the social media tightrope
The brand safety stakes are especially high for banks
Banks must grapple with social media’s inherent risks
New threats to banks’ brand safety on social media
Banks have an arsenal of tools to manage social media risks
EMARKETER Interviews
Sources
Media Gallery
About This Report
Banks cannot meaningfully engage consumers without using social media, but it’s exposing them to more potential brand damage than ever. They must understand emerging risks and prepare to combat them.
Topics
Banking
Financial Services
US
Table of Contents
Executive Summary
Banks have no choice but to walk the social media tightrope
The brand safety stakes are especially high for banks
Banks must grapple with social media’s inherent risks
New threats to banks’ brand safety on social media
Banks have an arsenal of tools to manage social media risks
EMARKETER Interviews
Sources
Media Gallery

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?

Expectations and Behaviors of US Consumers Toward a Brand's Responsibility in Managing Its Brand Value, Q3 2023 (% of respondents)
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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.

Here’s what’s in the full report

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7charts

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1expert perspective

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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

    Charts in This Report

    Expectations and Behaviors of US Consumers Toward a Brand's Responsibility in Managing Its Brand Value, Q3 2023 (% of respondents)Websites on Which US Consumers Are Most Receptive to Advertising, Q3 2023 (% of respondents)
    US Commercial Banks' Contributions to Democrats vs. Republicans During Election Cycles, 2016-2024 (% of contributions)Components of Bank Brand Safety on Social Media
    US Consumers' Main Sources of News and Information, Sep 2023 (% of respondents)Sources Through Which US Internet Users Think Disinformation and "Fake News" Are Most Widespread, Sep 2023 (% of respondents)
    Types of Banking-Related Information That US Gen Z Adults vs. Total Banking Consumers Have Looked Up on Social Media, Oct 2023 (% of respondents)

    Interviewed for This Report

    Ondar Tarlow
    Kinecta Federal Credit Union
    CMO
    Interviewed March 26, 2024

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    First Published on Apr 19, 2024

    authors

    Maria Elm

    Contributors

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