Summary of Key Points
The ranking of the 2026 July Bank Social Media Index (SMI) saw significant changes at the bottom of the list, with Netcom Bank dropping out of the top 20 due to the cessation of updates on its official account, highlighting the importance of comprehensive operations. On platforms like Douyin and Video Accounts, high-rated content focused on three main themes: charitable initiatives, graduation season emotions, and regional features. Users prefer content that is genuine, warm, and has social value. Official accounts, on the other hand, received most likes for promotional and event-related content, which differs from the narrative approach of short-video platforms.
1. Ranking Changes: Banks Need a Balanced Approach Across Platforms
The most notable change in the July SMI was the turnover of positions at the bottom of the list—banks that were ranked 17th to 20th in June all dropped out, while Ningbo Bank, China Construction Bank, and Changsha Bank made new entries. A prime example is Netcom Bank, which had high scores on Douyin and Video Accounts but lost its place in the top 20 due to the absence of updates on its official account in July. This indicates that to appear on the overall list, banks cannot rely on just one platform; they need to maintain consistent and balanced updates across all platforms, just as students need to perform well in all subjects to pass an exam.
2. The Secret to High Ratings on Douyin: Charitable Initiatives, Graduation Season, and Regional Features
High-rated content on Douyin for banks mainly fell into three categories:
- Moving Charitable Stories: Netcom Bank’s “1 Square Meter Bookshelf” initiative, in collaboration with Xinhua Bookstore, won first place. This project involved setting up bookshelves in small stores for residents to use for free. The video featured a restaurant owner who had helped provide a graduation meal for elementary school students last year and added more bookshelves this year, creating a genuine and touching story that attracted many likes. Netcom Bank also has a popular series called “Painting 100 Small Shops” that documents the stories of shop owners.
- Emotional Resonance during the Graduation Season: In July, when graduates face choices of staying in the city, returning to their hometowns, or moving far away, banks produced content that resonated with young people’s emotions, such as a microfilm produced by Postal Savings Bank.
- Regional Appeal: Banks used their platforms to showcase local culture and attractions, such as Hangzhou Bank’s history of West Lake, Bank of Communications’ introduction to Weihai’s scenery, intangible cultural heritage, and seafood, and Hengfeng Bank’s coverage of the Shandong Football League. These regional stories helped banks build closer connections with local users.
3. Video Accounts: Similar to Douyin, Regional Content and Authentic Stories Are Popular
The high-rated content on Video Accounts followed similar themes, focusing on local figures, distinctive industries, and lifestyles:
- Changsha Bank featured the research experiences of a plant-based biotechnology entrepreneur.
- Netcom Bank used “Grammy-style” filming to promote Henan’s watermelons, increasing the visibility of agricultural products.
- Shanghai Pudong Development Bank showcased the unique “Pu Tea” and “Pu Coffee” lounges at its Chengdu branch, integrating financial services with local life.
These stories didn’t feel like plain advertisements but rather provided a tangible sense of the bank’s presence in people’s lives.
4. User Preferences: Genuine and Warm Content with Social Value
User preferences are clear: they prefer content that is genuine and has social impact, such as charitable efforts by small business owners, the struggles of entrepreneurs, and banks supporting rural industries. Such content shows what banks are actually doing, rather than just empty slogans. For example, Netcom Bank’s charitable initiatives and stories about small businesses strengthened its connection with local entrepreneurs and clarified its brand image.
5. Official Accounts: Promotional Events Take the Lead
Unlike the narrative content on short-video platforms, the high-rated content on official accounts in July was mainly related to events and brand promotions, such as online events and brand anniversaries. This type of content conveys more formal information and complements the more informal style of short videos.
In summary, banks need a multi-platform approach to social media. Their content should include genuine stories that address users’ interests in charity, regional culture, and emotions to engage them and build a clear brand identity.