Summary of Key Points
The June 2026 Bank Social Media Index (SMI) reveals significant changes in the rankings: banks at the bottom of the list experienced substantial turnover, with only Jilin Bank remaining, while new entrants such as Qilu Bank and Industrial and Commercial Bank of China (ICBC) made their appearances. On TikTok, high-rated content focuses on three main themes: serialized stories about small businesses, festive emotional narratives, and regional culture. Video accounts highlight frontline service scenarios and the use of AI to enhance emotional expression in communications. Public accounts primarily engage in brand promotion, offering benefits, and advertising job opportunities. The overall trend indicates that banks are placing more emphasis on aligning their content with their business positioning, using real-life scenarios, and leveraging technological tools to convey a warmer brand image.
Detailed Analysis
1. SMI Overall Ranking: Intense Competition at the Bottom
The most noticeable change in the June ranking was at the bottom of the list. Among the banks that were ranked 14th to 20th in May, only Jilin Bank maintained its position; all others were replaced by new players like Qilu Bank and ICBC. This indicates that banks at the lower ranks have a low tolerance for mistakes in their social media operations—lack of innovation or unstable content updates can easily lead to being overtaken by competitors. It also suggests that more banks are recognizing the importance of social media, with competition spreading from the top to the bottom of the rankings.
2. TikTok High Ratings: Three Key Themes That Attract Users
Highly rated bank content on TikTok follows three core themes that effectively connect with users:
- Seriesized Stories about Small Businesses: The Netcom Bank's "Painting 100 Small Stores" series returned to the top, featuring interviews with figures like Yaizi Jie, who became popular for her saying "Here comes my brother." These stories are relatable and regularly updated. More importantly, they align closely with Netcom Bank's mission of serving small businesses, helping users remember the brand and attracting its target audience (small business owners).
- Festive Emotional Narratives: During Father's Day, Guangfa Bank used nicknames like "Instant Noodle Master" and "ATM" to portray fathers, while New Netbank created stories from a child's perspective about fathers' silent support (all produced with AI). On Children's Day, Jilin Bank featured a little girl acting as a bank employee to convey the warmth of supporting young dreams. These stories reduce the often perceived coldness of finance and touch users on emotional levels.
- Regional Culture: Hengfeng Bank leveraged local sports events (Qilu Super League) to increase visibility, while Hangzhou Bank highlighted the history of Cui Guang Pavilion by West Lake, using familiar local elements to build a sense of community—especially effective for regional banks seeking to establish a local presence.
3. Video Accounts: Frontline Service Scenarios as Valuable Content
Highly rated video content on video accounts emphasizes authenticity:
- Frontline Service Stories: Agricultural Bank's videos show how employees noticed and cared for a girl sitting alone at a branch, turning the concept of "quality service" from a slogan into tangible actions. This demonstrates that bank branches are more than just places for conducting business; everyday acts of kindness can also make for compelling content.
- AI-Powered Emotional Expression: Chongqing Bank used AI to bring childhood photos to life, allowing users to experience emotional connections across time. AI is no longer just a tool for showing off technical capabilities but has become a means to enhance emotional engagement in content creation.
4. Public Accounts: Practical Content That Addresses Diverse User Needs
The content on public accounts is practical and addresses various user needs:
- Brand Promotion: Helps users understand the bank's philosophy or new services.
- Benefits and Contests: Offers coupons, promotions, and other incentives to attract followers.
- Job Recruitment: Targets job seekers and helps banks expand their talent pool.
5. Insights for Bank Social Media Operations
The ranking highlights several key areas for improvement:
- Align Content with Business Positioning: Banks should create content that aligns with their core business goals, ensuring relevance to their target audience.
- Explore Authentic Stories: Real-life stories from branches and customers are more credible than generic advertisements.
- Leverage Technology: AI can make content more engaging by using animations, time-travel effects, and other creative techniques.
In summary, banks are shifting their social media strategies from traditional, rigid advertising to more engaging, user-centric content that is authentic, relatable, and tailored to their audience. This shift indicates that the future of bank content competition will focus on sincerity and precision in delivering meaningful messages.