Short, Sweet, and Impactful: How Social Media Videos Can Drive Credit Union Success

Posted by Alyse Knudsen on March 12, 2025

Videos. You see them on social media all the time. They capture your attention. They inform you. They entertain you. If your credit union isn’t using videos in some way, you are missing out on opportunities to build your brand and reach current members and potential new members.

“A carefully crafted video can grab your audience’s attention, inform them about your credit union’s offerings, and motivate them to act,” explained Katy Wagnon, GoWest’s SVP of Marketing and Communications.

Videos are used for all sorts of reasons – branding, education, entertainment, product and service demos – and in all sorts of formats – Instagram Reels and Stories, YouTube Shorts, TikTok, LinkedIn, Facebook Stories, and more. According to Sprout Social, 89% of businesses use video as a marketing tool, and short-form video delivers the highest ROI compared to other marketing trends.

Sprout Social reports that on Instagram and X, videos under 15 seconds do well; on TikTok, videos between 15-60 seconds are best; and on YouTube, longer videos (over 60 seconds) are most popular. “Be sure to have a strategic plan for what you want to accomplish with your video,” Wagnon added, “and keep in mind the platform you are creating the video for and the audience that will view it. A professional using LinkedIn may only have a few minutes to scroll; whereas, a prospective member may be on your website and be interested in viewing a longer video about all the services your credit union offers.”

“Above all, be sure that your videos are authentically you,” said Wagnon. “A video is an extension of your credit union’s brand. Even if the video is shot using a mobile phone, keep it professional and in your credit union’s voice.”

Many credit unions leverage video in their marketing, crafting an authentic voice that resonates deeply with their audience. Check out these examples:

Ironworkers USA Federal Credit Union

“At Ironworkers USA FCU, we understand that the best way to share our mission is through the voices of our members. Our members tell it best!” shared Jaimie Garver, Ironworkers USA Federal Credit Union’s COO. “By using video to share our members’ testimonials, we are able to give a platform for our members to highlight how our services have supported their families, helped them achieve their financial goals, and how it has helped them within their careers.”

“Through social media, we can amplify these voices, build trust, and show the ironworkers community that we are more than just a financial institution – we are a partner in the lives of the men and women who build our county. Using video on social media platforms helps our credit union connect and engage with both current and potential members in a way that is authentic and impactful. Videos are a highly effective way to show the true value of our services, allowing us to reach people where they are.”

UniWyo Credit Union

“Video has become an essential part of UniWyo’s social media strategy,” said Desiree Sanchez, Marketing Manager at UniWyo Credit Union. “It allows us to connect with our members in a dynamic and meaningful way. Through video, we can showcase our brand personality, share our member’s stories, and educate in an engaging way. It’s a powerful tool that helps us build relationships and reinforce the value UniWyo brings to our communities.”

Media Credit Union

“This video has been incredibly effective in showcasing our membership and credit union values,” said Sarah Dahmen, President and CEO of Media Credit Union in Spokane, Wash. “While written materials like our website and brochures are essential for explaining how the credit union operates, film has a unique power – it allows viewers to see and feel what it means to be part of a credit union community, beyond just a banking institution. In an increasingly digital world, human connection is more important than ever, and video captures the essence of that interaction in a way nothing else can.”

Arizona Financial Credit Union

“At Arizona Financial, video has become a core part of our social media strategy because it allows us to show up authentically and connect with our community in a more personal and engaging way,” shared Ali Porter, Sr. Marketing Campaign Manager at Arizona Financial CreditUnion. “Whether we’re educating members about financial wellness, highlighting local causes we support, or just having fun celebrating holidays like Arizona Credit Union Day, video helps us tell our story in a way that feels relatable and real.”

Posted in Arizona, Colorado, Idaho, Oregon, Regional Member News, Thought Leadership, Top Headlines, Washington, Wyoming.