WHY VIDEO CONTENT WORKS FOR FINANCIAL INSTITUTIONS

Short-form video is the second-highest performing content format across generations in our survey, with 36% of Gen Z and 32% of Millennials saying it influences their view of financial institutions. This isn’t entertainment. These are people actively using video to learn about budgeting, to understand loan products, to figure out if a credit union is right for them.

Financial education tips — budgeting, savings, credit building — are the most valued content type across three generations. When delivered in short-form video format, this content is shareable, discoverable, and — critically — associated with your brand at the moment of consumption.

YOU DON’T NEED A PRODUCTION STUDIO

The institutions seeing the best results from video content aren’t producing polished broadcast-quality commercials. They’re posting consistent, authentic, genuinely useful content: a 90-second explanation of how a HELOC works. A two-minute breakdown of what first-time homebuyers need to know. A short Q&A with a loan officer answering the questions your customers actually ask.

If your institution isn’t producing short-form video, you are invisible to the generation that will define your growth trajectory for the next three decades. The barrier to entry is lower than you think. The cost of staying off these channels is higher than most institutions realize.

WANT THE FULL PICTURE?

The 2026 American Financial Consumer report covers every stage of the customer journey, from first brand impression through referral, with data broken down by generation, income, and geography.

And when you’re done reading, let us show you how your institution looks through the eyes of AI.