Top Credit Union Marketing Trends: Seeking Influencer Partnerships

Influencer marketing is an innovative way for credit unions to reach audiences through trusted voices. In a time when consumers are increasingly skeptical of traditional advertising, influencers offer a personal connection that makes financial guidance feel more relatable.

Building Trust Through Influencer Marketing

Credit unions can use influencers to humanize their brand and build connections with audiences more authentically. Most influencers have built strong, almost personal relationships with their followers, who tend to view them as trusted sources of information—much like they would a friend or family member. According to a 2024 report from Spout Social, 49% of all consumers make daily, weekly, or monthly purchases because of influencer posts. Plus, 64% of consumers are most likely to engage with genuine and unbiased influencer reviews

Financial influencers are particularly valuable in this context, as many people now look to social media for financial advice and product recommendations. According to research by TIAA, a third of all new investors trust social media content to help make financial decisions, and 32% reported trusting social media influencers and celebrities for financial advice. By collaborating with the right influencers, credit unions can offer financial guidance in a way that feels personal and trustworthy.

One’s initial assumption may be that influencer marketing will only reach younger audiences, however, reports by the Pew Research Center indicate older generations, including Gen X and Baby Boomers, are increasingly using social media. So, while partnering with influencers can help credit unions attract younger members (which, as we covered in Part 3, is essential for growth), it also strengthens connections with potential members of all ages by leveraging voices they already trust.

Real Financial Influencers

Check out the two examples below from TikTok influencers @geezelouiseeeee and @baxate_carter. Both videos have over 1.5 million views and thousands of interactions. Louie’s video discusses why she believes credit unions are the underdogs of the financial industry, and Baxate discusses his 10 steps to financial freedom. With hundreds of thousands of loyal followers and millions of views, imagine the number of potential members your credit union could reach.

Work with Vibrant Brands to Create Influencer Partnerships

At Vibrant Brands, we specialize in developing influencer partnerships that align with your credit union’s values and goals. Our team can guide you in selecting the right influencers to boost your brand’s visibility and trustworthiness. Contact us to learn more about how influencer marketing can help your credit union reach new audiences. In the meantime, head to our blog to read parts one through 4, and check out our case studies to see how we’ve helped credit unions like yours.