In 2021, Tandia shifted its social media strategy, aiming to engage a younger audience (25-40, primarily female) making financial decisions. Video 'Reels' were introduced to the toolkit, designed to break financial stigmas and provide educational content. Branded as 'Finances are not Boring,' the series featured seven 15-second Reels, led by Stin (myself), resonating with the target demographic. Topics covered financial myths, credit unions, investing basics, and more. These Reels were tailored for Instagram, effectively engaging the audience.
Starting on October 8, 2021, the campaign boosted Facebook video views by +7000% in Q4 2021, with 9088 additional views in November. Instagram engagement nearly doubled that of Facebook and LinkedIn, providing a unique voice in the banking community and reinforcing brand values.
