In a year in which the pandemic caused atypical activity on physical channels, the Bank's digital resources became more important than ever. Social media fulfilled their vital task of communicating, informing and helping customers and other target audiences, who found in this channels an upto-date point of contact and communication available at all times.
The Bank's social media profiles (Facebook, Twitter, LinkedIn and Instagram) offered information during the worst months of the lockdown, later recovering their usual frenetic activity. Special mention should be made of the Bank's YouTube channel, which hosted Bankinter's hundreds of informative and helpful videos. The videos included the successful Bankinter ads in 2020, which accumulated millions of visits and hundreds of comments, mostly positive.
As regards comments on social media, Bankinter was once again the leader in positive comments among Spanish banks thanks to its strategy of high-quality content. According to the external and independent firm Rebold, the favourable mentions reached 59.
The Bankinter blog is deserving of a special mention. Its audience figures demonstrate how active it is, and how used by customers and the general public. The Bank's content portal registered another record year in 2020 by getting 8,042,451 visits, 55% on 2019, according to Google Analytics data.
With this rise, Bankinter's blog completes a golden five-year period in which its audience has become six times higher, a clear sign of its vocation towards customers and prospects with a view to making helpful content and quality financial information available to them. And we cannot forget that the blog underwent a design change in September.
Likewise, it has continued to be the Bank's cornerstone in its digital communication strategy. In 2020, it became an essential space for the knowledge and dissemination of corporate content. The blog has been a key dissemination tool of the Bank's successful ads and the aid measures put in place for its individual customers, companies, employees and suppliers because of COVID-19.
Additionally, Bankinter's content strategy on social media was once again recognised as the best in Spanish banking, according to the 6th Digital Investment Report by FeelCapital. The report stressed the large amount of content shared through the Bank's blog.
In 2020, the Digital Communication/Social Media department has strengthened its strategic alliances with key departments of the bank to optimise the acquisition of new business. Together with Digital Marketing and CRM, the first steps have been taken to weave an entire content strategy to offer value to both readers and the Bank itself.
This is a very important step for the blog in particular, and for social media in general, which would thus go from being a communication tool to being a communication and business tool.
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