Social Media leveraged all consolidated digital assets in 2022 and explored new spaces to the advantage of the Bank.
The Bankinter Blog, the Bank's financial content portal, continued to grow, with a 25.5% increase in its audience, reaching 12,669,421 visits per year, a new all-time high, doubling the figure achieved just three years ago.
During 2022 an effort was made to get even more out of this traffic, channelling visits to the Blog towards the Bank's more commercial pages (mortgage simulators, retirement simulators, home purchase simulators, etc.). The transfer increases the likelihood that a person who enters Bankinter's website via the Blog will end up taking out a product, whether or not they are a customer.
This way, the Blog, in addition to being an important communication tool, continues to add potential business, beyond how it has traditionally done so (through advertising banners or providing data to CRM and Digital Marketing).
In channels set up before 2022, the Bank continued to promote digital communication through its Youtube, Linkedin, Twitter, Facebook and Instagram profiles, where it has a large community of followers. The YouTube channel, for example, recorded a total of 28.8 million views of its videos in 2022 (164% more than the previous year).
While consolidating its older channels, Bankinter continued to innovate towards conquering emerging territories in social media. In the second quarter, a new corporate channel was launched on TikTok, the fastest growing social network of the moment, with one billion users worldwide.
The Bank has set camp on this social network of short, dynamic videos with content in line with its philosophy of sharing knowledge related to money, in order to help its community improve their finances, save, invest and learn how to increase their financial health.
During its first months of operation, the Bank's TikTok channel gained hundreds of thousands of views and more than 15,000 followers. With this launch, Bankinter is seeking to be where its customers and potential customers are and is taking advantage of the adoption of this social network by increasingly older segments of the population to position itself in an original and entertaining way.
Another point of interest in the area of Digital Communication and Social Media was the launch of the podcast channel entitled 'Mejores con economía', a space hosted on Spotify and Ivoox, where audio content is shared with a strong focus on improving financial literacy. The bank published short spots (pills) on savings, investment, taxation and even on how to access European funds for housing associations.
The department of Digital Communication and Social Media continues to train the Bank's employees. During 2022, this activity focused on a Corporate Finance group exploring the exploitation of Social Media to gain business for Spanish companies.
Annual variation in Bankinter Blog's audience (visits)
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