Worried about ongoing changes at Facebook? Don't panic. There are still plenty of opportunities to reach audiences through the social platform with engaging content and targeted ads.

Financial institutions are becoming more willing to creatively explore popular topics & platforms in their marketing strategies.

We looked at social media profiles of some top banks to see what brand followers find most engaging. Hopefully, seeing what they’re doing will help you identify your own brand’s sweet spot.

These examples from Chase, American Express and Citibank demonstrate how financial services brands can use Instagram to support both their value proposition and the platform's mission.

As mobile and loyalty both continue to gain momentum through 2017, they’ll require fresh thinking from brands, including financial services companies. We agree with Social Times: “The strategy needs to go beyond just having an application or a stagnant loyalty program.” Thinking on other marketing fronts – such as social media and personalization – must evolve, as well.

If loving their bank is wrong, Fifth Third Bank customers don’t want to be right. Using the #BankLove hashtag, Fifth Third Bank surprised some of them recently by turning their positive feedback into songs and sharing them via video on Facebook and Twitter.

Although we really think the tone/message is spot-on, the campaign’s execution on Facebook and Instagram (@americanexpress ) is where it has the potential to get really interesting.

In a report to stockholders, Bank of America's CEO pledged that Bank of America would continue to drive responsible growth by making smart decisions based on customer needs and attitudes. And the bank is already delivering on this customer-centric focus in a number of tangible ways.

Financial services brands are really starting to “get” content marketing, and their content-driven initiatives are more diverse than you may expect. These recent examples not only stay “on-brand” and deepen the customer experience but also show just how much financial services content marketing has evolved.

Rob Gronkowski's self-professed financial savvy was a hook for Capital One, which more than likely was fully aware that the mash-up of “party boy” + “financial advisor” would make people scratch their heads… just enough to create buzz around the campaign.