Di Yi Cai Jing·2025-12-31 12:13Group 1: Social Media Index Overview - The overall Bank Social Media Index (SMI) for November 2025 showed slight fluctuations, with significant reshuffling at the bottom of the rankings. Notable banks that dropped out include China CITIC Bank, Tianjin Bank, Changsha Bank, and Jiangxi Bank, while banks like Industrial Bank, Chongqing Bank, Zhejiang Commercial Bank, and Zhengzhou Bank entered the rankings [1] - Industrial Bank's ranking has experienced considerable volatility over the past three months, primarily due to the inconsistent update frequency of its Douyin account "Qian Da Zhang Gui," which affected its sub-index and overall SMI [1] Group 2: High Engagement Content - In November's high-engagement content rankings, WeBank's "Drawing 100 Small Shops" continued to dominate, while "Creative Storylines" emerged as a new trend for attracting traffic [2] - Banks like Ping An Bank and Jilin Bank produced highly rated advertisements. Ping An Bank utilized a classic "office worker" theme to highlight its app's "AI Doctor" feature, while Jilin Bank showcased the creative process behind a consumer loan product, effectively integrating product promotion with engaging storytelling [2] - "Scenario-based marketing" became a highlight, with banks transforming their branches into cultural showcases. For instance, China Postal Savings Bank's "Branch Adventure" featured its Tibet branch, breaking stereotypes about bank outlets [2] Group 3: Focus on Gold - Gold remains a key area of interest for users, with Industrial Bank's "The Past and Present of Gold" series gaining significant traction, averaging over 16,000 likes per video across three episodes [3]