The trend: As credit union marketing agency Your Marketing Co points out, consumers are more likely to engage with certain kinds of video content. That makes videos an important component of a financial institution’s (FI’s) holiday marketing strategy.

The rationale: According to the marketing firm, video ads have three to five times higher clickthrough rates than nonvideo ads. That’s because videos can help “bring brands to life” in a way that text or picture-based ads can’t.