Online presence of banking brands in Italy Q4 2019, by number of messages
Italian banks’ presence on Facebook
When only considering Facebook, the ranking changes. In fact, Intesa Sanpaolo appeared to be the most present bank on the social network, mentioned in approximately 28 thousand posts and comments in Italian from October to December 2019. In terms of user engagement (which is calculated as the sum of likes, reactions, and comments on posts that mention the brand), Intesa Sanpaolo was again the most present banking brand, followed by UniCredit.Italian banks less present on Instagram
Instagram does not seem to be a social network for banks. In fact, the number of posts, mentions, and comments was much lower than on Facebook. A ranking of the most present Italian banks on Instagram shows that Banca Nazionale del Lavoro, first on the list, reached just 2.3 thousand posts and comments in the fourth quarter of 2019. Banca Nazionale del Lavoro and Credem were the only banks that exceeded the one-thousand threshold.