This study examines differences in how two traditional banks – Swedbank and Nordea - and two neobanks – Revolut and Wise – communicate financial information on Instagram, focusing on strategies to engage young adults on their accounts. The research problem arises from increasing debt levels among Swedish youths, coupled with their low financial literacy and heavy reliance on social media for information. The study utilizes a comparative qualitative content analysis of Instagram posts to identify differences in communication strategies and their alignment with organizational identity. The theoretical framework integrates Uses and Gratifications Theory to explore how banks address different needs and Financial Literacy Framework to assess the potential of their communication to improve economic understanding.

Findings reveal that traditional banks emphasize stability and long-term trust, while neobanks adopt a more innovative and informal tone to resonate with younger demographics. Posts from both types of banks vary significantly in their use of humor, interactivity, and educational content. The study concludes that tailored communication strategies can play a crucial role in enhancing financial literacy and societal awareness, but further effort is required to maximize engagement and educational impact. The findings contribute to the fields of strategic communication and financial education and hold practical implications for how financial institutions can address such societal challenge through social media.