Truliant: From Credit Union Roots to a TikTok Advantage

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NoGood has been instrumental in expanding our presence on TikTok and YouTube Shorts. From day one, they demonstrated a strong ability to truly listen to our goals and understand the vision we wanted to bring to life. They translated that insight into thoughtful strategy, offering clear guidance and creative direction at every step.

Meaghan Talley Brand & Advertising | Truliant

We helped Truliant Federal Credit Union increase it’s TikTok views by 45%, average TikTok engagement rate by 6.10%, and total TikTok likes by 109% from 2025-2026.

Discover how

45%

QoQ increase in TikTok views

8.59%

QoQ increase in average Engagement Rate

109%

QoQ increase in TikTok likes

Overview

Truliant Federal Credit Union was chartered in 1952 to serve the employees of Western Electric and was known as Radio Shops Credit Union. Today, Truliant serves over 300,000 members with more than 35 locations across the Carolinas and Virginia, and over $5 billion in assets. Truliant partnered with NoGood to translate that identity into a culturally relevant organic social presence for Gen Z and Millennial audiences.

The Challenge

Building brand recognition and serialized content while continuing to test new formats
Breaking through in a crowded finance content space dominated by individual creators
Turning Truliant’s credit union roots into a social advantage, leading with community and trust
Finding authentic connections between cultural finance moments and Truliant’s services without forcing the brand into the narrative
Distinguishing TikTok and YouTube Shorts as separate strategic platforms rather than treating them interchangeably

Services

Organic Social Strategy

Copywriting

Content Creation

Analytics & Performance Insights

Growth Strategy

Approach

How We Did It

The Breakthrough Insight: Truliant’s biggest asset was inherently connected to their business model as a credit union. Unlike a traditional bank, credit unions are built to serve local communities; that creates a natural advantage in being more personable, approachable, and human. NoGood rooted all content in this truth, further differentiating Truliant by cementing concepts in their heritage as a credit union.

Instead of attracting viewers, we built a social strategy around building trust; by reading between the lines of the cultural context, we were able to connect with our audience on a deeper level and land on Truliant-specific value. This helps us build a recognizable destination our audience sees as a credible resource, driving deeper engagement and organic credibility for Truliant. Our approach centered on three core pillars:

We met our audience members where they were, identifying relevant and timely cultural moments that we can filter through a financial lens.

Breaking down a range of financial concepts most people struggle with in an easily digestible way so our audience learns to associate us with useful information they understand.

Reintroducing Truliant’s services, values, and mission in a social-first way to boost brand awareness.

Results

NoGood helped Truliant transform its organic social presence from a standard finance account into a credible education destination for Gen Z and Millennials.

By building a platform-intentional content strategy across TikTok and YouTube Shorts, we grew impressions, engagement, and brand messaging output quarter over quarter, hitting all Q1 FY26 goals across the board. Content series like Gen Z Finance breakdowns and Community & Culture highlights consistently outperformed benchmarks, with individual videos reaching engagement rates as high as 10.85%.

45%

QoQ increase in TikTok views

8.59%

QoQ increase in average Engagement Rate

109%

QoQ increase in TikTok likes