Given the limitations of the medium and the ways in which people engage on social media, our tone should be light, respectful and conversational.

There’s no need to include “First Republic” in the social or header copy — it’s already in the handle, the quote, and the URL.

Try to include bank/banking/banker in the copy where possible to reiterate that we are a bank, as research indicates that we sometimes get mistaken for a title company.

Instead of reducing font size to fit copy within an image or video, consider adding animation and divide copy across different frames.

Ensure that the social copy description and header set complement the testimonial quote. If these don’t make sense together, suggest a different option.

When a bonus or rate is presented as an animation, we prefer to have the offer appear on the end frame.

Because we do not use our clients to promote products and services, keep client testimonials and images separate from rate messaging.

Keep “First Republic” on the same line. (Note that, where possible, “we” may substitute “First Republic” within the body copy to save space and achieve a conversational tone.)