Part one of this report showed that activity does not buy voice. Part two asks a narrower question: within each product, who talks, who is heard, and why?

Across the fourteen KSA banks we tracked, two products dominate every feed. Credit cards are 36% of all product activity and accounts-and-app messaging is another 33%. Personal and auto finance is 9%, savings 8%, home finance and SME around 5% each, premium 3% and youth-and-family 2%.

Then a pattern that holds without exception: in no product lane do the activity leader and the response leader coincide. The bank that publishes most in a lane is never the bank the audience responds to most. Response belongs to whoever attached a draw, a name or a moment to the product.

Credit cards: the crowded lane

More than a third of everything banks publish is a card post, and 58% of card posts are partner offers — retail discounts, cashback, miles, dining. It is a rate war fought in the feed, and the audience largely ignores it unless a draw is attached.

The two biggest card publishers sit at average and low response. The lane's highest responses come from D360 and barq, on 6% of card activity between them. What cut through was identity, not rate: a limited-edition card, a national-team card, a club-themed app. Catalogue reposts of the same offer did not.

Accounts and the app: the biggest lane, the flattest response

Account and app content runs steadily every month — open-in-minutes, Apple Pay and mada, IBAN and transfer how-tos, feature tours under a branded hashtag. The same catalogue at every bank.

The two heaviest publishers hold 37% of the lane at low response. What earned was a feature shown rather than listed: an account-opening draw with a car as the prize, an app-login draw, request-money and no-FX features told as jokes. Show a feature; don't list one.

Savings: the open lane

Savings is 8% of product activity and the lane with the widest gap between who publishes and who is heard. It is sold on profit rates, funds and IPO access — and by three banks, on prize-linked accounts.

Only the prize-linked version earns. A quiz that names the savings programme, a winner reveal from a million-riyal draw: these produced the two strongest responses in the entire dataset. Product-card savings — the rate on a tile — earns a very low response regardless of how good the rate is.

And the lane is open. No digital-native bank has entered it at scale, and no one has yet built the savings-with-a-prize playbook into a year-round franchise.

Personal and auto finance: high activity, low ceiling

Finance is sold on rate, tenor and deferral — arguments that do not travel in a feed. Even the lane's best responses trail the leaders of every other product. The banks above the lane median are the ones that wrap finance in an app moment or a draw, not a headline number.

The honest read is that personal finance is a lead-generation lane, not a feed lane. Rate, tenor and deferral belong on a landing page and with a sales team.

Home finance: Cityscape is the moment

Home finance is 5% of product activity, and November alone is 18% of the lane's year. One exhibition week — Cityscape — produced the six best home-finance posts of the year: on-site advisors, exhibition rates, a car draw for applicants, a joint appearance with the ministry.

The other eleven months are evergreen product cards on repeat — tenor, self-build, non-Saudi ownership — at very low response. One event, one on-site presence and one draw outperformed everything else in the lane.

Business and SME: thin and corporate

SME is 4% of product activity, peaking in November and December. Institutional messaging — payroll, POS, business apps, SME finance campaigns — earns a very low response almost everywhere. The two heaviest SME publishers hold 36% of the lane at very low response.

Only draw-linked payroll posts earned anything. Instagram is a low-yield channel for SME beyond draw announcements; LinkedIn and X are its natural homes.

Premium: a relationship lane, not a feed lane

Premium is 3% of activity, and tier messaging — Platinum, Infinite, resident-elite — does not move audiences. Response rises only where a privilege is shown as an experience: an AlUla weekend, an elite dining evening, a members' event. Premium works as a handful of moments a year, not a weekly card.

Youth and family: small lane, open positioning

The smallest product lane at 2%, peaking around Ramadan and back-to-school. The response leader holds 7% of the lane's activity; the activity leaders sit at very low response.

What earned was emotional — a children's-hospital visit, a kid-facing product with a name. "Teach your child to save" advice cards did not. Nobody yet owns "family" as a positioning in Saudi banking.

Three product trends to carry into 2027

Cards are a rate war nobody wins on rate. Over a third of product activity, and low conversion for the heaviest publishers. Identity wrappers and draw mechanics cut through; catalogue reposts do not.

Savings-with-a-prize is the open lane. Three proven prize-linked playbooks, the two strongest responses in the whole dataset — and no digital-native player has entered.

Finance and SME are lead-gen lanes. Rate, tenor and deferral belong on a landing page. In the feed they need an app moment, a draw or an event to be noticed at all.

Methodology: Ethos analysis of content published on websites and social media by 14 KSA banks, 25 August 2025 – 25 August 2026. Product figures are Instagram unique owned posts, product-tagged; a post can carry more than one product. Response is mean engagement per post against each lane's median bank. Research conducted September 2026.