The ‘Finfluencers’ are coming—and they have nothing to do with fans of the late musician Jimmy Buffett or television’s ‘Shark Week.’ They’re a new breed of financial influencers that have risen to prominence using Instagram, TikTok, and YouTube to share financial advice.
The fact that ‘Finfluencers’ even exist proves that social media platforms have emerged as robust channels for education, engagement, and lead generation in the traditionally conservative financial sector.
89% of banks believe social media is important to their institutions, and 50% plan to spend more on social media resources. Social media’s potential is immense in reaching and converting B2B prospects for financial advisors. However, it also presents challenges in choosing the right content for social media, standing out, and building trust in an overcrowded space.
5 Benefits of Social Media for Financial Advisors Services
1. Community Building and Engagement
Social media is where Financial services advisors can build relationships to help overcome the fear of dealing with finances. Advisors can foster a sense of community, build trust with their audience, and humanize their brand by sharing valuable content, responding to comments, and participating in discussions.
2. Lead Generation and Nurturing
It’s no secret that social media is a powerful way to generate leads and nurture them through the sales funnel. Financial advisors can capture contact information and engage with potential clients on a deeper level by promoting webinars, whitepapers, or other gated content.
3. Employee Advocacy and Amplification
Encouraging your employees to share company content and engage with their networks on social media can amplify the reach of a financial advisor’s message. This form of employee advocacy can be highly effective in building trust and generating leads.
4. Enhanced Brand Visibility and Reach
A consistent social media presence can boost a financial advisor’s brand visibility and reach. Leveraging social platforms and engaging with relevant communities helps financial advisors expand their network, attract new clients, and increase brand awareness.
5. Thought Leadership and Content Distribution
Social media enables financial advisors to position themselves as thought leaders. By consistently sharing informative and insightful content, such as articles, blog posts, or videos, advisors can educate their audience, demonstrate expertise, and establish credibility.
Key Challenges Financial Advisors Services Face When Running Social Media
Maintaining Compliance
Financial services are inherently conservative and cautious, making it difficult for advisors to create engaging content that resonates with their audience without crossing regulatory boundaries. Aside from worrying about PCI DSS compliance and other financial services-specific regulations, financial advisors also have a range of data protection regulations to consider.
For example, in the US, the SEC and FINRA govern social media communications within the financial services industry. Every post, comment, and interaction must adhere to these regulations, which can be time-consuming and complex.
Failure to comply can result in penalties and legal consequences, including fines, suspension, or even revocation of licenses. Even for ‘Finfluencers’ who aren’t registered advisors, dispensing incorrect or misleading financial advice can lead to legal action and reputational damage.
Cutting Through the Noise
Another challenge is the vast amount of content on social media platforms. With countless other advisors vying for attention, capturing the attention of potential clients can be an uphill battle. A well-defined social media strategy that prioritizes high-quality, relevant content and consistent engagement with the target audience is necessary. B2B marketing agencies with experience in financial services can also provide you with a highly targeted social media strategy.
Keeping Up with Trends and Changes
The always-changing nature of social media algorithms and trends can pose a significant challenge. What works today may not work tomorrow, and staying ahead of the game requires never-ending learning and adaptation.
Financial advisors must invest time and resources in understanding the latest developments in social media marketing and adjusting their strategies accordingly. This may involve experimenting with new platforms, formats, or content types to keep their audience engaged and maintain a competitive edge.
Examples of Winning Social Media Campaigns for Financial Advisors Services
Social media success stories abound in the financial services industry, showcasing the creative and impactful ways companies can leverage it to achieve their advertising ROAS and improve organic reach. Let’s take a look at two social media for financial advisors campaigns that have made an impact:
Barclays: Igniting Investment Returns with a Refreshing Twist
Barclays recently showcased its innovative spirit by combining the nostalgic fun of a science experiment with the strategic power of direct mail and social media marketing.
In a unique campaign, select customers received a surprise package: a sleek box containing a can of Diet Coke and a roll of Mentos, along with clear instructions. This playful nod to the classic “Mentos and Coke geyser” experiment was a metaphor for Barclays’ commitment to helping clients achieve explosive growth in their investments.
By encouraging recipients to recreate the experiment and share their results on social media, Barclays sparked a wave of user-generated content that amplified its message while generating buzz and excitement.
The campaign reinforced Barclays’ brand image as a forward-thinking, approachable financial partner. It demonstrated the potential for financial service providers to engage with their audience in unexpected and memorable ways.
Vanguard Group: Championing Investor Education through Social Engagement
Vanguard, a global leader in investment management, recognized the power of social media to reach and educate investors. In their #GettingSocial campaign, they strategically focused on LinkedIn and Twitter to connect with financial advisors and institutional investors. By sharing a wealth of educational content, Thought Leadership articles, and market insights, Vanguard positioned itself as a trusted resource in the financial world.
Using the #GettingSocial hashtag, Vanguard built a community around their brand, encouraging followers to share their insights and participate in discussions. This community-driven approach helped humanize the brand and build trust with investors.
8 Tips for Running Social Media for Financial Advisors Services
1. Understand Regulatory Compliance
Build a social media governance plan to ensure all your content follows industry regulations. Use tools that offer compliance checks to streamline this process. Regularly review and update social media content to ensure it remains compliant, and consider consulting with a compliance expert to stay ahead of any changes.
2. Know Your Audience (and Where They Are)
Identify your target audience and understand their preferences. Are you targeting high-net-worth investment teams, retail banks, or insurers? What platforms do they use most frequently? Customize your social media content and messaging to resonate with your specific audience and their platform of choice. For example, share thought leadership articles and industry insights on LinkedIn and focus on visually appealing content on Facebook. If most of your audience is on LinkedIn, consider leveraging the expertise and experience of a LinkedIn marketing agency, at least in earlier planning stages.
3. Create a Content Calendar and Distribution Plan
Develop a content calendar that outlines what you will post, when you will post it, and on which platforms. Tools like Oktopost can help you streamline this process, automate scheduling, and ensure your content reaches your audience at the optimal times. Aim to post regularly, whether daily, a few times a week, or weekly—and stick to your schedule.
But simply creating great content isn’t enough. You need to get it in front of the right people. Develop a content distribution plan that includes promoting your posts through paid advertising, email marketing, and other channels.
4. Share Valuable Financial Insights
Regularly post content that provides valuable financial insights and advice. Share market updates, investment tips, and finance advice tailored to your audience’s needs. Providing actionable insights can help clients make informed decisions, increasing their reliance on your expertise and potentially leading to more business opportunities.
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5. Utilize Your Employees’ Networks
Your employees are a valuable asset in your social media strategy. Ask them to share company content and engage with their networks. Oktopost’s employee advocacy tools can help you amplify your message through your employees’ social channels, extending your reach and building trust with a broader audience.
6. Experiment with Different Content Types
Don’t limit yourself to just text posts. Feel free to experiment with various formats like images, videos, infographics, and live streams. Diversifying social content keeps your audience engaged and caters to different learning styles.
For example, you could share a short video explaining a complex financial concept or create an infographic summarizing key investment strategies. As the Barclays example shows, there’s no limit to how creative you can be (as long as you remain regulatory-compliant).
7. Use Client Testimonials and Success Stories
Share the best testimonials and success stories from your satisfied clients (with their permission) to build trust and credibility by showing the positive impact of your services. Highlight specific examples of how your advice has helped clients achieve their financial goals, making the testimonials more relatable and compelling to potential clients.
8. Use Analytics to Optimize Your Strategy
Review social media analytics like likes, impressions, and comments regularly. Use data to tweak your strategy, focusing on what works best. Oktopost’s platform allows you to track metrics like engagement rates, click-through rates, and follower growth to measure success. Try different posting times and content types based on your analytics to continually improve your social media effectiveness.
How to Simplify Social Media for Financial Advisors Services
Social media provides financial services advisors a unique opportunity to engage their target audience, build relationships, and grow their business. However, it’s critical to be strategic in an overcrowded space. Tools like Oktopost can supercharge your social media efforts by enabling you to easily create, schedule, and manage social media content across platforms.
Aside from social media management, Oktopost offers features like social listening, employee advocacy, and rich analytics to get insights into your audience’s preferences and behaviors. The result is personalized financial content and messaging that creates maximum impact. Book a demo to explore our platform.
