Trending
Wrtitten by: Rachel Clark
Key Takeaways:
- UGC Builds Trust and Credibility: User-generated content offers authentic client endorsements, making it especially valuable for financial advisors where credibility is key.
- UGC Enhances Brand Loyalty and Visibility: Sharing UGC fosters community, strengthens client relationships, and expands your brand’s reach through social proof.
- Integrating UGC as a Long-Term Strategy: UGC should be ongoing, and supported by a system for collecting and sharing content across platforms while staying compliant with regulations.
With any marketing initiative, building an authentic, trustworthy brand is essential, and User Generated Content (UGC) can play a significant role in achieving that. In financial advising, where credibility is paramount, UGC serves as a powerful tool to engage clients, strengthen trust, and highlight your expertise in a relatable way. But what exactly is UGC, and how can it benefit financial advisors like you?
In this blog, we’ll dive into what UGC is, why it’s so effective, and how financial advisors can make the most of it—along with practical tips for incorporating UGC into your marketing strategy.
What is User-Generated Content?
User-generated content refers to any form of content—text, videos, images, reviews, testimonials, social media posts—created by people rather than brands. Think of sharing a picture of a really good meal at a restaurant, or showing off a new sweater from a local boutique. This type of content can provide proof that a brand, product, or service is trustworthy, and in an industry that requires a high degree of trust, UGC can be especially effective. In the context of financial advising, UGC can be as simple as a client testimonial or a more dynamic format like client-created videos sharing their experience with your services. UGC holds extra weight because it’s created by people who’ve experienced your services, making it a credible and authentic reflection of what you offer.
Why is UGC Important for Financial Advisors?
As competition among advisors grows, staying on your clients' radar sets you apart. UGC provides that edge, making your brand feel real and approachable while building trust through the voices of satisfied clients.
Why UGC is Transformative
Authenticity and Trust
Trust is a deciding factor for clients in choosing a financial advisor, and there’s no better testament to your capabilities than the voices of satisfied clients. UGC brings a level of authenticity that plain old advertising can’t match, especially considering 86% of consumers are more likely to trust a brand that shares UGC compared to the 12% influenced by content promoted by influencers. In financial services, where clients are looking to entrust their wealth, authenticity is a big deal.
Social Proof
Social proof is a psychological concept that drives people to “follow the herd.” When clients see real people—other clients, not paid actors—sharing positive experiences with your services, they’re more inclined to trust you. The ‘Local Consumer Review Survey 2022’ reveals that 79% of customers give online reviews the same weight as personal recommendations, which means UGC effectively bridges the gap between personal and professional endorsements.
Consistent Inspiration for Content
If you’ve ever struggled to find fresh content ideas, UGC can be your go-to source for inspiration. According to the Content Benchmarks Report, 29% of marketers face challenges in coming up with new ideas regularly. But with a consistent stream of client-created content, you’ll have an ongoing source of testimonials, stories, and case studies to share, all in the words of those who have benefited from your guidance.
Increases Brand Loyalty and Community
Clients who create UGC are more likely to feel connected to your brand, creating a sense of belonging and loyalty. Showcasing their stories and experiences shows them that you value their perspectives, which in turn encourages ongoing engagement. One in five consumers would spend up to 50% more with brands they trust, meaning UGC not only helps you attract new clients but also deepens relationships with existing ones.
How UGC Benefits Your Brand
On top of helping you connect with clients, UGC has distinct benefits that can elevate (we love this word…elevate) your brand’s overall appeal and visibility:
Provides a Consistent Source of Content
A rich content bank of UGC keeps your feed dynamic, personal, and engaging. As of 2023, 68% of consumers follow brands on social media to stay informed about new offerings. Sharing UGC gives your audience real-life insights into your services and helps you maintain a consistent social presence. Additionally, 38% of consumers say they remember brands that prioritize original content over chasing trends, making UGC a powerful tool to keep your brand memorable.
Builds Brand Awareness
Every share, tag, and mention is a chance to introduce your brand to a new audience. UGC expands your reach through the “network effect”—clients’ friends and followers see their posts, and this visibility can increase awareness about your services organically. In financial services, brand awareness is essential, as familiarity is a precursor to trust, which is often a deciding factor for clients considering an advisor.
Drives Purchasing
UGC acts as a validation for your services, turning satisfied clients into advocates who reinforce your credibility. When potential clients see others praising you, it eases their concerns and boosts confidence in your ability. The Content Benchmark report shows that 26% of consumers find UGC the most engaging content in their feeds—proof that real stories hold attention and inspire action.
Creates Authenticity
In an industry where some clients might be hesitant to share financial information, seeing others’ authentic testimonials can encourage them to take that first step. According to recent research, today’s consumers crave authenticity—62% of marketers encourage influencers to share genuine experiences, and 50% prioritize influencers who are real fans of their product. UGC offers the opportunity to tap into this demand for genuine content, showcasing client experiences in a way that feels organic rather than promotional.
Humanizes Your Brand
UGC humanizes your services, revealing the people and personalities behind the brand. In financial advising, where clients want to work with someone they can trust, UGC shows that you’re not just about numbers—you care about their journeys, and you’re committed to making a positive impact.
Maximizing UGC
Make the most of client-shared content, encourage them to get involved, and use their stories to build trust and engage potential clients.
Types of UGC Financial Advisors Can Leverage
When considering UGC, it’s helpful to identify content types that are both effective and compliant with industry standards:
Client Testimonials and Video Stories
Nothing beats a client’s personal story when it comes to building trust. Written or video testimonials let clients speak directly about how your services impacted them. Videos, in particular, bring their words to life and provide a digital word-of-mouth endorsement.
Social Media Shoutouts
Encourage clients to tag you or share snippets of their financial journey, like attending your client events or noting a recent win. Simple mentions or shout-outs on social media add social proof, which potential clients trust more than polished ads.
Online Reviews Public Platforms
Reviews on Google, LinkedIn, or similar sites lend credibility, showing that real people have positive things to say. A quick prompt to happy clients can be enough to generate these influential reviews. Engage by responding to reviews thoughtfully to show appreciation.
Success Stories
When a client reaches a big goal with your help, consider turning it into a case study. These stories outline the challenge, your approach, and the result, providing an in-depth look at how you support clients. Just be sure to get permission before sharing any details.
Encouraging Clients to Share Their Experiences
Not everyone feels comfortable sharing financial experiences publicly, so making it easy for clients to participate is important.
Make It Personal and Simple
A thank-you note goes a long way and can be an invitation for clients to share. You can provide a few suggested questions or a template to make the process easy.
Incentivize UGC (stay compliant!)
Sending a small thank-you gift, like a card or branded item, can motivate clients to share their stories online. Recognizing clients by featuring their testimonials on your website or social media is also a great way to show your appreciation.
Client Events
If you host events, they’re a natural setting for generating UGC. Encourage clients to take photos, tag you, or post about their experience. It’s an easy and genuine way to capture client interactions and brand loyalty.
Make UGC Part of Your Marketing Strategy
Once you have UGC, find strategic ways to incorporate it into your marketing.
Share UGC Across Platforms
Publish testimonials, reviews, and success stories in your newsletters, on your website, and on social media. This keeps your content fresh, provides social proof, and reinforces the real-world impact of your work.
Optimize for SEO and Visibility
Display UGC on high-traffic pages on your website to boost your SEO. Search engines favor dynamic, engaging content, and potential clients like to see real feedback when making decisions.
Utilize Employee-Generated Content (EGC)
Don’t forget about your team! Employee insights and stories help humanize your brand and build rapport. Studies show that messages shared by employees have higher engagement, making EGC a great way to supplement UGC in building credibility.
Bringing UGC into your marketing can offer a fresh perspective on your brand, show real-life impact, and build trust with prospects looking for financial guidance they can relate to.
Making UGC Part of Your Long-Term Strategy
Like all marketing efforts, UGC should be an ongoing strategy, not a one-time campaign. As you gather UGC, create a system for organizing and curating content to ensure it remains fresh and varied. Establish a calendar for posting and sharing UGC across your channels, and take time to update older testimonials or client stories periodically.
Over time, your audience will come to expect and appreciate seeing real stories from real people. In financial services, this transparency is rare, making it an effective way to set your firm apart from competitors.
Compliance Considerations for UGC
In the financial industry, compliance is always a consideration. Here are a few guidelines to help you stay on the right side of regulations while incorporating UGC.
Obtain Written Consent
Ensure clients have given permission for you to use their content. A signed consent form can cover video testimonials, case studies, and social media shares.
Follow Advertising Guidelines
Double-check that any UGC you use follows industry advertising regulations. Avoid promises or language that could be considered misleading.
Don’t Edit Reviews or Testimonials
Authenticity is key in UGC, and editing a review for clarity or brevity can lead to potential compliance issues. Stick with verbatim quotes whenever possible.
Final Thoughts
User-generated content gives financial advisors a unique way to connect with clients on a personal level. It fosters trust, strengthens loyalty, and shows clients that they’re truly valued. When you weave UGC into your marketing, it not only adds to your content mix but also builds a sense of community and deepens relationships. This approach reinforces your brand and creates lasting client connections that help drive your business forward.
If you’re looking to elevate your brand with UGC, start small—reach out to a satisfied client for a quick quote or share a success story on social media. These small actions can make a big impact, helping you build trust, attract new clients, and stand out in a competitive market.
Now, if only Starbucks would use Niki’s UGC and give this girl a sponsorship :)
Related: Neuromarketing Explained: Why It’s Key to Your Marketing Strategy