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Written by: Nigel Green | deVere Group
As the world’s addiction to social media becomes ever-more pronounced, financial advisors have an enormous opportunity to expand their reach, build credibility, and grow their business.
Each platform offers distinct advantages and caters to different demographics, allowing advisors to tailor their approach based on their target audience.
Previously, many in our industry were ‘stand offish’, but ignoring social media would be foolish because it cuts off access to billions of potential clients and misses the opportunity to establish a credible and engaging online presence.
In today’s digital age, leveraging social media is essential for staying competitive and relevant in our sector.
LinkedIn is the premier social media platform for professionals, making it an essential tool for financial advisors looking to connect with other professionals, potential clients, and industry peers.
A well-crafted professional profile with a detailed summary and list of services can establish credibility. Sharing valuable content such as articles, market updates, and financial tips helps position an advisor as a thought leader.
Active participation in discussions, commenting on posts, and joining relevant groups further increases visibility.
We encourage advisors to share weekly insights on market trends and financial planning tips, which consistently garner high engagement and increasing inquiries and client conversions.
With 80% of B2B leads coming from LinkedIn and over 875 million members, the platform offers a vast network for financial advisors to tap into.
Facebook, with over 2.8 billion monthly active users, provides a platform for those in the industry to reach a broad audience, including potential clients and community members. Creating a business page to share updates, educational content, and client testimonials is a basic yet effective strategy.
We’ve found that hosting live Q&A sessions through Facebook Live engages the audience in real-time, answering their financial questions directly.
Utilizing Facebook Ads to target specific demographics with tailored ads also attracts new clients.
With 74% of Facebook users visiting the site daily and 68% of US adults using the platform, it is a key medium for reaching a diverse audience.
X, formerly known as Twitter, is ideal for sharing real-time updates and engaging in quick, concise conversations.
It allows advisors to showcase their expertise and stay updated on industry trends. Sharing timely updates on market changes, economic news, and financial tips keeps followers informed. Engaging with journalists by following and interacting with them increases visibility and helps garner more press coverage moving forward.
Using relevant hashtags expands reach to a wider audience interested in financial topics.
With 42% of Twitter users accessing the platform daily and tweets with hashtags receiving twice the engagement, in our experience, the potential for outreach is substantial.
Instagram, a visually-driven platform, allows financial advisors to showcase their personality, share client success stories, and offer a behind-the-scenes look at their practice.
Posting photos and videos, including images of client meetings (with permission), office life, and financial events, builds a personal connection with followers.
Utilizing Stories and Reels to create short, engaging videos provides quick tips or insights into daily work. Highlighting client successes through testimonials and success stories builds credibility and trust.
Many of our team use Instagram Stories to share daily tips and Reels to explain complex financial concepts in a simple, visual format, helping build a loyal following and attract younger clients.
With over 1 billion monthly active users and 90% of Instagram users following at least one business account, the platform is powerful for personal branding.
YouTube, the second-largest search engine after Google, offers an excellent platform for financial advisors to share in-depth educational content and establish themselves as thought leaders.
Creating informative videos on financial planning, investment strategies, and market analysis caters to an audience seeking detailed information.
Hosting webinars through YouTube Live on various financial topics brings in viewers directly. Using SEO techniques ensures videos appear in relevant search results, enhancing visibility.
With more than 2 billion logged-in monthly users and 70% of users watching videos to solve a problem, including financial issues, YouTube is truly indispensable for reaching an engaged audience.
It’s beyond doubt that advisors who harness the power of social media can dramatically expand their reach, establish authority, and attract a diverse clientele.
Each platform offers unique tools to connect, engage, and inform. Ignoring social media is a strategic blunder, cutting off access to billions of potential clients and forfeiting the chance to build a compelling online presence. In the digital-first world, mastering social media isn't just an option—it's essential for staying competitive and driving business growth.
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