Everybody uses social media today. By that, we mean 4.48 billion of the population in 2021. These numbers show how important it is to use these platforms effectively to target your audience and grow your financial advisory brand.
Your social media platforms must look great while providing relevant and engaging content on the right channels, at the right times.
Jumping on every social media platform is not our style. It’s also not the best decision for any financial company.
You may not realise that many of the most popular social media platforms can actually be a waste of your time and resources. A strategic social media strategy is needed to inform, engage, and convert your target audience
This requires the use of the right platforms and content to communicate your message to both potential and current clients.
Financial Services Social Media
We analysed the top financial social media posts from our clients and found that there are four types of content that get the most engagement.
Financial companies can struggle to create social posts that are engaging and inspiring. What can be seen as a dull industry for some, it’s our job to change that perception.
We have learned from 2021 that certain content types attract more followers than others.
If you were held to ransom and forced to choose one type of content to publish on your organisation’s social media channels for 2022 – make it real photos, from real people.
Our clients social media channels ranked real photos as the top performing social media post content in 2021. However, photos are not the only type of content that performs well.
These are the top four content types that financial firms should incorporate into their social media strategy:
1. Real photos of real people
Nearly all the top posts of our clients included photos of real people.
These are the top-performing photos of our clients:
- Meetings and gatherings of teams or team events
- New starter greetings
- Employees awarded for their achievements
2. Video and Animiation
Animation and video content dominate social media, not only on TikTok. There is a good reason! We’re sure you’ve heard this statistic a few times, but as of 2022, an average person is predicted to spend 100 minutes per day watching online videos, making video content an irreplaceable part of any business’ marketing strategy.
If this isn’t enough to convince you – 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015, and 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019.
Video on LinkedIn was a huge hit with our clients. In fact, if we want to stick to the statistics, our video on LinkedIn has an engagement rate 3x higher than text posts.
You should also not forget to include short-form video on Instagram using Stories and Reels, if you’re active on the platform!
The best performing videos for our clients:
- Animated GIFs
- Videos that are long-form (greater than 1 minute)
- Meet the team
Infographics can be a great way to communicate a lot of information in a visually appealing, easy-to-understand, and helpful way. Great for a lot of the content we distribute in the financial marketing world.
Infographics are great for social media, as they can be shared and engaging. We like to think of them as short stories or a picture book version of a blog post.
The most popular infographics created for our clients:
- Key statistics around the Autumn Budget
- How to Make Financial “Health” a priority in 2021
- 8 Simple Tips to Create a Successful Budget
4. Latest industry news
The top three types of content may focus on your company, but this fourth type is focused on the entire financial industry. Your followers want to know that you keep up with the latest developments and innovations.
Being reactive to industry news is one of the most crucial factors in any financial marketing strategy.
The top performing industry news from clients:
- Market changes
- Government level announcements (Budgets)
- Acquisitions and new partnerships
Engaging target audiences with photos, videos and infographics via social media channels can be a great way to reach them.
But the creative aspect is only half of the battle.
If you can inspire people to take action with great copy and creativity, it will increase your chances of conversion.
Need some help with your social media content? By looking around your current social platforms, we can identify areas that need attention.
From profile look and feel to audience analysis and brand voice, we can take away the strain and be your eyes and ears.
Get in touch for your free social media audit.
Read our 30-page comprehensive guide to marketing for financial advisers in 2022.