Social Media Basics for Financial Advisors

Nov 17, 2023 | Marketing

social media basics

In today’s digital age, social media has become an essential tool for professionals in all fields, including financial advisors. A well-executed social media presence can help you connect with clients, build your brand, and establish yourself as an expert in the financial industry. However, to leverage the power of social media effectively, you need to understand the basics. In this guide, we’ll explore the fundamental aspects of social media for financial advisors, including setting up your accounts, an overview of platforms, and how to approach posting content.

Choose the Right Platform

The first step in harnessing the power of social media as a financial advisor is to select the most appropriate platform(s) for your target audience. While numerous social media platforms are available, not all of them will suit your needs. Here’s a brief overview of some of the key platforms to help you make an informed decision:


LinkedIn is a must for any financial advisor. It’s a professional network that’s ideal for building your personal brand, connecting with other professionals, and sharing industry-related content. Make sure your LinkedIn profile is complete and engaging. Highlight your professional achievements, skills, and endorsements.


While primarily a personal social network, Facebook can be a valuable platform for connecting with clients on a more personal level. You can create a professional Facebook page and share content related to financial planning, investment advice, and general finance tips.


Instagram is perfect for sharing visual content. You can create visually appealing infographics, charts, or images to convey complex financial information in a more digestible format. Use engaging captions and relevant hashtags.


If you’re comfortable in front of a camera, creating a YouTube channel can be a great way to share video content, including educational videos and market updates.


Pinterest is another visually focused platform. Use it to create boards related to personal finance, investments, and other financial topics, sharing informative graphics and content.

Remember that you don’t have to be present on all these platforms. Start with one or two that align with your target audience and industry.

PlatformDemographicContent IdeasStrategiesCons
LinkedInAges 18-55Long-Form Text, Infographics, Articles, Core Values, Educational ContentCan be used to maintain a professional image, showcase your certifications & bolster practice’s credibility. Also used for building professional relationships.Limited interactions
FacebookAges 25-35Photos, Links to Articles, Informational VideosUsed for local marketing and building prospect & client relationships.Limited Reach
InstagramAges 18-34Infographics, photos, reelsCan be used for promoting your business, posting educational content, & values.High ad costs if you wanted to do paid ads
YoutubeAll agesVideosCan be used for educational videos, firm culture videos, etc.Resource intensive
PinterestAges 18-44, 79% femaleGraphicsCan be used for educational infographicsNarrow demographic
Comparison Chart for Social Media Platforms

Setting Up Your Account

Once you have you’ve chosen which accounts your target audience is on, you need to set up your accounts on the chosen platforms. Here’s a step-by-step guide on how to do this for Facebook and Meta:


  1. Create a Personal Profile: Visit and sign up for a personal account if you don’t have one already. Fill out your name, email, and password.
  2. Set Privacy Settings: Adjust your privacy settings to control who can see your posts and personal information. It’s essential to maintain a professional image while allowing clients to connect with you personally.
  3. Create a Professional Page: If you have a financial advisory business, you can create a Facebook Page for it. Go to the “Create” option on the top right and select “Page.” Choose the “Business or Brand” category and follow the steps to set up your page.
  4. Customize Your Page: Add a profile picture and a cover photo for your professional page. Fill out the “About” section with information about your services, contact details, and website links.

Meta Business Manager

  1. Access Business Manager: Visit and click “Create Account.” Follow the prompts to create a Business Manager account.
  2. Create or Claim Your Business: Within Business Manager, you can create or claim your financial advisory business. This is where you can manage your Facebook and Instagram business assets.
  3. Set Up Your Business Account: Once you’ve claimed or created your business, set up your Business Account. This includes entering your business details and linking your Facebook Page.
  4. Add People and Assign Roles: Invite team members or partners to help manage your business account. Assign roles with appropriate permissions.
  5. Ad Account: If you plan to run paid advertising campaigns on Facebook and Instagram, create an Ad Account within Business Manager.

Optimize Your Profile

Once you’ve selected your platform(s), it’s crucial to optimize your profile. This includes:

Profile Picture

Use your company’s logo as your profile picture. It’s your first impression, so make it count.

Cover Photo/Banner

Customize the banner or cover photo with a professional and relevant image. For LinkedIn, it could be a photo of your office, while Facebook might be more informal.

Bio/About Section

Write a concise yet informative bio. Explain who you are, what you do, and why you’re passionate about it. Include keywords relevant to your industry.

Contact Information

Make it easy for clients to reach out to you by providing contact details or a link to your website.

Types of Content

Educational Posts

Share valuable information about financial planning, investment strategies, or tax planning. Create informative articles, infographics, or videos.

Client Success Stories

Share client testimonials and success stories (with their consent). This helps build trust and credibility.

Personal Posts

Occasionally, share personal anecdotes, insights, or experiences. This helps humanize your brand and connect with your audience on a more personal level.

Curated Content

Share relevant articles, news, or posts from other reputable sources. This showcases your industry knowledge and provides your audience with valuable information.

Event Promotions

If you’re hosting webinars, workshops, or other events, use social media to promote them and provide registration information.

For more content ideas, check out our social media content strategies guide

Posting Frequency

The ideal posting frequency can vary depending on the platform you choose and your audience’s preferences. However, here are some general guidelines:

LinkedIn: Posting 2-3 times per week is a good starting point. Focus on high-quality, informative content.

Facebook: Aim for 2-3 posts per week. Mix in informative content with more personal updates.

Instagram: 2-3 posts per week with visually appealing content. Use stories to keep your audience engaged daily.

YouTube: Consistency is key. Create a schedule for your video uploads and stick to it.

Pinterest: Aim for 2-3 pins per day. Focus on visually appealing graphics.

Remember that quality always trumps quantity. It’s better to post less frequently with high-quality content than to overwhelm your audience with mediocre posts.

For recommendations on scheduling tools, check out this guide

Engaging With Your Audience

Social media is a two-way street. Engaging with your audience is essential for building relationships and credibility. Here’s how you can do it effectively:

Respond to Comments

Whenever someone comments on your post, make an effort to respond. This shows that you value their engagement and are willing to have a conversation.

Ask Questions

Encourage interaction by posing questions to your audience. It can be about financial topics, their goals, or even their opinions on current events.

Participate in Conversations

Join relevant discussions on the platform. Share your expertise and provide valuable insights to others in your industry.

Use Hashtags

Use relevant hashtags to increase the visibility of your posts and connect with a broader audience.

Direct Messages

Be open to direct messages from your audience. This can be a valuable way to have more personalized conversations with potential clients.

Share User-Generated Content

If a client or follower shares positive feedback or testimonials, consider sharing it on your page (with their permission).

Compliance and Ethics

As a financial advisor, you are subject to regulatory compliance and ethical standards. Be aware of the rules and guidelines that govern your profession and ensure your social media activity complies with them. Here are some best practices:

  1. Disclaimers: Clearly state your professional affiliation and any necessary disclaimers in your profile and posts.
  2. Client Confidentiality: Do not share any client-specific information without their consent.
  3. No Guarantees: Avoid making absolute guarantees about financial outcomes in your content. Clearly communicate the inherent risks associated with investments and financial decisions.
  4. Transparency: Always be transparent in your communication. If you have a financial interest in a product or service you’re promoting, disclose it.
  5. Avoid Making Predictions: Refrain from making predictions about specific investments, market performance, or economic outcomes, as these can be unpredictable and potentially misleading.
  6. Professional Development: Stay updated on industry regulations and standards. Consider taking courses or attending seminars to ensure you’re well-informed about the latest developments in the financial industry.
  7. Review and Approval: If your organization has compliance officers or a legal team, have your social media content reviewed and approved before posting, especially for potentially sensitive or controversial topics.

Analytics and Performance Tracking

To gauge the effectiveness of your social media efforts, it’s fundamental to track your performance using analytics. Most social media platforms offer built-in analytics tools, which can help you understand how your content is performing. Some key metrics to monitor include:


Track the number of likes, shares, comments, and clicks on your posts. This indicates how well your content resonates with your audience.

Follower Growth

Keep an eye on your follower count. A steady increase is a positive sign that your content is attracting new people.

Click-Through Rate (CTR)

For posts containing links, monitor how many users click through to your website or landing pages. This is crucial for lead generation.

Conversion Rate

If your social media activity is focused on driving specific actions, like signing up for a newsletter or attending a webinar, track the conversion rate to measure the effectiveness of your calls to action.

Audience Demographics

Understand your audience’s age, location, gender, and other demographic details. This information can help you refine your content strategy.

Content Performance

Identify which types of content perform best, whether it’s educational articles, market updates, or personal posts.

By analyzing these metrics regularly, you can make informed adjustments to your social media strategy and continue to improve your online presence.

Looking for a platform to track your metrics? Check out our recommendations here!

Building Trust and Credibility

In the financial industry, trust and credibility are paramount. Here are some additional strategies to help you build and maintain trust with your social media audience:

  1. Provide Value: Always aim to provide value to your audience. Share informative and educational content that genuinely helps them make better financial decisions.
  2. Consistency: Maintain a consistent posting schedule. This shows that you are committed to your online presence and your audience’s needs.
  3. Authenticity: Be yourself on social media. Authenticity goes a long way in building trust. Share your insights, experiences, and genuine passion for helping clients.
  4. Client Testimonials: Encourage satisfied clients to share their positive experiences and success stories. These authentic testimonials can greatly enhance your credibility.
  5. Professional Certifications: Highlight your professional certifications and credentials prominently in your profile. This immediately establishes your expertise.
  6. Educate and Inform: Go beyond self-promotion. Use your social media platforms as a means to educate and inform your audience about financial topics and best practices.
  7. Avoid Over-Promotion: While it’s acceptable to promote your services, avoid excessive self-promotion. Instead, let your expertise and the quality of your content speak for you.
  8. Stay Informed: The financial industry is constantly evolving. Stay informed about the latest trends, regulations, and investment opportunities. Share this knowledge with your audience.

The Bottom Line

Social media has become an indispensable tool for financial advisors to connect with clients, build their brand, and establish their expertise in the industry. By setting up your accounts on the right platform, optimizing your profiles, and consistently posting high-quality content, you can effectively leverage social media to reach your target audience. Engaging with your audience, staying compliant with industry regulations, and tracking your performance through analytics are key aspects of a successful social media strategy.

Ultimately, the most significant factor in your success as a financial advisor on social media is your commitment to building trust and credibility. By providing value, staying authentic, and genuinely helping your audience make informed financial decisions, you can position yourself as a trusted expert in the field. As you continue to evolve and adapt your social media strategy, you’ll find that it becomes an invaluable tool for your professional growth and success in the financial advisory industry.

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