Social Media Strategies for Financial Professionals and Firms (wealth management, RIAs, wirehouse, banks, asset management and more)
What Works (and What Doesn’t) in 2025
For financial professionals, social media isn’t just about posting market updates or compliance-friendly charts. It’s about building trust, credibility, and connection with the people you actually want to serve. The challenge? Most advisors default to generic, industry-speak content that blends into everyone else’s feed — or worse, speaks more to competitors than to potential clients.
Here’s what works now — and what to stop wasting time on.
What Works: Humanized, Relatable Content
People want to work with someone they know, like, and trust — and they can’t do that if all they see is formal, faceless content.
Examples:
Sharing a personal story about why you became a financial advisor
Posting about lessons you’ve learned from clients (without sharing identifying details)
Showing moments of real life — hobbies, family traditions, even behind-the-scenes bloopers from your workday
Why it works: Financial services is high-trust, high-stakes. Humanized content shortens the trust gap.
What Works: Vulnerability and Transparency
You don’t have to overshare, but admitting challenges or showing your learning process creates credibility.
Examples:
Talking about a mistake you made early in your career and what it taught you
Discussing market volatility with empathy rather than just data
Opening up about the emotions behind financial decision-making
Why it works: Vulnerability makes you relatable and positions you as someone who “gets it,” not just someone who lectures.
What Works: Sneak Peeks into Your Business
Your audience is curious about what you do all day — and they’re more likely to engage when they get a look inside.
Examples:
A tour of your office or meeting space
A time-lapse of preparing for a client meeting
A highlight reel from an event you hosted
Why it works: It breaks down the mystery and makes people feel part of your process before they ever book a meeting.
What Doesn’t Work: Content for Your Competition
If your social media posts are filled with technical jargon, detailed breakdowns of strategies, or insider industry news, you might be creating content that’s more useful to other advisors than to your prospects.
Avoid:
Long posts dissecting regulations in ways only other professionals would follow
Sharing prospecting tactics in detail (why teach your competitors how to win?)
Posting content you copied from a generic advisor marketing library without tailoring it to your audience
Why it doesn’t work: You’re not here to impress competitors — you’re here to connect with and convert your ideal clients.
The Right Balance
The strongest social media presence for a financial professional blends authenticity with strategy. That means:
Human-first: Start with who you are and why you do what you do
Client-focused: Speak to client problems, not industry peers
Story-driven: Use anecdotes, not just facts
Compliance-smart: Share in ways that meet regulatory guidelines without stripping away personality
Final Word
In 2025, the advisors winning on social media aren’t the ones shouting the loudest or posting the most complex charts. They’re the ones showing up as people — people who happen to be experts. Humanized, vulnerable, behind-the-scenes content builds trust before a single portfolio review ever happens. And when you stop creating content for your competition, you start creating content that actually drives business.
At Select Advisors Institute, our team of experts serves as a fractional CMO and marketing manager for financial professionals, taking this entire process off your plate so you can focus on clients. We bring the strategy, creativity, and compliance expertise to humanize your brand, build authentic engagement, and generate leads — without you having to hire a full in-house marketing team.
If you. have any of the below questions, contact us!
What are the best social media post ideas for financial advisors in 2025?
How can financial professionals go viral on LinkedIn?
What is the most effective way for a financial advisor to use Instagram?
Which types of social media content generate the most leads for financial planners?
How can wealth managers use behind-the-scenes content to attract clients?
What does humanizing your brand look like for financial advisors?
How can financial advisors share vulnerable stories without breaking compliance rules?
What are the top mistakes financial advisors make on social media?
How do I create a social media strategy for my financial planning business?
Should financial advisors post about personal life on LinkedIn?
How can financial professionals balance professionalism and personality online?
What kind of videos work best for financial advisors on Instagram and LinkedIn?
How often should financial advisors post on social media to get results?
What is the best way for financial planners to repurpose content across platforms?
How can financial advisors avoid creating content for their competition?
What are the top social media trends financial advisors should know in 2025?
How can sneak-peek content help financial professionals build trust?
What kind of storytelling works best for wealth managers online?
How do I measure ROI from social media as a financial advisor?
Can financial advisors outsource social media marketing without losing authenticity?
To further enhance your social media strategy as an investment advisor, it’s essential to continuously evolve and align your content with the ever-changing expectations of your audience. Focus not only on showcasing your expertise but also on fostering genuine connections by sharing client success stories, market insights, and behind-the-scenes glimpses of your advisory process. Utilizing advanced analytics tools to monitor engagement metrics can provide invaluable feedback, allowing you to optimize your posting schedule and content type for maximum impact. Additionally, incorporating educational video content—such as live Q&A sessions or explainer videos—builds trust and positions you as a thought leader in the financial space.
Leveraging partnerships with complementary professionals, including tax advisors and estate planners, can amplify your reach and introduce your services to new potential clients. Remember that authenticity and transparency are key; regularly sharing updates about regulatory changes or shifts in the market landscape helps demonstrate your commitment to keeping clients informed and prepared. Finally, don't underestimate the power of consistent, relevant social engagement; responding promptly to comments and messages nurtures a community that values your expertise and builds long-term loyalty. By adopting an adaptive, client-centric approach to social media, investment advisors can create a robust digital presence that drives meaningful business growth now and into the future.
if you have any of these articles, contact us
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Practical LinkedIn post ideas and templates for financial advisors: market commentary, client stories, videos, compliance tips, content calendar, and how Select Advisors Institute (est. 2014) can help.