Social Media Content Strategy for Financial Advisers: Best Practices
Introduction
In today’s digital landscape, an effective social media strategy is essential for financial advisers looking to grow their practice and engage with clients. Recent research found that 87% of advisers now use social media for business purposes, with 68% reporting that it has helped them acquire new clients.
This comprehensive guide provides effective marketing for financial advisers with actionable strategies for creating and implementing a compliant, effective plan.
FCA Compliance for Social Media
Before implementing any social media strategy, understanding the regulatory framework is crucial for financial advisers.
Key FCA Requirements
The Financial Conduct Authority (FCA) has specific guidelines for financial promotions on social media:
- All communications must be “clear, fair and not misleading”
- Risk warnings must be included and prominently displayed
- Promotions must be identifiable as such
- Record-keeping of all posts is mandatory (minimum 3 years)
- All content requires appropriate approval before publication
Practical Compliance Tips
Risk Warnings: Create compliant templates for different content types with appropriate risk warnings (e.g., “The value of investments may fall as well as rise, and you may get back less than you invested.”)
Approval Process: Implement a documented approval workflow with clear roles for content creation, compliance review, and publishing.
Record-Keeping: Use social media management tools that offer archiving capabilities to maintain required records of all posts and engagement.
For complete guidance, refer to the FCA’s finalised guidance on social media.
Effective Content Types for Financial Advisers
Diversifying your content keeps your audience engaged while providing value. Consider incorporating these FCA-compliant content categories:
1. Educational Content
Educational posts provide value by helping clients and prospects understand complex financial topics relevant to the UK market.
Examples: - “5 things to consider before accessing your pension under pension freedoms” - “What does a financial adviser actually do? A transparent breakdown of services” - “ISA vs Pension: What’s right for your long-term savings goals in the current tax environment?”
Formats: - Infographics explaining tax allowances and thresholds - Short videos answering FAQs about financial planning topics - Blog post snippets shared on LinkedIn with links to full articles
Graphic Ideas: - Pie charts comparing investment options within ISA wrappers - Timeline graphics for pension planning stages, including key ages (55, state pension age)
2. Promotional Content (FCA-Compliant)
Promotional content should showcase your services without being overly salesy, while adhering to FCA promotional guidelines.
Examples: - Highlighting a specific service like inheritance tax planning with appropriate disclaimers - Sharing professional accreditations relevant to financial services (e.g., Chartered status) - Announcing new partnerships or services with compliant language
Graphic Ideas: - Professional photos of your office or team with branded elements - Certificates, logos of regulatory bodies and professional organisations - Before-and-after financial scenarios (with anonymised figures and appropriate disclaimers)
3. Client Stories & Testimonials (Anonymised)
Client stories build credibility but must be carefully handled to meet FCA requirements on testimonials and financial promotions.
Examples: - “How we helped a client retire 5 years early” (anonymised case study) - “Why a client consolidated their pension pots with us” (without specific performance claims)
Formats: - Quote graphics (with appropriate compliance review) - Anonymised case study posts with focus on process rather than specific returns
Infographic Ideas: - Visual journey maps showing key financial decisions (without specific performance claims) - Star ratings and review snippets from platforms like Google and Trustpilot (ensuring compliance with FCA testimonial guidelines)
4. Behind-the-Scenes & Human Content
Humanising your brand builds connection while generally falling outside the stricter FCA promotional requirements.
Examples: - A day in the life of an adviser (showing the value you provide) - Office events or charity fundraisers your firm participates in - Team participation in professional development events
Image Ideas: - Candid shots of the team working or participating in community events - Staff profile images with professional qualifications and specialisations
5. Thought Leadership on Financial Matters
Position yourself as a go-to expert by commenting on relevant trends or legislation without making specific recommendations.
Examples: - “Our perspective on the Autumn Budget and what it means for your financial planning” - “What changes to interest rates could mean for mortgage holders”
Formats: - LinkedIn articles with compliance review - Video explainers or live Q&As on general topics (not specific product recommendations)
Visual Ideas: - Quote graphics with compliance-approved commentary - Graphs from reliable sources (ONS, Bank of England) with your balanced interpretation.
Platform-Specific Tips for Financial Advisers
According to research from industry experts, financial advisers find different platforms effective for different purposes. Here’s how to approach each:
LinkedIn (Most Used by Financial Advisers)
- Focus on thought leadership, client success stories (anonymised), professional updates
- Use LinkedIn newsletters and articles for longer-form content on financial topics
- Tag professional connections in the financial services ecosystem to boost visibility
- Join and participate in adviser groups to build your network
Graphic Idea: A branded content carousel explaining “3 considerations for tax year-end planning”
Facebook (Growing for Community Building)
- More casual tone, excellent for community building and humanising your brand
- Financial planner Facebook groups are effective for nurturing client communities
- Share content about local community involvement and firm culture
- Consider targeted financial services social media advertising with appropriate FCA-compliant messaging
Twitter/X
- Share short insights, statistics from financial research, and links to blog posts
- Use relevant hashtags e.g., #TaxPlanning #Retirement #PensionPlanning
- Engage with industry influencers and financial journalists
- Strong visuals essential – use Reels, Stories, and carousels with professional graphics
- Good for behind-the-scenes content and brand personality
- Research shows growing adoption among younger financial advisers
Google Reviews & Trustpilot
- Encourage satisfied clients to leave reviews (with guidance on avoiding specific performance claims)
- Share 5-star reviews on social media with graphics and appropriate disclaimers
- Respond professionally to all reviews, maintaining client confidentiality
Posting Strategy & Frequency for Financial Advisers
Research from the Personal Finance Society suggests that consistency matters more than volume for financial advisers on social media.
Suggested Weekly Mix (FCA-Compliant): - 1× Educational Post (e.g., tax planning fundamentals) - 1× Thought Leadership on Financial Matters (e.g., Budget implications) - 1× Client Story or Testimonial (anonymised and compliant) - 1× Light/Personal/Behind-the-Scenes content
Compliance Tips: - Schedule posts using a tool like Buffer or Hootsuite that allows for approval workflows - Create a library of pre-approved content templates and risk warnings - Respond promptly to comments and messages (with pre-approved response frameworks) - Track engagement metrics to understand what resonates with your audience
Table: Example Monthly Content Plan
Week Mon Wed Fri
1 Educational: Pension Options Client Story (Anonymised) Behind-the-Scenes: Team Training
2 Thought Leadership: Economic Update Review Highlight (Compliant) Educational: ISA Season Tips
3 Promotional: Service Spotlight with Disclaimers Q&A Video on General Planning Office Community Involvement
4 Industry News: Regulatory Updates Client Testimonial (Anonymised) Professional Development Insights
Collaborating with Other Professionals
Building content partnerships with solicitors, accountants, and mortgage brokers can enhance your strategy while demonstrating your professional network.
Ideas: - Joint webinars on relevant topics (e.g., IHT planning with solicitors) - Co-written LinkedIn articles on intersecting areas of expertise - Sharing each other’s content with professional endorsements (maintaining compliance)
Measuring Success: Relevant Metrics
According to the Investment Association, effective social media marketing for financial planners should track these key metrics:
- Engagement (likes, comments, shares) rates compared to industry benchmarks
- Follower growth within target demographics
- Website traffic from social platforms (measured via Google Analytics)
- Enquiries or new client consultations attributed to social media
- Conversion rates from social media enquiries to initial consultations
Benchmark: The average engagement rate for financial services content is approximately 1.7% on LinkedIn and 0.9% on Facebook.
Use these tools for measurement: - LinkedIn Analytics for professional engagement - Meta Business Suite for Facebook performance - Google Analytics for website referral traffic
Final Thoughts: A Focused Approach
For financial advisers, social media success requires balancing compliance with creativity. Industry research indicates that advisers who maintain a consistent, compliant presence on even just one or two platforms see better results than those attempting to be everywhere.
Effective content marketing for financial advisers focuses on: - Maintaining FCA compliance throughout - Being consistent with publishing schedules - Offering genuine value to your specific client segments - Letting your expertise and firm culture shine through
A clear, compliant social media strategy can help financial advisers attract clients, build trust, and stand out in the competitive market. Start with one platform, review results against industry benchmarks, and refine your approach as you grow.
References and Further Reading
- FCA Finalised Guidance on Financial Promotions on Social Media
- Personal Finance Society Social Media Guide
- Chartered Insurance Institute Digital Resources
- Financial Conduct Authority
- The Investment Association - The trade body representing UK investment managers
