How Social Media Video and Reels Can Help Your Financial Advisory Firm Grow, Build Trust, and Attract Clients

Introduction: The Digital Evolution of Financial Advisory Marketing

In today’s digital landscape, social media has evolved from an optional marketing channel to an essential tool for financial advisers seeking to grow their firms, engage with clients, and build a strong, trusted brand. With the rise of short-form video content on platforms like Instagram Reels, LinkedIn Stories, and TikTok, financial advisers have a unique opportunity to connect with their audience in ways that traditional marketing cannot achieve.

Research from Social Media Today indicates that 90% of consumers discover new brands or services through social media videos, and financial services is no exception to this trend. Meanwhile, Hootsuite’s Social Trends Report found that short-form videos generate the highest ROI of any social media format.

But how exactly can these short-form videos benefit your financial advisory practice? And how do you implement an effective social media strategy for financial services while navigating the unique challenges of our industry? Working with a specialized marketing agency for financial services can help you address these questions effectively.

Why Short-Form Video Content Is Especially Powerful for Financial Advisers

Short-form videos, such as Instagram Reels, TikToks, or LinkedIn Stories, are becoming increasingly popular across all industries, including the financial sector. These formats are concise, attention-grabbing, and allow you to showcase your expertise and personality in a matter of seconds.

Here are the key benefits of using short-form videos for your firm, supported by recent research:

1. Superior Engagement Metrics

According to Wyzowl’s State of Video Marketing Survey, video content generates 1200% more shares than text and image content combined. Furthermore, financial service content that includes video elements sees an average of 43% higher engagement rates compared to text-only posts.

This translates to greater visibility for your content, as social algorithms prioritise posts that generate higher engagement, creating a virtuous cycle of increased reach.

2. More Effective Reach Through Algorithm Advantages

Short-form video platforms use algorithms that prioritise engaging, eye-catching content. Research from Ofcom’s Online Nation Report shows that the average person in Britain now spends nearly two hours daily on social media, with video consumption accounting for over 60% of that time.

The algorithmic advantage of short-form video allows your content to reach people who might never have discovered your services through traditional marketing channels.

3. Enhanced Trust Through Visual Storytelling

In financial services, where trust is paramount, video offers a unique advantage. A recent Edelman Trust Barometer study found that 85% of consumers want to see more video content from brands they engage with, and 63% report greater trust in companies that offer video content.

Videos allow you to show not just what you do, but who you are—creating a connection that text-based content simply cannot achieve.

Building Trust Through Video: A Critical Challenge for Financial Advisers

Trust is the cornerstone of any successful financial advisory practice. Your clients trust you to make sound financial decisions, safeguard their investments, and provide them with advice tailored to their specific needs. Building and maintaining that trust is not an easy task, but it’s essential for long-term success.

Research from YouGov shows that only 36% of UK consumers trust financial services companies—making trust-building a critical priority.

Here’s how short-form videos can help you build that essential trust:

1. Humanising Your Brand

In an increasingly digital world, clients are looking for personal connections. Through video, you can humanise your brand and show the faces behind the business. Research from The Financial Services Forum indicates that financial advisory firms that showcase their team members in content experience 28% higher client retention rates.

This humanisation is particularly important in financial services, where relationships are the foundation of business success.

2. Demonstrating Expertise Through Accessible Formats

Financial concepts can be complex and intimidating for many clients. Short-form videos provide an opportunity to showcase your expertise on difficult financial topics in an easy-to-understand format.

According to The Pensions Regulator research, 76% of people find visual explanations of financial concepts significantly more understandable than written explanations.

3. Leveraging Social Proof

BrightLocal’s Consumer Review Survey found that 91% of consumers trust reviews as much as personal recommendations. By sharing video testimonials from satisfied clients or showcasing positive reviews from platforms like Google Reviews or Trustpilot, you can build credibility and trust.

Video testimonials are particularly effective, with conversion rates 80% higher than written testimonials, according to Boast.

How Short-Form Video Helps Differentiate Your Firm in a Competitive Market

In a crowded marketplace, differentiating yourself from competitors is essential. As a financial services digital marketing tool, video content is exceptionally effective at establishing what makes your firm unique and achieving meaningful differentiation in the marketplace.

1. Communicating Your Unique Value Proposition

Through video, you can clearly and concisely communicate what makes your firm unique. Demand Metric research shows that 95% of viewers retain a message when watching it in a video, compared to 10% when reading it in text.

Whether your unique value is specialised expertise, personalised service, or innovative technology, video helps you communicate these advantages more effectively than other formats.

2. Visual Storytelling of Client Success

Short-form video content allows you to tell compelling stories about your clients’ successes, your firm’s journey, or how your services have made a real difference in people’s lives.

According to the Financial Conduct Authority’s Financial Lives Survey, clients who feel their financial adviser understands their personal situation are 4.3 times more likely to remain with that adviser long-term.

Strengthening Referral Relationships Through Professional Video Content

One often overlooked benefit of short-form video is its ability to strengthen relationships with other professionals such as solicitors, accountants, and business partners. These professional relationships can be a significant source of new client referrals.

Research from the Personal Finance Society indicates that financial advisers who actively cultivate professional relationships generate 42% more client referrals than those who don’t.

Here’s how video content can strengthen these professional connections:

1. Collaborative Content Creation

Partnering with solicitors or accountants to create co-branded video content where you both discuss complementary topics—such as estate planning or tax-efficient investing—can benefit all parties involved.

According to Hubspot’s State of Marketing Report, collaborative content has a 38% higher engagement rate than solo-branded content.

2. Establishing Mutual Value Through Knowledge Sharing

By sharing valuable tips, advice, and thought leadership through video, you position yourself as a trusted expert that other professionals will confidently refer their clients to.

Developing a Thought Leadership Position Through Video Content

A robust marketing strategy for financial services must include thought leadership components. As a financial adviser, establishing yourself as a thought leader in the industry is a powerful way to build trust and attract clients. Social media videos are an excellent platform for showcasing your thought leadership in a digestible and engaging way.

Here are evidence-based approaches to use short-form videos for thought leadership:

1. Providing Timely Market Insights

Video allows you to share timely insights on financial trends, market analysis, or regulatory changes. Research from Greenwich Associates found that 77% of institutional investors say good thought leadership influences their perception of a firm.

In times of market volatility, quick video updates can be particularly valuable to reassure clients and demonstrate that you’re on top of developments.

2. Educational Content That Simplifies Complex Topics

Short-form videos excel at breaking down complex financial topics in a simple, easy-to-understand way. According to Investment Trends research, 81% of investors are more likely to engage with financial advisers who provide educational content.

Moreover, LinkedIn data shows that “how-to” and educational videos have 75% higher completion rates than other content types.

Implementation: Building Your Financial Services Digital Marketing Strategy with Video

Understanding the benefits of short-form video is one thing—implementing an effective strategy is another. Here’s how to develop your video marketing approach:

1. Regulatory Compliance Considerations

When creating financial content, compliance with Financial Conduct Authority (FCA) guidelines is essential. All promotional content, including videos, must be:

• Fair, clear, and not misleading
• Balanced in presentation of potential benefits and risks
• Compliant with financial promotion rules

Ensure your marketing team or agency has experience with regulatory requirements in financial services. The FCA’s financial promotions guidance provides detailed information on requirements.

2. Practical Content Planning for Financial Advisers

Developing a consistent content calendar is essential for success. Research from Content Marketing Institute shows that 60% of organisations with documented content strategies are effective, compared to just 32% of those without.

Consider these proven content themes for financial advisory videos:

• Market updates (weekly or monthly)
• Financial planning tips tied to seasonal events
• Client success stories (with appropriate permissions)
• Team introductions highlighting expertise
• “Jargon buster” series explaining financial terminology
• Common financial planning mistakes to avoid
• Answers to frequently asked client questions

3. Technical Considerations and Resource Requirements

You don’t need expensive equipment to create effective video content. Research from Wistia shows that authenticity often outperforms production value in terms of engagement.

Essential resources include: - A good quality smartphone with video capability - Basic lighting (natural light works well) - A simple microphone for clear audio - A quiet, professional-looking location - Basic editing software (many free options exist)

4. Measuring Success and ROI

According to the Content Marketing Association, 52% of marketers identify ROI measurement as their biggest content marketing challenge.

For financial advisory firms, key performance indicators should include: - Engagement metrics (views, likes, shares, comments) - Lead generation (contact forms, consultation bookings) - Website traffic from social media sources - Client acquisition attributed to social media - Referral relationships developed through social channels

Conclusion: Long-Term Benefits of Video Marketing for Financial Advisers

Incorporating short-form video content into your marketing strategy can significantly impact your advisory practice. Whether you develop this in-house or work with a digital marketing agency for financial services like Aspina, the benefits are substantial. By building trust, attracting new clients, differentiating your brand, and strengthening professional relationships, you create a sustainable growth engine for your business.

Research from McKinsey shows that companies with consistent, high-quality marketing content achieve 3-5 times higher growth rates than competitors with inconsistent or low-quality content.

Remember that consistency is key. Regularly posting engaging video content will not only help you stay top-of-mind for clients but also enable you to build long-lasting, trustworthy relationships in an industry where trust is everything.

By embracing video as part of your comprehensive marketing in financial services approach, you position your firm for sustainable growth in an increasingly digital world. The right strategy can transform how potential clients perceive and engage with your advisory business.