Video Marketing for Financial Advisers: The Complete Guide for 2025

Introduction: Why Video Marketing Matters for Financial Advisers

In today’s digital landscape, video has become the cornerstone of effective financial services marketing campaigns. Research shows that 93% of marketers report video marketing has given them a positive return on investment, the highest figure recorded since tracking began. For financial advisers, video represents an unparalleled opportunity to build trust, demonstrate expertise, and communicate complex financial concepts in an accessible way.

The shift towards video consumption has been dramatic. By 2024, video accounts for 82% of all internet traffic, and the average person watches over 100 minutes of online video daily. More significantly, 78% of people prefer to learn about products and services through short videos rather than traditional content formats.

For financial advisers operating in an increasingly competitive market, video marketing offers a powerful way to stand out from the crowd whilst maintaining regulatory compliance. Whether you’re working with an inbound marketing agency for financial services or developing campaigns in-house, this comprehensive guide explores how financial advisers can leverage video marketing effectively in 2025.

The Current State of Financial Services Video Marketing

Market Investment and Growth

The financial services sector has recognised video’s potential, with substantial investment flowing into digital marketing initiatives. The top 20 financial services firms in the UK collectively spend over £50 million annually on digital advertising, with video representing an increasingly significant portion of these budgets.

This investment reflects changing consumer expectations and the evolution of financial services and marketing strategies. Research indicates that 80% of customers now expect personalised services in their financial interactions, and video provides an ideal medium for delivering these tailored experiences as part of comprehensive financial services marketing campaigns.

Platform Performance and Engagement Rates

The performance of video content varies significantly across platforms, with financial services firms achieving particularly strong results on professional networks. LinkedIn leads for financial services video engagement, with firms achieving an average engagement rate of 3.44% when posting twice weekly. This compares favourably to the general LinkedIn average of 4.73% engagement rate by impression.

Video content on LinkedIn receives 2x the engagement rate of other content formats, making it particularly valuable for financial advisers seeking to build professional credibility and reach potential clients through referral networks.

Consumer Preferences and Behaviour

Consumer behaviour strongly favours video content for financial education. 85% of internet users watch online video content monthly, with 25-34 year-olds showing the highest engagement rates. Importantly, 48% of consumers want videos to reflect their specific interests, including products and services.

Video content is 85% more memorable than text-based content, a crucial advantage when communicating complex financial concepts that clients need to retain and understand.

Strategic Benefits of Video Marketing for Financial Advisers

Trust Building and Credibility Enhancement

Video provides financial advisers with an unmatched opportunity to build trust through authentic, face-to-face communication. 91% of consumers say video quality impacts their trust in a brand, highlighting the importance of producing professional-quality content.

Unlike written content, video allows clients to see and hear their adviser directly, creating a personal connection that forms the foundation of successful financial relationships. This visual element is particularly important in financial services, where trust is paramount.

Educational Impact and Client Understanding

The educational benefits of video marketing are particularly relevant for financial advisers. 99% of video marketers report that video has helped increase user understanding of their product or service, an all-time high in industry research.

Complex financial concepts such as pension drawdown, inheritance tax planning, or investment risk can be simplified through visual explanations, charts, and real-world examples that would be difficult to convey through text alone.

SEO and Digital Visibility

Video content significantly enhances search engine performance. Pages with embedded videos rank better in search results and keep visitors on the page longer, improving overall website performance metrics.

For financial advisers competing for local clients, video content on Google Business Profile listings can substantially improve local search visibility and client acquisition rates.

Social videos are shared 1,200% more than text and images combined, providing financial advisers with organic reach opportunities that traditional content cannot match.

The compound effect of social sharing can dramatically expand an adviser’s reach beyond their immediate network, creating new client acquisition opportunities through warm introductions and referrals.

Types of Video Content for Financial Advisers

Client FAQ Videos

Addressing frequently asked questions through video serves dual purposes: providing valuable information to existing clients whilst demonstrating expertise to prospects. Common topics include:

ISA contribution limits and tax benefits
Pension transfer considerations
Investment risk explanations
Estate planning basics
Market volatility responses

These videos should be concise, typically under two minutes, and focus on providing clear, actionable information without straying into regulated advice territory.

Market Commentary and Updates

Regular market commentary videos position advisers as thought leaders whilst providing timely value to their audience. These videos work particularly well for financial services social media advertising, as they tap into current events and trending topics that form essential social media post ideas for financial advisers.

Effective market commentary videos:

Address current market conditions objectively
Explain potential impacts on different client types
Avoid making predictions or promises about future returns
Include clear disclaimers about the general nature of the commentary

Educational Explainer Videos

Complex financial concepts benefit from visual explanation. Popular topics include:

How pension drawdown works
Understanding investment charges and fees
The basics of inheritance tax planning
Comparing different investment platforms
Explaining the benefits of financial planning

These videos should use clear graphics, simple language, and real-world examples to make complex topics accessible.

Client Testimonials and Case Studies

Testimonial videos are the most popular type of video content for B2B companies, providing powerful social proof for financial advisers.

When creating testimonial videos, ensure:

Client consent is obtained in writing
No specific investment returns are mentioned
Focus on the service experience rather than performance
Comply with FCA testimonial requirements

Behind-the-Scenes Content

Humanising your practice through behind-the-scenes content helps build personal connections with potential clients. This content works particularly well as social media post ideas for financial advisers and forms an important part of financial services social media marketing, showing:

Office environments and team introductions
Day-in-the-life content
Team achievements and qualifications
Community involvement and charitable activities

Platform-Specific Video Marketing Strategies

LinkedIn: The Professional Network

LinkedIn is the most widely used video marketing platform with 70% of video marketers using it, making it essential for financial advisers targeting professional networks.

Best practices for LinkedIn video:

Keep videos under 15 seconds for maximum engagement
Post twice weekly for optimal engagement rates
Use professional, office-based settings
Include captions for accessibility
Share with thoughtful commentary to encourage discussion

YouTube: The Search Engine for Video

YouTube is the second most visited website globally, making it crucial for financial advisers seeking to capture search traffic.

YouTube optimisation strategies:

Use searchable titles including relevant keywords
Write detailed descriptions with timestamps
Create custom thumbnails that stand out
Organise content into playlists by topic
Engage with comments to build community

Facebook and Instagram: Visual Storytelling

While engagement rates vary, Facebook and Instagram remain important platforms for reaching different demographics. Instagram carousels achieve the highest engagement rates for financial services at 4.1%, making them valuable for educational content.

Email Marketing Integration

Email remains a popular channel for video distribution, with many financial advisers successfully incorporating video into their client communications.

Email video strategies:

Use video thumbnails linking to hosted content
Include personal video messages in newsletters
Create video summaries of market updates
Use video for onboarding new clients

Regulatory Compliance and Best Practices

FCA Financial Promotions Rules

Financial advisers must navigate complex regulatory requirements when creating video content. The FCA’s financial promotions rules apply to all advertising channels, including video content on social media.

Key compliance considerations:

Financial promotions must be fair, clear and not misleading
Content must be balanced, highlighting both benefits and risks
Avoid making promises about investment returns
Include appropriate risk warnings where required
Ensure compliance with Consumer Duty requirements

The FCA published finalised guidance on financial promotions on social media in March 2024, emphasising that firms must take proactive responsibility for all content, including that created by affiliates or influencers.

The guidance clarifies that unauthorised persons who promote financial products without appropriate approval may be committing a criminal offence, highlighting the importance of proper oversight.

Record Keeping and Monitoring

FCA data shows that interventions regarding financial promotions increased by 97.5% in 2024, emphasising the importance of robust compliance procedures.

Financial advisers should:

Maintain records of all video content
Implement approval processes before publication
Monitor engagement and comments for compliance issues
Regularly review content for ongoing compliance
Train team members on social media compliance

Technical Production Guidelines

Equipment and Setup

Professional video content doesn’t require expensive equipment, but certain standards are essential:

Audio Quality: Good audio is critical for professional videos. Invest in a quality microphone as poor audio significantly impacts viewer engagement.

Lighting: Natural light works well, but consistent lighting is crucial. Soft box lights or ring lights provide professional results without significant investment.

Camera Setup: Modern smartphones can produce excellent video quality. Ensure stable footage using a tripod and shoot in landscape orientation for most platforms.

Video Length and Format Optimization

73% of people believe videos between 30 seconds and 2 minutes are most effective, though optimal length varies by platform and content type.

Format considerations:

LinkedIn: Under 15 seconds for maximum engagement
YouTube: 2-10 minutes for educational content
Instagram: 15-60 seconds for feed posts
Facebook: 1-2 minutes for optimal reach

Accessibility and Inclusion

Captions are the top accessibility feature added to videos, with nearly half of all uploaded videos including at least three accessibility features.

Accessibility best practices:

Add captions to all videos
Use clear, large text in graphics
Ensure sufficient colour contrast
Describe visual elements in audio when relevant
Provide alternative formats where possible

How financial advisers can leverage video marketing

Measuring Success and ROI

Key Performance Indicators

Different video types require different success metrics:

Awareness Videos: View counts, reach, impressions, share rates Educational Content: Watch time, completion rates, engagement rates Lead Generation: Click-through rates, form completions, contact inquiries Client Retention: Client feedback, retention rates, referral increases

Platform-Specific Metrics

Each platform provides unique insights:

LinkedIn: Engagement rate by impression averages 4.73%, with financial services achieving 3.44% with optimal posting frequency.

YouTube: Watch time and session duration are crucial ranking factors, with videos being 85% more memorable than text-based content.

Facebook: Video completion rates and engagement depth provide insights into content effectiveness.

ROI Calculation

93% of marketers report positive ROI from video marketing, but calculating specific returns requires careful tracking:

Client acquisition cost reduction
Increased client retention rates
Referral generation improvements
Time saved on client education
Enhanced brand recognition and trust

Financial Services Marketing Mix Integration

Inbound Marketing Agency Alignment

Video marketing works most effectively as part of a comprehensive inbound marketing strategy. When working with an inbound marketing agency for financial services, or developing strategies internally, successful financial advisers integrate video within their complete financial services marketing mix alongside:

Content marketing strategies
Search engine optimisation
Social media management
Email marketing campaigns
Website optimisation

Cross-Channel Promotion

Maximise video impact through multi-channel distribution:

Embed videos on relevant website pages
Include video links in email newsletters
Share across all social media platforms
Use video content in client presentations
Incorporate into referral partner communications

Content Repurposing

Over 60% of companies have used AI to generate captions, and more than 30% have used AI to translate dialogue, demonstrating the growing efficiency of content repurposing.

Single video content can be repurposed into:

Multiple social media posts
Blog post content
Email newsletter sections
Podcast episodes
Client presentation materials

Future Trends and Considerations

Artificial Intelligence Integration

41% of professionals are now using AI to create videos, with most using AI for pre-production planning and post-production editing.

AI applications in financial services video marketing:

Automated caption generation
Content scheduling optimisation
Performance analytics and insights
Personalised video recommendations
Compliance monitoring and alerts

Evolving Consumer Expectations

87% of people have been convinced to buy a product or service by watching a video, and 83% of consumers want to see more videos from brands.

Financial advisers must prepare for:

Increased demand for video content
Higher quality expectations
Greater personalisation requirements
Multi-platform content strategies
Enhanced interactive features

Regulatory Evolution

The regulatory landscape continues to evolve, with the FCA taking increasingly robust action against non-compliant financial promotions. Financial advisers must stay informed about:

Updated guidance on social media promotions
New requirements for video content
Enhanced Consumer Duty obligations
Evolving best practice standards

Budget Considerations and Resource Planning

Cost-Effective Production Approaches

Nearly half of companies spent under £5,000 producing videos in 2024, demonstrating that effective video marketing doesn’t require substantial investment.

Budget-friendly approaches include:

Smartphone-based production
Natural lighting utilisation
Simple editing software
Batch content creation
Repurposing existing materials

Resource Allocation

Almost three-quarters of companies make videos in-house, with over half investing more in video marketing year-on-year.

Successful resource allocation involves:

Dedicated time for content planning
Regular production schedules
Team training and development
Equipment maintenance and upgrades
Performance monitoring and optimisation

Conclusion: Embracing Video Marketing in 2025

Video marketing has evolved from an optional extra to an essential component of effective financial services marketing. The statistics are compelling: 96% of marketers say video has helped them increase brand awareness, and 99% report improved user understanding of their services.

For financial advisers, video offers a unique opportunity to build trust, demonstrate expertise, and communicate complex concepts in an accessible format. The key to success lies in creating authentic, valuable content that serves client needs whilst maintaining regulatory compliance.

The most successful financial advisers in 2025 will be those who embrace video marketing as part of their comprehensive digital strategy, using it to strengthen client relationships, attract new business, and position themselves as trusted experts in an increasingly competitive marketplace.

Start with simple, client-focused content, maintain consistency in production and distribution, and always prioritise quality over quantity. With proper planning and execution, video marketing can transform your financial advisory practice, creating stronger client relationships and sustainable business growth.

Remember that video marketing is not a standalone solution but works most effectively as part of a comprehensive financial services marketing strategy that includes traditional marketing channels, digital advertising, and relationship-building activities. Understanding how video fits within the broader financial services marketing mix will determine its ultimate success in driving business growth and client satisfaction.

Video Marketing Guide for Financial Advisers | Aspina