How to Build a Social Media Strategy for Financial Services

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Nov 14, 2025

How to Build a Social Media Strategy for Financial Services

Averi Academy

Averi Team

8 minutes

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Define Clear Goals: Set measurable objectives, such as increasing leads, improving brand recognition, or educating customers.
Know Your Audience: Develop detailed profiles based on financial habits, challenges, and platform preferences.
Choose the Right Platforms: Focus on where your target audience is active - LinkedIn for professionals, Facebook for retirees, etc.
Create Compliant Content: Use educational guides, market insights, and customer success stories while adhering to regulations.
Streamline Approval Processes: Use automation and AI tools to speed up content creation and compliance reviews.
Track Key Metrics: Focus on engagement quality, lead generation, and compliance efficiency to measure success.

The Social Media Survival Guide for Financial Advisors

1. Set Clear Goals and Know Your Audience

Before jumping into creating content or selecting platforms, it’s critical to lay a strong foundation with well-defined goals and a deep understanding of your audience. Skipping this step can lead to wasted resources, poor engagement, or even compliance issues.

Your social media strategy should align with your broader business objectives. Whether you’re aiming to grow assets under management, attract qualified leads for loan products, or increase brand recognition in a specific market, the connection between your goals and your strategy must be clear. Without this alignment, measuring ROI becomes a guessing game, and your efforts may miss the mark.

After defining your overall objectives, focus on setting measurable goals that will serve as the backbone of your strategy.

1.1 Set Specific and Measurable Goals

Vague goals won’t cut it. Instead, define success with clear metrics and timelines. Financial services firms typically focus on four core social media objectives, each with its own approach and measurement methods.

Lead generation is often a top priority. Metrics should go beyond vanity numbers like followers or likes. Instead, track outcomes tied to business growth - such as website traffic from social platforms, completed consultation forms, or the number of qualified leads that convert to clients. For instance, monitor how many people click through from your LinkedIn posts to schedule a financial planning session.

Brand awareness works differently in financial services compared to industries like consumer goods. Your goal isn’t to go viral but to build recognition within specific communities or regions. Measure success by tracking your reach within target demographics, mentions of your firm, and your share of voice compared to competitors. Surveys can help gauge whether your brand resonates locally or if you’re being discussed in relevant business circles.

Customer education is a dual-purpose strategy: it builds trust while staying compliant. Measure engagement with educational content by tracking metrics like time spent on linked articles, downloads of financial guides, attendance at webinars promoted on social media, or questions asked in response to posts. These indicators reveal whether your audience values your expertise.

Customer service through social media is increasingly common in banking and financial services. To measure its effectiveness, track metrics like response times, resolution rates, and customer satisfaction scores. With many institutions now using social platforms as a primary customer service channel, efficiency and responsiveness are key.

Set specific targets for each goal. Don’t aim for “more engagement” - be precise. For example, set a goal to “increase LinkedIn-driven consultation requests by 15% within six months” or “reduce average Twitter response time to under two hours.”

1.2 Create Detailed Audience Profiles

Success in financial services marketing depends on speaking directly to well-defined audience segments rather than casting a wide net. Your audience profiles should go beyond basic demographics to include financial habits, challenges, and platform preferences.

While demographic data like age or income is helpful, psychographics - such as financial concerns and goals - drive real engagement. For instance, a 35-year-old software engineer saving for a first home has vastly different needs than a 35-year-old teacher saving for their children’s college education. Both may have similar income levels, but their priorities and the content they’ll respond to are worlds apart.

Start by analyzing your current client base. Break it down by factors like age, income, life stage, and financial goals. Then, dig deeper into where these groups spend time online and what type of content resonates with them.

Identify the platforms your key segments prefer. For example:

Younger professional investors might lean toward Instagram or TikTok.
Business owners often favor LinkedIn.
Retirees are more likely to engage on Facebook.

Don’t spread yourself thin trying to be everywhere. Focus your efforts on the platforms where your audience is most active.

Engagement improves when you address specific financial pain points rather than just promoting your services. For example:

First-time homebuyers are concerned about down payments and mortgage approvals.
Small business owners need solutions for managing cash flow.
Parents nearing retirement worry about outliving their savings.

Tailor your content to address these concerns directly, offering solutions that feel relevant and actionable.

Compliance also varies by audience. High-net-worth individuals may expect personalized communication and tend to understand compliance restrictions. Meanwhile, mass-market consumers might find legal disclaimers frustrating. Adjust the complexity of your messaging to match your audience’s level of financial sophistication.

Develop detailed personas for your top three audience segments. Each persona should include:

Preferred social media platforms
Content consumption habits
Financial goals and challenges
Communication preferences with financial professionals

These profiles will guide your content creation and engagement strategies, ensuring that your efforts resonate with the right people. With a clear understanding of your audience, you can now focus on choosing the platforms that will best connect with them.

2. Pick the Right Social Media Platforms

Concentrate your efforts on the social media platforms where your audience spends the most time. Instead of spreading yourself thin across every new network, prioritize a handful of channels that align with both your audience's habits and your business goals. By understanding your audience's preferences and behaviors, you can focus on the platforms that truly connect with them and deliver the most impact.

3. Create Compliant and Engaging Content

For financial services companies, the challenge lies in crafting content that not only adheres to strict regulations but also connects with people on a personal level. The trick is to treat compliance as a creative framework rather than an obstacle. Even within these boundaries, your content can educate, inspire, and build meaningful relationships with your audience.

3.1 Content Pillars for Financial Services

A well-rounded content strategy for financial services should rest on four key pillars: educational guides that simplify complex topics, market insights that inform and engage, customer success stories with appropriate disclaimers, and behind-the-scenes content that adds a human touch to your brand.

Educational content should be your cornerstone. Focus on breaking down complicated financial concepts into easy-to-understand pieces without pushing specific products. For example, articles like "How to Read Your Credit Report" or "5 Signs It’s Time to Refinance Your Mortgage" can build trust while staying firmly within compliance guidelines.

Market insights and analysis help position your brand as an authority in the industry. Share your perspective on economic trends, regulatory updates, or key developments, but avoid making specific investment predictions. Offering context and analysis allows you to inform your audience without crossing regulatory lines.

Customer success stories bring a human element to your brand while showcasing the value you provide. Highlight real clients who’ve achieved financial milestones, but always include disclaimers clarifying that individual results may vary. Platforms like LinkedIn and email newsletters are particularly effective for this type of content.

Behind-the-scenes content gives your brand a personal touch. Share stories about your team, highlight your involvement in community initiatives, or showcase your commitment to financial literacy. This type of content helps people see the faces and values behind your company.

To maximize impact, create an evergreen content library around these pillars. Topics like retirement planning, first-time home buying, or small business financing can serve as long-lasting resources that continue to engage readers and establish your expertise over time.

Once your content pillars are in place, streamline your processes to keep compliance reviews efficient and effective.

3.2 Streamline Compliance Review Processes

A smooth approval process is just as important as creating great content. The real challenge isn’t generating ideas - it’s getting them approved on time. Start by mapping out your entire approval workflow, from legal and compliance to marketing, and pinpoint areas that cause delays. Setting firm timelines for each step can help keep things moving.

Leverage AI-powered tools to simplify the initial review process without compromising compliance. Modern platforms can flag potential issues like regulatory risks, inappropriate language, or missing disclaimers early on. This allows your compliance team to focus on more nuanced decisions rather than getting bogged down in routine checks.

"Copy.ai has been phenomenal in transforming the way we develop marketing content. By automating workflows that would typically take weeks and cost thousands of dollars through agencies, they've saved us $16 million dollars this year alone." - Roman Olney, Head of Global Digital Experience @ Lenovo [1]

Implement a centralized content repository where all approved messaging, disclaimers, and brand guidelines are stored. This ensures your team can reference pre-approved language, reducing back-and-forth with compliance teams and speeding up the entire process.

Adopt batch approval processes for similar types of content. For instance, review all educational posts on one day and market commentary on another. This approach improves efficiency while maintaining thorough oversight.

Create clear content categories with different levels of approval requirements. Simple educational pieces might only need marketing sign-off, while content discussing specific products or market predictions should undergo full legal review. This tiered system prevents unnecessary delays for low-risk content while ensuring high-risk materials get the attention they need.

Once your internal processes are optimized, extend these practices to your partnerships with influencers.

3.3 Partner with Relevant Influencers

Influencer collaborations can bring a relatable, human element to your financial services brand, but they require careful planning to ensure compliance. Start by choosing the right partners and setting clear expectations from the outset.

Micro-influencers with financial expertise are often the best fit. A certified financial planner with 10,000 engaged followers can be far more effective than a lifestyle influencer with a larger but less targeted audience. Look for influencers who already create educational content about finance and understand the importance of accuracy and responsibility.

Establish strict content guidelines and pre-approval processes for influencer partnerships. Clearly define the topics they can cover, provide necessary disclaimers, and require all sponsored content to be reviewed before publication. This ensures their messaging aligns with your brand and meets regulatory standards.

Focus on education rather than promotion. Instead of asking influencers to endorse specific products, collaborate on educational content that aligns with your mission. For example, work with a personal finance blogger to create posts about budgeting basics, positioning your brand as a trusted resource for further guidance.

Keep detailed records of every partnership, including contracts, approved content, and compliance reviews. Regulatory bodies may request these documents during audits, so treat influencer content with the same level of scrutiny as your own.

Finally, monitor influencer content continuously. Even after approval, stay vigilant by setting up alerts for brand mentions and regularly reviewing their posts. This ensures ongoing compliance and protects your brand’s reputation.

The most impactful influencer campaigns in financial services are built on long-term educational partnerships. When influencers genuinely share your commitment to financial education, their content feels more genuine and delivers better results - all while staying within the bounds of compliance.

4. Automate Workflow and Approval Processes

In financial services, the challenge isn’t creating content - it’s navigating the approval maze. Manual workflows often lead to weeks of delays, draining momentum and making content irrelevant by the time it’s ready. By introducing smart automation, these bottlenecks can be replaced with streamlined, compliant processes that actually speed things up.

4.1 Map Out an Efficient Content Workflow

Before diving into automation, it’s critical to understand how content flows through your organization. Start by mapping out every step, from the initial idea to the final post. Each stage should have clear responsibilities and deadlines.

To integrate compliance seamlessly into this process, automated workflows can embed review practices at every stage. A typical content workflow in financial services includes six key phases: brief creation, content drafting, compliance review, final approval, scheduling, and performance monitoring.

Brief creation: This is where the groundwork happens. Define the content’s purpose, audience, key messages, and compliance requirements right from the start. Include platform specifics, posting schedules, and any regulatory factors that could influence the content. Doing this upfront minimizes revisions later.
Content drafting: Writers can work faster and more effectively when they have access to pre-approved messaging and brand guidelines in a central repository. This eliminates guesswork and reduces the back-and-forth during reviews.
Compliance review: Reviewers need clear guidelines on what to check, based on established processes. This ensures reviews are thorough without being unnecessarily time-consuming.
Final approval and scheduling: Batch processing can save significant time here. Instead of reviewing posts one at a time, group similar types of content for review on specific days. This approach allows for efficiency without compromising oversight.
Performance monitoring: Close the loop by tracking how content performs. Use these insights to refine future briefs, ensuring that successful approaches are documented and repeated while staying compliant.

Once the workflow is mapped, it’s time to supercharge it with AI tools.

4.2 Use AI Tools to Streamline Processes

AI tools bring speed and intelligence to established workflows, transforming them into systems that not only execute tasks faster but also improve over time. These tools don’t just automate - they optimize.

Faster content creation: AI platforms can draft social media posts in seconds, whether it’s educational content or market updates. When trained on your brand voice and compliance standards, these tools produce drafts that align with your expectations right from the start.
Centralized information management: An AI-powered repository ensures consistency across all content. By storing approved messaging, brand guidelines, and compliance templates in one place, AI tools can reference this data during content creation, reducing errors and review times.
Automated approval routing: AI can manage the entire approval process, flagging compliance issues, assigning content to the right reviewers, and tracking progress at every stage. This eliminates manual handoffs and ensures nothing slips through the cracks.
Consistent brand voice: AI tools trained on your messaging and tone help maintain a unified brand personality. Platforms like Averi AI are specifically designed for industries like financial services, balancing compliance needs with creative consistency.
Seamless integration: Financial services teams often rely on multiple systems, from CRM platforms to compliance tools. Look for AI solutions with robust integration capabilities - some can connect with thousands of systems, ensuring smooth workflows without disrupting your existing tech stack.
Performance tracking and optimization: AI tools can monitor published content, analyze its performance, and feed those insights back into the creation process. This creates a feedback loop where successful strategies are identified and replicated, all while staying compliant.

The key to effective AI implementation is balancing speed with safeguards. Automation drastically cuts down on creation time, but built-in compliance checks ensure that faster doesn’t mean riskier. This balance allows financial services teams to operate with the agility of other industries while maintaining the trust and regulatory standards that their clients depend on.

5. Track Performance and Improve Over Time

In the financial services industry, social media success isn’t just about chasing large numbers or viral moments. The real value lies in creating content that fosters trust, generates qualified leads, and strengthens client relationships. Without careful tracking and analysis, even the most well-planned strategies risk becoming little more than educated guesses.

5.1 Key Metrics to Track

For financial services firms, tracking the right metrics is essential to align with business goals and regulatory demands. Unlike other industries, the focus here should be on metrics that build trust and drive meaningful engagement, rather than just aiming for massive reach.

Engagement quality takes priority over sheer volume. By analyzing engagement rates by content type, you can determine what truly resonates with your audience. For instance, an educational post on retirement planning might not rack up as many likes as a market update, but it could lead to deeper conversations and client inquiries. Monitoring the tone of comments and the depth of responses offers insight into how well your content establishes trust and authority.

Lead generation metrics are critical for evaluating the bottom-line impact of your efforts. Focus on click-through rates to your website, whether it’s to access educational resources, schedule consultations, or complete contact forms. Measuring how many social media visitors ultimately book meetings or open accounts gives a clearer picture of your return on investment.

Follower growth is another key metric, but it’s not just about numbers. A steady increase in followers who are engaged and relevant to your business is far more valuable than rapid growth from an uninterested audience. Use demographic data to ensure your followers align with your target market - considering factors like age, income, and location.

Share of voice measures your visibility within the industry. Track how often your content is shared compared to competitors and analyze the sentiment of brand mentions across platforms. This is particularly important in financial services, where reputation plays a huge role in client acquisition and retention.

Compliance metrics are unique to regulated industries and should not be overlooked. Measure factors like approval timelines and revision cycles to identify bottlenecks. These insights not only ensure compliance but also help fine-tune your overall strategy.

5.2 Analyze Data for Continuous Improvement

Once you’ve identified the right metrics, the next step is turning that data into actionable insights. A structured approach to analysis can help uncover patterns and opportunities, all while staying within compliance boundaries. This analysis is your roadmap for refining and improving your strategy.

Content performance analysis is a great starting point. Look at both the success of individual posts and the broader trends in your content. For example, educational content about tax planning might perform best during specific times of the year, while retirement-related posts could see more engagement around enrollment periods. Identifying these seasonal trends can help you plan your content calendar more effectively.

Platform-specific analysis ensures you’re focusing your efforts where they matter most. As noted earlier, LinkedIn might be a top performer for B2B financial services, while Facebook could be more effective for consumer-facing products. If one platform isn’t delivering results despite significant effort, it might be time to reallocate resources to a more productive channel.

Audience behavior analysis provides insight into client preferences and challenges. Track when your audience is most active to fine-tune your posting schedule. Pay attention to the formats - like videos, infographics, or written posts - that drive the highest engagement. Similarly, analyzing which topics perform well can reveal opportunities to build trust and connect with your audience.

Competitive analysis helps you understand your position in the market. Compare your engagement rates, content strategies, and audience growth with those of your competitors. Spotting gaps in their content can give you a chance to stand out by addressing unmet needs or offering fresh perspectives.

ROI analysis ties your social media efforts to actual business outcomes. Calculate the cost per lead from campaigns and track the lifetime value of clients acquired through social media. This helps you assess the long-term impact of your strategy.

Workflow efficiency analysis focuses on the behind-the-scenes processes. Measure how long it takes to move content from concept to publication and identify any bottlenecks. By analyzing revision cycles and feedback loops, you can streamline collaboration between marketing and compliance teams, making future content creation smoother and faster.

These insights allow for ongoing adjustments to your strategy. For example, if promotions for educational webinars consistently outperform product-focused posts, you might want to shift your content mix. If certain posting times generate more engagement, update your schedule accordingly. Document successful approaches so they can be repeated and scaled.

Quarterly reviews that combine performance data with regulatory and market trends help ensure your strategy remains flexible and effective. Social media platforms, compliance rules, and client preferences are always evolving, so regular analysis is key to staying ahead. By consistently tracking and adapting, you can build a social media strategy that not only meets your goals but also serves your clients effectively, no matter how the landscape changes.

Conclusion: Execute and Evolve Your Financial Services Social Media Strategy

Creating and maintaining a successful social media strategy in the financial services sector is a continuous process that requires careful execution and consistent improvement. The challenge is finding the right balance between meeting the industry's strict regulatory requirements and delivering content that feels genuine, engages your audience, builds trust, and achieves measurable outcomes.

As highlighted earlier, setting clear objectives and understanding your audience are fundamental. Begin by defining specific, measurable goals that align with your business priorities - whether that means attracting qualified leads, positioning your brand as a thought leader, or nurturing stronger client relationships. Focus your energy and resources on the platforms where your target audience is most engaged, rather than attempting to maintain a presence everywhere.

To navigate compliance while creating engaging content, establish well-defined workflows and approval processes. Educational posts, market updates, and client success stories can strike this balance beautifully. These types of content often resonate more with audiences than overly promotional material, particularly in the financial services space.

Leveraging automation and AI tools can revolutionize your content creation process and improve efficiency. Tools like Averi AI, for instance, can generate on-brand, compliant content drafts in seconds, saving significant time and resources. Many industry leaders have already seen substantial productivity boosts by incorporating AI tools into their workflows [1]. Pair these efficiencies with ongoing data analysis to ensure your strategy evolves. By tracking key performance indicators - such as engagement quality, lead conversions, and compliance processes - you can continuously fine-tune your approach.

The financial services industry is in constant flux, with changing regulations, platform updates, and shifting client expectations. A solid foundation built on clear goals, a focused platform strategy, compliant and engaging content, automated workflows, and consistent performance tracking will prepare you to adapt and thrive in this ever-changing environment.

Your social media plan should be treated as a dynamic guide, improving with every campaign, post, and interaction. Start with the basics, utilize AI to streamline your efforts, and let data steer your adjustments. The work you put in today will lead to stronger client relationships, better-qualified leads, and long-term growth.

FAQs

How can financial services firms create social media content that is both compliant and engaging?

Financial services firms can create social media content that is both engaging and compliant by following a few essential steps. Start by ensuring all content adheres to industry regulations, such as those set by the SEC or FINRA. This means steering clear of misleading claims, including necessary disclaimers, and keeping records of posts for potential audits.

To capture your audience's attention, focus on building trust and delivering value. Share content that educates, offers industry insights, or provides updates tailored to your clients' interests. Adapt your approach to fit each platform - short, visually appealing videos work well on Instagram, while LinkedIn is ideal for professional thought leadership posts.

Additionally, tools like Averi AI can simplify your workflow, help maintain compliance, and ensure your brand voice stays consistent. Don’t forget to track key metrics, such as engagement rates and audience growth, to continually improve your strategy and connect more effectively with your audience.

How can financial services professionals choose the best social media platforms for their audience segments?

To effectively choose the right social media platforms for different audience segments in the financial services industry, it’s essential to start by identifying where your target audiences spend their time online. Begin by examining audience demographics - factors like age, income level, and professional roles - and align these insights with platform-specific user data. For instance, LinkedIn is an excellent choice for engaging professionals and decision-makers, while platforms like Instagram or Facebook are better suited for connecting with younger or broader audiences.

Next, think about the kind of content you want to share. Platforms such as YouTube or Instagram excel at delivering visually engaging stories, whereas Twitter is ideal for sharing timely updates and establishing thought leadership. Start by experimenting with multiple platforms and monitor engagement metrics to determine which ones align best with your goals, whether that’s building credibility, boosting interaction, or driving conversions.

Lastly, staying compliant with industry regulations is critical. Tools like Averi AI can help streamline your workflows and ensure your social media activities remain consistent with the financial sector’s stringent guidelines. This approach allows you to maintain oversight while adhering to necessary standards.

How can financial institutions use AI tools to simplify content creation and approval while ensuring compliance?

Financial institutions can use AI tools to simplify the way content is created and approved, cutting down on repetitive tasks and boosting efficiency. For instance, platforms like Averi AI can help draft, edit, and organize content while ensuring it remains consistent with the brand's tone and meets compliance standards.

In regulated industries, staying compliant is critical. AI tools can be set up with customizable workflows that include multiple review stages, approval checkpoints, and built-in adherence to industry regulations. This setup minimizes errors, saves time, and ensures all content aligns with legal and regulatory requirements. By blending the speed of AI with human oversight, institutions can produce polished, compliant content efficiently.