Financial advisors have dedicated themselves to helping people create better financial futures for decades. The methods they’ve used to do that vary depending on the specific audience they’re talking to.
Previous generations probably found their financial advisors through personal recommendations. They would carve out a financial path the old-fashioned way: sitting across from someone at their desk in an office. Flash forward a few years, and the Internet has made it easier for financial advisors to connect with a new generation via their website and other digital channels.
However, that tech-driven evolution is happening again, as younger generations prefer to get their information more visually than ever before. That’s why, in today’s digital age, financial advisors are increasingly turning to Instagram to connect with the youngest generations among us.
To some, this might seem unthinkable. How can financial advisors attract the attention of serious clients and convey the information they need to establish themselves as thought leaders and trusted voices of authority, all via Instagram? Aren’t we talking about a social networking site that began life as a way for people to share food pictures?
It’s much more effective than one might think, especially when building long-term client relationships. Financial gurus are using various strategies, from collaboration to content automation, to thrive on Instagram and convert viewers into potential clients. Let’s take a deeper look.
Less Really Can Be More
The number one thing that financial gurus can do to expand their reach using Instagram is to ditch the highly technical jargon whenever possible. Yes, financial advisors traditionally rely on technical terms—now is not the time for that.
Instagram itself thrives on accessibility. Content creators must take complicated financial concepts and present them in an easy-to-understand language. They must use Instagram to find a way to make financial literacy engaging for the broadest (and youngest) audience possible.
AI Content Automation Tools
Luckily, artificial intelligence has changed the game for content creators through things like content automation. AI-powered tools like ArticleX make it possible to extract maximum value from content with minimal effort.
For example, an influencer might spend a lot of time creating a captivating Instagram Reel that resonates with their audience. There’s no reason why that information – or that experience – needs to begin and end in that format. ArticleX can instantly transform that Reel into a highly polished, thought-provoking, SEO-optimized blog post.
Suddenly, the amount of effort needed for content creation is cut in half, doubling the chances to strike a chord with the target audience. People can still find the Reel and get exposed to the creator’s brand that way. However, a wider audience—many of whom won’t even be on Instagram—will also discover the blog post through search engines like Google.
In other words, ArticleX removes the requirement for manual transcription and summarization, enabling influencers to broaden the scope of their insights beyond the Instagram platform itself and engage potential clients seeking guidance on the internet in a host of new and unique ways.
Embrace Visual Storytelling
Visual storytelling is critical to engaging an audience on social platforms like Instagram. We’re not talking about dry charts and graphs, either—It means using Instagram’s visual tools to engage viewers. Infographics, Explainer videos, and Reels are great ways to capture someone’s attention and make financial information memorable.
Many financial gurus are also experiencing success via bite-sized wisdom on Instagram. People are busy and don’t have an hour to digest a webinar or some other long-form content. Quick post tips or a miniseries that tackles specific financial goals could be more impactful. For example, one could be devoted to budgeting, another to retirement savings, and more.
Humanize The Discussion
A big part of connecting to a broad audience, particularly on Instagram, involves humanizing content whenever possible. Financial gurus are great because they often put a face to the intimidating world of personal finance. People don’t necessarily understand it, which can make them stressed and anxious. Financial gurus can share personal stories and financial journeys and even offer behind-the-scenes glimpses that shed light on what was kept at arm’s length for so long.
Make no mistake about it: this human connection could make all the difference needed because it builds trust and makes financial advice more relatable.
Build Trust and Authority
In a larger sense, many financial gurus are expanding their reach with Instagram by focusing on building trust and authority whenever possible. Events like live Q&A sessions are a great way to do this. Instagram Live makes it easy to engage directly with an audience on demand.
For example, live Q&A sessions can involve viewers asking questions and getting personalized advice. This helps to foster a great sense of community and trust.
Instagram can also be an excellent opportunity to showcase client success stories in a way that resonates with prospects. Highlight success stories from real, satisfied clients. This social proof can demonstrate the advisor’s effectiveness and build trust with potential clients.
Financial gurus should prioritize collaboration whenever possible to be viewed as an authority and trusted source in their industry. Make it a priority to co-create with other financial influencers and industry experts. An interview between two experts via an Instagram Live session could potentially double the value and exposure. Collaboration is an invaluable tool that influencers often overlook.
Repurpose Content With Automation
By now, it should be clear that one of Instagram’s significant benefits, particularly to financial advisors, is engagement. Younger people engage with visual content more effectively than text alone and retain far more of what they’re exposed to when presented via images and video.
There’s no one-size-fits-all approach to content. Some people would rather watch a short Reel, while others prefer to skim an article. Some search Instagram for resources, and some use search engines to find what they need. To reach both audiences, it would require significant time and effort to keep that “content creation” machine running for most financial gurus. The amount of work it takes to create one visually striking, relevant, high-quality piece of content is enormous—a number that multiplies exponentially when it takes multiple pieces of this content a week to capture someone’s attention and keep it.
Simply creating the content needed to get noticed for Instagram can quickly become a full-time job. But can we repurpose that content as a blog for things like SEO value? It’s problematic at best. Of course, creators want to be discovered on Google search, but their top priority is (and should always be) being the best possible financial advisor.
Be Consistent
Consistency is one of the most critical aspects for creators looking to expand their Instagram reach. It’s not enough to create relevant, compelling content, put it out into the world, and hope people find it. This process must be done again and again and again.
That’s another of the many benefits of content automation. Social media management tools like Hootsuite auto-respond to Instagram comments to help with engagement. Make no mistake: this is not taking the “easy way out.” Tools like this maximize the investment that creators work so hard toward. They allow influencers to lean into the personalized level of care and attention to detail that modern-day consumers have been clear about putting a premium on.
To be consistent in creating engaging content is a tricky balancing act that can be incredibly time-consuming, but when done correctly, it can amplify an influencer’s reach significantly.
The Power of Social Media for Financial Gurus
Ultimately, it might not seem like an obvious choice for professionals as serious as financial gurus to reach out to and court potential clients via a social networking site like Instagram, but that’s the world we live in. Thanks to its visual nature, it can be a great way to attract the attention of a younger generation of clients that may have otherwise been overlooked.
Thanks to content automation tools, influencers can take that compelling, relevant Instagram content they work hard to develop and transform for many different uses. They can respond immediately to their followers. They can schedule tasks that would have taken them hours to complete—all things that allow creators to do more with less and maximize their reach. With consistent, quality content and the right tools, Instagram influencers are now poised to serve the next generation of consumers for years to come.
