For financial advisors, social media isn’t just a tool—it’s a trust-building machine.
But are you using it to its full potential?
In this Lately guide, we’ll show you how to create high-trust content, engage meaningfully with clients, and turn your online presence into a powerful asset for your business in 2025.
We’ll cover:
Why does someone choose to go to you as a financial advisor instead of managing their finances themselves based on gut intuition or online research?
Well, the primary reason someone turns to a financial advisor is trust.
They trust that you understand good and bad financial decisions. They trust that you have their best interests at heart. And ultimately, they trust that you're a fairly smart person.
There are levels of trust that come into play in different ways.
There's trusting you as a professional, and there's trusting you as a person.
It's possible that someone might think, "I'm sure this person is very good with finances, but I don’t want to give them control of mine."
Of course, you don't want to be in that situation.
That's why you need to cultivate both forms of trust.
It's the "beer and baby" trust.
Would I want to go for a beer with this person? Would I trust them to look after my baby?
These are two different areas of trust, two different ways of being viewed as a person.
It's nice if they want to go for a beer with you, but it’s not essential. However, they should feel like they could leave their baby with you safely, and there would be no major accidents by the time they got back.
They’re putting their current and future finances in your hands. They’re putting their future financial security in your hands. And it's up to you to rise to those expectations and meet that trust.
To do that, you need to establish trust.
There are some traditional ways of achieving that trust: having the necessary qualifications, winning industry awards, having a nice office, being recommended by a friend, being personable and making a good first impression in that first meeting, having quality materials, and of course, being able to show evidence of previous success for clients.
However, in the modern age, there’s another key dimension to building trust—and that dimension is social media.
Social media does many things and can be used for all kinds of outcomes.
But for you as a financial advisor, the principal concern is building trust.
There will be examples in the industry of financial advisors who make hilarious content and pursue a dedicated social strategy that goes above and beyond the goal of trust.
Maybe that’s a stage you can get to if things go well and you build a successful motion in that direction.
But until then, you have to nail down trust as the core objective.
This is as crucial for professional services firms like financial advisors and law firms as sales is for eCommerce companies on social media.
Very few people are going to see a post from a financial advisor or a lawyer in their social media feed and think, you know what, I should hire this professional right now.
Instructing a professional services firm is very rarely an impulse purchase.
Instead, people tend to come to you when they need you.
If they already have an awareness of you, that’s great. But they also want to work through a mental checklist to determine whether you seem reputable, trustworthy, and competent.
It’s during this decision-making process that having an active social media presence is no longer optional or just a nice-to-have—it’s table stakes.
If you don’t have it, then your competitor who posts regularly—showing off their conference attendances, their awards, their happy customers, and maybe even personal elements from their life—communicates all of those things to a potential client in 30 seconds as they scroll down their feed.
Social media is a necessity to build and evidence that trust for when it really matters.
There are many routes to building trust via social media.
The simple routes mentioned above include posting about awards you’ve won, conferences you’ve attended, and happy customers. You’ve got to make sure your opening hours and availability are regularly updated to show that you’re active, present, and communicating. This simply demonstrates the level of operational excellence that clients expect to see in a high-hourly-rate professional services firm.
Nice pictures of the office with people smiling are always good, too.
But where you can really start to build trust is in the creation of long-form, high-trust, high-authority content.
Now, what high-trust content you create will depend on the time you have available, the resources at your disposal, the skill set you have, and what you're comfortable with.
The crucial factor is that you should pick something you can do consistently over time to a reasonably high level.
One popular example of this is a podcast. A podcast is useful because the editing and cleaning of the podcast can be done by someone else, or you can use available tech like Riverside to record the content and automatically clean it, ready for you to host in different places.
Podcasts that include video are great for you because you can take one hour out each week to either speak to an external person about their expertise or a series of topics they're knowledgeable in, or speak to another person within your firm about their specialism and talk through things they’re experts in.
You can set themes for different episodes, focusing on the pains and needs of your customers. In doing so, you end up creating a wealth of content that displays you as a person talking engagingly about topics potential clients expect you to be proficient in.
You may even ask and answer questions that you know prospective clients like to ask.
When clients see you already addressing their needs and pains, it instills trust and confidence in you, helping drive them further down the buying journey.
The reason why it’s particularly useful to create high-trust, high-authority, long-form content is that it allows you to unleash the power of repurposing.
Creating long-form content, particularly in a podcast setting—or a video podcast setting—means that you’re able to produce a high volume of information-dense content in a short amount of time.
In that one-hour recording, you might have spoken 5,000 words. If you were to sit down and try to write a 5,000-word essay, it would take you significantly longer than one hour.
This is a highly efficient way of creating high-trust content. From these core assets, you can then repurpose them into a wave of fresh content.
You can turn one podcast into multiple blog posts. You can take a video podcast and snippet it down into maybe 10 short video snippets for social media.
You can take one of those blog posts and repurpose it again into a long LinkedIn post or a multi-post thread on X (formerly Twitter) or Threads.
You can take these items and add them into a newsletter, or upload the audio to Spotify.
You can produce a huge volume of content from one quality core asset.
And the thing that really sells that core asset—the thing that really makes it quality—is not the time you’ve spent on it. It’s not the carefully worded writing.
What makes that core asset valuable is your expertise, your knowledge, your professional experience.
So repurposing is the art of re-communicating your existing expertise.
This is why repurposing is the perfect strategy for any professional services firm—and doubly so for small professional services firms that don’t have the capacity in-house to employ a whole marketing team.
In fact, that’s why so many small professional services firms use Lately to repurpose that content for them automatically, utilizing AI and neuroscience. With Lately, you can feed that whole video podcast in, and the AI will identify the best snippets to pull and automatically schedule them for social media with a caption that fits your brand voice.
Repurposing is gold for professional services firms on social media.
While repurposing is an excellent choice for creating your own posts, it must be stressed: social media today is not the same as social media in 2015. The game has changed.
While it's still useful to use social media as a broadcast tool, you should not forget the benefits and importance of engaging.
This could mean replying to other people who are posting interesting things, engaging with people in your own comment sections, or resharing great content from others that you think will be valuable to your audience.
This shift is best exemplified by the algorithmic boosting of accounts on Threads, the newer addition to the platform wars from Meta.
On Threads, you’ll often see people who set up new accounts complain that even though they have followers, they’re not getting great engagement.
Typically, those accounts are following very few people and are not engaging with others. They’re not leaving replies—either to other people’s posts or to replies on their own posts.
In doing so, these people are posting the old-school way, where you simply post your thoughts and your followers engage with them and amplify them for you.
Now, you have to massage the algorithm a bit. Threads, much like Instagram and TikTok, will show your new content to a small subset of your followers, and how they engage with it will impact how many more people the platform decides to show it to.
It’s like a pilot study on each post you make.
But if you post regularly—multiple times a day—and you engage with people who reply, engage with other posts, and actively participate on the platform, you’ll find your overall engagement rates rise. Even for fresh posts where no replies have occurred, the pilot studies will be bigger.
The chances of those posts graduating to be broadcast across the algorithm are higher.
And the more you maintain this high level of engagement, the more the algorithm and the platform reward you.
This is an incentive structure designed to create higher activity on their platform. It’s all quite simple, but you need to know this so you can play the game.
If you want reach on your posts, you need to help other people get reach on theirs. You need to participate, you need to engage, you need to be part of the community.
Which takes us to the next item.
Social media is super valuable. It can be how you reach existing people in your circle and how you reach new people—often through mutual contacts, but now increasingly through algorithmic affinity.
Increasingly, the building of community has become a task split between platforms, where many social platforms are now algorithm-first and reliant on your follower count second.
This means that you may have many followers who don’t see your posts.
This is where you can take the community function that social media has provided for so long and attempt to step it up with additional solutions.
Some of these solutions will be on the platforms themselves—like groups on Facebook or LinkedIn.
But equally, it’s worth understanding what kind of communities your customers or clients are part of.
If they use tools like Slack, you can easily create a Slack community and invite them in for that next level of closeness.
On platforms like X (formerly Twitter), you can straddle these two concepts and have some posts that are for “close friends” only, utilizing the circle concept. You can invite clients into that close friends circle, knowing they’re getting posts from you that others aren’t—and they know that too.
Additionally, you and your clients being brought tightly into the same circle is an indicator to the algorithm that you both want to see more of each other.
Where you can find ways to build community—either on the social platforms or off—you should, because this is what social media is all about.
Social is about making people feel close to you, making people trust you. And the more you cultivate that trust, the more you increase that affinity.
The more clients will bring you new clients. They’ll recommend you to their friends, family, and colleagues. They’ll record videos with you, talking about how much they appreciate your work. They’ll feature as case studies in PDFs you can send to new prospective clients.
Clients bring clients, just like money makes money.
If you aim to reach, engage, and build community around high-trust, high-authority materials that feature you prominently, you'll succeed on social media.
Welcome to Lately, the world’s first Deep Social platform, powered by Neuroscience-Driven AI™. Lately is one of the fastest growing social media tools within the professional services sector, and has users from so many more verticals too. But why do wealth managers, interior designers, and legal firms all love Lately?
Lately instantly creates a unique, customized voice model needed to reach any target audience, on any channel, in any language or regional dialect.
Lately automatically predicts top highlights of any text, video or audio and clips them up into dozens of pre-assembled, high-performing social posts.
Lately IDs, adapts and schedules for peak performance times, optimizing for individual social platform algorithms – days, weeks or even months in advance.
Lately means 1200% more engagement, 200% more leads, and 40% more sales.
Try it now for free here or contact us to book a demo.
