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Six Social Media Predictions for Financial Advisers in 2021

The COVID-19 pandemic turned 2020 into an unprecedented year, leading to changes in the way we live and work. In 2021, some of these trends are likely to continue, reshaping everything from the way we do business to the financial landscape.

One of these is the increase in social media usage. Various reports and statistics indicate that the global lockdown increased the prevalence of social media usage, as more and more people sought socialisation and comfort through digital platforms.

In a recent Iris article, Samantha Russell shares how advisors can respond to these trends and answer the needs of users in 2021.

Trend 2021 Prediction for Adviser
Demands for Value and Authenticity Increased The demand for more authentic and valuable posts from brands is expected to continue in 2021. For advisors, this means really digging into your firm’s values. Consider a few of these questions:

  • Why do you do what you do?
  • Why should people follow you on social?
  • What specific value do your posts bring and do they answer the needs of your audience?

Answering these questions will be paramount to defining your value to your audience. And, as a longer-lasting result, defining your values can separate you from the competition on social media. This can be done best by relating your services to your values. However, avoid connecting to something too far-fetched. Afterall, authenticity is also key.

Video Production Changed With the use of personal video becoming more popular, an opportunity becomes available. No longer will you have to worry about making a video “perfect”, relatability is the key. Plus, many of us have phones capable of high-quality video, allowing advisors to create content on the fly without having to worry about production quality.
Lead Nurturing Improved Advisors should stick to a niche topic and audience, providing as much detail as possible. Though this approach reaches fewer individual users, it has a stronger chance of resonating, which is more important when nurturing a lead.
Short-Form Content Remained Popular Posting memes and creating infographics is time-consuming for many advisors. Instead, advisors can reuse their content, breaking up key points to create separate posts. This way value is still maintained, but information density is reduced.
The Most Popular Social Channels Remained (For the Most Part) The Same In the interest of time and focus, we often recommend advisors to focus their social media attention on two platforms, engaging and posting daily. Globally and in South Africa, Facebook is still the most used platform, with YouTube and WhatsApp next.
Events Went Digital You don’t have to host a digital event to respond to this trend, but you can be on the lookout for them as they appear on your social channels. Engaging with these posts can be an excellent way to interact with viewers.

“Trends develop and change over time. And, though many of these trends are likely to continue into 2021, it is always best to keep an eye out for any changes on social media,” Russell advises.

Click here to read the IRIS article that also includes statistics about these trends.

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