For many clients, financial education might not start in a meeting with a financial planner. Rather, their introduction to the world of personal finance might come from a 60-second video on social media.

In this world of “finfluencers”, bite-sized content, and endless scrolling, the traditional role of a financial planner is shifting.

Law firm Pennington Manches Cooper highlights data from a Forbes study, which noted that almost 80% of young adults will turn to social media for their financial advice.

Which begs the question: How does one compete?

This is a crucial moment for financial planners to step into the digital spotlight, as it were. While the goal isn’t necessarily to compete for likes and shares, you can win long-term trust by being a credible, regulated, and empathetic alternative to generic information often found online.

The key is to leverage your online presence to educate, connect, and demonstrate your expertise. Here’s where to start.

The new landscape of financial education

The reasons many people turn to social media for financial advice are painfully simple. They’re looking for something accessible and relatable.

Indeed, it’s typically easier to scroll through one’s feed for a quick tip than to schedule a formal consultation.

This is because finfluencers often speak in jargon-free language and can make the task of money management feel less intimidating.

However, this environment is also a minefield of potential misinformation.

Barclays research, reported in FTAdviser, says that only 49% of those who turned to social media for financial advice had checked that the information they received was from a reliable source.

Much of the “advice” given is generic, unregulated, and often ignores the complexities of individual financial circumstances.

This is where you have an opportunity to become a beacon of trust and clarity, and offer genuine, personalised guidance.

Your credibility is your greatest asset – so show it off

In the world of online financial advice, a planner’s most powerful marketing tool isn’t going to be hopping on a viral trend. Instead, it’s your status as a regulated professional.

This is a crucial distinction and can offer a competitive advantage. Here’s how to highlight it:

• Demonstrate your expertise. Use anonymised case studies or hypothetical scenarios to illustrate how you’ve helped clients navigate complicated problems. For example, you can share how you helped a client manage their debt while boosting their pension contributions.
• Explore a range of platforms. When you think about social media, you might immediately consider Instagram or TikTok as the go-to platforms. However, LinkedIn, a professional Facebook account, and even your company website can be powerful tools for sharing information.
• Bust myths and check facts. Finfluencers often circulate common myths about popular financial topics, and some can be misleading. Your content can directly address and debunk these, using your knowledge to explain the correct approach. More than that, you can warn of the dangers of following potentially damaging advice.
• Be a beacon of compliance. While compliance isn’t your typical buzzword in the world of social media, it is ultimately a promise of integrity. Display and boast about your credentials as much as you can. You’ve worked for them, after all, and they mean something in the industry. Be sure to frame compliance as a commitment, not a burden.

Ultimately, by clearly communicating the professional value you offer, you can build a foundation of trust that finfluencers might struggle to replicate.

How to create content that resonates with younger audiences

Contrary to what you may see online, you really don’t need to dance for the camera to attract a new audience.

Rather, you need to create content that solves their problems in a format they understand. This is no different to how you would approach a problem for any other client; it’s simply the mode that differs.

• Educate with bite-sized content: Break down complicated ideas into simple, digestible videos or infographics. Topics like “How to use a Lifetime ISA to buy your first home” or “Understanding how tax works for your pension” are relevant, searchable, and – importantly – clickable.
• Empathise with your audience’s struggles: Where possible, address the unique financial challenges of your specific demographic, whether you’re targeting Generation X, millennials, or even Gen Z. This shows that you understand their world and can offer practical solutions.
• Try out Q&A formats: Use platforms such as Instagram and TikTok for live Q&A sessions. This works particularly well if you have an active audience. Otherwise, take questions from polls or posts and answer them live or in webinars, which you can advertise across your platforms. Here, you’re demonstrating your knowledge in a casual, approachable way.
• Empower your viewers with actionable tools. Don’t just provide advice, provide tools. These don’t have to be complex, but adding “takeaway” value to your content can be incredibly useful. Not only could it help you build your mailing list (you can ask for email addresses to send freebies such as budget templates or retirement calculators), but it also positions you as the go-to voice of reason and advice in an otherwise busy world.

These tips could help you add value to your content and may also serve as a crucial first step in building a long-term professional relationship. Indeed, with the right approach, you might have the opportunity to turn a casual viewer into a new client.

From the digital space to real-world trust

Ultimately, winning over the next generation of clients isn’t about “out-influencing” the finfluencers.

Rather, it’s about being a trusted, accessible, and regulated expert in the digital space they inhabit. By creating content that is educational, empathetic, and compliant, you can build a bridge between their digital world and the real-world guidance they need.

Remember, your online presence isn’t just a marketing tactic; it’s the first handshake.

It’s the opportunity to show that, while fast financial tips can be entertaining, a professional partnership is what often leads to a secure and independent financial future.

We can help you build a content and social media strategy that makes it easier to turn followers into clients. Get in touch with us today to learn how we can help you create compliant, compelling content that entertains audiences and builds your authority as the go-to person for financial planning.

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to speak to one of our team.