For more than a decade, advisors used social media to engage clients at scale, generate leads, build brand visibility and network with other financial professionals. Now, as aging clients transition their wealth to younger family members, having a social media presence is critical for advisor growth.
Among Americans who seek financial advice, 29% use social media to source it,1 but among younger investors (Gen Z and Millennials), that number soars to 79%,2 creating a vast opportunity for you to showcase your expertise and connect with the next generation of clients.
Moreover, clients expect to see their advisors on social media. Across generations, roughly half of mass affluent and high-net-worth investors say they are more likely to engage with an advisor who has an active social media presence.3 Young investors have even stronger expectations: 23% of Gen Z adults say they wouldn’t even consider a financial professional who didn’t have a social media presence.4
Capturing the attention of your target audience and building rapport can be easy to do when you show up where they are. If using social media isn’t in your wheelhouse, consider having a junior advisor manage your social media accounts or hiring a third-party financial marketing and communications firm to execute on your behalf.
Boost the growth of your business by optimizing your social media strategy around three pillars: platform, cadence and content.
Concentrate your efforts on one or two platforms where you can connect with your target audience in a way that suits your communication style. Start by asking your best clients which social media platforms they prefer. Include some young clients in this group or ask the adult children of your best clients.
Next, consider which format you prefer for engaging with your followers.
There is no one ‘best’ social media platform for advisors, although LinkedIn and Facebook garner the largest amount of advisor marketing dollars.
Advisors spend more marketing dollars on LinkedIn and Facebook
% of advisors spending by platform
Source: Broadridge, “Financial Advisor Marketing Trends Report,” 5th edition, 2024.
Consistency is key to building a following on social media. User expectations vary by platform.
The visibility of your profile is driven by your ‘activity’ on a given platform, which includes your posts as well as your reactions to other influencers (likes, comments and shares). Advisors who successfully gain clients using social media are active on their platforms an average of 35 times per month.5 Need to level up your activity? Each time you post, also take a moment to react to posts from three other contributors, but be selective. Only react to content that aligns with your philosophy and the clients you serve.
Spark meaningful conversations by posting about topics that interest your clients and prospects. For inspiration, recall some recent interactions with your best clients. What have they asked you lately? The topics that are top-of-mind for them can attract similarly minded clients and prospects.
Create some variation by posting content that serves different purposes:
Young investors are cautious about whom and what to trust online. They want you to provide clear explanations and discuss financial topics that are relevant for their stage of life. Be consultative, transparent and authentic, not salesy.
Focus on what drives trust for young investors
How Gen Z investors decide whom and what to trust online
Source: FINRA Investor Education Foundation & CFA Institute, “Gen Z and Investing: Social Media, Crypto, FOMO, and Family,” May 2023.
Being intentional about your choice of platform, cadence and content will help you stand out from other advisors. Start building authentic connections with the next generation of clients today to position your business for future growth.
BlackRock can help you grow your business with an effective social marketing strategy. Learn more about the BlackRock Business Consulting team or use our online resources that can show you how to choose the right platform and create impactful posts.
Drive greater business efficiency, develop your team, consider new growth opportunities and deliver for your clients and prospects.
Insights from more than 1,000 advisors across the industry reveal five key trends in the way your peers are adapting their business to attract wealthier clients and drive growth in an increasingly competitive environment.
1 Federal Reserve Bank of Philadelphia Consumer Finance Institute, “Labor, Income, Finances, and Expectations (LIFE) Survey, “How Americans Use Social Media For Financial Advice,” March 2025.
2 Forbes Advisor, “Nearly 80% of Young Adults Get Financial Advice From This Surprising Place,” 3/4/2023.
3 Advisor 360, “Scrolling to success: How advisors are mastering social media,” 9/21/2023.
4 FA Magazine, “More Investors Are Vetting Their Financial Advisors On Social Media,” 6/22/2021.
5 Putnam Investments, “Putnam Social Advisor Survey 2023.”
This material is not intended to be relied upon as a forecast, research or investment advice, and is not a recommendation, offer or solicitation to buy or sell any securities or to adopt any investment strategy. The information and opinions contained in this material are derived from proprietary and nonproprietary sources deemed by BlackRock to be reliable, are not necessarily all-inclusive and are not guaranteed as to accuracy. Reliance upon information in this material is at the sole discretion of the reader.
Prepared by BlackRock Investments, LLC, member FINRA.
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