Video: How to use social media to reach your audience

Social media platforms have evolved in recent years, rewarding content creators who keep their users engaged. Interest-driven algorithms can help advisors who create great content grow their visibility and reach more clients organically.

TikTok’s For You page created a paradigm shift in the social media world by curating content based on users’ interests. Today, all your favourite social media platforms have adopted similar interest-driven algorithms — serving users new content based on their previous viewing and engagement habits.

That means you no longer need thousands of followers. If you create content that’s compelling and highly engaging to your target audience, the social platforms will show it to people with similar interests.

Your first post won’t get thousands of views — that’s okay. It takes time, consistency and determination.

As discussed in my last video, start by figuring out which platforms your ideal clients are on and what kind of content really resonates with them. Then, create a posting schedule.

Experiment with different types of videos, articles, infographics and messages as you go. And keep tweaking your content as you discover what’s gaining traction.

Compelling social media posts feature four key elements.

First, eye-catching visuals. Posts that include images, graphics or video consistently outperform text-only posts.

Second, create hooks. The first line of your text or dialogue has to catch your audience’s attention. Addressing a key pain point can be a great place to start. Then, include teasers to keep them watching. For example, “High income? High taxes! Here are three strategies that can help you keep more of your money, and most high earners don’t know about number three.”

Third, effective content encourages engagement. Ask your audiences to like, comment, share and follow your content.

And fourth, don’t ever stop delivering value. That can come in multiple forms — information, insights or entertainment.

Pick your platforms

There are five high-traffic social media platforms for you to choose from.

1. LinkedIn: 27 million Canadian members. It’s ideal for informational content and popular with professionals.
2. YouTube: 31.7 million Canadian users. It’s good for long- and short-format content. Financial influencers love it.
3. Facebook: 23.9 million Canadian users. It’s effective for reaching local, targeted audiences.
4. Instagram: 19.8 million Canadian users. It’s suitable for photo and short video content. Millennials and Gen Z hang out there.
5. TikTok: 12.9 million adult Canadian users. This one’s hugely popular at the moment, but mostly among young people. It works for short and long(ish) video content. #fintok is a popular hashtag.

Next week: How to mitigate compliance concerns. Protect your reputation, license and clients by learning about best practices for creating content marketing that is compliant with regulator requirements.