One of the biggest challenges with social media marketing–the rules are constantly changing. Attitudes and preferences can change without a moment’s notice. For advisors who want to utilize this powerful tool, staying current with social trends is essential.

Here are five trends social-media advisors need to know in 2022. 

1. Communicating with Millennials will be more critical than ever

In 2022, communication strategies that don’t include targeting Millennials will officially be short-sighted.

Millennials are beginning to inherit the wealth of the boomer generation before them. No longer are we in the period of “one-day Millennials will be your target client.” That day is here! 

Within the next decade, Millennials stand to inherit 68 Trillion dollars. It is the most significant generational wealth transfer in history, and it is already happening.

Millennials were raised on social communication. However, they don’t see social communication as an ancillary channel but as an integral part of their engagement with financial professionals. As their wealth increases, their preferences will become the norm and define how we all communicate online. 

2. Instagram Will Unseat Twitter

For a long time, referring to the “The Big 3” social platforms was shorthand for LinkedIn, Facebook, and Twitter. Of course, Instagram has been a strong contender for many years now, but in 2022 it will eclipse Twitter as a preferred platform of advisor marketing.

Instagram has become more popular with every age group, from 21 to 24-year-olds to 58 to 64-year-olds. However, Instagram is especially popular with the younger generations, with 71% of all 21 to 24-year-olds having an account. Compared to Twitter’s 45%, that shows much potential to be gained on the picture app.

Advisors also find that connecting with their audience of clients and prospects is easier with images. If the image strikes an emotional chord, the viewer is more likely to stop and read more. The two platforms are still powerful tools, but advisors who have only made room for three platforms in their strategy will want to consider which three those are.

3. Social media will be the priority marketing strategy for many advisors

Just a few years ago, advisors and social media felt like oil and water. These days, if you don’t have a solid social media strategy and well-managed web presence, you are dangerously behind the times.

In 2021, 62% of advisors appear to report getting new clients through social marketing efforts. Additionally, 32% said their bottom line increased over 1 million dollars in new assets under management after implementing their social marketing strategy. 

While developing a robust social strategy can be very beneficial, not having one can be disastrous. By neglecting your online presence, you ignore the point of contact where many potential clients will encounter you first. If you aren’t managing the impression they get, chances are it is not good.

4. Posts will use a more conversational tone

With advisors actively participating in social media comments, the overall tone of communication will resemble a more conversational one. While it is essential to demonstrate professionalism, using more colloquial phrases and informal language won’t feel out of place.

A recent study found that 247% more people finished an article written in a conversational tone. That is a substantial amount of engagement that could lead to new assets under management.  

Each advisor should consider their ‘brand voice’ and decide what tone and language are used across the different communication channels.

5. Audiences will want more value delivered through fewer posts

The social landscape can be very noisy. Multiple platforms with seemingly infinite postings make it hard to decide where to spend your time best online. Attention has become one of our most valuable commodities. If your audience takes the time and attention to read one of your posts, you need to make sure they feel it was worth their valuable attention.

Platforms like LinkedIn have created on-profile blogs that are perfect for longer-form content that provides excellent value.

In a recent study on what makes content show up in search results, the company Backlink found that quality was one of the most critical factors. One of their primary takeaways: 

“Comprehensive content with a high “Content Grade” significantly outperformed content that didn’t cover a topic in-depth.” 

2022 is right around the corner. Advisors who want to survive and thrive in the changing landscape need to keep up with these trends. 

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