2022 Financial Services Social Selling Content Study

For the past several years, Hearsay Systems has surveyed how financial professionals use digital tools for effective social selling. What types of content are firms and professionals sharing? What hit the mark and what fell flat? How is social content evolving? We dove deep to answer these questions and many more, surveying more than 200,000 advisors and agents from 100 leading global financial services firms who used the Hearsay platform during the 2021 calendar year.

2021 was significant in the sense that agents and advisors still had to contend with the changing conditions and unpredictable life events associated with COVID-19. We also entered a period in which traditional social programs have matured—yet still have room to grow—while newer channels are proving both useful and challenging.

For example, as social programs mature, it’s natural to progress from quantity to quality. A high volume of posts dedicated to financial education and corporate branding help build awareness, while a more targeted stream of posts from high-engaging categories like ESG help cultivate and sustain authenticity and trust. Although necessary for social selling, financial education and corporate branding posts often lack the engagement of more personal or empathetic posts that connect so well with clients and prospects. Coming out of the isolation of the pandemic, people want to forge personal connections. As such, advisors and agents are learning to adapt and modify content to meet this need – be it over Facebook, LinkedIn, or mediums like Instagram.

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