# Striking the balance between consistent, creative, and compliant content for financial services on social  Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-08-03 Category: TECHNOLOGY Category URL: https://financedigest.com/category/technology Meta Title: Balancing Financial Services Content for Social Success Meta Description: Discover the importance of leveraging social media in the financial services industry for lead generation and client relationships. Learn how AI and automation URL: https://financedigest.com/striking-the-balance-between-consistent-creative-and-compliant-content-for-financial-services-on-socialhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/2022-11-27t150235z1lynxmpeiaq065rtroptp4socialmedia-creators-1736813698698-compressed.jpg) # **Striking the balance between consistent, creative, and compliant content for financial services on social** **![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/billy-jones-450x470-1736813698682-compressed.jpg)** _By_ **_Billy Jones,_** _Senior Director of Brand Marketing, Hootsuite_ Social media has been part of our lives for twenty years now — and in that time, has become a critical driver of success for organisations of all sizes and industries. In the financial services industry 81% of financial advisors who use social media say they’ve gained new business leads through their social efforts, per Putnam. Organisations within this highly regulated space are increasingly adopting social media technologies to scale growth, key to which is leveraging compliance-safe tools and resources to target new and existing audiences— contrary to a narrative that, as an industry, they’ve been slower to adapt to this. But with the immense potential for financial advisors to find leads, build relationships, and exceed their targets through social, there comes a common pain point [faced by marketers](https://www.financedigest.com/peel-off-face-mask-market-2022-outlook-current-and-future-industry-landscape-analysis-2029.html "Peel off Face Mask Market 2022 Outlook, Current and Future Industry Landscape Analysis 2029") all around — balancing the consistency required for success and the demanding nature of content creation to maintain an engaged audience. As AI embeds itself into the social space, [financial marketers](https://www.financedigest.com/marketing-in-a-new-financial-frontier.html "Marketing in a new financial frontier ") who look to automation not as a solution, but as a tool for jumpstarting creative work will be primed to drive successful social-first brands and experts. ## **Leveraging social to scale connection with clients and prospects** An attractive benefit of social media for [financial services](https://www.financedigest.com/why-mlops-will-boost-the-wider-adoption-of-ai-in-financial-services.html "Why MLOps will boost the wider adoption of AI in financial services") firms is the ease of relationship-building— known as social selling. Tapping into the [power of social can help financial](https://www.financedigest.com/the-transformative-power-of-technology-in-banking-and-finance.html "The Transformative Power of Technology in Banking and Finance") advisors better know who their clients are and design a more personalised approach. For example, LinkedIn is a great place to learn about career changes or retirements and congratulate clients or offer guidance during transitional periods. Following clients’ business pages can also provide insight into their challenges. Nearly a quarter of Internet users follow [companies they are considering purchasing from on social media](https://www.financedigest.com/passendo-partners-with-leading-media-company-audienzz-to-revolutionise-its-ad-offer-in-a-portfolio-of-over-70-premium-newsletters.html "Passendo partners with leading media company, audienzz, to revolutionise its ad offer in a portfolio of over 70 premium newsletters"), according to Datareportal’s Digital 2022 October report. But they [need to know](https://www.financedigest.com/ukraine-and-russia-what-you-need-to-know-right-now.html "Ukraine and Russia: What you need to know right now") a brand is trustworthy before making a purchase. Providing useful, factual information and resources to build up customer trust is vital to turning social engagement into sales. Social media is also where [Gen Z goes in search of financial](https://www.financedigest.com/gen-z-finance-banking-on-success-with-personalized-outreach.html "Gen Z & Finance – Banking on success with personalized outreach ") information. On TikTok specifically, the FinTok category has had a great impact on financial literacyamong this generation as they start to hit major milestones that deserve financial advice, with70% already saving for retirement, per Putnam. However, social media is equally an important channel for connecting with clients who fall outside the Gen Z category. In fact, more than three-quarters (75.1%) of [internet users use social media for brand research](https://www.financedigest.com/we-researched-dfinitys-internet-computer-and-this-is-what-we-learned.html "We Researched Dfinity’s Internet Computer and This Is What We Learned"), per Datareportal. While social selling is an incredibly [powerful tool for lead generation](https://www.financedigest.com/rising-investments-in-renewable-power-generation-to-amplify-demand-of-substation-monitoring-system-market-fact-mr-report.html "Rising Investments in Renewable Power Generation to Amplify Demand of Substation Monitoring System Market: Fact.MR Report") and fostering client relationships, it also requires consistency on social — and engaging content to go along with it. For that reason, financial organisations are increasingly investing in supporting and empowering their advisors with approved content specific to social. For example, Julius Baer, a [Swiss banking](https://www.financedigest.com/swiss-bank-ubp-returns-to-chinese-markets.html "Swiss bank UBP returns to Chinese markets") group, implemented an employee advocacy program that has equipped its advisors with social-ready and compliance-safe content that positions them as experts, while also taking the guesswork out of publishing social content. At the same time, the company has effectively boosted its brand awareness, with more than 4,600 posts shared on employees’ social channels since the program launch (2022), driving 12.5k clicks to its website and more than 5.3 million impressions on LinkedIn. ## **Increasing content creation efficiency through automation** The pain points that social marketers are faced with have only become more prominent despite the evidence of social’s efficacy in scaling growth. Across industries, but especially within regulated industries that are beholden to strict compliance regulations, [generating timely and engaging content](https://www.financedigest.com/gen-z-significantly-prefers-user-generated-content-older-millennials-lean-toward-streaming-inmobi-insights-survey-shows.html "Gen Z Significantly Prefers User-Generated Content, Older Millennials Lean Toward Streaming, InMobi Insights Survey Shows") continues to be a challenge. With 61% of [financial service marketers](https://www.financedigest.com/broadening-horizons-exploring-diverse-opportunities-in-the-financial-markets.html "Broadening Horizons: Exploring Diverse Opportunities in the Financial Markets") reporting that content strategies help generate traffic and build relationships with clients, per Marketing Revolution, the need for simpler content creation to maintain high levels of engagement is overwhelming. For [financial services firms](https://www.financedigest.com/why-financial-services-firms-are-banking-on-behavioural-biometrics-to-beat-fraud.html "Why financial services firms are banking on behavioural biometrics to beat fraud") — big and small — cozying up to compliance-safe AI tools for social along their digital acceleration journeys can be a powerful next step for supporting content creation (and scaling growth) on social. The use of AI in the financial services industry stretches far and wide — from right-channelling clients to the most optimal medium for engagement, to personalisation across all customer touch-points — and generative AI for simplifying social [marketing can be a complementary tool to continue driving](https://www.financedigest.com/feasibility-of-interoperability-to-drive-the-disinfection-robots-market.html "Feasibility of interoperability to drive the Disinfection Robots Market") that momentum forward. This is where the power of social-first AI tools comes in — like Hootsuite’s newly-launched OwlyWriter AI – as tapping into automation on social allows financial [marketers](https://www.financedigest.com/guide-to-the-most-affordable-marketing-automation-software.html "Guide To The Most Affordable Marketing Automation Software") to skip the dreaded ‘blank canvas’ stage with automated social content prompts, ideas, and even entire posts. By [supporting financial marketers](https://www.financedigest.com/engineering-pipe-hanger-and-support-market-estimates-the-to-expand-at-around-4-8-cagr-from-2021-to-2031.html "Engineering Pipe Hanger and Support Market Estimates The To Expand At Around 4.8% CAGR from 2021 to 2031") in offloading repetitive content creation, AI tools can enable a focus on more creative activities that support the overall social strategy — and result in more seamless support for social sellers across the organisation. But with every conversation around automation comes the compliance concern. Financial institutions face extensive compliance requirements when posting on social media – from data privacy, to [content moderation](https://www.financedigest.com/why-are-content-moderation-solutions-skyrocketing-in-the-americas-region.html "Why are Content Moderation Solutions Skyrocketing in the Americas Region"), intellectual property rights, and disclosure requirements. Recognising this challenge, Hootsuite embedded social media compliance into the core design of OwlyWriter AI. The tool further streamlines the content creation process by generating content ideas and initial copy, optimising posts, checking for compliance and integration into existing approval workflows. More importantly, this is all achieved without storing any user data and never publishing content automatically. With tools like this, financial marketers can get creative and save precious time – all whilst staying compliant. ## **Building smarter social strategies with powerful insights** While AI enables content creation speed and inspiration, financial [marketers must continue](https://www.financedigest.com/continual-inventions-to-accelerate-the-banana-flakes-market.html "Continual Inventions To Accelerate The Banana Flakes Market") to ensure they are creating content their audience is looking for. The most effective way to achieve this is by adopting a data-driven social [strategy to hone in on exactly which types](https://www.financedigest.com/metal-bellows-market-competitive-growth-strategies-based-on-type-applications-end-user-and-region28925.html "Metal Bellows Market Competitive Growth Strategies Based on Type, Applications, End User and Region") of content work best for their audience on each social channel. In such a highly regulated space, defining a social strategy and vision can be challenging. Where one bank may focus on improving [customer experience by providing financial](https://www.financedigest.com/revolutionising-finance-exploring-the-impact-of-omnichannel-insurance-on-customer-experience.html "Revolutionising Finance: Exploring the Impact of Omnichannel Insurance on Customer Experience") advice forums, another may prefer to enhance product innovation by introducing customer reviews. Financial [marketers should begin by asking one key](https://www.financedigest.com/rowing-boats-market-key-players-industry-overview-applications-and-analysis-2029.html "Rowing Boats Market Key Players, Industry Overview, Applications and Analysis 2029") question: what are our primary goals? And how can social media help us achieve them? With a solid social strategy in place, [marketers can identify key](https://www.financedigest.com/automotive-mems-sensor-market-key-manufacturers-development-trends-and-competitive-analysis-2028.html "Automotive MEMS Sensor Market Key Manufacturers, Development Trends and Competitive Analysis 2028") markers of success and look to the data to tell them what is working and where they can pivot for better results. There are numerous metrics financial services firms can track to determine the ROI of their social strategy, but some of the most common include: **audience** [growth rate, **engagement**, and **customer service** metrics. - **Audience [growth rate](https://www.financedigest.com/short-bowel-syndrome-market-higher-growth-rate-forecast-2020-2030.html "Short Bowel Syndrome Market Higher Growth Rate & Forecast 2020 – 2030")** measures how many new followers a brand gets on social media within a certain amount of time. Rather than a simple count of new followers, it measures new followers as a percentage of the organisation’s total audience. For a new social media account, growing by as little as 10-100 new followers in a month would result in a high [growth rate](https://www.financedigest.com/polyols-market-reflect-impressive-growth-rate-to-during-2027.html "Polyols Market Reflect Impressive Growth Rate to During 2027"). As time goes on, and the organisation’s existing audience grows, more new followers are needed to ensure a consistent growth rate. This proportional [approach is a great way to accurately track audience growth](https://www.financedigest.com/growth-vs-value-investing-comparing-investment-approaches.html "Growth vs. Value Investing: Comparing Investment Approaches") over time, and demonstrate true social media ROI. To calculate audience growth rate, [marketers can track](https://www.financedigest.com/subsea-navigation-and-tracking-market-one-the-most-booming-industry-in-upcoming-years-due-to-global-demand-in-industry-by-2027.html "Subsea Navigation And Tracking Market| One the Most Booming Industry in Upcoming Years Due to Global Demand in Industry by 2027") net new followers (on each platform) over a reporting period, then divide that number by the total audience (on each platform) and multiply by 100 to get the audience growth rate percentage. - **Social media engagement** metrics show how much people _interact_ with a company’s content, as opposed to just seeing it. For example, Engagement Rate measures the number of engagements (reactions, comments, and shares) social content gets as a percentage of the “audience” – which could include interactions from followers, non-followers, or both. In fact, there aremultiple ways to calculate engagement. Financial [marketers can calculate their company’s Average](https://www.financedigest.com/fine-chemicals-market-is-estimated-to-witness-an-average-pace-with-a-cagr-of-5-4-during-the-forecast-period-2022-2032.html "Fine Chemicals Market is estimated to witness an average pace with a CAGR of 5.4% during the forecast period 2022-2032") Engagement Rate Percentage by dividing total number of likes, comments, and shares by total number of followers, and multiplying that figure by 100 - [**Customer service** style=”font-weight: 400;”> metrics like CSAT (customer satisfaction score) will tell financial services firms how pleased people are with their product or service — as such, they are vital to understanding and improving overall business results.](https://www.financedigest.com/acknowledging-the-truth-behind-poor-customer-service.html "Acknowledging the Truth Behind Poor Customer Service") [Acknowledging the Truth Behind Poor Customer Service](https://www.financedigest.com/acknowledging-the-truth-behind-poor-customer-service.html "Acknowledging the Truth Behind Poor Customer Service") [There’s also thenet promoter score (NPS), which measures customer loyalty _._ Unlike CSAT, NPS is useful for predicting **future** customer relationships, as it is based on one specific question: ‘How likely is it that you would recommend our \[company/product/service\] to a friend?’](https://www.financedigest.com/acknowledging-the-truth-behind-poor-customer-service.html "Acknowledging the Truth Behind Poor Customer Service") [Finally, chatbots are a great way to offer basic social customer service 24/7. The always-on capability was the top benefit of AI-powered chatbots in a](https://www.financedigest.com/acknowledging-the-truth-behind-poor-customer-service.html "Acknowledging the Truth Behind Poor Customer Service") [survey of global banking](https://www.financedigest.com/limited-support-for-central-bank-digital-currencies-in-global-investment-industry-survey.html "Limited support for central bank digital currencies in global investment industry survey") and insurance clients. In this digital-first era, the most [innovative marketers](https://www.financedigest.com/the-vitamins-supplements-market-to-witness-innovation-based-sartorial-grandeur.html "The Vitamins Supplements Market To Witness Innovation-Based Sartorial Grandeur") and advisors in financial services will stay focused on their long-term strategies while building new social pilots and expanding their scope of practice. Innovations in technology, like generative AI, provide invaluable tools to professionals in the financial services industry — in fact, Accenture projected that by 2035, [artificial intelligence](https://www.financedigest.com/types-of-artificial-intelligence.html "artificial intelligence") capabilities will lead to a 38% boost in productivity over the baseline in developed countries. But [creativity cannot be replaced by automation](https://www.financedigest.com/automated-creative-launches-in-the-us-and-canada.html "Automated Creative launches in the US and Canada"). As financial marketers navigate striking the tricky balance between content creation that is compliant, consistent, and creative, they will need to [continue to play a central role in driving](https://www.financedigest.com/seenthis-anz-announces-partnership-with-adform-apac-in-its-continuous-drive-towards-more-carbon-efficient-campaigns.html "SeenThis ANZ announces partnership with Adform APAC in its continuous drive towards more carbon-efficient campaigns") innovation on social media. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---