How to become social media savvy

March 2025

The first step to creating an effective social media strategy is to consider the wants and needs of your audience. Think about the ‘why,’ ‘who’ and ‘what’ of your strategy – whether that’s trying to reach new customers, nurture existing connections, or both.

In addition, 44% of Gen Z already believe they can source good financial information from social media² — reading, listening and watching tips from finance influencers (also known as ‘finfluencers’) — and 34% of internet users prefer finding new products, services or brands through social media³. If you don’t grasp the potential of social media, then others will!

The next step is to choose the right platforms for you and stick to them. Our advice – pick one or two to focus on, once you’ve identified what you want to use social media for.

Here’s a little run down of the most popular channels and how they’re commonly used:

• LinkedIn for building your professional networking and thought-leading content
• Instagram for showcasing real-time success stories alongside client testimonials and case studies
• TikTok for short digestible videos providing information or sharing success stories
• Facebook for showcasing the services you offer.

Have a think about how much time you can allocate to posting on social per week. Set yourself clear objectives of what you want to achieve and be realistic with your time.

It's important to note that you don’t have to post every day. What matters most is being consistent and delivering high-quality content. Sticking to a routine should reward you with a growing audience.

If your plan is to deliver guidance to potential buyers, sharing weekly updates on the market or product changes, alongside educational content, could help to make a lasting impression. Notably, 33% of internet users prefer contacting a brand via social media to calling them⁴.

Social media is all about building a community. By engaging with your audience you can establish your community and enhance your social media presence.

Consider different interactions, such as asking and answering questions, participating in discussions in the comments section with your audience and hosting live or video Q&A sessions. A varied approach should help you reach different audience groups and show your commitment to helping every client with their queries.

Measuring the success of your social media strategy is key. Organic growth takes time, so be prepared to stay the course. Your first post is unlikely to have a big impact but as you continue to post you should start to see results.

Measuring your success could include tracking:

• Impressions – how many times your post has been viewed
• Engagement rates – how much your audience has engaged with your content (including likes, comments and shares)
• Click-throughs – how many people have clicked on your page, or a link included in your post.

If things really aren’t working as you’d like, experiment with a different approach or content type.

Social media is a great tool for brokers to connect with potential clients and showcase market expertise. The right combination of platform, consistency and valuable content will help you to reach your audience more effectively. Make sure to regularly keep track of your engagement and tweak your strategy where necessary.

For more insights on how to build stronger client relationships and position yourself as a thought leader in the competitive landscape, download our guide to thriving on social media here.

1. The First Timer Buyer Economy
2. Most adults think financial advice too expensive | FSCS
3. 1 in 3 Consumers use Social Media to Discover New Products Brands
4. 10 Stats That Prove The Importance of Social Media Marketing