Three ways to start to increase your follower count

Struggling with a low follower count on social media? Learn three ways to increase followers for financial services brands.

Published on February 1, 2025

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A low follower count can feel like a major hurdle, especially for financial services professionals looking to establish credibility online. You’ve put time and effort into creating valuable content, but it seems to go unnoticed. So, why aren’t people following, and what can you do about it? In this blog, we’ll dive into the key reasons why follower growth may be stagnant and the actionable strategies that can help financial brands create a meaningful online presence.

1. Understand your audience's unique needs

One common mistake financial services make is not tailoring their social media content to their audience’s specific interests and pain points. Financial professionals, clients, and stakeholders each have different motivations when following a brand, and content needs to address these directly.

How to identify and engage your audience

Define clear audience personas: Break down your audience segments – for example, mortgage advisers, independent financial advisers (IFAs), and clients seeking financial advice. Each will have distinct needs and expectations.
Address industry-specific challenges: Create content that reflects the real concerns of each group. For instance, mortgage advisers may want insights on market trends, while IFAs might look for content related to investment updates.
Use insights from current engagements: Pay attention to engagement metrics on your existing posts. For example, are your followers engaging more with content on financial trends or tips on regulatory compliance? This data can be invaluable for tailoring future posts.

By building a clearer understanding of your audience, you’re not only more likely to attract relevant followers, but also create a loyal base of engaged professionals.

2. Create a professional yet relatable brand voice

The tone of voice you have on social media can either build trust or drive potential followers away. A low follower count is often a sign that the brand voice might not be resonating. For this industry, a balance between professionalism and relatability is key.

Developing the right tone for financial services:

Be informative but approachable: While it’s crucial to convey expertise, avoid overly technical language that could alienate your audience. Explain industry terms when needed, and offer insights in an accessible way.
Use storytelling to make content memorable: Financial topics can be dry if presented in a purely factual way. Instead, use stories or scenarios to illustrate your points – such as how recent interest rate changes could impact homeowners.
Show your human side: Personal posts from leaders or behind-the-scenes insights into company values can also increase follower engagement. Sharing these relatable elements can differentiate your brand from competitors.

When your brand voice aligns with your audience’s expectations, potential followers are more likely to see your account as a valuable and trustworthy resource.

3. Post consistently with quality, relevant content

Consistency is critical to attracting and retaining followers, yet many financial services firms struggle to keep up with a regular posting schedule. Often, this is due to a lack of time or content ideas. A low follower count may indicate that followers are not seeing your content enough to stay engaged.

Building an effective content strategy

Create a content calendar: Plan your posts around key financial industry dates and themes, like tax season, new regulations, or economic forecasts. A structured calendar keeps content flowing and aligns posts with timely topics.
Focus on educational and actionable posts: People follow accounts that add value. Share insights on topics like “How to navigate financial planning post-Brexit” or “Top tax tips for small businesses.”
Use visuals and interactive elements: Financial information can be complex, so make it easier to consume with infographics, short videos, or polls. For instance, a quick poll on “How often do you review your investment portfolio?” can engage followers while giving you insights into their interests.

A consistent, quality content strategy helps your brand stay relevant and top-of-mind for your audience, making it more likely for them to engage with your posts and become followers.

Building a strong online presence

Having a low follower count is not uncommon in the financial services industry, where establishing trust and credibility is paramount. By understanding your audience’s needs, crafting a professional yet approachable brand voice, and posting consistent, high-quality content, you can start building a follower base that’s both engaged and relevant to your goals.

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Three ways to start to increase your follower count

1. Understand your audience's unique needs

2. Create a professional yet relatable brand voice

3. Post consistently with quality, relevant content

Building a strong online presence

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