Why financial services struggle with low social media engagement rates

Struggling with low engagement rates on social media? Learn why financial professionals face unique challenges and discover actionable strategies to improve engagement.

Published on March 1, 2025

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Low engagement rates can feel like a roadblock to achieving visibility and growth on social media. But if you’re in the financial services sector, you face unique challenges—balancing trust-building with compliance, crafting clear yet compelling messaging, and ensuring you reach a highly targeted audience. Here’s why your engagement might be low and, more importantly, how to boost it.

1. Crafting the right voice for financial services

Financial services are built on trust, credibility, and expert insight, and your social media voice should reflect this. But how do you balance professionalism with relatability?

Here’s how to refine your voice for social media:

Use plain language: Avoid jargon and technical terms whenever possible, as these can turn off readers. Instead, focus on explaining complex concepts in simple terms to keep your audience engaged and informed.
Showcase thought leadership: Share timely insights on financial news, industry shifts, or regulatory changes. Consistent expert analysis builds authority and boosts engagement, especially when you encourage your audience to share their perspectives.
Humanise your brand: Adding a touch of personality to your posts—whether it’s sharing a behind-the-scenes look at your team or sharing client success stories—can help bridge the gap between formality and relatability, making your audience more likely to interact.

By refining your voice to be both credible and approachable, you’ll create an environment where your followers feel comfortable engaging with your content.

2. Choosing the right types of content for engagement

Not all content performs equally well. In financial services, where audiences are often looking for trust and expertise, certain content types are more effective at driving engagement.

Educational content: Financial audiences value practical tips, explanations of market trends, and regulatory insights. Try using infographics, short videos, or carousels to explain these topics in a digestible way.
Client testimonials and case studies: Success stories from real clients add authenticity and demonstrate your expertise. Sharing these not only builds trust but also encourages engagement, as readers can relate to the stories of others in similar financial situations.
Interactive content: Polls, Q&As, and even live videos can be highly engaging, especially when covering hot-button topics like investment strategies or financial planning tips. These formats invite direct participation, making followers feel like a part of the conversation.

By diversifying your content, you’ll offer more ways for your audience to engage, making it more likely they’ll find a reason to comment, like, or share.

3. Boosting visibility with targeted engagement strategies

Even with the best content, you won’t see engagement grow unless it reaches the right audience. For financial services professionals, building and nurturing a targeted audience is crucial.

Optimise posting times: Analyse your audience’s online habits to determine the best times to post. For financial services, weekdays during business hours often yield the highest engagement.
Engage with your followers: Respond to comments and messages promptly to encourage future engagement. Acknowledging questions or feedback shows that you’re listening and responsive, qualities highly valued in financial services.
Leverage hashtags carefully: Use industry-specific hashtags to reach more followers interested in financial advice, investments, or financial planning. Avoid overly broad hashtags like #finance; instead, try specific terms like #financialplanning or #retirementstrategies.

By targeting your engagement efforts and actively building connections, you’ll improve visibility within your niche and increase the likelihood of engagement.

Ready to increase your engagement?

Low engagement rates can be frustrating, but they’re not insurmountable. By fine-tuning your brand voice, choosing the right content, and using engagement strategies tailored for financial professionals, you can turn your social media into a powerful tool for growth.

Why financial services struggle with low social media engagement rates

1. Crafting the right voice for financial services

2. Choosing the right types of content for engagement

3. Boosting visibility with targeted engagement strategies

Ready to increase your engagement?

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