It’s easy to treat social media as an optional extra – something you’ll get to when you “get around to it”, or when someone else has time to “do a few posts.”
But for financial services businesses that want to be visible, relevant and connected, social media is more than just a promotional tool. It’s part of your communications foundation – one of the Fab Four essentials that help you show up with clarity and consistency.
Whether you’re a fintech, fund manager, insurer or professional advice group, social media is where many of your clients, stakeholders and peers already are. And if you’re not showing up, you’re missing opportunities – not just for brand visibility but for trust, credibility and connection.
1. It helps you stay visible
Most people don’t check your website every week. But they’ll scroll LinkedIn on a coffee break or pause on a post while catching up on industry news.
A consistent presence on social platforms helps you stay visible between those key client conversations or strategic updates. Even light-touch content – a quick insight, a link to a blog or a highlight from a recent event – keeps your business in the frame.
That kind of familiarity matters. Visibility builds recognition and recognition builds trust.
2. It reinforces your voice
Social media is one of the few places where your business can express not just what you do but how you think.
It’s a space to reinforce your tone, values and positioning. Whether you’re known for simplifying complex regulatory issues, advocating for client-first practices or bringing a tech-enabled mindset to financial services, your posts should reflect it.
When your social media strategy aligns with your website, newsletter and PR presence, it strengthens the experience people have with your brand – before they even get in touch.
3. It builds credibility
People check you out before they contact you – and your social presence is often one of the first places they look.
An outdated profile, irregular posts or low activity can raise questions. Are you still active? Are you across the issues? Are you invested in the industry?
A well-managed presence on LinkedIn – the most trusted platform for financial services professionals – signals that you’re in the market, paying attention and staying connected to what matters. And in financial services – where trust is essential – that matters a lot.
4. It supports your wider content strategy
Social media works best when it doesn’t try to do everything on its own.
Think of it as the distribution engine for your other content. Blog posts, newsletter highlights, media appearances, whitepapers, market updates – these can all be turned into smart, digestible posts that reach a wider audience.
“Every piece of content you create must work more than once – because you’re busy, right?“
Every piece of content you create must work more than once – because you’re busy, right? A blog post becomes a LinkedIn quote tile. A podcast becomes a video snippet. A media mention becomes a carousel. Social media is where all of that comes together.
5. It builds relationships
Yes, social is digital – but it’s still about people.
Whether you’re trying to attract talent, strengthen referral networks or position your executives as thought leaders, social media creates a touchpoint before the conversation begins.
A potential partner may like a post weeks before they reach out. A journalist might notice a comment and remember it later. A prospective client may scroll through your feed and decide they like the way you think.
These small moments add up – and when they’re backed by a thoughtful content strategy, they become part of how you grow your brand.
6. It doesn’t have to be complicated
Many businesses delay social media because they think it has to be big, bold or constant. It doesn’t.
You don’t need to post every day. You don’t need to be on every platform. You just need to be on the right platform with the right message at the right rhythm for your audience and your business.
For most financial services firms, that means showing up regularly on LinkedIn, sharing relevant content and engaging with your community. Done well, that’s more than enough to build momentum.
Final thoughts
Social media isn’t just about going viral or chasing likes. It’s about being visible, being consistent and being useful.
It’s a way to show who you are, how you think and what you bring to the table – all in a place where your audience is already paying attention.
That’s why we consider social media one of the Fab Four foundations of effective communication. It supports everything else you’re doing – and helps people see the value of working with you before you even meet.
Not sure where to start with your social media strategy?
At 64 Media, we help financial services businesses show up with purpose – in line with their brand, goals and audience.
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