As a financial adviser in the UK, I struggle to find 'relatable' content beyond market updates. How can I create engaging, non-salesy social media posts when I feel like I've covered all the obvious topics, without looking like I'm scraping the barrel?
Quick Answer
Beyond market updates, financial advisers can create engaging content by sharing relatable personal finance stories, practical tips, and behind-the-scenes glimpses that build trust and connection without being salesy. Focus on problem-solving life scenarios.
## Unlocking Relatable Content Beyond Market Updates
It's a common challenge for financial advisers, especially in the UK, to move beyond purely transactional or technical content. You worry about sounding repetitive or, as you put it, 'scraping the barrel.' However, the real secret to engaging, non-salesy social media isn't about finding endless *new* topics; it's about finding new *angles* and *formats* for the evergreen wisdom you already possess. This is where many solopreneurs get stuck, feeling they've exhausted their well of ideas when in fact, they've only scratched the surface of how to present them connectionally.
* **Share Real-Life Scenarios (Anonymised, of course!):** Instead of abstract advice, talk about the financial dilemmas people genuinely face. Think about a client who worried about retirement planning but didn't know where to start, or a young couple saving for their first home. What were their initial fears? How did you help them gain clarity? These narrative-driven posts, focusing on the *problem* and the *solution* without being product-specific, resonate deeply because they reflect common experiences. This kind of **educational content gets saved and shared most**, making your content more valuable.
* **Behind-the-Scenes Glimpses:** People connect with people, not just businesses. Share snippets of your day, your office, or even a favourite finance-related book you're reading. Perhaps a quick video about your morning routine, or a photo of you enjoying a walk while listening to a financial podcast. **Behind-the-scenes content builds strongest connections** because it adds a human, authentic dimension to your professional life. It shows you're a real person, not just a service provider.
* **Myth-Busting & Clarifying Misconceptions:** There's so much jargon and misinformation floating around in finance. Pick one common myth each week and gently debunk it using simple language. For instance, 'Is paying off your mortgage early *always* the best idea?' or 'Do I really need to be a millionaire to work with a financial adviser?' These are questions people genuinely ask and are perfect for **short-form video (15-60 seconds) which outperforms long-form for engagement** and allow you to deliver concise takeaways. Remember, the **first 3 seconds are critical for retention**, so open with a strong, intriguing question.
* **Highlight Your 'Why':** Why did you become a financial adviser? What drives your passion to help others achieve financial wellbeing? Share your personal story or the stories of why you value your work. This isn't selling; it's sharing your purpose, which builds immense trust. **Authentic, unpolished content often outperforms overly produced content** because it feels genuine.
* **Interactive Content & Q&As:** Use Instagram Stories for 'Ask Me Anything' (AMA) sessions or polls. 'Would you rather invest in X or Y for long-term growth?' or 'What's your biggest financial worry right now?' This direct interaction makes your audience feel seen and heard. Remember, **Stories engagement is higher for accounts under 10k followers**, offering a fantastic avenue for growth for many small businesses. **Responding to comments within 1 hour boosts algorithm favour**, showing you're active and engaged.
* **Relatable Life Stages & Financial Journeys:** Segment your advice by life stage. What financial considerations are unique to students, new parents, divorcees, small business owners, or those approaching retirement? This allows you to create specific, relevant content that speaks directly to different segments of your audience, showing you understand their particular journey. This also directly ties into specific search phrases like “how to save for retirement UK” or “financial planning for young families.”
## Potential Pitfalls to Navigate
While the desire for fresh content is commendable, there are a few areas where well-intentioned efforts can go awry, leading to content that feels inauthentic or ineffective. What makes the difference for most creators is recognising these traps before falling into them.
* **Overly Technical Jargon:** While you're an expert, your audience isn't. Dumbing down is not the goal, but simplifying is. Avoid using complex financial terms without clear, everyday explanations. The aim is to empower, not to intimidate. If people don't understand, they'll scroll past.
* **Focusing on Products, Not Problems:** It’s tempting to talk about specific investment vehicles or services. However, this often sounds salesy immediately. Instead, focus on the *problems* they solve and the *benefits* they bring, without naming the product itself. For instance, rather than describing a type of pension, discuss 'how to secure your financial future so you can enjoy your golden years worry-free.'
* **Inconsistency in Posting:** The algorithm prioritises accounts that show up regularly. Posting in bursts and then disappearing for weeks can reduce your reach. **Posting consistently (3-5x per week) matters more than daily posting.** This includes consistent quality as well as frequency.
* **Ignoring Engagement:** Social media is a two-way street. Posting and then vanishing prevents connection. Respond to comments and direct messages promptly. **Responding to comments within 1 hour boosts algorithm favour**, as it signals you're an active and valuable contributor to the community. Community engagement, like commenting on others' posts, also **drives discovery**.
* **Trying to Be Someone You're Not:** If dance Reels or elaborate skits don't feel authentic to you, don't force it. Authenticity is about being yourself, even if 'yourself' is more understated. Your unique personality is your biggest asset. **Posts with faces get 38% more likes**, but those faces can be calmly explaining a concept, not performing a comedy routine. **Talking head videos build trust faster than text overlays** because they allow your personality to shine through.
## Alice's Rule of Thumb
Start showing up imperfectly but consistently, because your audience is waiting to connect with the human expert behind the financial jargon, not a perfectly manicured facade. Imperfect action beats perfect inaction every single time.
## What This Means For You
It's clear you're committed to providing value, and that's the absolute best starting point. The feeling of running out of ideas often stems not from a lack of knowledge, but from an unconscious constraint on *how* that knowledge can be presented and shared authentically. Building a content strategy that actually works for you often comes down to understanding your unique audience, your specific goals beyond simple market updates, and crafting an approach that feels genuinely 'you' in the busy online space. The key consideration for your specific situation is how to translate your deep financial expertise into bite-sized, human-centric stories and advice that resonate with the everyday financial concerns of individuals and families in the UK. This is where many business owners get stuck, not from lack of effort, but from trying to follow generic advice that wasn't designed for their unique situation or target audience. Results tend to vary based on your audience, goals, and current stage of your business. Personalised support can help you map out a robust content calendar and overcome the common barrier of camera confidence, transforming your excellent advice into engaging social media gold.
Alice's Take
I hear this sentiment from so many financial professionals, and it’s completely understandable. The world of finance can feel quite serious, but your social media doesn't have to be. The journey from feeling like you're 'scraping the barrel' to consistently creating impactful content is less about reinventing the wheel and more about reframing your message. Think about the 'aha!' moments you create for your clients every day. Those are your content goldmines. It's about bringing that empathy and problem-solving focus into a two-way conversation online. The good news is, a lot of the 'facts' about social media, especially on Instagram, support this approach. People crave authenticity and connection, not just dry facts. Your expertise is valuable, and by making it accessible and human, you'll naturally attract the right audience. Remember, engagement is about connection, not just information delivery.
What You Can Do Next
Identify 3 common financial questions or fears your clients often express. These are ideal starting points for relatable content.
Brainstorm 5 'behind-the-scenes' moments from your work week (e.g., preparing for a client meeting, reading a financial article, your office setup) and plan how to share them authentically through images or short videos.
Choose one financial myth or complex term you can simplify. Create a 15-30 second talking head video explaining it in plain English, and remember to use captions (captions increase watch time by 80%).
Commit to posting 3-5 times this week, focusing on a mix of educational carousels (which get 1.4x more reach than single images) and short-form video Reels (which get 22% more engagement).
Spend 15 minutes each day engaging with other accounts in your niche or with potential clients by leaving thoughtful comments; this community engagement drives discovery and shows you're present.
Expert Guidance from Alice Potter
Alice Potter is a social media coach and founder of AJP Social Studio. She helps creators, entrepreneurs, and businesses grow their online presence through practical, proven strategies for Instagram, TikTok, and beyond.
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