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TikTok & Instagram Reels for Trust-Building
Most financial advisors don’t think of TikTok or Instagram Reels as their go-to marketing tool – but you may be missing a major trust-building opportunity.
You don’t need to dance. You just need to show up. Reels and short-form videos humanize you – showing your office, sharing a quick financial tip, or even highlighting what “a day in the life” of an advisor looks like. It builds familiarity and trust, especially with younger audiences and the adult children of your clients.
I use TikTok to connect with my students at Oklahoma State University (@DRKuzmeski). As a professor, students are my customers. Now, as a consultant and speaker to financial advisors, TikTok is not the right medium, yet, as many advisors are not there. But what about your prospects? Where are they? Younger people and the kids of your current clients just may be scrolling TikTok everyday.
Pro tip? Start with “money myths” or “ask me anything” Q&As that you commonly hear. Film it vertical. Keep it under 60 seconds. And always include a hook in the first 3 seconds to stop the scroll.
These videos aren’t about going viral – they’re about staying visible. Be the face of financial advice on someone’s feed.
Related: Great Advice Isn’t Enough—Why the Best Advisors Invest in Visibility