Hearsay Systems' 2024 Financial Services Social Selling Content Study Measures Impact of 13 Million Social Media Posts
08 Mayo 2024 - 8:00AM
Business Wire
Over the last four years, video content
published increased by 287%, but text-only posts still see the
highest level of engagement
Hearsay Systems, the trusted global leader in digital client
engagement for the financial services industry, today announced the
findings of its 2024 Social Selling Content Study. Now in its
seventh year, Hearsay’s 2024 Financial Services Social Selling
Content Study aggregates data from over 100 leading global
financial services firms—including Asset Management, Wealth
Management, Property & Casualty insurance, Life &
Annuities, and Banking—and their cumulative 260,000 agents and
advisors who used the Hearsay platform during the calendar year
2023.
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2024 Social Selling Content Study by
Hearsay Systems highlights the latest trends in social media
engagement across the financial services industry (Graphic:
Business Wire)
This year’s study analyzed more than 13 million published social
media posts, which garnered more than 21 million engagements across
Facebook, LinkedIn, X (formerly Twitter), and Instagram. This data
was extracted from the Hearsay Systems platform to uncover insights
into the behaviors of corporate social media program
administrators, field publishers, and consumers.
“Our Social Selling Content Study is the most comprehensive of
its kind, telling a story of what works best to drive
engagement—and business—across financial services, both as a whole
and by sector,” said Leslie Leach, Chief Marketing and Strategy
Officer of Hearsay Systems. “Target audiences are consuming a high
volume of financial content across more channels than ever before,
yet engagement dropped this year. Our survey points out areas of
weakness and opportunity so that firms can fine-tune their strategy
and tactics to make the most of their social programs.”
2024 Social Selling Content Study Key Findings
- The number of engagements is down: The data shows that
individuals are consuming more content across channels overall, but
they’re opting to engage with it less often than last year.
- Instagram generated the most engagement: Instagram
performed 3x better than Facebook and 14x better than X—but was
also the least utilized social platform (again) this year.
- Original content generated 10x better engagement than
unmodified content: Its performance is also remarkably
consistent month-to-month. However, only 4.4% of all published
content in 2023 was original.
- Firms make the jump to video: From 2019 through 2023,
firms increased the amount of video content published by 287%.
Still, text-only posts saw the greatest level of engagement.
Where Financial Services Firms Should Focus Their Social
Efforts
Based on survey results, Instagram consistently generates the
strongest engagement for banks, wealth managers, asset managers,
and insurance companies—but is by far the least utilized platform
for a multitude of reasons. Therefore, Instagram remains a missed
opportunity for many firms.
LinkedIn can be an excellent network for social selling because
it requires less 'creative overhead.' Financial services
professionals can share every type of content without limitation,
engagement is generally fairly strong, and since users don’t have
to create visual assets for posts, they can lean into
high-engagement, text-only posts. Asset Management professionals,
in particular, have excelled on LinkedIn by sharing trusted,
hard-hitting analysis with followers.
When it comes to Facebook, firms with already active followings
can succeed by focusing there. Asset and Wealth Management firms
lead the way here, enabling their wholesalers and financial
advisors to build a strong personal brand.
To see all of the results, including specific line-of-business
findings, download the 2024 Financial Services Social Selling
Content Study or register for our webinar on May 15 at 11 am PT/2
pm ET.
Find out how Hearsay supports financial services organizations
with their social programs by visiting www.hearsaysystems.com.
About Hearsay
As the trusted global leader in digital client engagement for
financial services, Hearsay Systems empowers over 260,000 advisors
and agents to proactively guide and capture the last mile of
digital communications in a compliant manner. The world’s leading
financial firms—including BlackRock, Charles Schwab, and New York
Life—rely on Hearsay’s compliance-driven platform to scale their
reach, optimize sales engagements, grow their business, and deliver
exceptional client service. Hearsay is headquartered in San
Francisco, with globally distributed teams in North America,
Europe, and Asia.
Connect on Facebook, X, LinkedIn, and the
Hearsay blog.
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Carmen Mantalas carmen@gmkcommunications.com