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Classified in: Science and technology
Subjects: Photo/Multimedia, Survey

Hearsay Systems Unveils Results of 2022 Financial Services Social Selling Content Study: Higher Engagement Linked to Sharing the Right Message in the Right Medium

Hearsay Systems, the trusted global leader in digital client engagement for the financial services industry, today announced the findings of its 2022 Social Selling Content Study. Now in its fifth year, the study remains the most comprehensive of its kind, analyzing the social media activities of more than 200,000 advisors and agents from 100 leading global financial services firms who used the Hearsay platform during the 2021 calendar year.

This year's study examined more than 15 million texts, and 14 million published social media posts, which garnered more than 16 million engagements across Facebook, LinkedIn, Twitter, and Instagram. It also included in-depth analysis of social media content across specific lines of business, including asset management, wealth management, banking, life insurance, and property & casualty insurance.

"In some ways, 2021 was the year social selling grew up. Financial services professionals began to see higher returns by focusing on the quality of their posts and through greater personalization," said Leslie Leach, Chief Marketing and Strategy Officer of Hearsay Systems. "At the same time, channels like Instagram gained a foothold in financial services as advisors, agents, and firms increasingly leveraged the social medium to share with clients and prospects in new ways. While there has certainly been a lot of progress, there is still plenty of room for everyone to up their game."

Social Selling is Growing Up, But It's Not There Yet: Key Findings

Facebook and LinkedIn remain the mainstays for social selling; all told, 88% of all posts published in the Hearsay network originated from these two channels. These are also the most mature social outlets for financial professionals, as they've been in place for several years and best practices for compliance have been established. Within these channels, there was a noted shift towards more targeted, higher quality posts.

Instagram is an up-and-comer channel for financial services, underscoring how much quality and personalization matter to audiences. It yielded very high levels of engagement ? higher than LinkedIn and Facebook combined ? despite low publish rates. This was largely due to content that reflected the empathy and authenticity clients and prospects crave. Instagram also opened a new door to connect with younger audiences, who are more likely to seek out financial-related content than across other channels.

By learning across channels, and considering which mediums, content types, and combination of medium and content types meet client needs, financial services professionals can maximize the potential of social selling and generate bigger returns from social programs. It behooves organizations and professionals to pay attention to what's working on each medium and why.

To this end, key findings from this year's Social Selling Content Study include:

Evolving from Quantity to Quality

Mapping the Message to the Medium

The Unfulfilled Promise of Profiles

Learn more and see all of the results, including those according to line of business, by downloading the full 2022 Social Selling Content Study here.

Find out how Hearsay supports financial services organizations with their social programs by visiting www.hearsaysytems.com.

About Hearsay Systems

As the trusted global leader in digital client engagement for financial services, Hearsay Systems empowers over 200,000 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 New York Life, Morgan Stanley, Charles Schwab, and Ameriprise ? 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.

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News published on 24 may 2022 at 09:20 and distributed by: