Creating Video Content for Financial Planning Marketing

I feel like a little bit of a hypocrite writing this blog because I am a reluctant video creator.

In a Wyzowl marketing study conducted from 2015-2024, they reported that one-third of marketers who don't use video say it's because they don't have time.

I'm over here raising my hand, but the truth is that I could make the time and I should make the time because when I DO commit to creating videos, I always see an increase in traffic and social media likes.

Video marketing is something we help our financial planning clients with and that's because it's an extremely valuable marketing tool. According to recent studies, nearly 80% of people would rather watch a video than read about a product or service, and 86% of businesses now use video as a marketing tool. For financial planners, this means that your audience is more likely to engage with video content than with traditional blog posts or static visuals.

It also allows us to explain complex topics that can be intimidating to some people: video content allows financial advisors to break down these complicated ideas into digestible, easy-to-understand segments.

But probably the most valuable component of video marketing is that it allows your audience to get to know you. Seeing and hearing you explain financial strategies humanizes your brand, allowing potential clients to feel more connected to you before they even meet you. Videos featuring the financial planner explaining concepts or providing guidance can show authenticity, which fosters trust—essential in any client-advisor relationship.

So, how do we do it? How do we create video content efficiently and stay within our marketing budget? First, let's look at the types of videos we want to create.

Key Types of Video Content for Financial Planners

Explainer Videos These are short, informative videos designed to break down complicated financial topics into understandable pieces. For example, a video explaining how compound interest works or the importance of diversification can serve as evergreen content that clients and prospects can refer to anytime. Make these videos educational, brief, and visually engaging with simple animations or infographics.

Client Testimonials Potential clients want to know that you’ve successfully helped others in similar situations. Videos featuring satisfied clients sharing their stories and how your financial guidance made a difference in their lives can be a powerful social proof tool. These testimonials provide credibility and demonstrate the real-world impact of your financial expertise.

Behind-the-Scenes Content People appreciate transparency. A “Day in the Life” video showcasing your work routine, how you stay informed on the latest market trends, or your client interaction processes can give potential clients an inside look at what it’s like to work with you. These videos can build trust and rapport by showing your dedication and personal commitment to helping clients achieve their financial goals.

Live Q&A Sessions Hosting live Q&A sessions via social platforms like YouTube or Instagram can create real-time engagement with your audience. This format allows prospective clients to ask questions about their financial concerns and get immediate answers. You can also repurpose these live sessions into shorter clips or highlight reels for future content.

Best Practices for Creating Effective Video Content

Keep It Short and Engaging Attention spans are short in the digital age. Aim for videos that are concise and to the point—ideally, under 2-3 minutes for most content. Always ensure that the first few seconds grab your audience’s attention with an interesting question or strong visual.

Use Professional Equipment While it’s possible to create simple videos with your smartphone, investing in professional lighting, sound, and editing software can elevate the quality of your content. High-quality production reflects professionalism and can help reinforce your credibility.

• HOWEVER, don't let the idea of getting professional equipment paralyze you into non-action. My rule of thumb is this: if it's going to be a video "commercial" that you're going to have on your homepage for years, invest in a professional videographer. If you are creating a weekly/monthly vlog, the most important thing is that you stay consistent. Remember, too, that a casual video can make you seem more human.

Create a Content Calendar Plan your video content in advance, aligning it with key financial events (such as tax season, end-of-year planning, etc.) and your overall marketing strategy. Consistency is key to building an audience, so posting videos regularly can keep your brand top of mind for potential clients.

Video is the Future of Financial Planning Marketing

Yes, I know that's not what you want to hear. But you're a planner! It's in the title of your profession!

This might be where you want to outsource and find someone who will keep you on task. What's even better is that you can often "batch" this to-do by sitting down and tackling several different topics at once. Use a simple video editor (or find someone to help you cut it into segments) and you'll be done!