The 2024 Financial Services Social Selling Content Study analyzed data from over 260,000 financial advisors across 100 global firms and 13 million social posts. Key findings reveal engagement declined in 2023 due to evolving social behaviors and algorithm changes. Original content outperformed unmodified posts by 10x, but only 4.4% of posts were original. Instagram generated 3x more engagement than Facebook and 14x more than X, despite being the least utilized platform. Video publishing rose 287% since 2019, signaling a shift toward visual content. Firms prioritized educational over promotional content, emphasizing value-driven strategies for impactful social selling.

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