After a recent presentation on video marketing for financial advisors, an advisor in his late 40s approached me with a sheepish grin.
“Good presentation,” he said. “But I’m never going to be the Mr. Beast of financial advice.”
He chuckled as he said it, clearly half-joking but also hoping I’d reassure him that he didn’t need to become a social media star to stay relevant through video marketing.
I smiled and replied, “You’re right. But if you can talk to a client, you can talk to a camera.”
He paused, and added, “Well, I did try video once. Let’s just say … it wasn’t my proudest moment.”
Intrigued, we scheduled a call to talk further. My hope was to showcase a more sustainable, less formal approach to video marketing.
A few weeks later, we caught up over the phone. He told me about his first attempt at video: filmed on a laptop webcam, poor lighting, no script. He rambled about the markets for 4 minutes, got compliance approval and posted it to LinkedIn. It earned five likes—four from people he already knew.
“I felt like I was talking into a void,” he admitted. “Definitely didn’t feel worth the effort.”
I encouraged him to reframe his thinking about video. It wasn’t about going viral; it was about building momentum one video at a time. I suggested a few small but important changes: better lighting, a more conversational outline, and focusing each video on delivering just one clear takeaway.
A few weeks later, he sent me a link to his newest video.
The difference was obvious. The production quality was higher, and most importantly, he gave one clear message about staying calm during market volatility. It wasn’t perfect, but it was better.
He posted it to LinkedIn and YouTube again, not expecting much. But within a day, he had a few thoughtful comments, a dozen likes—many from people he didn’t already know—and even a private message from a former client wanting to reconnect.
When we spoke after, his voice had a different energy.
“It felt good,” he said. “Not because it blew up or anything … but because it actually felt like me. Like something I would say to a client face-to-face.”
That’s when it clicked for him: success in financial advisor video marketing wasn’t about views or vanity metrics. It was about creating a familiar presence—a way for clients and prospects to see and hear from him even when he wasn’t in the room. A small win, but an important one.
Riding high from his small win, he decided to get even more intentional with his third video.
A major employer in his area was undergoing significant layoffs. He saw an opportunity to be helpful. He filmed a short, thoughtful video, specifically for those affected, offering practical advice on handling severance packages, managing 401(k) rollovers and navigating the emotional stress of an unexpected job transition.
Before posting, he contacted a few existing clients who worked at the company and asked if they’d be willing to discreetly share the video with colleagues who might find it helpful. A handful agreed.
The response was immediate. The video quietly circulated among employees, and within days, a displaced worker who had seen it contacted him for help. They scheduled a meeting, and during the call, the prospect said, “I felt like you were speaking directly to me. I had no idea what to do next until I saw your video.”
When we debriefed, he was excited. “This made it real,” he said. “It actually helped someone at a critical moment.” Helping someone at a vulnerable moment gave this advisor something every marketer, financial or otherwise, needs: belief in the process.
He no longer sees video as a performance or a popularity contest. It’s a tool—one that can connect, educate and serve. He’s not MrBeast—and he doesn’t need to be. His videos serve a clear purpose within his practice, helping him stay connected, responsive and top-of-mind.
Here’s how that plays out:
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Client Communication at Scale
During market swings or big financial headlines, he sends short, steadying videos with a personal note, keeping clients informed and reassured. -
Prospect Education and Follow-Up
When a prospect asks a complex question—about income strategies, estate planning, or portfolio risk—he follows up with a relevant video before their next meeting. It builds trust and saves time. -
Referral-Friendly Content
Rather than handing out a business card, his clients can now share a video that speaks directly to a friend’s or colleague’s situation—authentic and helpful. -
Hyper-Targeted Outreach
When unique opportunities arise (like layoffs or industry changes), he creates timely, specific content that resonates with the people who need it most.
He’s visible. He’s consistent. He’s trusted. And in the world of financial advice, that’s what actually moves the needle.
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