Global social media use continues to increase; according to The 2025 Sprout Social Index™, 30% of people anticipate using social media more this year. As the number of people on social continues to grow, so does the number of channels available to brands. It’s becoming increasingly rare for companies to stick to a single social media platform, with more channels representing further reach and more opportunities to market to customers where they’re at.
As the number of social media accounts you’re managing expands, so does the amount of time it takes to use them effectively. One of the main ways to make social media for your business easier is to post to all social media at once.
That said, cross-posting on social media isn’t as simple as chucking the same content onto all of your channels and calling it a day. In this article, we’ll explain why cross-posting is such a useful tool and how you can do it best. Plus how to tailor your approach to boost your profile on different networks.
What is cross-posting on social media?
Cross-posting is a strategy that lets you post to all your social media channels at once. By cross-posting, social media managers can get content up on all their brand accounts quickly, freeing up more time to optimize and refine their content strategies.
Should you post the same content on all social networks?
While cross-posting is a smart time-saving tool, it isn’t as simple as just posting the same exact content to every network.
Every network has a unique audience, content types, performance benchmarks and other native features to consider. For example, the text posts and static image content you create for Facebook won’t work on YouTube where your audience expects video content.
Your text posts might resonate with your LinkedIn audience, but you’ll likely still need to tweak them to meet their unique expectations.
Optimizing your cross-posting strategy means understanding what to post on each social media platform, and when to post it.
Benefits of posting to multiple social media channels
Cross-posting on social media can offer several benefits for social teams. We’ve listed some of the most common benefits you can unlock if you start to post to all social media at once.
1. Market to different target demographics
Even though your brand likely has a primary target audience, you’ll also have distinct target audiences across different social platforms.
This is because networks are popular with different demographics. You should first identify your unique social media target audience across each of your profiles. You can then use cross-posting to get the right content to these audiences quickly.
By streamlining the posting process, cross-posting gives your social team more time to dedicate to creating content. They’ll be able to design content that appeals directly to these different audiences, allowing your brand to market to several demographics more effectively.
2. Manage multiple direct communication channels
Social media isn’t designed just to be consumed; people want to engage. Consumers expect social media accounts to be active, and expect to receive responses to direct messages.
Sprout’s 2025 Index found that 73% of social users would buy from a competitor if they didn’t receive a response on social. Managing these direct communication channels is an essential part of a successful social media strategy.
By cross-posting, you can make sure more of your social media accounts are actively posting content. This means customers will have more direct channels to engage with your company, and you’ll have more opportunities to capitalize on this engagement.
3. Test new platforms
New social media networks pop up regularly, and there’s no telling which of them could become the next major player with billions of active users. Platforms like Bluesky, Lemon8 and Threads all launched in the past few years and offer increasingly popular alternatives.
By using cross-posting to post to all social media at once, you can build a presence on these newer networks without investing significant time into tailored content. You can cross-post across Bluesky and X for example, as they’re both text-focused.
It’s still worth tweaking your content to cater to demographic changes on these new platforms. But by applying a cross-posting strategy effectively, you can start to build and sustain a following on different channels in a more timely way.
4. Expand your overall reach
By cross-posting to keep all of your accounts active, you’ll continue to expand your company’s reach. This benefits you because the more social media channels you use, your potential pool of engaged users widens.
You can build reach across demographics, but also across regions. For example, be cognizant of how social media use differs in Asia Pacific compared with the US when building your strategy. Increase your presence on apps that are popular in specific regions using cross-posting. Combine this with geotargeting, a feature found both on LinkedIn and Facebook, to refine your regional strategy even further.
Also remember to tweak your content before cross-posting if you’re applying this regional approach to international marketing, as people in certain regions have different content expectations.
5. Reach people at different times with scheduling
Successful brand profiles must understand the many nuances of each social channel. That includes the best times to post on each of these networks to achieve the widest reach.
The best times to post on Instagram aren’t the same as ideal times for Facebook, or a TikTok schedule. Times also change depending on the region you’re targeting. For example, UK social media users will be online at different times than those in the US.
Cross-posting gives you an easy way to reach your different customers at the right time. You can schedule cross-posting to make sure regional accounts are publishing at local times, or cross-post all of your long-form video content when your customers prefer to engage with them. If you’re posting on Facebook or LinkedIn, use Sprout’s audience targeting features to further segment your content targeting based on location.
How to post on all social media platforms at once manually
It’s possible to create a cross-posting strategy manually across the social media accounts you’re managing. To do this, you’ll need to follow these steps:
Design your content. First, create the content you plan to cross-post, including all the elements like text and visuals.
Tailor it to each platform. Next, tailor this content so it meets the needs of each platform you’re cross-posting to. This might involve shortening a video for TikTok, or cutting text to fit X’s 280-character limit.
Open each social media platform manually. Once you’ve edited your content and have each option ready, open your platforms. Log in to every network individually on separate tabs.
Draft on each platform but don’t publish. One by one, go into each account to draft your upcoming post. Layout everything the post needs like links and hashtags.
Publish them simultaneously. Go through and press publish on each account so they post at the same time. You’ll need to factor in variables like publishing times, as longer videos on platforms like YouTube will need to be pushed first as they’ll take longer to upload.
Engage across each platform afterwards. You’ll need to monitor the responses to your posts across each profile, and engage with relevant comments individually.
Do this consistently. Follow this process each time you need to post to all social media at once.
How to post on all social media platforms at once in Sprout Social: A step-by-step guide
While the above strategy works, it doesn’t allow you to access the time-saving benefits of cross-posting with a social media tool.
To streamline your cross-posting strategy further, you’ll need a tool like Sprout. Follow these steps to learn how to post to all social media at once using Sprout.
Step 1: Log in to Sprout Social
Log in to your Sprout Social dashboard. Once you’re in the system, navigate to the Publishing tab. This is where you’ll find all of Sprout’s support features for social media content publishing, including cross-posting.
If you don’t have a Sprout account yet, sign up for a free 30 day trial.
Step 2: Connect your social media accounts
Connect all of your accounts to Sprout. Follow these quick steps to connect each of your social accounts:
Navigate to Account and Settings > Connect a Profile (Or you can connect a profile by clicking + Connect a profile from Groups & Social Profiles in Settings).
Select the group the profile belongs to from the In Group dropdown.
Click Connect. This may take you to additional configuration steps.
Click the Go To button in the lower right corner of the Connect a Profile screen. You’ll be sent to the corresponding social profile’s site.
Follow the prompts to authorize the profile’s use on Sprout.
Sprout supports social integrations with many leading social networks. Find a list of the accounts you can link to Sprout.
Step 3: Create your post
Once you’ve linked all your social accounts, create your content. You can use the Compose tool to customize your post, including adding platform-specific features like LinkedIn link previews or Instagram hashtags. Compose also has an AI assist feature to further save time and improve your content. Watch this video to understand better.
Use these features to tweak content for each network. Consider your target audience across each channel, as well as network nuances and formats.
Sprout supports most current content formats, including TikTok videos, YouTube Shorts, Instagram Reels and others. See our support page for a full list.
If you’re creating the same content often, use Sprout’s Saved Replies and Templates tools. Saved Replies helps you quickly respond to common engagement messages, whilst Templates enables you to save a content template for quick publishing in the future.
Step 4: Select social profiles in the Profile Picker
Use Sprout’s Profile Picker to select which accounts you want to cross-post on. Select each, then proceed further.
Step 5: Preview your post
You should always preview posts before you publish them, to check formatting and other possible errors. Sprout’s Preview feature will show you how each post will appear on each network.
Review the post on each chosen network, and make any tweaks if needed. Then move on to publishing.
Step 6: Publish or choose Sprout Queue
If you want to cross-post right away, select Publish. If you’re scheduling, first use Tagging to track content performance across specific campaigns.
Use Sprout Queue to schedule cross-posts to each of your accounts alongside any other posts in your content calendar. While queueing, use Viral Posts to align each scheduled post with optimal network publishing times.
If you’re preparing a big content update, use Bulk Scheduling to quickly add several content updates to your calendar.
Your posts will be posted at your chosen times, and you can move on to performance tracking.
Step 7: Measure performance
As long as you’ve tagged your cross-posted content you can track performance through Sprout with its Tag Performance Report.
Track individual post performance, as well as how they contributed to an overall campaign. You can track vital data like impressions and engagement rate across each platform, and use this data to improve your output in the future.
Make cross-posting on social media easier than ever with Sprout
Managing multiple social media accounts can be time-consuming, but cross-posting is a reliable way to streamline and scale the process. When you post to all social media at once you can also access further insights into how your content is performing through analytics, which your social teams can use to optimize across all of your social channels.
The best way to understand the benefits of cross-posting is to try it for yourself. Try Sprout’s 30-day free trial, and start making your social media channels easier to manage.
Social media skills have evolved dramatically since AI has come into the picture. To keep pace with these changes, social media managers must develop specialized skills that complement AI-driven advancements in content strategy, analytics and audience engagement. Marketing leaders also need social media marketing skills to help social teams do their best work.
In this article, we’ll explore how AI has reshaped the role of social media managers. Plus, we’ll list the social media skills social media managers and marketing leaders must master to stay competitive.
How have social media manager skills evolved?
How to be a good social media manager has changed. A few years ago, social media managers were responding to social network fragmentation and dynamic changes in search engine optimization (SEO). Today, they’re optimizing content creation, managing online communities and providing more personalized customer care—while finding new ways to use AI.
According to The 2025 Sprout Social Index™, the most important functional skills for social media managers are social listening, data storytelling and creative direction. The most valuable soft skills include project management, brand voice development and strategic partnership building.
AI helps scale these skills, but it doesn’t replace them, especially because social practitioners need many of them to produce original content.
How social media manager skills have changed since AI emerged
Skill specialization is the biggest overall change AI has brought on. A 2024 analysis of 50 social media job descriptions found that social media job responsibilities are becoming more sophisticated and data-driven.
According to Sprout’s Q1 2025 Pulse Survey, here are the top three specialized roles marketers would like to add to their team.
AI is changing the game, but social media managers are still calling the shots. By leveraging AI-powered tools for tasks like scheduling and writing alt text, they’re streamlining workflows and freeing up time for high-level strategy and creativity. With AI as their assistant, social practitioners can focus on what they do best: creating engaging content that drives results.
Sprout’s integrated AI functionality helps with everything from sentiment analysis to predictive analytics, all in one platform, empowering social media teams to anticipate trends and optimize their strategies in real-time.
If you want to sharpen your skills for 2025 and beyond, watch the video below. We feature our top five skills for the next few years, including AI and data storytelling.
Level up your social media skills with the right social tools
As you master the skills in this article, start leveraging a social media management tool to further your social success.
11 social media manager skills to further your career
If you want to become a social media manager or grow your career as one, these are the key skills you need to advance your career. Instead of considering AI a skill, consider it a tool to help you carry out the skills below more efficiently and effectively. Here are 11 essential skills every social media manager needs to thrive.
1. Communication
Strong communication skills are essential for advancing your social media career. From writing a brief to presenting campaign insights, social media managers must effectively communicate ideas to a wide range of stakeholders.
Communication skills are even more indispensable when you consider the breadth of internal and external audiences social media managers collaborate with regularly, from teams as diverse as the legal and creative departments to followers and even social platform partners.
There are two crucial things to keep in mind when it comes to communication:
When communicating internally, articulate your ideas and plans to decision-makers and cross-functional partners. This could be about your content distribution plan or the revenue impact you expect from a campaign.
You also need to communicate consistently with external stakeholders, such as creators or influencers. Clearly define expectations, campaign goals and how you’ll collaborate with them.
Communication also applies to how you engage in the comments. Sprout’s Enhance by AI Assist provides four different tones for customer care, helping you write thoughtful and on-brand replies faster.
Resources to build your communication skills
Presentation template: Use this social media strategy deck template to effectively communicate your social strategy to the leadership team.
TED Talks on communication: Hear from some of the world’s most inspiring speakers on improving your social conversations, digital communications and storytelling abilities.
2. Writing
Social media managers have to be excellent copywriters who embody and enhance their brand’s voice on social. From witty, attention-grabbing ad copy to timely commentary, you should know how to write concise copy that speaks to your audience.
The good news is that AI can help you draft post captions faster. Sprout’s AI Assist offers copywriting support directly within the Compose Window, generating captions in your brand’s voice based on your brand’s top-performing posts or a custom topic. Worth noting: Even if you use AI tools to generate content, you still need editing skills to review and adjust the copy to ensure it aligns with your expectations and brand voice.
Effective writers know how to tailor their writing for different audiences and platforms. For example, while you can use up to 2,200 characters in your Instagram captions, data has shown that the most engaging length is between 1-50 characters.
Resources to help with writing
Grammarly: This free tool checks your grammar and proofreads your content while giving you prompts to make your copy more compelling.
Hemingway Editor: Use this website and app to make your writing more concise and readable. While it is geared more toward long-form writing, you can also use it to create impactful social media posts.
Meta Blueprint: Meta offers free courses that teach you best practices for writing engaging posts, ad copy and captions for Instagram and Facebook.
3. Creative direction
In an oversaturated social landscape, differentiation often comes down to creative direction. A strong creative strategy stops you from chasing any trend and ensures your content is engaging and audience-centric while still aligning well with your brand.
Shape a consistent, platform-specific aesthetic that resonates with your audience
Lead productive brainstorms that bring out teammates’ best ideas
Develop and expand your brand’s voice and visual identity
Guide creative decision-making
A great creative strategy also considers how audiences engage with your content across platforms. Using a tool like SproutLink turns your bio link into a clickable landing page, allowing for more creative content presentation and bridging the gap between inspiration and action.
Gymshark’s TikTok is a brilliant example of creative direction done well. The brand has built a massive following by tapping into fitness trends, influencer collaborations and relatable gym culture humor. The content feels native to TikTok while still being on-brand for Gymshark.
Resources to refine your creative direction skills
Creative Mornings events: Creative Mornings is a global breakfast event series for the creative community. Join a local event or the online community to connect with other curious, creative leaders in marketing, design and social.
Vidyo: This easy-to-use AI tool helps time and resource-strapped teams create social-ready short-form videos from longer content.
Illustroke: Use this tool to create quick AI-generated illustrations from text prompts to provide your design teams with more tangible direction.
Fast Company and Campaign: These two publications offer thoughtful commentary and criticism on the creative ad world. Read for insight into brand and creative strategy, industry-leading campaigns and thought leadership.
Sprout Insights Blog: Check out curated articles on content ideas for a variety of social platforms on our blog.
4. Efficiency and project management
As a social media manager, not only do you have to conceptualize campaigns and distribution rhythms, but you also have to lead and execute these plans from start to finish. Developing social media management skills like project planning and execution lays the foundation for future leadership roles in the industry.
AI won’t replace the need for project management, but it can make your processes more efficient. Take Sprout’s ViralPost® feature, for example. It analyzes audience engagement patterns and automatically schedules posts in your queue at the best times. Instead of guessing when to post, you can focus on strategy and execution while letting AI handle the timing.
Among the many time and project management tools available, such as Asana or Monday.com, a social media calendar is super helpful for managing your different social tasks. Don’t have time to create your own social media calendar? Social management platforms like Sprout also have an intuitive social media calendar you can use to manage your campaigns more efficiently, keep all your collaborators on the same page, track your progress with different filters and more.
Resources to improve your project management skills
Pomodoro Technique and time-boxing: Sometimes you’ve got 50 posts to write and schedule all at once. Setting aside a limited block of time to work on a task helps keep things moving.
Social Media Campaign Brief Template: Use this customizable social campaign brief template to organize campaign details, creative direction and other important directives.
5. Marketing strategy
Social sits at the intersection of marketing, customer experience and sales. It’s also a source of valuable business intelligence.
Even with the integral role of social across an organization, proving social media’s ROI can be a challenge for many social media managers. According to The 2025 Sprout Social Index,™ social teams often struggle to tie their efforts to broader business goals.
That’s where marketing skills come in. Understanding how social intersects with other tactics helps you create social media strategies that drive real business impact and showcase those efforts to marketing leaders. But the success of a strategy isn’t purely based on execution; it’s also about how your audience responds. Sprout’s Listening tools help you gauge audience perception by analyzing social conversations so you can adjust your messaging, optimize campaigns and ensure your strategy resonates.
When combined with social intelligence, strong marketing skills allow you to shape conversations, proving the true value of social to your organization.
Marketing influencers: Leaders like Joe Pulizzi and Seth Godin have stood the test of time with marketing wisdom all social pros can use.
Books by Malcolm Gladwell: Read “The Tipping Point” or “Outliers” to strengthen your understanding of human behavior and marketing.
LinkedIn Learning: Access marketing and strategy courses for free if you have a LinkedIn Premium subscription.
6. Agility
The social landscape moves fast, and even the best-laid plans can become irrelevant overnight. That’s why knowing when to pivot, experiment or double down is one of many must-have social media marketer skills.
Being agile isn’t just about reacting to trends or handling customer feedback in real time. It also means knowing when to adjust your long-term social media strategy.
Social strategies have to be as dynamic as the platforms they are executed on. As a social media manager, it’s important to experiment with different tactics or even shake up your strategy entirely to adapt to new trends or competitive forces.
Learning from your data by listening to customer feedback and keeping a pulse on your competitors in a timely manner makes you a more nimble and hands-on social marketer.
Resourcesto help you stay agile
Know Your Meme: This site is the place to go to track the daily development of new memes.
Google Alerts: Keep up with company mentions on the internet, industry news and world news.
7. Social media intelligence
In our 2023 State of Social Media report, 90% of business leaders agreed that their company’s success depended on how effectively they used social media data. This stat shows the value of social media intelligence as a skill for social media managers.
What is social media intelligence? In short, it’s the ability to analyze raw data and spot patterns and insights. AI-powered tools like Sprout’s Analyze by AI Assist, take this skill to the next level by monitoring significant metrics, hashtags, keywords, emojis and categories collected through social media listening and identifying trends and sentiment shifts in social conversations. While this only helps you with your listening data, it still saves you some time sifting through data so you have more time to focus on refining your strategy.
The story of Spotify Wrapped is a prime example of what’s possible when you use social media intelligence to drive strategy. Spotify’s data showed that users were organically sharing their listening habits at the end of each year. The brand turned this insight into a personalized, sharable experience that’s now its most recognizable marketing initiative. By analyzing audience conversations, engagement patterns and sentiment, Spotify transformed raw social data into marketing gold.
This ability to translate data into compelling narratives isn’t just for global brands—it’s a skill every social media manager needs.
To properly communicate the impact of social intelligence to leadership, you have to tell the stories behind the numbers. For example, instead of just presenting the percentages, you might explain that engagement dropped 10% in Q1, but you increased reach by 30% in Q2 by experimenting with posting times.
Here’s how to use data storytelling to bring your social intelligence takeaways to life:
Tie insights to revenue: Show how engagement, traffic or social sentiment translates into conversions, retention or cost savings. Lead with the metrics leadership cares about most.
Visualize key trends: The 2025 Sprout Social Index™ found that 45% of marketing leaders agree visual data—like the dashboards and reports you can access through Sprout Social’s My Reports feature—helps secure social media investment.
Resources for building your social intelligence skills
Social Listening Workbook: This workbook helps you get clear insights into what audiences think about your brand and figure out how to optimize your strategy accordingly.
Marketer’s Ultimate Data-Powered Toolkit: This powerful toolkit is full of advice on how to use analytics to your advantage from industry leaders including HubSpot, Litmus, Unbounce, Vidyard and ZoomInfo.
Data storytelling: This article shows you how to build effective data storytelling so you can communicate your data-driven strategy in a way that resonates with members in and around the marketing team.
8. Budget management
As a social media manager, you have to expertly plan and manage funds for various programs, including organic and paid media spending.
This includes managing the budget for content, especially if your project includes influencer marketing or if you need to hire freelance professionals. These costs may vary based on where you are located, the size of the influencer’s following and how freelance writers or editors charge their fees. You may have to decide which creator partnerships to prioritize based on available resources and production costs.
To plan and allocate your spending wisely, you need to first thoroughly understand the goals of the project and conduct a social spend audit to compare the expenses from previous months or quarters. This will give you a better idea of which expenses are a one-time spend and which are ongoing. Sprout’s automated link-tracking feature can also help maximize your budget by automatically adding link tracking to links posted in Sprout. This ensures you can accurately measure the ROI of your campaigns and make data-driven decisions about where to invest your budget.
Resources to enrich your social media skills for budgeting
Annual Social Media Budget Template: Use this handy template to allocate your finances wisely, measure ROI and justify more investments in the future.
Organic vs paid media: This article highlights everything you need to keep in mind when planning a hybrid social media strategy.
9. Customer care
Customer care is one of those social media skills that combines customer service, people skills and an eye for uncovering opportunities. That’s why developing a social customer care strategy is an integral part of a social media manager’s job description. Our Index shows that 73% of social users will simply buy from a competitor if a brand doesn’t respond on social.
Your social media response time needs to be dialed in. Nearly three-quarters (73%) of consumers expect a response within 24 hours or sooner, which is consistent with what our Index reported in 2022 and 2023. Not only do you have to listen to and understand your customers’ concerns, but you also need to be proactive in handling emergencies. For example, when a customer reached out to United Airlines inquiring when their website would be functional again, the airline responded immediately with a solution and follow-up question.
As a social media manager, you’re the brand’s biggest champion. Understanding customers and their perspectives allows you to create meaningful interactions that strengthen community trust. If you want help streamlining this, Sprout’s Sentiment for Messages automatically detects the tone of incoming messages, so you can prioritize urgent concerns and respond appropriately.
Personalizing interactions also makes a difference. When you reference conversation history, you turn everyday exchanges into relationship-building opportunities. Summarize by AI Assist simplifies this by summarizing past interactions, so you don’t have to dig through threads to understand the context.
Resources to enhance your customer care skills
Customer Service Training Guide: Build essential customer care skills with this free guide from Salesforce. It covers everything from communication techniques to AI-driven service strategies.
Podcasts: Customer care starts with customer understanding. Some of our favorite podcasts on this topic include Hidden Brain, Invisibilia and What It Means. Check out our full list of favorite podcasts here.
10. Brand voice development
Your brand voice is more than what you say—it’s how you say it. A strong, consistent brand voice has to reflect your brand’s values and personality while also helping you stand out, build trust and create a lasting emotional connection with your audience. It’s a tall order.
For inspiration, consider Oatly, a brand known for its irreverent tone and bold and witty voice. The copy feels like it’s coming from a clever person rather than a brand. It often makes self-aware references to the fact that it is for marketing purposes, but it does it in a way that makes the audience feel like they’re in on the joke.
Part of crafting an awesome brand voice is making sure it resonates. If your audience reacts unexpectedly to a campaign or if sentiment shifts overnight, you need to know. This is where social listening comes in. Spike Alerts help you stay ahead of the conversation by flagging sudden changes in engagement and sentiment, so you can adjust your messaging.
Someone at Oatly must’ve read our 2025 Index and seen that 93% of consumers want to see more brands combatting misinformation (or they spotted the same trend we did…this seems more likely). Either way, Oatly is proof that a well-crafted brand voice works.
Resources to help you learn about brand voice
Brand voice: This article has tips to help you develop your brand’s voice.
Grammarly’s Tone Detector: A free tool to help lock in brand voice consistency by ensuring your writing matches your intended brand voice.
11. Influencer marketing
When done right, influencer marketing builds credibility, increases engagement and drives long-term brand growth—but only if it feels authentic and strategic. Managing influencer relationships, tracking performance and ensuring content stays on-brand can be complex. An Influencer Marketing campaign management tool, like Sprout’s, streamlines the process by helping you find the right partners, coordinate collaborations and measure impact.
Look at Pvolve’s collaboration with Jennifer Aniston—it’s a masterclass in influencer marketing done right. Aniston organically discovered the brand while recovering from a back injury, making her endorsement feel genuine and aligned with Pvolve’s message: “Break a sweat, not your body.”
Later, Pvolve strategically elevated her role from user to collaborator, turning an authentic brand connection into a powerful marketing asset. By leveraging her influence, the brand skyrocketed its social media awareness and positioned itself as a leader in low-impact fitness. This example illustrates why influencer marketing is an important skill. You risk being left behind if you’re not including it in your strategy.
In our Q1 2025 Pulse Survey, 92% of marketers said that sponsored influencer content outperforms organic content posted on their brand accounts for reach. That number dips to 82% for B2C marketers, but still, the positive impact is proven.
Resources to strengthen your influencer marketing skills
Influencer management: This article explains how to build successful, mutually beneficial partnerships with content creators.
Winfluence – The Influence Marketing Podcast: Hosted by Jason Falls, this podcast takes a strategic look at influencer marketing, offering insights to help you drive real business results.
4 social media marketing skills for marketing leaders to build better teams
Even though they oversee the broader marketing strategy, marketing leaders still need specific social media skills. Why? It’s hard to champion something if you don’t understand it, and social teams need to be built by someone who gets it. As the link between leadership and the social media team, marketing leaders need to be able to communicate the value of social media and close knowledge gaps.
Let’s review the social media skills marketers need to build successful teams and trust with leadership.
1. Understanding social media culture
Social media has its own culture, with its own language, behaviors and expectations. If the goal is to be the biggest brand in your industry on social media, you need to understand social media culture, and your team needs to be fluent in it. Per the Index, 93% of consumers agreed it’s important for brands to keep up with online culture.
From a strategy perspective, understanding social media culture minimizes the risk of appearing out of touch. However, you also have to understand your audience, especially considering different generations use social media differently. Listen and take cues from your audience to create content that resonates. AI-powered social media listening tools like Sprout’s help your team do this.
Gritty is a perfect example of what happens when brands truly understand social media culture. When the Philadelphia Flyers introduced their offbeat, googly-eyed mascot, the internet initially rejected him. But instead of resisting the memes, the Flyers embraced them, letting Gritty’s chaotic energy shine. Gritty proves that when brands stop forcing relatability and start speaking the internet’s language, they can build lasting brand affinity.
When hiring and leading your social media team, the more you understand online culture, the better you’ll be able to spot talent that gets it. It’ll also make explaining the value of social media easier.
Tips to help you master this skill
Use social media daily. Follow brands, meme accounts, creators and trendsetters. Look at comments on popular posts to figure out how people are reacting and why they are performing well.
Ask your social team to walk you through how they turn social listening insights into content ideas. Understanding this process will allow you to clearly communicate how decisions are made to leadership, building trust in the social team’s strategy.
Use TikTok, YouTube and Instagram’s search functions. Social media search is replacing Google for younger audiences. Search a topic and see what types of content surface first—this gives you a glimpse into what’s trending.
2. Facilitating faster approvals
When a trend takes hold, a brand only has a day or two to respond. Unfortunately, many opportunities are missed because of lengthy approval processes.
74% of executives surveyed for The 2025 Sprout Social Index™ say they trust their social team, but social marketers still report struggling with resource gaps and slow approvals.
As a marketing leader, you need to create the conditions for your social team to do their best work, and in this case, it means doing your due diligence while still clearing the way for creativity.
Tips to help you master this skill
Revisit yoursocial media approvalprocess. When was the last time you optimized your social media approval process?
Consider using asocial media management tool. Using a platform like Sprout helps manage workflows and speed up decision-making.
Reduce excess oversight. Are there people involved in the approval process who don’t need to be? Your social team has a strategy, and they need your help building executive trust and removing bottlenecks so that they can implement it to its fullest potential.
3. Supporting original content creation
The 2025 Sprout Social Index™ found that originality is the second-leading reason consumers follow brands on social media, just behind product quality. Producing original content is necessary for your brand to be memorable.
If you’re wondering what kind of original content to produce, we surveyed our ICYMI community of marketers and creators about the future of social media for 2025, and 47% (the most of any topic) said they were focusing on short-form video (60 seconds or less).
Tips to help you master this skill
Embrace lo-fi video content. Production value and product-centricity are less important to consumers according to our Index, so take advantage of this by encouraging your team to produce more lo-fi video content.
Give the social team more freedom to experiment with newtypes of social media content. Let them experiment with new formats—interactive polls, behind-the-scenes footage or audience-driven content—to discover what truly engages your community.
4. Building a distinct brand voice
A compelling brand voice does wonders to stop the scroll and make your brand recognizable beyond the visuals.
If you want proof that crafting a distinct brand voice is worth it, look at Duolingo’s social media story. In 2021, Zaria Parvez asked if she could revive the brand’s inactive TikTok account. She was a junior marketing team member at the time.
She didn’t have much of a budget, so she got creative, took risks, hopped on trends and gave the brand an unhinged and hilarious voice on social media. Duolingo has grown from 50 thousand followers on TikTok to over 15 million thanks to its quirky brand voice.
Tips and resources to help you master this skill
Work with the social team to produce asocial media style guide. This will help your social team define exactly how your brand appears on social media, including tone and voice.
Prepare to handle questions and concerns. Experimenting with a bold brand voice often will create some apprehension, but it will be worth it when you strike gold and create superfans. Trust your social team to adapt messaging based on audience engagement.
Avoid brand voices that are sexually explicit or overly corporate. According to our Index, consumers are tired of these brand voices.
Build your social media skills to transform your career
Social is a career path of lifelong learning. Whether you’re stepping into your first social media manager role or you’re already a pro, you need to continue to hone your social media skills and evolve them alongside AI. That means playing to your strengths while pushing yourself to grow in new areas.
For example, if you’re already highly organized and efficient, you can spend time developing other skills, such as building your personal brand or preparing to move into people management.
Specializing in a specific social media skill will be key to your next career move. If you’re phenomenal at data analysis, perhaps you become an exceptional data storyteller. Or, if content creation is your forte, you might want to upskill at video content creation. Whatever your social media skills are, there’s room to grow.
Check out The 2025 Sprout Social Index™ to learn how to stand out despite social media saturation and build next-generation social teams.
The contracting phase of an influencer marketing partnership might not be the most exciting step, but it’s essential for setting expectations and protecting both parties.
When done right, it’s a straightforward process. But legal bottlenecks—like heavy redlines and lengthy approvals—can quickly turn it into a headache.
A well-structured, flexible influencer contract template can cut through the friction, ensuring smoother negotiations without endless legal back-and-forth. Download our free influencer marketing toolkit for your copy of the template, and use this article to tailor the template to your campaign’s unique needs.
Free Resource: Streamline your influencer marketing strategy with our ultimate toolkit. Get a ready-to-use brief template, a flexible contract template and exclusive research on what drives successful influencer partnerships—all in one place.
Please note: The information provided in this article does not, and is not intended to, constitute formal legal advice. Please review our full disclaimer before reading any further.
What is an influencer marketing contract?
An influencer marketing contract is a formal agreement that defines the terms of collaboration between a brand and an influencer. It clarifies key elements like content deliverables, compensation, usage rights, disclosure requirements and exclusivity.
A templated contract, pre-approved by your legal team, sets the stage for a smooth partnership—preventing miscommunication, reducing legal risk and keeping campaigns on track.
What to include in an influencer contract
While every influencer marketing contract may vary, there are key sections that are non-negotiable. Here are the sections you should always include:
Scope of work
Scope of work defines the specifics of the partnership, ensuring both parties are aligned on expectations from the start. This includes:
Content deliverables: The number of posts, format (video, carousel, Stories, Reels, etc.) and any platform-specific variations.
Posting requirements: Where and when content should publish, including scheduling windows and engagement expectations.
Deadlines: An overview of your content approval and publishing timelines.
Compensation and payment terms
According to Sprout Social’s 2024 Influencer Marketing Report, 59% of influencers say budget and payment structure are the most important factors when choosing a brand partner.
While net 30+ payment terms are standard for brands—especially larger companies processing payments in batches—they can be a dealbreaker for influencers. Most influencers and content creators operate like small businesses, relying on timely payments to cover production costs, software and subcontractors (e.g., photographers, video editors). Long payment cycles can create cash flow challenges, making partnerships less appealing.
If your company defaults to net 30+, consider whether there’s room to adapt. Talk to your legal team about offering partial upfront payments (e.g., 50% before, 50% after) or shorter payment terms (e.g., net 15 for influencers). Small adjustments can go a long way in building strong, long-term influencer relationships.
Usage rights and ownership
Clearly defining content ownership and usage rights upfront is crucial to avoiding disputes down the line. If your contract doesn’t explicitly outline who owns the content and how it can be used, you risk misunderstandings over modifications, repurposing or long-term usage.
For example, most influencers are comfortable with brands resharing their content organically but expect separate compensation if their likeness is used in paid ads or performance marketing campaigns–including boosting organic content with paid spend. Failing to specify these rights can lead to friction—or even legal challenges.
Usage rights often create back-and-forth between legal and marketing teams. While marketing prioritizes flexibility to maximize content value, legal focuses on risk mitigation and securing long-term protection for the brand. Aligning on clear, influencer-friendly terms from the start ensures smoother partnerships and fewer last-minute roadblocks.
Compliance and disclosure
A strong influencer contract protects both the brand and influencer by outlining clear disclosure expectations, platform policies and consequences for non-compliance—helping everyone stay on the right side of regulations.
This section of your contract can refer to FTC guidelines, brand-specific disclosure compliance and/or compliance with platform policies.
Confidentiality clause
A confidentiality clause protects any proprietary information shared during the partnership—including campaign details, unreleased products, internal strategies and other sensitive brand data.
Depending on the nature of the collaboration, this section may also include a non-disclosure agreement (NDA), outlining specific restrictions on what the influencer can and cannot share publicly.
Performance metrics and reporting
If the campaign includes performance-based goals, your contract should clearly outline the metrics and KPIs the influencer is expected to meet—whether it’s reach, engagement, conversions or other success indicators.
According to the 2024 Influencer Marketing Report, influencers prioritize social media engagement (69%), audience growth (58%) and link traffic (54%) when evaluating their own performance. Aligning on these expectations upfront helps ensure both parties are working toward shared success.
This section should also specify how performance data will be reported—whether through a brand-provided dashboard, influencer-generated spreadsheets or third-party tracking tools.
Terms and termination
The terms and termination section of an influencer marketing contract outlines the specifics of how and when the partnership can start, continue and end. It sets the stage for a smooth exit strategy and clarifies how things should unfold if the relationship needs to end before the full term.
In addition to a start and end date, the terms and termination section of your influencer marketing contract should outline the following conditions for termination:
Breach of contract: Includes clauses about non-compliance with terms (like failure to disclose paid content, missing deadlines, etc.) that could lead to immediate termination.
Legal violations: Addresses situations where either party violates relevant laws (like FTC regulations) or engages in behavior that could damage the brand’s reputation.
Termination by force majeure: Often referred to as a disaster clause in contracts. It allows both parties to be excused from their obligations if unforeseen events—such as natural disasters, pandemics or controversies—prevent them from fulfilling the contract.
How to use an influencer contract template
A good influencer contract template is a starting point—not a finished product. It should set the foundation for consistency, while providing the flexibility needed to accommodate the nuances of each campaign, relationship and platform.
Here are some unique influencer activations and how they can affect your influencer marketing contracts.
Working with affiliate marketers
Affiliate influencer marketing, or influencer affiliate marketing, is a type of brand partnership where influencers earn a commission for driving product or service sales through their content.
The contract structure for these partnerships follows the same general guidelines as a traditional influencer marketing contract. However, due to the performance-based nature of affiliate marketing, you’ll want to make the following updates:
Add an affiliate commission section: The contract should clearly outline the commission rate or revenue share the influencer will earn from sales generated through their affiliate link or code.
Identify metrics under the performance metrics and reporting section: Define how sales will be tracked—whether that be through cookies, affiliate link clicks or promo codes.
Include minimum payout thresholds under compensation and payment terms: Incentivize performance by setting a payout minimum that defines the amount the influencer must earn before receiving payment.
Update terms on commission handling: Explain how payment will be handled if the partnership is terminated early or in the event of refunds or returns made by customers who purchased through affiliate promotion.
Working with brand ambassadors
If affiliate marketers are performance-driven, brand ambassadors are relationship-driven. Acting as the face of your brand, ambassadors create more authentic and effective engagement.
This approach can also be cost-effective over time. According to the 2024 Influencer Marketing Report, 71% of influencers offer discounts for multiple-post partnerships, while another 25% would consider it in the future.
If you’re courting a new brand ambassador, here are some tweaks you’ll want to make to their contract:
Use the scope of work section to outline long-term deliverables: Unlike one-off campaigns, you’ll need to outline the regular content and engagement expectations over the course of the ambassadorship.
Consider a non-compete or exclusivity clause: If applicable, include an exclusivity agreement that prevents the influencer from partnering with competitor brands for the length of their ambassadorship.
Include partnership benefits under the compensation and payment section: Since brand ambassadorships are often long-term, the payment structure would likely include a fixed retainer or monthly fee. In many ambassadorships, ambassadors receive free products or other brand perks (think tickets to events, exclusive access, etc.). Be sure to clearly define these in the contract, as well.
Add renewal terms to the terms and termination section: Brand ambassador contracts typically last from six months to a year (or even longer), with options for renewal or extension based on performance and both parties’ satisfaction.
Giveaway or contest collaborations
Who doesn’t love a giveaway? Contest collaborations can boost brand awareness and encourage user-generated content, but they’re subject to strict, jurisdiction-specific legal requirements.
In some regions, giveaways may even be classified as gambling if chance is involved and no purchase is required. Additionally, issues with prize fulfillment can lead to complaints, reputational damage or even legal action.
In short, if you plan to partner with influencers on a giveaway or contest, involve your legal team early and often. They’ll provide the most current, region-specific guidance to protect your brand.
Event partnerships
At Sprout, we’re big fans of event-based influencer activations. We recently partnered with Jayde Powell to host a dinner at Creator Economy Live—an excellent way to make a lasting impression at industry events.
If you want to pilot this strategy at your own company, here’s how that can impact your contract set-up:
Define on-site deliverables in the scope of work section: Since the influencer will be creating content in real-time, get specific about your expectations. Types of content, minimum content volume and posting deadlines should all be covered in the scope of work section.
Mention travel-related expenses in the payment and compensation section: Outline who will cover travel, lodging, meals and other expenses. If you want to avoid working out reimbursements with your finance team after the event, consider offering a flat rate for meals and incidentals.
Add an appearance and conduct expectations: Event-based partnerships are like brand ambassadorships, but IRL. Since the influencer is a representative of your brand at a live event, set expectations around dress code, on-site behavior and media interactions.
The best influencer contract templates…
…are backed by your legal team. The guidance above will help you have more productive conversations with legal, reducing bottlenecks and ensuring smoother partnerships.
Start with our influencer contract template—a solid foundation tailored for influencer marketing. Download it, collaborate with your legal team and customize it to fit your brand’s unique needs.
The information and contract template provided in this article do not, and are not intended to, constitute formal legal advice; all information, content, templates, and materials are for general informational purposes and are subject to change. Information on this website is based on general principles and may not constitute the most up-to-date legal or other information or reflect specific jurisdictional requirements. Incorporation of any guidelines or usage of any contract templates provided in this article do not guarantee compliance or that your legal risk is reduced. The provided contract template is a sample document and may not be appropriate for all situations. It is your responsibility to review and modify the template to ensure it meets your specific needs and complies with applicable laws. You should contact your legal team or attorney to obtain advice with respect to any particular matter including contracting with influencers and should refrain from acting on the basis of information in this article without first seeking independent legal advice. Use of, and access to, this article or any of the links, templates or resources contained within the site does not create an attorney-client relationship between you and Sprout Social or any contributors to www.sproutsocial.com. Sprout Social makes no warranties or representations, express or implied, about the accuracy, completeness, or suitability of the information or the template provided. Links to any third-party sites are for general informational purposes only. Such third-party websites are beyond our control, and we are not responsible for any content or links found within. Sprout Social does not endorse or otherwise opine on the compliance or legality of any content, examples or templates in this article. All liability with respect to actions taken or not taken based on the contents of this article or usage of the contract template are hereby expressly disclaimed.
Social media for financial services is often met with some hesitation. Compliance concerns, reputation risks and the general challenge of creating interesting finance content make many brands cautious.
Plus, financial services brands aren’t a monolith. A wealth management firm speaking to high-net-worth investors would have a much different tone and voice online than a regional credit union talking to first-time homebuyers. As a result, it can be hard to know how to tailor your digital marketing strategy accordingly.
But here’s the thing: social media marketing isn’t just about trends and hashtags. It’s about building trust. At a time when misinformation spreads rapidly online, financial institutions can use social media to inform and protect their audiences. According to our 2025 Sprout Social Index, 93% of consumers think brands need to combat misinformation more than they do today.
Social media marketing is also about connecting with customers where they are. Our 2023 State of Social Media Report found that 90% of consumers expect to be able to contact a business via social media. 71% of consumers are more likely to recommend a brand they follow on social media.
Ready to see what else social media can do for your financial brand? In this article, you’ll learn more about the impact of social media on financial services, as well as tips and examples to help you build a winning social media strategy.
The influence of social media in financial services
In the past, the financial services customer relationship might’ve started with a meeting with a financial advisor. Today, that first impression happens on Instagram, LinkedIn or YouTube.
According to a 2024 RFI Global report, over a third (35%) of American Gen Z and 21% of millennial respondents said they searched for information on specific banking products using social media. Between 46% and 68% of Australian respondents said social media content informed their understanding of banking products.
But just because consumers turn to social media for financial advice doesn’t mean they get it from credible sources. A 2024 FIS study found that less than 25% of Gen Z and Millennial respondents are learning from their financial institutions. This gap presents a major opportunity for financial services brands to step up as trusted advisors in the digital space.
Social media is also an excellent customer service platform. A 2022 American Express report found that social media was the top channel for customer service inquiries. A 2021 J.D. Power Customer Experience Study also found that financial services companies that use social media effectively can see a 20-30% increase in customer satisfaction.
Top social media platforms for financial services
Depending on your target audience and overall marketing goals, some social media platforms may fit your brand better than others.
To help you see which one could be right for you (and figure out what to post), here are three social media platforms to consider focusing on.
Instagram
Instagram is quickly becoming a go-to social media marketing channel for financial services. Due to its highly visual nature, it’s perfect for brands looking to showcase their personality and make finance more approachable.
For example, we love how Wells Fargo uses Instagram to highlight its company, culture and community initiatives, such as its Martin Luther King Jr Day of Service.
They also use easy-to-digest infographics to educate their audience on important financial topics, like this imposter scam carousel post.
Facebook
As the largest and most popular social media platform, Facebook is still a powerful channel for digital marketers—especially if you’re interested in paid advertising.
Meta Ads allow brands to run highly-targeted campaigns across Facebook and other Meta-owned platforms. They also offer a wide variety of ad types, placements and delivery methods.
For example, SG, a French bank, used Meta’s Advantage+ placements to optimize ad delivery. Unlike regular Feed ads, Advantage+ automates ad placements across all Meta channels to maximize budget and reach.
And SG’s results speak for themselves. They experienced a 19% decrease in cost per acquisition with a 6% increase in reach compared to Feed placements alone.
LinkedIn
LinkedIn is the world’s largest online professional network. Since it’s more business and employment-focused than other social media platforms, it’s a natural fit for financial services brands.
According to LinkedIn research, members are 2 times more likely to seek out financial advice on the platform and 1.7 times more receptive to brand messages.
Accounting software company Xero uses LinkedIn Polls to engage its audience of small business owners. They also post humorous infographics, product announcements and informative carousel posts to entertain and educate their followers.
How to start a financial services social media strategy
Investing in social media marketing without a strategy is like setting out on a road trip without a map. You might get to your destination eventually, but you’ll probably waste a lot of time, energy and resources along the way.
Here’s a step-by-step process for building a financial services social media strategy from scratch.
Conduct a social media audit. Take some time to review your accounts. What’s working (and what’s not)? What’s your audience engaging with? Is your branding consistent? A social media audit will help you establish some guidelines and identify key areas for improvement.
Establish clear social media policies and guidelines. Define clear rules, processes and approval workflows for content creation, engagement, compliance and security. Ensure all social team members can easily access these policies by integrating them into your workflows and platforms.
Use a consistent and trustworthy brand voice. What are your brand’s core values? How do you want our audience to feel when they interact with you? Use these questions as a jumping-off point to develop clear tone and messaging guidelines. Similar to your overarching social media policies, these guidelines should be easily accessible. Team members should also review all posts to ensure consistency.
Use tools for social media management and analytics.Social media management platforms like Sprout Social help streamline and automate many essential social media tasks. Use them to schedule posts, track engagement, monitor brand mentions, analyze performance data and more.
Monitor and respond to customer inquiries promptly. Social media never sleeps, so use management tools to track comments and messages. Set up real-time alerts to stay on top of conversations. Reply templates and response workflows also help speed up the process.
Build brand trust by building an employer brand. Use social media to highlight company culture, values and employee experiences. For example, we love how CIBC features co-op student profiles on their Instagram page to promote career opportunities. Also, consider empowering employees to be brand advocates. With our Employee Advocacy platform, brands can compile social content into newsletters or broadcasts to share on internal platforms like Microsoft Teams or Slack.
7 tips to ace social media marketing for financial services
Now that you understand the top social platforms and how to build a social media strategy from the ground up, let’s go over how to make the most of your social media marketing efforts.
Here are some helpful tips to get you started.
1. Ensure you meet regulatory and compliance guidelines
While it can be tough to keep all the acronyms straight (e.g., FTC, CFPB, SEC, FINRA, ECOA, FHA, GDPR, etc.), regulatory and compliance guidelines protect consumers and promote transparent and ethical marketing practices.
Before creating content, understand the compliance requirements your brand needs to follow. Set up processes to ensure everything meets regulations. Lastly, consider having your legal team review and approve content before it goes live.
2. Create authentic, targeted content.
Social media is great for injecting personality into a more buttoned-up brand. But trying too hard to be relatable and fun can also backfire and become cringeworthy. For example, our 2025 Sprout Social Index found that most consumers don’t want brands to jump on viral trends for content.
The best approach? Focus on creating digestible content that’s still informative, valuable and on-brand. For example, privacy and data security concerns are at the top of many consumers’ minds, so consider creating content that helps your customers protect themselves—like this post from TD Bank.
3. Use influencers to broaden your reach and trust
Partnering with a financial influencer can help bridge the gap between your company and your target audience. Influencers know how to make scroll-stopping content and have engaged, loyal communities that you can tap into. Plus, they add thet unmistakable human touch to your content that social audiences crave.
For example, Vivian Tu (aka @your.richbff) has grown a community of over 5 million followers across Instagram and TikTok, and they love her down-to-earth finance tips. She’s also partnered with financial services brands like fintech company SoFi.
Of course, finding aligned ‘finfluencers’ is easier said than done, so consider using a tool like Sprout Social Influencer Marketing to make the process more efficient. The all-in-one influencer management platform includes powerful discovery features, like hyper-targeted search filters and an Affinity Engine that identifies right-fit influencers automatically.
4. Use social media management tools to streamline workflows
Creating and posting content—and engaging with your audience—can quickly become time-consuming, especially if your brand is active on multiple platforms. Social media management tools make this process a lot easier.
For example, Sprout Social offers scheduling and publishing features across multiple platforms to maintain consistent brand messaging. For instance, the Smart Inbox makes it easier for marketers to prioritize and respond to messages and comments. Additionally, Collision Detection helps teams avoid sending duplicate or conflicting responses to the same message.
5. Level up customer care with AI and automation
If you use social media as a customer care channel, adding AI and automation to your workflow will help you work smarter, not harder. For example, Sprout Social has Enhance by AI Assist, which uses generative AI technology to help marketers edit the length and tone of their replies.
Message Spike Alerts allow users to set up notifications for when a social account experiences a rapid increase in incoming messages. This way, marketers can quickly respond to any potential crisis communications issues without needing to be ‘always on’ or check social platforms outside of work hours.
6. Use social listening to improve customer experience.
Creating and posting content is just one aspect of social media marketing. If you want to stay ahead of the curve—and get a stronger sense of what people think and feel about your brand—you should prioritize social listening.
Track and analyze brand mentions and competitor activity in real time with Sprout Social. Our data-backed insights will help you measure brand health and sentiment, identify industry trends as they emerge and see how your brand stacks up against competitors.
For example, Reddit is one of Sprout Social’s most valuable social listening sources. Because Reddit allows anonymity, it’s a goldmine for honest, unfiltered audience opinions.
What does social media success look like for your brand? More followers? Engagement? Conversions? Once you establish your goals and KPIs, track and report on your metrics to measure your progress.
With Sprout Social, marketers can access comprehensive social media analytics, including post engagement, audience demographics, growth trends and competitive data. The platform also generates a variety of reports and data visualizations, making it easy to extract key insights and optimize your strategy moving forward.
To test out these features for yourself, start your 30-day free trial today.
Need more inspiration? Here are three financial services brands creating exceptional social media content, plus key takeaways to help you define your approach.
1. Bank of America
Bank of America posts a wide variety of content on its Instagram account, from carousels on budgeting tips to statistic infographics. However, where they really shine is how they highlight their brand partnerships.
To promote its partnership with the FIFA World Cup, the bank has three pinned posts on its Feed and updated its profile bio.
2. Barclays
Barclays, a global financial services company based in the UK, uses Instagram to both inform and entertain its audience with a mix of street interviews, influencer content and animated videos.
For example, this short video post teaches their audience how to spot scam red flags. It breaks things down in an easy-to-understand, engaging and professional way without oversimplifying.
3. Coinbase
Coinbase, a digital currency exchange that allows users to buy, sell, store and transfer cryptocurrencies, has more creative and tongue-in-cheek content than we typically see from a financial services brand.
They transform weekly exchange performance charts into visually engaging carousels. They also collaborate with digital creators to produce explainer videos that break down complex financial topics in a unique cinematic style.
4. Rocket Companies
Rocket Companies, a fintech platform with mortgage, real estate, and personal finance businesses, launched a groundbreaking marketing campaign for Super Bowl LIX.
The campaign featured a 60-second ad set to a cover of “Take Me Home, Country Roads.” It then extended into a live stadium singalong, creating a first-of-its-kind Super Bowl moment.
After the game, the brand repurposed the ad content into a YouTube video series. The series included an interview with the chief marketing officer discussing the campaign’s inspiration, footage of the stadium singalong, and both shortened and full-length versions of the ad.
How to strike the right balance with social media in financial services
It can be tough to strike the right balance with social media for financial services. Your brand needs to be accessible and engaging, but also credible and compliant. And in such a highly regulated industry, creating content that stands out—without breaking any rules—can feel like walking a tightrope.
What we recommend? Get support. Social media for financial services isn’t a one-person job. Marketers, compliance teams and industry experts must work together to create accurate, engaging and on-brand content.
You also need enough time, resources and an approval process to plan and create brand-safe content. If you’re starting, focusing on more evergreen content—like financial tips, FAQs, and expert insights—that can be approved and scheduled in advance is more sustainable than chasing viral trends.
Want even more insights on what consumers actually want from brands on social? Check out our 2024 Social Content Strategy Report to learn more about what you should prioritize and what content and platforms will get you the best ROI.
