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Why wealth managers should consider to add Pinterest and Instagram to their digital portfolio

In our latest research report “Social Media for Wealth Management – Learning from the Best”, we analyzed the social media presences and their popularity of more than 200 wealth managers from around the globe. Our intention was to find out who is the most popular wealth manager on the main networks (Facebook, Twitter, LinkedIn, and YouTube) and to identify major success factors that led to high numbers of likes, followers, and subscribers. Additionally, we took a closer look at Pinterest and Instagram to analyze how wealth managers handle the visual social networks’ specific features, user base, and conventions. While most wealth managers nowadays have an account on Facebook and Twitter, only very few are active on Pinterest and/or Instagram. However, there are clear benefits derived from the industry best practices, they should not ignore:

(Potential) clients see their ‘human face’. Showing the staff, vernissages, branch openings, and sport events visually brings you closer to your clients – and those users who might be clients in the future. Online users like to get the full picture and look behind the scenes and photo and video sharing networks are great platforms that allow wealth managers to offer that.

Great customer support. We’ve seen terrific examples that offered helpful infographics on their Pinterest board, containing FAQs or information on mobile and online offerings. That way, customer support is expanded and presented in an easy-to-understand and engaging way.

Company updates. Posting news and upcoming events helps to keep clients informed about what is going on and makes sure that they don’t miss anything. Especially for HNW clients in might be highly interesting to meet with peers on their wealth managers’ events. Knowledge exchange and networking are additional advantages that help to strengthen your brand and reputation.

Actually, we found few but great examples of well-performing wealth management presences on Pinterest and Instagram. While Instagram is clearly U.S. dominated, wealth managers on Pinterest show a more mixed picture. You can find the case studies for the most impressing wealth management presences on Instagram and Pinterest in our latest report.

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