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The Power of Social Media in Finance Events: Strategies for Success
In today’s competitive landscape, finance organisations are turning to events as a powerful tool to connect with audiences, elevate brand awareness, and establish thought leadership. But there’s one critical element that can make or break the success of these events: social media.
When used strategically, social media has the potential to amplify the reach of finance events far beyond the confines of a physical venue, fostering real-time engagement, extending conversations, and driving meaningful outcomes. Here, we explore how finance companies can unlock the full potential of social media during events, leveraging the “90% rule” to build relationships, optimise ROI, and tailor content to diverse platforms.
Leveraging social media for finance events
From live streaming keynote sessions to engaging with attendees in real-time, social media can transform the event experience. Finance organisations are increasingly embracing tools like LinkedIn, Instagram, and X to amplify their events and connect with stakeholders in innovative ways.
Real-time engagement
Social media enables finance companies to interact with their audiences as events unfold. By live tweeting key moments, sharing behind-the-scenes content on Instagram Live, and responding to questions or comments in real-time, brands can create a sense of immediacy and inclusivity.
Live streaming and virtual participation
Platforms like LinkedIn Live and YouTube mean sessions can be broadcast to remote audiences, ensuring that geographic and language barriers don’t limit participation. Live streaming not only boosts reach but also creates an opportunity for on-demand viewing, extending the event’s lifespan. Speak with your production company who will be able to take your video content and apply any post-production editing before packaging it up into sessions for free, or paid on-demand viewing.
User-generated content (UGC)
Encouraging attendees to share their own event experiences can increase visibility and authenticity. UGC fosters community spirit and provides valuable content that can be repurposed post-event. This also applies to finance events with a consumer angle. Digests from influencers or members of the public can be more powerful for your brand, your service, or the particular message you are trying to convey than those that come directly from the brand.
The “90% rule”: building relationships through value
A key strategy for effective social media engagement is the “90% rule”: 90% of posts should deliver value, while only 10% focus on direct promotion. In the finance industry, this means sharing insightful content, offering practical advice, or providing thought leadership to build trust and credibility.
For instance, during an event, posts could include highlights from expert panels, educational quotes, key takeaways from workshops, or even financial tips inspired by the day’s discussions. By focusing on audience value, finance brands can foster deeper connections and drive long-term engagement.
Demonstrating ROI:
social media’s impact on events
Numerous reports underscore the significant ROI that social media can deliver for events. Here are some ways it creates value:
Extending engagement beyond the venue
Social media platforms allow conversations to continue well after the event concludes. Post-event recaps, video highlights, vox pops, and attendee testimonials can keep the conversation flowing.
Generating conversations and brand awareness
Polls, live Q&A’s, and interactive content help spark conversations among attendees and online followers during and after your event. This not only increases visibility but also positions the brand as a modern, digital-first, leader in the financial sector. Poll information can be fed back into your communications and engagement strategy over your social channels and at your events to show your followers that you listen and that their participation is valued.
Driving greater outcomes
Whether the goal is lead generation, networking, brand building, or a product or service launch, a well-executed social strategy ensures that every interaction—online or offline—contributes to the event’s success. Join up your efforts so that your social media channels support your pre-, during, and post-event objectives.
What to broadcast and where: choosing the right mix
Understanding your audience and selecting the right platforms is crucial for effective event promotion. A staggering 42% of marketers admit they don’t fully understand their audience. To avoid this pitfall, finance brands should:
Tailor content to audience demographics
Analyse who your audience is and align content with their preferences. For instance, LinkedIn might be the go-to for professional networking and industry insights, while Instagram could be better suited for visual brand storytelling.
Match platforms to event goals
- LinkedIn: Ideal for live streaming keynotes, publishing thought-leadership articles, and fostering B2B connections.
- YouTube: Great for broadcasting your live stream to global audiences and publishing YouTube shorts for highlight snippets and key takeaways that link to longer-form content. These videos can be embedded on your website for lasting impact.
- Instagram: Perfect for sharing visual brand content, such as behind-the-scenes glimpses, speaker spotlights, and attendee experiences.
- X: Best for real-time updates, quick polls, and hashtag-driven conversations.
Experiment with new formats
Short-form pre-recorded videos, interactive Q&A sessions, use of animation, UGC from the attendee experience, vox pops, etc. are all examples of adding dynamic layers to your event content to help capture attention, encourage participation and leave a lasting impression on your audience.
Final thoughts
Social media is no longer an optional add-on for finance events—it’s a necessity. By understanding how to use it effectively, embracing the “90% rule,” and tailoring content to the right platforms, finance organisations can amplify their event reach, deepen connections with stakeholders, and achieve measurable success.
Whether you’re hosting a conference, seminar, or product launch, make social media the cornerstone of your event strategy. The results will speak for themselves.
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