Visibility That Builds Trust: Five Steps to Becoming the Advisor People Find First

By Laura Garfield

You don’t need to go viral. You don’t need to be everywhere. You just need to show up in front of the right people with a message that builds trust. One way to consistently do that is with video. If you’re an advisor who balks at the mental picture of a video influencer, hang in there. Real influence in financial services is within reach. 

The Rise of Financial Influence

Video was once a novelty, then a trend, but today it is no longer optional for professionals who want to be seen and trusted. U.S. adults are projected to spend nearly four hours per day watching digital video in 2025, according to eMarketer. That includes everything from streaming shows to short-form social clips. And audiences aren’t just watching for entertainment. They’re searching for answers, and many of those searches are about money.

The problem? Much of the content they find isn’t coming from financial professionals. Nearly 80% of Gen Z and 60% of millennials say they get financial advice from social media, according to a TIAA and Forbes survey. TikTok, Instagram, and YouTube are full of quick takes, flashy promises, and misinformation from “finfluencers” who don’t know what CFP^® even stands for.

That’s why the next wave of influence belongs to real advisors willing to share real guidance on camera.

Redefining “Finfluencer”

A Real #finfluencer isn’t someone chasing clicks or followers. It’s a professional who uses video to extend the same integrity they bring to client conversations.

In interviews for a series called “The Real #Finfluencers,” dozens of credentialed professionals who have had great success building a following and getting their message out shared their secrets to success. And one theme emerged: visibility drives credibility. When prospects can see you explain an idea, they feel like they already know you before the first meeting.

As Real #Finfluencer Nic Nielsen, CFP^®, CLTC^®, of Know My Plan put it, “The real purpose of video is giving people a chance to get to know if they like you, if they vibe with you.”

The advisors doing this best aren’t internet celebrities. They’re practitioners who’ve learned how to turn their everyday expertise into approachable, authentic content.

Five Ways to Build Real Influence with Video

1. Focus on Quality of Connection, Not Quantity of Followers

You don’t have to be a YouTube star. You just have to be visible to the right audience. Finding your real #finfluence is about something deeper. When your viewers see you in videos that are relevant, thoughtful, and human, you have the power to change behaviors. And when you do, your business will change too.

Real #Finfluencer Mike Zung, CFP^®, founder of Java Wealth, began posting educational whiteboard videos to answer client questions about equity compensation. Five years later, his RSU explainer has over 100,000 views, and he credits roughly half of new clients to YouTube visibility. His advice to first-time creators is not to let perfection get in the way of progress.

Whether your videos reach hundreds or hundreds of thousands, each view is an opportunity for trust. 

2. Show Up Where Your Audience Already Spends Time

Success doesn’t come from posting everywhere. It comes from showing up where your audience is already engaged. As advisor and Real #Finlfuencer Justin Holtz, CFP^®, puts it, “Meet your niche where they’re already spending time.”

For many advisors, that’s LinkedIn. Others may find traction on YouTube, Facebook, or Instagram. The key is consistency on one primary platform.

Keith Wilson, CFP^®, another Real #Finfluencer, knew where to find his target audience. They spent time on YouTube and LinkedIn, so that’s where he shared his content. He estimates that 80% of his new business is tied to video, directly or indirectly. “People don’t search for me; they search for a topic,” says Keith. “If you’ve created a library of personal finance videos, you’re there when they need you.”

Not sure which platform is best for your business? Ask your best clients where they spend time online. Their answers will show you where your videos can make the biggest impact.

3. Make Social Feel Social

It’s tempting to treat social platforms as one-way broadcast channels. It’s called posting and ghosting. That old-school approach to content marketing won’t get you very far today. You might gain slight visibility when you share content, but you can multiply that visibility and convert it to influence when you use your social channels for conversation.

Real #Finfluencer Maura Shaftoe, CFP^®, who posts short behavioral finance videos on LinkedIn, sees engagement as part of the job. “Treat social like social,” she says. “Engage in conversations. Be human.”

Replying to comments, joining discussions, and thanking viewers may not feel like marketing, but it’s what helps your posts get seen. The social media algorithms reward engagement, and so do relationships. So don’t just record videos to share; set aside time to comment on other people’s posts.

4. Prioritize Relationships Over Reach

The best videos don’t just generate clicks; they spark conversations.

Real #Finfluencer Mando Sallavanti, CFP^®, CEPA, ChFC^®, who’s built more than 42,000 LinkedIn followers in just a few years, credits his results to staying focused on connection. “I start one relationship at a time,” he says. “It was never about building a giant fan club. It was about growing the business.”

He commits an hour or two a day to commenting, messaging, and following up. That effort has paid off. In the second year of his LinkedIn strategy, Mando brought in 34 new clients directly from LinkedIn, most paying retainer fees for ongoing planning.

Other advisors echo the same truth. Real #Finfluencer Joe Conklin Shure, CFP^®, sends personalized one-minute video DMs. “I’ve had a good response rate on that front, getting calls scheduled and even getting clients,” he says.

Connection leads to conversation. Conversation leads to growth.

5. Let Video Do the Heavy Lifting for Visibility

Video content naturally boosts your discoverability. Because we spend so much time online watching videos, the search engines and social media algorithms prioritize it. That means your video posts get shown to more people and show up higher in search results.

As Real #Finfluencer Derek Notman, CFP^®, founder of Couplr.ai, explains, “Only about 1% of LinkedIn’s billion users actually create content.” That means showing up regularly gives you an immediate edge.

His simple formula: post short, relatable videos that connect real-life moments to lessons about business and money. “At the end of the day, human beings are wired to connect with other human beings,” Derek says. “Tap into that.”

Make Content an Ongoing Strategy

One of the biggest mistakes advisors make is treating video like a one-off campaign. Video influence grows through rhythm and repetition.

Video creator and Real #Finfluencer Eric McDermott, CFP^®, built a TikTok audience that exceeds 500,000. Just like your investing advice for clients, Eric says, “Invest in your strategy. Don’t treat content like a one-off.”

Batch filming, planning monthly topics, and repurposing clips for multiple platforms help video become part of your business development routine. Think of it like compounding interest. The small, consistent deposits you make today turn into exponential returns over time.

Ready to Be Seen?

If you’ve been curious about creating video but haven’t hit record yet, remember this: you don’t have to be perfect, and you don’t have to go viral.

Every advisor featured in the Real #Finfluencers series started with one imperfect video, and that’s where you will start too. Real #Finfluencer Stacy Miller, CFP^®, summed it up best, encouraging other advisors to, “Put your pride aside and just do it. You have something to share.”

Video isn’t about becoming an influencer. It’s about earning trust at scale. When people can see and hear your advice in your own words, you’re already ahead of most of the profession. 

In a world full of noise and misinformation, the audience could use your valuable perspective.

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Laura Garfield started her career in broadcast journalism learning how to ask the right questions to get to the heart of the story. In 2014, she co-founded Idea Decanter to help advisors use content to build authority and grow their businesses. She is also host of The Real #Finfluencers and author of Find Your #Finfluence: A Financial Advisor’s Guide to Stand Out and Succeed with Video. To keep up with the latest trends in advisor video marketing, join the Real #Finfluencer community here.

image credit:  nelyninnell