May 13, 2025
We’ve all heard it — “digital works.” But if you’re still treating social media as an afterthought or a cherry on top of your marketing strategy, you’re likely missing the real opportunity that’s right in front of you.
A key insight we took away from the recent FinTech Marketing Conference is that “the funnel isn’t a landing page. It’s your entire content ecosystem.” And when we say content ecosystem, we mean your social feed, your engagement strategy, and your community.
The way buyers research and engage with brands today is dramatically different. They’re no longer clicking through static ads and waiting to be convinced by lengthy whitepapers. Instead, they’re scrolling through LinkedIn posts, interacting with Twitter threads, and watching quick TikToks. Social platforms have become research hubs, and trust isn’t built by broadcasting; it’s earned through authentic engagement.
Here’s the truth: social media is where intent begins, not after a click-through. The data speaks for itself. According to LinkedIn, 76.6% of enterprise fintech buyers use Instagram for research, and 71.8% use Facebook. So, why are we still treating these platforms as side channels instead of core components of our funnels?
Now, this doesn’t mean we should be ignoring traditional methods — but it’s time to shift our focus. If your strategy still relies on gated PDFs and email sign-ups, you’re missing the point. Buyers today are looking for real stories, raw insights, and social proof from people they trust. And that means your content should go beyond surface-level posts.
Here are a few thoughts on how to reshape the approach:
1. Embrace the social feed as your funnel
Think of your feed as the entry point for your buyers. Every post, comment, and video becomes part of a larger narrative that drives interest and trust. It’s about using every piece of content — from short-form videos to employee-generated posts — to nurture and engage.
2. Content needs to be human
If your content doesn’t feel like it could come from a person, it’s not going to resonate. Instead of focusing purely on product features, share customer stories, team insights, or behind-the-scenes moments. People want to engage with the faces behind the brand, not just the logo. This is where social media shines — it brings the human side of business front and center.
3. Use video to build trust
Another takeaway from the conference? Video gets results. Whether it’s a product explainer, customer testimonial, or quick tip from your team, video drives the kind of engagement that static posts simply can’t. And let’s face it, video on LinkedIn gets 3x more engagement than other formats. But it’s not just about the format — it’s about the consistency and value that comes through in every video post.
4. Your audience is watching, not just clicking
Buyers today are more discerning than ever. They’re consuming a variety of content before making a decision. In fact, LinkedIn’s B2B research shows that 10 pieces of content are consumed before a purchase decision is made. That means you need to show up consistently and be where your buyers are, whether it’s through video, comment threads, or social polls.
If you’re still thinking of social as “extra,” it’s time to change your mindset. It’s not just about posting for visibility; it’s about building relationships, sharing expertise, and showing your audience that you’re a partner, not just a vendor.
Social media is where buyers research, compare, and form opinions. The funnel starts there — in the feed. And the key to success? Be human, be consistent, and don’t just talk about your product. Show how you’re solving problems, sharing value, and connecting with your audience.