Search starts on social

August 11, 2025

If you’re in financial services marketing and you’re still thinking Google is the only place your audience starts searching – you’re behind.

Today, people are asking their questions on TikTok, LinkedIn, Reddit, and to AI tools like ChatGPT and Gemini. They want answers fast, and in a way that feels human.

Here’s the hard truth: social is where discovery starts and AI is where it ends. If your content isn’t showing up in both places, you’re basically invisible.

Why your brilliant content isn’t showing up (and it’s not because it’s bad)

We see this all the time. Great financial services content that just doesn’t get found. Why? Because:

You’re not writing like real people search. Stop stuffing jargon and corporate speak. People type full questions into AI tools, so give them clear, honest answers.
Your content structure is a mess. AI isn’t going to sift through a wall of text or PDFs locked behind gates. Headlines, bullet points, metadata – these are your friends.
You’re posting where you think people are, not where they actually start looking. Newsflash: that’s TikTok, Reddit, LinkedIn, and YouTube.

Stop chasing quantity – start winning with clarity

Here’s the kicker: you don’t need more content. You need smarter content that’s easy to find.

Use headlines that sound like what your clients actually type.
Break up your text. Short paragraphs, bullet points, clear subheads – make it easy on eyes and AI scanners alike.
Update your LinkedIn profiles and posts. AI loves pulling info from there to answer questions. If your LinkedIn is just a boring CV, you’re missing out.

If you’re curious to dive deeper into this, we recently did a webinar all about how social is transforming search and what that means for financial services marketers. You can catch the full session and get practical tips to make your content more discoverable.

The bottom line

If your content isn’t discoverable on social and AI search, you’re not really in the game. Discovery happens long before clicks and conversions.

Financial services marketers: it’s time to rethink your content strategy. Write human, write clear, write for where people actually search.

We can help with that! Book your consultation today!

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