How to use video to market your RIA firm

Video is everywhere. More than 91% of online adults watch videos on the internet every week, which is more than any other digital media activity.² And most online platforms and their algorithms are optimized for video, including popular social media platforms like Instagram, TikTok, and YouTube.

For registered investment advisors (RIAs), video can be a powerful part of your content marketing strategy when done well. It helps existing clients feel more connected to your firm and gives prospective clients a chance to get to know your brand, personality, and offerings before they ever reach out. And it works: 96% of people have watched an explainer video to learn more about a product or service.¹

What RIAs should include in a video marketing strategy

The type of videos you decide to create is ultimately up to you and what your marketing goals are. You can create videos that keep clients informed about what's happening at your firm, educate them about financial planning and the markets, or demonstrate to prospects what sets your firm apart.

It's easy to think that creating video content requires a high-budget production, but that's not necessarily true. You don't have to have an expensive camera or a fancy studio; if you have a good smartphone, the right lighting, a decent microphone, and basic editing capabilities, you can create videos that feel authentic and get the job done.

For RIA firms creating video content for marketing, here are some things to consider before getting in front of the camera:

Decide your video content strategy.
Think about what information you want to communicate through your videos. Will you explain how an investment strategy works? Will you provide market updates and your latest insights? Or will you create fun but engaging videos showing you and your teammates' personalities? Consider the goals of your larger content marketing strategy and decide how video fits in.

Maintain focus and consistency. 
A focused, single-topic video is easier for viewers to digest than a catch-all with no structure. And make sure to choose topics that your current or prospective clients are actually interested in—no one wants to feel like they've wasted their time watching a video. Establishing a consistent style, posting schedule, and organization of topics will benefit both your viewers by setting expectations and yourself by streamlining your promotional efforts.

Lean into storytelling.
A well-told story draws people in and helps us connect to the speaker and topic. A couple tips to become a better storyteller on camera: Build in a story arc by establishing a challenge and then offering a solution, or simply open with an anecdote that illustrates the topic you're discussing in some way. Don't forget, every marketing touchpoint is an opportunity to tell your firm's story to clients and prospects.

Be authentic but polished. 
You don't have to have a "big personality" to make good videos. A relaxed but clear and conversational approach is what people usually expect from their advisor, whether that's in person or on video. If you're charismatic or a little quirky and that's part of your firm's brand, then sprinkle that into your videos. The point is to showcase your personality and make human connections. Just make sure the end product is still polished by paying attention to key details including your wardrobe, background, and audio quality.

Optimize for shorter attention spans. 
Attention spans are shorter than ever, especially among younger audiences raised on TikTok and Instagram. While there's less time to capture and engage your audience, this trend can be an opportunity for you to become a pro at cutting through the noise.

The rise of short-form, vertical video (content shot vertically for quick mobile viewing) on platforms like TikTok, Instagram Reels, and YouTube Shorts has reshaped how people discover content. It's a low-pressure way for RIAs to reach prospects with bite-sized tips and market insights. If you're working to connect with younger clients and their families, short-form video is a natural complement to your broader strategy.

Add captions to extend your video's value. 
Many people watch videos without sound, especially in public spaces, and captions are expected—particularly among younger audiences.³ Most video editing software makes it easy to add text with the help of artificial intelligence (AI).

Adding captions also ensures your videos are accessible for any audience. And because transcripts and captions make your content more discoverable by AI-powered search engines, it's worth optimizing your video titles and descriptions with that in mind.

"Create once, distribute everywhere." 
While sharing everywhere might not be feasible, adopting this mindset can extend the longevity of your video content and maximize the return on your time. You can post one piece of video content on multiple platforms, including social media, your website, emails, and even digital ads.

End your videos with a clear call to action (CTA). 
During or at the end of your video, give clear direction on what you want your audience to do, whether that's reaching out to you to learn more or visiting your website. A CTA helps turn your video from helpful content into a next step your audience can act on.

While providing value and information as an act of client service is a priority, the goal of your content marketing should be to build trust and get your clients to engage more with your firm.

Common challenges RIAs face when creating video content

The learning curve. If you're not familiar with recording and editing video, it will probably take some time to learn a few new skills. The good news is that with consistent practice, your videos will get better over time. There are plenty of online resources, such as LinkedIn Learning, to help you get started.

Getting comfortable on camera. Many people get nervous when recording videos, and that's totally normal. It usually stems from an expectation to be perfect in script, appearance, and editing. Of course, getting the information right should be top of mind. But don't put so much pressure on yourself that you never get started.

Finding time to film. Recording content can take up more time than you'd like, especially as you're balancing other business and client priorities. As you sharpen your video creation skills and become more comfortable, you'll spend less time on the process. However, you can also outsource to freelancers to help with specific steps, such as video editing.

Compliance. Videos distributed to clients, whether directly or on social media, are treated the same as any other marketing materials. For your RIA firm, making sure the content you create is compliant is a top priority. We recommend creating a script or an outline of the topics you plan to talk about in your video before you record and sharing that with your compliance partner(s) as part of your planning process.

Beyond the review process, keep content rules in mind: avoid outcome statements or client testimonials without proper disclosure, align claims with your Form ADV, and include on-screen disclaimers where appropriate. This will save you time, headaches, and potentially legal penalties later in the process.

For RIAs, video doesn't have to be perfect to be an effective part of your content marketing strategy. It just needs to feel useful, authentic, and easy to act on. With the right approach, video can help clients and prospects get a better sense of your firm, your expertise, and why they may want to work with you.

What you can do next

• Elevate your firm's profile with marketing tips and tools that can help you gain more visibility, increase your market reach, and connect with new clients. Looking to engage marketing or compliance experts or streamline your back office? Get a head start with Schwab Affinity Services, where you'll have access to a curated collection of RIA-focused providers at preferred pricing.
• Consider a custodian that invests in your success. If you're thinking about becoming an independent advisor, contact us to learn more about the benefits of a custodial relationship with Schwab.