Instagram, meanwhile, proved to be the most engaging platform. Those totals broke down to 51% and 40%, respectively. In terms of social channels, LinkedIn and Facebook held steady as the most actively used networks, hosting nearly 91% of all posts in 2022. Hearsay also found that original content connected best with social contacts, generating engagement rates that were nearly eight times higher on average. One standout finding of the research is a 23% increase in overall engagement across all channels, content types and lines of business from 2020 to today. "With those things working together, we just saw this huge leap in that confidence across the board," Leach said. Leach added that technology has improved in a way that gives program administrators faith in their ability to supervise how members of their organization conduct themselves online and become more comfortable with allowing the advisors to create original content. "The other thing it tells me is that those program administrators are also more confident in the compliance tools that they have and the supervision that they're able to provide." And just knowing what they can and can't say," Leach said. One, they're much more comfortable sharing themselves and sharing their expertise. Hearsay's latest research finds that advisors posted 55% more original content than the year before, and saw higher overall engagement as a result. So as an advisor, knowing how to maximize your minutes on social media is a topic that should regularly be revisited.
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