At the Future Proof conference in Huntington Beach, California, on Tuesday, LinkedIn's head of financial services, Ellie Weed, delivered a clear message to wealth management professionals: video is no longer optional. Citing internal platform data, Weed said video content generates three times the engagement of other formats and, crucially, reaches decision-makers who are otherwise hard to capture.
Weed emphasized that the "creator opportunity" allows advisors to break away from the pack and establish a distinct point of view. "The video moment has come to LinkedIn," she said, noting that the format is "doing the most work for us right now." She outlined five successful video archetypes: educator/demonstrator, executive leader, reactor/commentator, sketch/skit creator, and interviewer/panelist. However, she stressed that authenticity is the common thread that prevails across all styles.
The First Three Seconds Matter
Weed advised that the opening of any video is critical. "The key to video is out of the gate—the first 3 seconds is kind of the whole game," she said. She pointed to Blackstone COO Jon Gray as a standout example, whose running series through Central Park with market commentary has attracted a large following. Similarly, Peter Mallouk, CEO of Creative Planning, was praised for balancing thought leadership with heartwarming content that resonates with a broad audience.
Leverage Internal and External Networks
Weed urged advisors to tap into the advocacy of their clients and colleagues. "Your customers and your clients can be an advocate and validate [your content]," she said, adding that employees are the most underutilized asset for any firm. LinkedIn data shows that the combined connections of a company's employees are on average 12 times larger than the followers of the company's official page.
In the context of AI, Weed noted that individuals with 3,000 or more followers are more likely to be credited in large language models (LLMs), which strengthens credibility signals and increases discoverability. This aligns with broader trends where social media presence increasingly influences professional reputation.
LinkedIn's Audience Is Financially Minded
Weed cited LinkedIn research indicating that one in three members ranks wealth and financial independence among their top three life goals. Additionally, 62% of members said they would rather invest a large sum into savings than spend on a luxury purchase. "These are the people that really care about their long-term wealth," she said, contrasting them with users on other platforms.
Recent Gallup data from last month found that 26% of U.S. adults and 23% of Canadian adults have sought financial guidance from news, media, or social media in the past year. However, these figures are dwarfed by the 73% of U.S. adults and 59% of Canadian adults who conduct their own internet research. This suggests that while social platforms like LinkedIn are growing as sources of financial information, self-directed research remains dominant.
For advisors looking to expand their digital footprint, Weed's advice is clear: invest in video, be authentic, and mobilize your network. As the platform continues to evolve, those who adapt early may gain a competitive edge. For more on how firms are leveraging digital strategies, see Robinhood's TradePMR growth and Focus Financial's expansion.
