Fresh out of Content? Responding to Social Media Is Always In Season

These days advisors have a lot on their minds. What to write about in their next client newsletter probably isn’t one of them. If you are facing a blank screen and blinking cursor, we have a solid suggestion for you: respond to someone else’s content. It’s a practice well accepted in academia for generations, and its making its way through social media too. So if you need a break from fires, floods, and fear to focus on financial news, feel free to use this method.
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Many social media creators have made a killing on responding to other people’s content. From nutritionists critiquing fitness influencer’s “What I Eat in a Day” vlogs to runners commenting on other’s race videos, the concept of creating a video that is interesting and informative through someone else’s content is a concept that clearly works. The academic critique is a common form of academic writing. It’s so common that there is actually an entire academic journal dedicated to critiquing other people’s research.
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While the format for YouTube response videos may not be transparent, the format for an academic critique is very clear. It’s so clear that there are literally hundreds of examples of formats for college students studying them. There may be a few variances in the format of those critiques, but we think overall they include:

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1- identify the creator and why they made their content;

2- don’t summarize the content, respond to it and in so doing, explain why you would respond in a specific way;

3- add context and texture – explain the background of the content and then add your own information to add texture to what the content is;

4- place the content in its rightful place, by identifying the time, place, cultural station and even possibly class issues involved; and

5- dig into the evidence and assumptions in the content. Remember, the best content is positive and helpful. The kind of reaction that draws readers closer to you is a response, not a put down.
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If this sounds too academic, consider Sallie Krawcheck’s article length response to a tweet from Chase bank about skipping the fancy coffees to increase savings.[1] It was so popular that her response headline was made into merchandise that sold out. In other words, avoid the clapback. Those are personal responses to critics or generalizations. A reaction from a 60 year old investor to the snarky comment “Ok, Boomer” is a clapback. A reaction to the same comment through an article showing how investing has actually gotten easier, rather than harder for investors, as access to markets has widened (thanks Robinhood) and shares can now be bought in fractions is a response.
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Where can you find great content to respond to? In addition to YouTube, there are a variety of great financial creators on Instagram and TikTok. For example, on @MixedUpMoney, an Instagram account, self-proclaimed financial nerd Alyssa creates conversations around finances, including how to talk about your own budget constraints.[2] With over 20,000 followers on Instagram, she’s clearly gotten the ear of Millenials and GenZ. You can also find finance content on TikTok. There you might find videos and content from @briannaparkins to be worth watching and responding to.
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Also, keep in mind that posting on social media has a good bit of regulation to it. We’ve covered that in past blog posts and suggest you consult with an attorney before creating content that takes specific positions or offers advice.  
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Whichever social media platform and whomever you choose to respond to, the best will always involve those whom your clients, and potential clients, are already following. So why not end your next newsletter with a quiz, asking those readers to let you know who their favorites are. You might even ask who they’d like you to respond to. That kind of interaction keeps clients coming back and helps your newsletter stay fresh and evergreen.

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[1] https://www.fastcompany.com/90343899/sallie-krawcheck-saving-money-latte-advice

[2] https://www.instagram.com/p/CTM5RR8H7WR

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‍These articles are prepared for general purposes and are not intended to provide advice or encourage specific behavior. Before taking any action, Advisors and Plan Sponsors should consult with their compliance, finance and legal teams.