Securities America Launches Solution Enabling Advisors to Utilize Instagram for Social Media Marketing
Securities America, a wholly owned subsidiary of Ladenburg Thalmann Financial Services, Inc. (NYSE American: LTS, LTS PrA, LTSL, LTSF, LTSK), today announced that it has enabled the firm’s affiliated advisors to utilize Instagram for social media marketing. By providing its advisors with a compliant process to use Instagram, the announcement further demonstrates Securities America’s ongoing commitment to leverage its compliance and technology platforms to expand the social media capabilities of its advisors.
Adding Instagram provides Securities America advisors with a robust toolset for connecting with investors across every demographic, including technology-savvy younger clients and prospects. Securities America provided its advisors with compliant texting capabilities in January 2018 and already permits advisors to leverage Facebook, LinkedIn and Twitter.
Janine Wertheim, chief marketing officer and senior vice president of Securities America and president of Securities America Advisors, said, “Instagram offers tremendous potential for advisors who want to build their business by reaching social media and tech-savvy audiences, in particular millennial and younger investors. Many next-gen advisors see it as a ‘must-have’ platform for both establishing new client relationships and engaging more deeply with the clients they already serve. Securities America understands that robust, powerful technology tools are increasingly central to creating strong connections between advisors, clients and prospective clients, and we are pleased to leverage our leadership position in technology to help our advisors thrive in this environment.”
Instagram has become an increasingly vital media tool, particularly for communicating en masse with young adults. About 64% of U.S. adults 18 to 29 use Instagram, according to Pew Research Center, as do 40% from ages 30 to 49. Pew also notes that, aside from Facebook, no other social media platform is used by more Americans under 50.
Instagram has been one of the most frequently-requested marketing tools by next-gen Securities America advisors – a demographic that currently includes about one in six of all advisors affiliated with the firm. The importance of Instagram support was one of the key takeaways from Securities America’s inaugural NxG Conference for younger advisors, which took place in September 2018.
Mary Frances Weed, Securities America’s director of compliance communications review, said, “Because Instagram is more heavily focused on photos and videos, it creates somewhat different compliance issues from other approved platforms such as Facebook and LinkedIn. We leveraged our technology partner to provide a solution that allows advisors to creatively use Instagram in conjunction with our robust supervision and compliance practices.”
William O’Donnell of AVH Invest in Victor, New York – the first Securities America advisor to use Instagram for his business – sees tremendous value in the new platform.
“With trillions of dollars of family wealth expected to transfer to younger generations in the next eight to 10 years, it’s crucial to be a presence in the online spaces in which young investors spend so much of their time,” he said. “That demographic is overwhelmingly on Instagram. In fact, some of my biggest clients are active there.”
Cammie Sorensen, senior vice president of Legacy Advisor Network in Fitchburg, Wisconsin, said she’s eager to start using Instagram because it’s perfect for targeting her core client base – women under 50.
“Because it is such a personal venue, Instagram will help potential clients get to know and trust me,” she said. “And occasional, brief sales messages are better received on Instagram than on other social media platforms.”