Video Marketing for Financial Planners: What to Actually Film

04 September 2026·3 min read

Quick answer: Video works well for financial planners when it builds trust rather than pushing specific advice on camera. The safest, most effective formats are: concept explainers, "meet the adviser," FAQ answer videos, and process walkthroughs — always general in nature, never personalised advice or return predictions. 📱

Financial planning is a decision people research obsessively before they'll hand over trust — and video does something a written page can't: it lets a prospective client see how you think and talk before they ever book a first meeting. 💖 The catch is that this is one of the more heavily regulated corners of marketing in this whole industry, so what you film matters as much as how well you film it.

What most planners get wrong

The two big risks: drifting into specific advice on camera ("if I were you, I'd move into...") which can cross into personal advice territory without proper process, and overclaiming returns or outcomes, which is both a compliance problem and, frankly, not honest. The fix isn't avoiding video — it's keeping everything general, educational, and clearly framed as such.

5 video formats that work and stay compliant:

Concept explainers. "What is a contribution cap?" — educational, general, no personal recommendation.
Meet the adviser. Who you are, how you work, what a first meeting looks like — pure trust-building.
FAQ answers. The questions every client is embarrassed to ask, answered plainly and generally.
Process walkthroughs. What actually happens between the first meeting and receiving a Statement of Advice.
Client-agnostic scenarios. "Say someone in their 50s is thinking about..." — illustrative, never a real client, never a specific recommendation.

An SMSF-focused adviser: Times concept explainer videos about contribution caps to land just before the relevant deadline each year — these consistently become his most-watched content, because they answer the exact question people are searching at that exact moment.

A high-net-worth advisory practice: Leans heavily on "meet the adviser" video, because the size of the decision means prospective clients want to feel like they know someone before a six-figure relationship even starts.

A planner working with young professionals: Uses short FAQ videos — "is it too early to see a financial planner?" — to answer the exact hesitation stopping a younger, less wealthy audience from ever booking a first call.

How to actually do this

Batch film in one sitting — five FAQ answers recorded back to back becomes five weeks of content. Route every script through whatever compliance review your licensee requires before filming, not after, so you're not reshooting. Add a general advice warning as an on-screen caption or in the description, every time.

💡 The goal of video is trust, not conversion in a single watch. Nobody hires a financial planner off one video — but a lot of people book a first call because a video made them feel like they finally understood something.

Mistakes to avoid

Giving specific, personalised recommendations on camera.
Quoting or implying past or future investment returns.
Skipping compliance review because "it's just a short video."
Publishing without a clear general advice warning.

Please note: general marketing information, not financial advice. Check current ASIC guidance and your licensee's social media and compliance policy before publishing any video content.

Frequently asked questions

Can financial planners use client testimonials in video?

Unlike some regulated health professions, planners aren't banned outright, but ASIC rules around testimonials and promotional content are still strict and licensee policies vary considerably — check your current AFSL requirements before filming or publishing anything that features a client's actual experience.

Do we need compliance sign-off for every video?

Most licensees require it for anything published publicly, especially if it touches strategy or product types — build the review into your process before filming, not as a final hurdle.

How long should these videos be?

60-90 seconds for social content, up to 3-4 minutes for a deeper explainer on your website. Attention drops fast on social platforms specifically.

Is video worth the production effort compared to just writing content?

For trust-building specifically, yes — video conveys tone and personality that text can't, which matters enormously in a relationship-based decision like choosing a financial planner. It's not a replacement for written content, though; the two work best together.