The Hidden Reality of Social Media Algorithms: Why Your Best Posts Might Not Be Reaching Your Audience

If you're a financial adviser who’s been using social media to promote your services or share valuable insights, you've probably noticed something frustrating: despite posting regularly and offering high-quality content, a significant portion of your target audience never sees your posts.

This isn't a rare issue. In fact, it's something many of us in the financial services industry encounter, particularly on platforms like LinkedIn, Facebook and Instagram. You can spend time crafting thoughtful posts, creating value-driven content and sharing it with your audience, but the reality is that the algorithms governing these platforms don’t always play ball.

We all know that for someone to make a purchasing decision - whether it’s about your services, a course or even booking an initial consultation - they often need to see your message multiple times. But the sad truth is that the algorithm decides who gets to see your posts, and a large chunk of your audience won’t even know you’ve posted.

The Reality of Organic Social Media Reach

As financial advisers, you're often sharing valuable advice, market insights and tips that can truly help your audience. Yet, even with all that effort, social media algorithms often decide that only a fraction of your followers will see your posts.

It’s not just about one post either. The platform will decide which of your content is deemed relevant and which should be shown to the audience. But the problem is, the majority of your target audience - those who may benefit from your expertise - simply won’t see it. Even if they’ve followed you, interacted with your posts before and shown interest in your offerings, the algorithm may still leave them in the dark.

Until the very last minute...

A Real Example

Here’s a case in point: I can’t count how many times I’ve had potential clients or followers message me the day before I launch something, asking, “What’s this course you’re offering? I only just found out about it!”

These are people I’ve been posting to regularly - often for weeks and people who would likely find the content useful and relevant. And yet, the algorithm didn’t let them see my posts. Financial advisers tell me this is happening to them regularly and across multiple platforms. It's not a case of poor content or lack of consistency and effort - it’s simply how the algorithm works (or doesn’t).

What Can You Do About It?

So, how can you make sure that your posts reach the right audience? There are a few strategies that can help:

1. Paid Ads: While paid ads can certainly help get your content in front of a broader audience, they come with a downside. Let’s face it - paid ads often feel a bit “salesy,” and many financial advisers prefer to avoid the hard-sell approach. However, if used strategically, they can help boost visibility without seeming overly promotional.
2. Repurpose Your Content: One way to get around this issue is by repurposing content across different formats. A well-written blog post can become a LinkedIn update, an Instagram graphic, a video or even a podcast. Repurposing content increases the chances of your target audience seeing it in different formats, no matter when or where they’re scrolling.
3. Engage Directly with Your Audience: Social media algorithms favour posts that get engagement quickly. To boost visibility, engage directly with your audience in the comments, ask questions and encourage them to share your content. This helps your posts get shown to more people and strengthens your relationship with your audience.
4. Experiment with Timing and Frequency: Since algorithms also track when your audience is most active, it’s worth experimenting with the timing and frequency of your posts. Try different days and times to see when your audience is most responsive and adjust accordingly.
5. Mix Organic and Paid Content: The most effective strategy often involves a combination of organic content and paid advertising. While organic posts build long-term relationships and trust, paid ads can give your visibility a short-term boost, helping you reach the people who need your services most.
6. Leverage Emotion and Storytelling: One strategy that can help boost your reach is tapping into emotions and telling a story. Over Christmas, I posted something simple yet emotional, and it reached over 60,000 views. The post wasn’t overly promotional - it was a genuine news story that resonated with my audience. The algorithm loves content that sparks emotion, gets people talking and encourages shares. By creating a connection through storytelling, you increase the chances of your content being seen and engaged with by more of your target audience.

The Bigger Picture

The bottom line is that social media is a tool, not a guaranteed solution.

If you're relying solely on organic posts, the reality is you’re missing out on potential clients because the platform’s algorithm won’t always deliver your content to your audience. But by adapting your approach and combining organic content with strategic paid advertising, repurposing your content and engaging your audience, you can improve your chances of getting your message in front of the right people.

Never Give Up: The Algorithms Can Surprise You

Here’s the thing about these algorithms: they can be unfathomable, frustrating and sometimes seem to work against us. But never give up.

Very often, the algorithm will show relevant people your content at the very last minute. I can’t tell you how many times I’ve experienced this myself. It happened just today, when three financial advisers literally asked me, “What’s this book writing course about? I've only just heard about it!” - the day before it starts.

These last-minute moments can be a reminder that algorithms may not always operate in ways we expect, but they can still surprise us in positive ways. Keep showing up, keep engaging, and keep delivering value. It may take time, but persistence often pays off.

Does the LinkedIn algorithm hide content from financial advisers?

No more than from professionals in other industries in my view. Yes you can improve your chances of it being seen by using some of the ideas above, but more than anything - try to be consistent in your approach to posting content.

Have you had similar experiences? How do you ensure your posts reach your audience in a crowded digital landscape? Let me know your thoughts in the comments!

And if you only just read about the book writing course for financial advisers - it begins tomorrow! (With a repeat on the 20th). Yes you can still join - just like others have done today - here: https://www.philipcalvert.com/book-writing-course/