This post was authored by Haley Spanier, Dunham's Marketing Communications Associate. If you have questions concerning today's topic, please call us at (858) 964 - 0500. Hold us to higher standards.

Video content is not just nice to have anymore - it's now the way audiences expect to engage with you. If you haven't yet incorporated video into your marketing strategy, 2022 is the year to do so.

According to Statista, in 2021 there were 3.1 billion digital video viewers worldwide, and $49.8 billion was spent on video ads worldwide.1As time goes on, these numbers are only expected to increase.

That’s because video is a great way to connect with an audience. This engagement can improve your lead generation, bring you more traffic, and help you build trust with potential clients. Many financial advisors are not yet taking advantage of the benefits video marketing can bring to their practice. That’s why we at Dunham are here to provide you with video resources you can incorporate into your marketing plan.

Let’s start by looking into three ways video marketing can help your company.

1) Creates Engagement

Video allows you to share your message in a more engaging way than traditional text-based content like blogs or newsletters. Video also gives you the opportunity to be creative and tell a compelling story that captures viewers' attention and imagination.

To facilitate engagement, with your compliance approval, 15 to 60 second videos can be placed on your website and social media channels such as YouTube, LinkedIn, Facebook, and Instagram. This places your message directly in front of your intended audience. Additionally, it will encourage visitors to stay on your website or social media page longer and browse around to other pages on your site. This creates an entryway for visitors to check out your other content.

Please contact your compliance department to be familiar with your firm's social media and advertising compliance policy.

2) Improves Lead Generation

Video gives you the opportunity to show your company’s services in action in order to capture the attention of relevant leads. According to Wyzowl, in a 2021 survey, 94% of respondents stated that video marketing has helped others generate a greater understanding of their product or service.2 This will allow you to target your videos to your niche audience. The more your services meet the specific need of prospects, the more likely those prospects are to convert.

By including a strong call-to-action in each of your videos, your prospects know the next steps they need to take to get in contact with you. You will also be able to see who has like, shared, or subscribed after viewing your video. You’ll know these people are interested in learning more.

3) Provides an Educational Resource

When you provide valuable information, audiences will begin turning to you as a resource to answer their most pressing questions. Creating videos that are informative as well as entertaining asserts your role as a thought leader in the industry. It builds trust and assures your clients that you can solve the issues that they are facing. The more prevalent you are as they conduct their internet research, the more likely they are to trust you with their business.

Types of educational videos financial advisors can make for their practice include:

  • An introduction/overview of you and your services
  • Addressing a problem your target audience is facing and offering your solution
  • A case study that goes over a specific financial circumstance that would be relevant to them or their family

Incorporating Video Marketing in 2022

Video marketing is the perfect way to capture the attention of prospects and generate leads. It allows you to help people with their challenges, offer them valuable information, and share your expertise.

It is also important to note that now more than ever, video content is not just for Millennials and Zoomers. As of August 2020, 26% percent of adults aged 46-60 spent 1 to 2 hours watching online videos per week, and 19.4% spent 2 to 4 hours watching online videos.3 It is time to start gearing videos to your target audience.

How Dunham Can Help Financial Advisors with Video Marketing

With so many brands vying for attention online, providing valuable content that educates and informs is one of the best ways to stand out from the competition. Many financial advisors hesitate to incorporate video marketing because of the time, cost, and compliance requirements of creating videos. That’s why we provide you with simple video marketing solutions!

Contact us today to learn how we can help you create custom videos for you to share with your clients and leads.


1 Statista, Video advertising and marketing worldwide – statistics & facts,

2 Wyzowl, Video Marketing Statistics 2022,

3 Statista, Weekly time spent with online video according to internet users worldwide as of August 2020, by age group,


Information contained in the materials included is believed to be from reliable sources, but no representations or guarantees are made as to the accuracy or completeness of information. This document is provided for informational purposes only and should not be considered as investment advice.

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