Hadly’s youngest client, an 18-year-old NSman, approached him after Hadly’s vlogs appeared on his timeline.
“It’s not as if my content is purely about personal finance, that turns people off,” he says. “My videos are more about what I do in a day — fitness, food, fashion — and sometimes there’s personal finance and property in the mix.”
The point of creating content, for him, was never about promoting a product or service, but rather generating “organic outreach”. Having a regular online presence, and one that feels genuine, will always be more sincere than cold and stark marketing accounts made for ‘business’, he insists.
Through his posts, that kid could tell that Hadly was the kind of reliable older brother figure you could rely on. He later approached Hadly, curious and hoping to know more about the difference between military insurance and an accident plan offered by AIA.
Meanwhile, Valerie’s peers and school juniors make up most of her clients, most of whom had expressed interest after seeing her Instagram stories about wealth investment.
In a way, their financial content doubles up as a type of personal branding and self-marketing. Viewers trust personalities who don’t just talk the talk, but can walk the walk. With content creation, financial consultants simply show that they know all about the moolah directly and they do it in a way that’s actually entertaining.
It’s simply because they’re engaging and educational that people want to seek them out to know more about financial content — a far cry from the pre-pandemic days when everyone took a detour whenever they saw an insurance roadshow.