The Adviser Marketing Report 2027

Who we counted: 1,565 firms whose Facebook page we checked for posts, 636 with an Instagram account and 1,445 with a LinkedIn company page. Each share is out of the firms with a page on that platform. Facebook: 1,615 firms have a page (finding 11.1). We didn't get to check 14 of them, and 36 loaded empty, which leaves 1,565. That includes the 165 pages that no longer opened (finding 2.1).
When: posts from 27 Jul to 25 Oct 2026 (90 days).

Keep in mind: We left out 36 firms whose Facebook page loaded empty. On LinkedIn, a page that failed to load looks the same as a page with no posts, so the 68% of LinkedIn pages with nothing in 90 days may be a little too high. 1 of the 37 Instagram accounts that didn't open is hidden by an age limit, not deleted. The LinkedIn 30-day figure counts reposts of other people's posts.

Of the 1,565 firms whose Facebook page we checked for posts, 35.1% posted on it in the last 30 days. Of the 636 firms with an Instagram account, 45.1% did. Of the 1,445 firms with a LinkedIn company page, 25.9% did.

Who we counted: 10,418 posts on the pages of the firms we checked.
When: 27 Jul to 25 Oct 2026 (90 days). Times are local time. The hour chart leaves out posts between 10pm and 6am.

Keep in mind: A post scheduled ahead shows the time it went live, not the time it was written.

65.4% of posts go out between 9am and 5pm local time. Only 8.4% go out on a Saturday or Sunday. Weekend posts did no better. We compared each post with the usual number of reactions on its own page: weekend posts beat that usual level 29.4% of the time, and weekday posts 33.4% of the time. Finding 4.10 compares posts of the same type on the same page, and weekend and weekday come out about even there.

Who we counted: firms we checked with a page we could read, by state. Tasmania (45.2%, 31 firms) and the ACT (12.1%, 33 firms) are too small to compare, so they are left out of the picture. The Northern Territory (4 firms) is too small to show, and 3 firms have no state we could find, so the states add up to 2,102, not 2,109.
When: posts in the 30 days to 25 Oct 2026.

Keep in mind: A firm's state is the state where most of its advisers are listed on the ASIC register. We don't show states with under 30 firms. Tasmania and the ACT have under 100 firms each, so treat them as a rough guide only.

Share of firms with a page we could read that posted in the 30 days to 25 Oct 2026, by state: NSW 30.6% (657 firms), VIC 37% (587 firms), QLD 38.7% (475 firms), WA 30.8% (182 firms), SA 32.8% (137 firms).

Who we counted: firms we checked with a page we could read. The number of firms is on each bar.
Words: a licensee is the company that holds the financial services licence an adviser works under. Self-licensed means the firm holds its own licence.
When: posts in the 30 days to 25 Oct 2026.

Keep in mind: The register doesn't say which firms are self-licensed, so we used a rule: the licensee has 25 or fewer advisers, and 80% or more of the advisers we could match to it work at this firm. Both groups count firms with a page we could read. Together they come to 1,984, not the 2,109 firms with a page in finding 1.1: we couldn't sort 125 firms either way (the register lists 120 of them in a way that doesn't show their licence type, and 5 with no licensee). When they do post, self-licensed firms post a little more often (4.2 against 3.4 posts a month). For the typical self-licensed firm, 25% of posts are about people, against about 12% for a firm under a licensee (167 self-licensed firms and 400 under a licensee had posts we sorted by type).

Self-licensed firms and firms under a licensee post at about the same rate: 34.6% of self-licensed firms (566 firms) and 33.8% of firms under a licensee (1,418 firms) posted in the 30 days to 25 Oct 2026. The size of the licensee made almost no difference: 32.9% for small licensees with 1 to 10 advisers (756 firms), 33.4% for mid-sized ones with 11 to 100 (509 firms) and 35.6% for large ones with 101 or more (719 firms).

Who we counted: all 3,197 firms we checked.
How we found pages: for Facebook, Instagram and LinkedIn, links on the firm's website plus a search. For YouTube, TikTok and X, only links on the firm's website. Links checked 14 to 28 Oct 2026.
Counting only pages linked from the firm's website: Facebook 43%, LinkedIn 32.1%.

Keep in mind: For YouTube, TikTok and X we only counted pages linked from the firm's website, so some firms' accounts are missed.

Share of the 3,197 firms with a page of their own on each platform: Facebook 50.5%, Instagram 19.9%, LinkedIn 45.2%, YouTube 9.8%, TikTok 1.5%, X (Twitter) 7.7%.

Who we counted: all 3,197 firms we checked. Pages linked from the firm's website or found by search.
Counting only pages linked from the firm's website: 47.8% have none of the three.

Keep in mind: This counts Facebook, Instagram and LinkedIn only. It is a little higher than the 30.2% in finding 2.3, because 2.3 also counts YouTube, TikTok and X.

The most common mixes among the 3,197 firms: none of the three 31.1%, Facebook only 17.1%, LinkedIn only 16.1%, Facebook and LinkedIn 15.9%, all three 11.9%.

Who we counted: firm pages with a follower count: 1,409 on Facebook, 594 on Instagram and 823 on LinkedIn. When: followers counted on 26 Oct 2026; posts from 27 Jul to 25 Oct 2026 (90 days).

Keep in mind: We counted followers once, so we can't tell which comes first: the followers or the posting.

Facebook: the typical page that posted in the last 30 days has 277 followers. The typical page with no post in 90 days has 127. Instagram: 235 against 84 (rounded from 83.5). LinkedIn: 439 against 34.

Who we counted: the Facebook and Instagram pages of the firms we checked, grouped by how many advisers each firm has on the ASIC register: 314 one-adviser firms, 267 firms with 2 to 5 and 54 with 6 or more. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: We counted only the advisers we could match to each firm, so some firms are bigger than shown. Bigger firms post more and have more followers. Posts a month, for firms that post: 3.2 at one-adviser firms, 4.0 at 2 to 5 and 6.8 at 6 or more. Followers of the typical Facebook or Instagram page: about 144, 255 and about 353. On LinkedIn, a company page post gets about 5 reactions per 1,000 followers.

For every 1,000 followers, the typical post gets 3.7 reactions at one-adviser firms, 4.1 at firms with 2 to 5 advisers, and 5.7 at firms with 6 or more (only 54 firms, a small group, so a rough guide). So both of the first two groups get about 4 reactions for every 1,000 followers. Bigger firms post more about people: at the typical firm with 2 to 5 advisers, 20% of posts are about people, against 9.1% at one-adviser firms.

Who we counted: 3,083 posts from 439 firms picked at random from the firms we checked. For the split by size: 133 one-adviser firms and 99 firms with 2 to 5 advisers. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: This uses 439 firms picked at random, each counted once. Finding 4.2 uses all 9,351 sorted posts, so the shares differ slightly (education is 41.1% here and 41% there). An AI tool sorted the posts into types. We tested it on 60 posts against a second AI (finding 11.4); no person checked every post. 9 sampled LinkedIn posts are not yet sorted, which could move the shares by about 1 point. Groups of fewer than 30 sampled firms are not shown.

What advice firms post, across Facebook, Instagram and LinkedIn: education posts 41.1%, sales posts 24.2%, team posts 11%, firm news 10.2%, opinion posts 4.4% and client stories 4%.

Who we counted: 390 Facebook pages (98 in the best 1 in 4), 221 Instagram accounts (55) and 277 LinkedIn pages (69). How: we ranked pages by reactions for their follower count, comparing pages of a similar size, and took the best 1 in 4. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: This describes the best pages; it doesn't prove why they do well. We didn't look at the photos, so we can't count faces; team posts stand in for them. Pages with any copied post (see 4.13): 1.8% to 2.9% of the best 1 in 4 pages, against 10.8% to 14.4% of the rest. The best 1 in 4 is under 100 pages on each platform, a small group, so treat it as a rough guide.

We ranked pages by reactions for their follower count, comparing pages of a similar size. On the typical page in the best 1 in 4, 40% to 41.7% of posts were about people (the team, the firm or clients), depending on the platform. On the rest it was 9.1% to 12.5%. Education was 12.5% to 16.7% of posts on the best 1 in 4 pages, against 41.7% to 50% for the rest. The best 1 in 4 pages also posted a little less often.

How: we compared reactions only, between kinds of post on the same page or account. Rows with fewer than 100 pages are a small group, so treat them as a rough guide. In the second chart, the number on each bar is posts, and page size is not allowed for. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: This counts reactions only. Instagram also shows videos to people who don't follow the account, which gives videos a lift. Posts that only share a link may also be the posts with the least effort put in. When we also compare only posts of the same type (team, education and so on), the result points the same way on fewer pages: Instagram carousels won 62.5% and lost 20.1% (112 accounts), Instagram video 61.6% against 28.8% (102), Facebook video 48% against 28% (136 pages). LinkedIn link posts (90 pages) are a small group, a rough guide. Share of posts that are video: Facebook 16.6%, Instagram 25.4%, LinkedIn 13.3%. On Instagram, posts that tag another account also tended to do better (71% against 23.4%, 107 accounts).

On Instagram, carousels got more reactions than single images on the same account on 59.6% of 156 accounts, and fewer on 23.7%. Videos beat single images on 65.2% of 141 accounts, and lost on 25.5%. On Facebook, video beat images on 51.9% of 185 pages, and lost on 25.9%. Posts that only share a link to an article got fewer reactions than the same page's image or video posts on about half (52%) of 223 pages, and more on only 15.2%.

How: on each page, we compared posts of the same type (team, education and so on): long captions against short ones, and posts with a web link in the caption against posts without. The number of pages is shown on each bar. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: A very short caption may just mean less effort went into the post. We can't see clicks, so a link may still bring people to your website. On LinkedIn, 26.6% of posts with 100 to 299 characters got more reactions than their page usually gets (308 posts), against 38.6% of posts with 800 or more (678 posts).

On the same page, comparing posts of the same type, captions of 800 or more characters beat captions under 300 in 58.4% of comparisons across 118 pages, and lost in 25.6%. Posts with a web address in the caption got fewer reactions than the same page's other posts of the same type in 39.8% of comparisons across 370 pages, and more in 33.4%.

How: for each page, we worked out the reactions its posts usually get, then counted how many posts beat that. Times are the firm's local time. The number of posts is shown on each bar. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: The difference is small, and it may be chance. 4 posts from firms with no known state were read in Sydney time; every other time is the firm's local time. Comparing each firm only with its own posts gives 31.3% against 38.2%.

Firms post most between 9am and noon. But that time had the lowest share of posts that beat their page's usual reactions: 29.9% (3,021 posts), against 38.1% between 3 and 5pm (1,063 posts). On Facebook, posts between noon and 5pm beat the same page's morning posts of the same type in 37.7% of comparisons across 276 pages, and lost in 34.3%.

How: on each page, we compared posts of the same type with and without each feature, on reactions only. A call to action is a line asking people to do something, such as call or book. The number of pages is shown on each bar. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: This counts reactions only, not how many people saw the post or got in touch. About half of posts use 3 or more hashtags. Hashtags leaned a little positive. When we also compare only photo posts with photo posts, and video with video, the gap is smaller: 40.4% against 36.8% (268 pages). We spotted question openers by a question mark in the first line, which is a rough test. On Instagram, they didn't get more comments either.

On the same page, comparing posts of the same type: posts with 3 or more hashtags beat posts with none 42.3% of the time and lost 36.6% (319 pages). Posts with emojis won 40.4% and lost 39.2% (469 pages). Posts with a call to action won 36% and lost 36% (387 pages). Friday posts won 34.7% and lost 37.5% against Monday to Thursday posts (630 pages). Weekend posts won 33.2% and lost 32.6% (262 pages). Finding 1.6 counts weekend posts another way, over all posts rather than posts of the same type, and they did no better there either. Posts that open with a question did slightly worse: fewer reactions 34.3% of the time, more 31% (657 pages).

Who we counted: 4,033 education posts from 628 of the firms we checked. One post can cover several topics, so the shares add up to more than 100%. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: We found topics by searching each post for key words. Our dates miss June, so we can't measure end of financial year posts. Two topics, women and money and the tax on large super balances, came from fewer than 30 firms and are not shown. Only 20.8% of education posts beat their page's usual reactions (3,607 posts).

Most education posts cover markets and investing (37.2%), super (31.5%), retirement (28%) and tax (22.2%). Retirement posts did a little better than the same page's other education posts: they won 32.2% of comparisons across 360 pages and lost 24.4%. Budgeting and saving (won 34.8%, lost 27.2%, 345 pages) and the age pension (won 34.3%, lost 23.7%, 169 pages) showed a similar small edge.

Who we counted: pages posting twice a week or more, against pages posting under twice a month: Facebook 150 and 99 pages, Instagram 114 and 38, LinkedIn 97 and 49. When: posts from 27 Jul to 25 Oct 2026.

Keep in mind: The monthly figure is an estimate: posts a month times the reactions a typical post gets. So more posts gives a bigger total almost by definition. Busier pages also have more followers (about 400 against 227 on Facebook). For the busiest pages we only collected their most recent posts, so their posting rate is estimated. The under-twice-a-month groups and the busy LinkedIn group are under 100 pages, a small group, so treat them as a rough guide.

Reactions a month on the typical page, posting twice a week or more against under twice a month: Facebook about 12 against under 2, Instagram about 39 against under 5, LinkedIn 40 against about 7. Each post on its own got no more: Instagram about 3 either way, LinkedIn 3 against 5, Facebook 1 against 1.

Who we counted: 5,637 advisers with a LinkedIn profile we found, and 1,445 LinkedIn company pages of the firms we checked. When: advisers' posts in the month to 10 Oct 2026; company page posts in the 30 days to 25 Oct 2026.

Keep in mind: The two counts cover different months (advisers to 10 Oct, company pages to 25 Oct). If we couldn't load a profile, we counted it as not posting, so the adviser share may be a little low. If reposts of other people's posts count too, the company page share is 25.9% (374 of 1,445). Counting only company pages linked from the firm's website: 31.3% (321 of 1,026).

5.8% of advisers with a LinkedIn profile (329 of 5,637) wrote an original post in the month to 10 Oct 2026, meaning their own post, not a repost of someone else's. For firm company pages it was 24.7% (357 of 1,445), in the 30 days to 25 Oct 2026. Among practice owners (advisers who own their firm) it was 8%.

Who we counted: 1,119 advisers we matched to the firms we checked through the firm's website address. For comparison, finding 5.1 counts all 5,637 advisers with a LinkedIn profile we found. When: posts in the month to 10 Oct 2026.

Keep in mind: We counted original posts only (not reposts), from our 10 Oct check. Anyone we couldn't find in that check counts as not posting, so the true share may be a little higher. Finding 5.1's 5.8% covers all 5,637 advisers with a profile.

Only 6.5% of the advisers we matched to the firms we checked (73 of 1,119) posted on LinkedIn in the month to 10 Oct 2026.

Who we counted: 1,119 adviser profiles matched to the firms we checked. When: checked on 26 Oct 2026. How: we searched each headline for a list of key words.

Keep in mind: We searched for a list of key words, so this is an estimate and the true share may be higher. We did not keep the headline text.

About 9 in 10 adviser headlines don't name a type of client. Only 10.4% name a client group, such as retirees, business owners or medical professionals (116 of 1,119). 63.4% name their firm.

Who we counted: firms we checked where we matched at least one adviser's LinkedIn profile and could open a firm page. The number of firms in each group is on each bar. One group is under 100 firms, so treat it as a rough guide.

Keep in mind: These go together; we can't say one causes the other. Firm posts are counted to 25 Oct and adviser posts to 10 Oct. One group is under 100 firms, so it is a small group and a rough guide.

Small group, rough guide. Among firms where we matched an adviser's profile and could open a firm page: 73% of firms with at least one adviser who posts (46 of 63) also posted on a firm Facebook, Instagram or LinkedIn page in the 30 days to 25 Oct 2026. Of firms whose advisers didn't post (565 firms), 41.2% did.

Who we counted: 59 firms running Facebook or Instagram ads and 980 firms not running them, all from the firms we checked. That is 1,039 of the 1,055 firms in finding 6.1: we left out 16 whose Facebook page loaded empty, so we couldn't see their posts. One of those 16 was running ads, which is why this finding has 59 firms with ads, not 60. When: ads checked on 26 Oct 2026; posts in the 30 days to 25 Oct 2026.

Keep in mind: Ads are checked on one day only (26 Oct 2026). We can't say which came first, the ads or the posting.

89.8% of firms running Facebook or Instagram ads had posted on a page in the 30 days to 25 Oct 2026, against 43.3% of firms not running ads. Among firms that posted, those running ads posted 7.5 times a month, against 3.8 for the rest. Their typical page has 608 followers, against 202. Only 6.8% of firms running ads had gone 90 days without posting on any page we could open, against 46.9% of the rest.

Who we counted: 1,068 firms whose Facebook page we could look up in Facebook's public list of running ads. It overlaps with finding 6.1's 1,055 firms but is not the same group: this search used its own list of pages. When: both checked on 26 Oct 2026.

Keep in mind: 40 pages were private, missing or could not be looked up, so they are left out. 313 more firms with a Facebook page we could open were not looked up. This search used only pages the firm's website links to, so it missed pages we found by search, and firms added to our list after it ran. This is one day only. Ads run from a page the firm's website doesn't link to are missed. Finding 6.1 (5.7%, 60 of 1,055) used the ad notice shown on each page instead. An industry association turned up in this check but was not in finding 6.1's count, so 6.1 does not change. The two checks count slightly differently.

Searching Facebook's public list of running ads found about 1 in 18 firms with a Facebook page running Facebook or Instagram ads (59 of 1,068, 5.5%).

Who we counted: 2,935 of the firms we checked, leaving out 3 websites shared by more than one firm. Kinds of ad: 127 firms, and a firm can run more than one kind. Where: Google's public list of ads (the Google Ads Transparency Center). When: ads last shown between 10 Nov 2025 and 26 Oct 2026.

Keep in mind: This is not one day: it covers ads last shown between 10 Nov 2025 and 26 Oct 2026. If Google's list showed nothing for a website, we counted that firm as having no ads; we can't tell that apart from a failed lookup. We matched ads by the advertiser's name, which can go wrong for franchises or for websites owned by a lender.

4.3% of firms (127 of 2,935) ran Google ads under their own name, sending people to their own website, in the 12 months to 26 Oct 2026. 83 of them showed an ad in the last 30 days. Of the 127, 95.3% ran search ads (shown at the top of Google search results) and 33.1% ran video ads (shown on YouTube).

Who we counted: 505 ads run by 59 of the firms we checked, running on 26 Oct 2026. These figures count ads, not firms. They rest on 59 firms, a small group, so treat them as a rough guide.

Keep in mind: This counts ads, not firms: 4 firms ran 53.5% of the ads, and one firm ran 23.8%. We sorted ads by offer using a list of key words, checked by hand on 20 ads. Ads that Facebook builds automatically from a template are left out of the offer shares.

Small group, rough guide (59 firms running ads). Their 505 running Facebook and Instagram ads had been running for a typical 17 days, and 13.3% had run for more than 90 days. 58.4% send people to a web page outside Facebook (often called a landing page). Where we could tell the format, 63.9% are videos. By offer: 33.9% have no offer, just the firm's name and message; 19.1% ask people to book a call; and 15.1% offer a free guide.

Who we counted: 272 of the firms we checked whose linked YouTube channel has videos. When: checked on 26 Oct 2026.

Keep in mind: If a firm has more than one channel, we added the subscribers together. 16 channels show 0 subscribers, which may mean the count is hidden. Channels with no videos give no subscriber number, so they are left out here.

Among the 272 firms whose linked YouTube channel has videos, the typical channel has 16 subscribers and 23 videos. 76.5% (208) have fewer than 100 subscribers.

Who we counted: 49 of the 3,197 firms we checked link a TikTok account, and we could open 38. When: checked on 26 Oct 2026. This is under 100 firms, a small group, so treat the figures as a rough guide.

Keep in mind: 6 linked accounts could not be found or had no posts, so they are left out. Fewer than 30 firms posted on TikTok in the 90 days, so we don't show that number. This is a small group (under 100 firms), so treat it as a rough guide.

Small group, rough guide. Only 1.5% of firms link a TikTok account (49 of 3,197). Of the 38 we could open, the typical account has 190 followers, and its typical recent video was watched 294 times.

Who we counted: 2,073 websites of firms we checked where we could read the code. Left out: 832 sites built on Wix or Squarespace, or where only the homepage loaded, because their tools can’t be seen this way. When: websites checked 26 to 28 Oct 2026.

Keep in mind: We couldn’t open 292 of the websites (they failed to load or blocked us), so they are left out. We read up to 5 pages on each site, as each page first arrives. Tools that only load after that can be missed, so the real shares may be a little higher. We also left out 832 sites built on Wix or Squarespace, or where only the homepage loaded: our check can’t see their tools. Tools added later through another tool (such as Google Tag Manager) can still be missed.

Of the 2,073 firm websites where we could read the code, about 4 in 10 (784, 37.8%) had no visitor-counting (analytics) or tracking tool we could find. 44.7% run the current Google Analytics. 6.6% have a Facebook pixel (a tool that lets Facebook ads reach people who visited the site).

Who we counted: the 1,713 websites of firms we checked that show a copyright year. When: websites checked 26 to 28 Oct 2026.

Keep in mind: We couldn’t open 292 of the websites (they failed to load or blocked us), so they are left out. We read up to 5 pages on each site, as each page first arrives. Tools that only load after that can be missed, so the real shares may be a little higher. Many sites show no year at all, and they are not counted here.

Of the 1,713 firm websites that show a copyright year, 498 (29.1%, about 3 in 10) show 2023 or earlier.

Who we counted: firms we checked whose website and social page we could both read. 654 had posted in the 30 days to 25 Oct 2026. 1,095 hadn’t posted in the 90 days to 25 Oct 2026 (since 27 Jul). Firms in between are left out. When: websites checked 26 to 28 Oct 2026.

Keep in mind: These go together; we can’t say one causes the other. The gap stays when we leave out Wix, Squarespace and homepage-only sites (analytics 77.6% against 62.2%), and when we compare firms of the same size. We read each website as its pages first arrive, so some tools may be missed.

Of the 654 firms that posted in the 30 days to 25 Oct 2026, 70.5% have analytics on their website and 22.9% have an online booking tool. Of the 1,095 firms that hadn’t posted in 90 days, 52.2% have analytics and 11.5% have an online booking tool.

Who we counted: the 570 firms we checked whose Google listing links to their website and has 5 to 29 reviews, so we could see every review they have ever had. When: reviews in the 12 months to 26 Oct 2026 (27 Oct 2025 to 26 Oct 2026).

Keep in mind: We could read up to 30 reviews per listing, so this covers only firms with 5 to 29 reviews. That means smaller, quieter listings.

Of the 570 firms with 5 to 29 Google reviews, the typical firm got 1 or 2 new reviews in the 12 months to 26 Oct 2026 (1.5 is the middle value). About 3 in 10 (29.6%, 169 firms) got none.

Who we counted: 1,342 firms we checked that have a Google listing linking to their website and a social page we could read. 504 had posted in the 30 days to 25 Oct 2026. 838 hadn’t posted in the 90 days to 25 Oct 2026 (since 27 Jul). When: reviews counted on 26 Oct 2026.

Keep in mind: These go together; we can’t say one causes the other. The gap stays when we compare firms of the same size: one-adviser firms 10 reviews against 2, firms with 2 to 5 advisers 17 against 3. Firms with no page we could read are left out.

Of the firms with a Google listing and a social page we could read, the typical firm that posted in the 30 days to 25 Oct 2026 has 14 Google reviews (504 firms). The typical firm that hadn’t posted in 90 days has 3 (838 firms).

Who we counted: the 1,952 firms we checked whose Google listing links to their website and could be read in full. When: listings checked on 26 Oct 2026.

Keep in mind: We left out 24 listings where a second search found a different business. Google shows at most 10 updates (78 listings had 10), so update counts may be low. The share with any update is not affected.

Of the 1,952 Google listings we could read, the typical listing has 2 photos. Almost 9 in 10 (87.1%, 1,700) have fewer than 10 photos. Only 7.7% (150) had posted an update on Google. Most (94.4%) list opening hours.