Generative AI is changing how audiences consume financial content. Google’s new and improved AI-powered search features are shifting SEO strategies, requiring financial brands to optimize for AI-generated search summaries. AI-driven news aggregators like Apple News+ are curating content based on user preferences.

For financial marketers and public relations (PR) specialists, this means adapting content to AI algorithm guardrails while maintaining accuracy and authenticity. With AI-generated misinformation on the rise, prioritizing credibility will be crucial for maintaining trust.

The Power and Pitfalls of Social Media Algorithms

While social media remains a visible platform for financial news, it’s no longer the most trusted or effective on its own. Channels like newsletters, podcasts, and reputable financial publications are equally — if not more — important for reaching informed audiences. However, on platforms that prioritize engagement over accuracy, divisive content often performs better, posing a challenge for financial brands that are built on trust and credibility.

PR professionals must craft content that works within these algorithms while maintaining integrity. Short-form video— as popularized by TikTok, YouTube Shorts and Instagram Reels— can drive engagement, but brands must ensure their messaging remains informative and credible. It’s essential to understand how social algorithms are evolving with AI to stay relevant, especially given the changing demographics of target audiences.

The Decline of Traditional Ads & Rise of Native Advertising

Banner ads are losing effectiveness— with click-through rates (CTR) as low as 0.05%, native ads, which blend seamlessly into editorial content, have significantly improved CTRs of up to 0.2%.

For financial firms, institutions, and service providers, native advertising within trusted news platforms increases engagement. Additionally, influencer partnerships, sponsored video content or newsletter space offer ways to integrate brand messaging into ongoing conversations, driving more meaningful connections and conversions by reaching unique audiences.

LinkedIn’s Dominance in B2B Marketing

LinkedIn remains the top platform for financial services marketing, with advertising revenue surpassing $5.9 billion in 2024. LinkedIn offers targeted marketing through display ads, sponsored content, and thought leadership posts— which increase the value and impact of simultaneous financial PR campaigns that can broaden the impact of these content pieces while boosting authority and credibility.

LinkedIn’s advanced analytics tools help refine outreach strategies, allowing brands to target decision-makers in asset management and banking. The platform’s growing emphasis on video content gives it a ‘human element’, making it more crucial for financial brands to develop multimedia strategies to stay competitive.

Adapting to the Future of Financial PR

The media landscape is changing quickly, and financial PR professionals must lean into the future. AI-driven search, social media algorithms, and emerging advertising trends will continue to shape how financial brands reach and ultimately communicate with their diverse audiences.

By embracing these shifts and leveraging new media formats such as video, financial marketers and PR professionals alike can remain visible, competitive and ‘human’ in an increasingly digital world with a growing AI-generated content problem. 

Adapting to these changes isn’t just about keeping up—it’s about proactively participating in the future.