Raymond James Adds Instagram to Advisor Marketing Program

The firm's advisors can select from multiple social engagement options, from self-driven, custom content to sharing from a pre-approved library of curated content using the firm's internal RJ Connect portal, which is integrated with email and custom advisor website support, the company said.

RJ Connect now has more than 10,000 active users among Raymond James advisors and branch associates, it said.

"Consistent with our advisor-centric approach, we will continue working in partnership with advisors, helping them build their brands and grow their businesses while remaining compliant with regulations," according to Scott Curtis, president of the Raymond James Private Client Group.

"The addition of Instagram Professional creates an opportunity for advisors who work with next-generation clients to access the typically younger demographic of that channel," Erica Sackett, vice president of marketing and digital strategy at Raymond James, said in a statement. YouTube and Spotify podcasting, meanwhile, "offer a space for advisors who are experienced content creators to leverage rich audio and visual components."

She added: "Thought leadership is an important part of an advisor's brand, especially when they have a specific client niche or area of expertise. Social platforms can serve to amplify that value proposition, which our marketing services help advisors to establish and integrate across their digital and physical footprint."

Raymond James Financial has about 8,700 advisors who managed total client assets of $1.17 trillion as of Dec. 31, it said.

(Pictured: Raymond James' headquarters in St. Petersburg, Florida)