How to Create Scroll-Stopping Social Media Content for Your Accounting Firm

By Leslie Amerson

 

In an era where feeds never pause and attention spans are shrinking, your accounting firm’s social media presence needs to do more than just be present — it needs to pause the scroll. Whether you’re aiming to grow your client base, bolster your advisory services, or deepen engagement with existing clients, compelling social content is a must.

Here’s how to craft social media posts that stop users mid-scroll and turn attention into action.

  1. Define Clear Goals Before You Hit “Post”

Before you create visuals or write captions, start by defining what you want the post to accomplish. Typical social media goals for accounting and advisory firms include:

  • Growing your firm’s social follower base or email list
  • Driving traffic to a blog, service page, or webinar signup
  • Engaging existing clients to promote loyalty and referrals
  • Elevating a specific service line (e.g., business valuations, outsourced accounting)

By clarifying your aim upfront, you can tailor content to serve that objective instead of posting without purpose.

  1. Identify the Metrics That Matter

Not all social metrics are created equal. For professional services marketing, the most meaningful ones often are:

  • Engagement rate (likes + comments + shares ÷ impressions) — indicates how compelling your content is
  • Click-through rate — how many people see the post and take your desired action
  • Follower growth by target segment — are you reaching the right audience?
  • Conversion from social to lead — e.g., a download, inquiry, or booking resulting from a social post
  • Referral traffic to your website from social platforms — to gauge platform effectiveness

Focus on these rather than vanity metrics like raw follower count or impressions alone.

  1. Lead With Value (Not a Sales Pitch)

Social media is not the place for hard-selling accounting services. Instead, lead with value. Offer insight, help, or inspiration. For example:

  • “Top 3 year-end tax moves small business owners forget…”
  • “Why a business valuation isn’t just for selling — here’s how it helps your strategy.”
  • “When your outsourced accounting partner gives you this report, it means you’re on the right track.”

When your content educates or solves a pain point, you build authority — and eventually, trust.

  1. Show Your Human Side

Yes — accounting is about numbers. But social media loves people. Let your audience see the team behind the services. Ideas:

  • Employee spotlights (“Meet our new Audit Manager who came from EY”)
  • Behind-the-scenes of your firm’s culture or community involvement
  • Brief “myth vs fact” posts about accounting misconceptions
  • A “day in the life” video or story of your advisory staff

This humanizes your firm and helps your audience feel a connection.

  1. Use Eye-Catching Visuals + A Clear Format

Strong visuals are what make someone stop the scroll. Use:

  • Branded color-blocks and design templates (tools like Canva help)
  • Short videos or animated posts (e.g., a 15-second tip or “did you know?” clip)
  • Infographics that simplify complex accounting topics (perfect for social)

And pair visuals with clear copy: short, scannable captions with line breaks, emojis (if aligned with your brand), and a clear call to action.

  1. Test Ideas & Refine Based on Results

Social content isn’t “set it and forget it.” Use a test-and-iterate approach. Try variations:

  • Two different headlines for the same post
  • A video vs. static image on the same topic
  • Posting at different times or on different platforms

Then review the data (see Section 2) and lean into what works. Maybe your audience prefers quick tip carousels over long-form explainer videos — let the results guide your content strategy.

  1. Be Consistent and Build a Rhythm

Great content doesn’t happen sporadically. Create a content calendar:

  • Define how often you’ll post (e.g., 3 times per week)
  • Assign themes (e.g., Monday: “Quick Tip”, Wednesday: “Team Spotlight”, Friday: “Client-Success Story”)
  • Use templates so your visuals are polished and on-brand
  • Monitor and respond to comments or shares — engagement builds visibility

Over time, consistency builds familiarity — and familiarity builds trust.

  1. Align Social Posts with Your Business Growth Strategy

Your social media content should not live in a silo. It should tie into broader business goals like:

  • Growing your advisory service revenue
  • Launching a new industry-niche practice
  • Improving client retention by strengthening your firm’s brand

By aligning social content with these goals, you ensure each post contributes to growth, not just noise.

The Bottom Line

Scroll-stopping social media work is less about flashy gimmicks and more about brain-and-heart-led strategy. When you define goals, track the right metrics, deliver real value, present your human side, and consistently refine your approach, your accounting firm will see social posts that not only stop the scroll — but create action.

Want help developing a full-blown content calendar, branded templates, or performance analytics for your firm’s social media? Let’s talk.