Five minutes before you post: a social media check for brokers

Most broker posts do not go wrong because of the idea. They go wrong in the last few minutes, when a draft is rushed out to hit the schedule.

Having spent years as an adviser before moving into marketing, I know how little time there is in a broker's week. So this month I want to offer something small and practical: a five-minute check to run before anything goes live. It draws on three developments from the past year that every broker should have on their radar.

Minute one: read it like a stranger

Imagine a landlord who has never met you, scrolling at 10pm. Would your post tell them something they did not know, or just remind them that you exist?

LinkedIn's March 2026 feed update is a useful nudge here. The platform said it is reducing recycled, click-driven posts, naming prompts such as "comment to agree" as examples of engagement bait. It also said it is taking action against comment automation and engagement pods. LinkedIn was clear that this is about authentic conversation rather than limiting participation, and none of it promises extra reach for any one post.

The practical point is simple. A post explaining what happens when a fixed rate ends and the borrower does nothing is worth more than a clever prompt asking people to type a word in the comments. If you do ask a question, make it one you would really like answered.

Minute two: does the post stand up on its own?

The FCA's guidance on social media promotions, FG24/1, was published in March 2024. It does not create new rules. It explains how the existing ones apply, and the message is that promotions must be fair, clear and not misleading.

Two points from it are easy to forget when you are designing a graphic. Each communication has to be compliant in its own right, so a link to a fuller explanation will not repair a promotion that misleads at first glance. And the guidance warns against putting the attractive message in the image or video and leaving the risk information to the caption.

So look at the graphic by itself. If someone only ever saw that image, what would they take away? Then open the post on your phone, because that is where most of your audience will see it. Is anything important hiding behind "see more"? Can you read the small print without squinting? If the format cannot carry a balanced message, choose a different format.

The FCA has also been busy elsewhere. In April 2026 it announced international action against illegal finfluencers, and in May it published its review of firms that approve promotions. That review was not about mortgage brokers, but it did flag unsubstantiated claims and weak checks on third-party material. If a tool or a supplier gives you a ready-made post, treat it as a draft that still needs your own review.

Minute three: is it really you?

Instagram's announcement on 31st August 2026 is about synthetic people. The platform renamed its "AI creator" label to "AI-generated profile" and said it will limit the reach of profiles featuring an AI-generated person that are not labelled. Instagram says people who simply use AI tools in their creative process do not need this particular label.

That distinction matters. Using a tool to tidy a caption is not the same as inventing a face. Other labelling requirements still need checking separately.

My rule of thumb for brokers is to let tools help with structure and first drafts, then read the result aloud. If it does not sound like you talking to a client across the desk, rewrite it. Check every fact against the lender or product information, and strip out anything you cannot support.

Minutes four and five: make it a habit

Put the check somewhere you will see it, such as a sticky note by your monitor or a line in your content calendar. Three questions are enough. Would a stranger learn something? Does the post stand alone and read clearly on a phone? Does it sound like me?

Agree the sign-off route with your principal or network before the month's posts are scheduled, not after. Then, at the end of the month, look at the enquiries and conversations the posts started, alongside the likes.

Brokers do not need to post more or shout louder. They need a routine that makes sure what goes out is clear, honest and theirs. Five minutes is a fair price for that.