9-Point Primer on Profitable Social Media for Accountants and Tax Pros

You don’t have to be a marketing expert to make social media work for your firm. Find a wise strategy, and you get more from every post, profile, and ad. It works across the board, whether you specialize in small business taxes, advisory services, or bookkeeping.

Let’s see how to get the most out of your time online. Explore these nine ways to make your accounting social media marketing more effective…and lucrative. 

[Related: Smart Business Owner's Guide to Social Media]

1. Focus on the right audience, not just a big one

You don’t need thousands of followers to see profit from social media. It comes down to reaching unique groups of people with fine-tuned messages. For accountants and tax specialists, that often means business owners, independent contractors, or local professionals actively looking for help.

Think about your ideal clients before posting on a social media platform:

• Do you work primarily with individuals or businesses?
• Are they in a particular industry, like insurance, construction, or healthcare?
• Are your target clients located in your city, or do you serve a broader region?

Use the answers to the questions above to guide your social media content and targeting. Focus your posts on the types of questions your audience asks. For example, do they want to learn how to prepare for a quarterly tax estimate or what deductions apply to home offices?

If you run accountant Facebook ads, be specific with your location and services — those keywords turn posts into appointments.

[Related: 5 Things to Look For in Digital Marketing Companies for Accountants]

2. Choose the platforms that fit your services

It’s not necessary to be on every platform—but you do need to be where your clients already spend time. The best platforms for your accounting firm depend on who you serve and what kinds of services you offer.

A Meta (Facebook and Instagram) presence is essential for accountants and tax pros. Facebook alone has more than 3 billion active users. Your firm’s platform mix may vary, so here’s a quick guide:

Choose the proper platforms to help your accounting social media posts land with the most fitting audience. Follow a posting schedule, and keep your voice consistent clear across channels to build trust.

[Related: Free Guide: Small Business Guide to Facebook Marketing]

3. Make your profile earn trust at a glance

Potential clients often check out your social media profile before they click through to your website. About 70% of Facebook users visit a business profile once weekly, minimum.

That first impression matters, particularly in a trust-based field like accounting. Ensure yours is polished and complete with elements establishing your credibility:

• Crisp headshot or branded logo
• Credentials (CPA, EA, state license number)
• Short, client-friendly description of services
• Business hours, contact info, and service areas
• Links to your site or scheduling page

And use social media profiles to showcase what sets your accounting firm apart. Do you specialize in small businesses, offer bilingual support, or run free community workshops? Let users know.

Accurate, approachable, and detailed accountant social media profiles help foster respect before you even speak to a potential client.

[Related: Web Design for Accountant]

4. Share short, helpful videos that answer common questions

Useful advice and a little time are all you need to reinforce accounting social media posts. Short videos (about 30 to 60 seconds) are a smart way to deliver helpful information and convey your personality.

To start, try topics that you hear clients ask all the time:

• What counts as a business deduction?
• How do quarterly tax estimates work?
• Should I take a salary or draw from my LLC?

Your videos don’t have to be perfect; remember to speak like you’re talking to a real client. A quick explainer filmed at your office, plus captions and a clear call to action, does the trick. Many visitors watch with the sound off, so use text or subtitles.

Short-form videos are incredibly effective—71% of marketers say they deliver better ROI than other formats. Upload short videos to your social profiles regularly, and you can bring in new clients who feel like they already know you. Most social media platforms support video posts.

[Related: Digital Marketing Musts That Most Local Businesses Overlook]

5. Run timely ads that match the tax calendar

Timing matters in social media marketing. And that’s especially true in accounting, where client needs change throughout the year. The most effective accountant Facebook ads align with key financial deadlines and decision points.

Here’s how to adjust your social ads across the seasons:

• January to April - Promote tax prep services and stress-free filing. Try a Facebook Lead Ad with a message like “Skip DIY stress — file with a pro.”
• May to September - Highlight bookkeeping cleanups, midyear planning, or quarterly estimates. An Instagram post on midyear cash flow checkups can be a strong fit.
• October to December - Focus on year-end strategy, restructuring, or tax-saving consultations. Think along the lines of a Meta ad reminding clients to review their business structure before December 31.

Running ads on schedule keeps your firm top of mind before clients even start searching. With retargeting, your message can stay in front of the right people at the right time.

Paid social ads are powerful. Facebook ads alone can reach nearly 73% of the platform’s users. At Hibu, our social ad services give you smart insights about when and where to post.

See how many people your tax pro and accounting Facebook ads could reach.

[Related: Free Guide: The Complete Guide to Where You Should Advertise Online]

6. Follow up with every lead

A social media “like” or form submission is a great start. But without follow-up, it may go nowhere. Use a straightforward, quick response when someone interacts with you.

You have a few ways to make this easier:

• Connect Facebook and Instagram lead forms to your email platform
• Use automated email replies to confirm interest or offer next steps
• Add leads to a simple spreadsheet or CRM so nothing slips through the cracks
• Set alerts for new DMs so you can reply within one business day

You’re already busy during peak seasons, so automation is a lifesaver. A short message like: “Thanks for reaching out! Here’s how to schedule a consult.” helps keep you connected. Accountants and tax pros who respond ASAP tend to get business, especially when tax deadlines loom. 

[Related: Top 5 Ways Your Small Business Should Be Using Email Marketing]

7. Show real results from satisfied clients

Your accountant social media profile is perfect for sharing your work’s real-world impact. Testimonials and success stories help potential clients feel confident before contacting you, so you should be posting them on your social profiles.

You can share results from happy clients in several ways: 

• Post a short quote from a satisfied customer, with their permission
• Share a brief story about how you helped a local business save time and money
• Highlight five-star reviews from Google or Yelp in a basic graphic or screenshot
• Thank clients publicly when they refer others, again with permission

Share proof, not promises. 88% of people trust recommendations from people they know above any other channel. Your “results” posts don’t seem salesy, especially when you mix them in with educational ones. That social proof turns browsers into believers and leads into loyal clients.

[Related: Word of Mouth Marketing for Small Businesses]

8. Keep an eye on a few key numbers

Track a few KPIs to understand whether your social media marketing is working well. You can learn a lot, given you have the time to analyze them.

Metrics like these are particularly helpful for accountants and tax pros:

Your numbers help you see which platforms, posts, and ads bring in the most business, beyond clicks and likes.

You don’t have to do the number-crunching yourself (you’re already doing it for clients). Hibu Social, part of our AI-enabled platform, gives you reporting tools to track results clearly. You don’t guess, you make informed decisions that lead to better outcomes.

[Related: 5 Tips on Email Marketing for Tax Professionals and Accountants]

9. Turn everyday data into content that people value

As an accountant or tax professional, you have insights that no one else does. Turn your knowledge into educational posts that highlight your expertise and build authority, AKA thought leadership content.

Try topics like these to get your creative flow going:

• “Top 3 tax deductions most small business clients overlook”
• “What we see most often in cash flow reviews”
• “One mistake that triggers IRS letters (and how to avoid it)”

Use this type of muscle-building information as quick tips, carousel posts, or short videos. As long as your data is anonymous and general, it’s safe to share.

On average, 73% of B2B decision-makers say data-backed thought leadership content is more trustworthy than other marketing efforts. Social media for accountants isn’t just about being visible; it’s about being valuable. And you’ll stand out from competitor firms that post only deadline reminders or stock tax quotes.

[Related: 3 Reasons Why You Should Use Online Content to Attract Customers to Your Local Business]

Discover accountant social media marketing that works smarter, not harder

You have the expertise, personality, and professionalism. Social media helps you share them with the ideal users.

At Hibu, we build and manage paid social ad campaigns that meet your goals and audience. We handle strategy and execution for you, while you have access to analytics that show your campaign’s performance.

Meanwhile, you get tax and accounting social media marketing that drives measurable returns. Once you see those returns really take off, just give us the word, and we can amplify your advertising across search and display too.

Call us at 877-237-6120 or complete our Get Started form for a free, no-obligation consultation today.

See how Hibu helped an accounting firm in southwestern New Jersey get more leads.