Social Media Marketing for Accountants: What Works (And What Doesn’t!)

In a world where even grandma has a Facebook account and TikToks are showing up in Google search results for everything from recipes to tax tips, it's fair to say social media isn't "just for the kids" anymore. For accounting firms wondering if they really need social media marketing, the short answer is: yes. The long answer is below.

But first, a quick heads up: Everything we're about to suggest here is effective and worthwhile—but it's also time-consuming. If you want to focus more of your energy on visibility and growth without sacrificing operational efficiency, TPS Cloud Axis can help you get there.

Do Accounting Firms Really Need Social Media Marketing?

Social media has evolved into a mainstream media channel—just like TV, radio, or print. Except now, it lives in our pockets 24/7. It's not about being trendy. It's about being visible where people already spend their time.

Your clients (and potential clients) are on social media. Whether they're individuals looking for tax help or business owners trying to stay compliant and profitable, they scroll Instagram while waiting for lunch and check Facebook during coffee breaks. Social media isn't just "nice to have"—it's where trust is built, expertise is demonstrated, and your firm can stay top-of-mind when it's time for tax prep or financial planning.

The Benefits of Social Media Marketing for Accountants

General Benefits:

• Reach your audience where they already are
• Build trust and credibility over time
• Drive traffic to your website or booking page
• Keep your firm top-of-mind during tax season and beyond
• Attract and retain clients through helpful, relatable content

Accounting-Specific Benefits:

• Educate potential clients on what they don’t know they need
• Clarify your niche and services (e.g., bookkeeping, tax resolution, small biz consulting)
• Show up as a modern, approachable firm in an industry that can feel intimidating
• Save money compared to traditional advertising (TV, print, conferences)

And let's not forget: Organic social media (posting without paid ads) is technically free aside from the time or people you pay to create and manage the content. Compared to print ads or conference sponsorships, that’s a huge ROI win when done right.

Handling Social Media In-House vs. Outsourcing

This comes down to resources and priorities. If you have the budget to hire an experienced social media manager and pay competitive rates (plus benefits), that can work great.

But often, it’s more cost-effective to outsource to a freelancer or agency that specializes in social for service-based businesses. What you shouldn't do is hand it to an intern, receptionist, or the nearest millennial just because they "know how to use Instagram."

Social media management is a profession. Strategy, copywriting, brand voice, video editing, trend analysis—it’s a whole skill set. Success here requires experience, consistency, and a plan that aligns with your business goals.

Choosing the Right Platforms

Different platforms serve different audiences and purposes. Here’s a breakdown:

• LinkedIn: Great for B2B firms, networking with other professionals, and showcasing authority. But it’s not as casual or widely used for discovery by individual tax clients or small businesses.
• Facebook: Still the most widely used platform among Gen X and Boomers. Ideal for reaching older clients, business owners, and those who check in more casually.
• Instagram: Skews younger (Millennials and Gen Z), good for storytelling, behind-the-scenes, and visual branding. If you serve startup founders, creatives, or influencers—this is a strong bet.
• YouTube / TikTok: Strong for longer-form education or short, punchy tips. Requires more production but can be a game-changer for visibility if used well.

Content Formats: What Works Best?

Each format has unique strengths, and using a mix creates balance:

• Written Posts & Articles: Great for LinkedIn and Facebook. Useful for educating, SEO value (if linked to blog posts), and thought leadership.
• Short-Form Video (Reels/TikTok/Stories): Engaging, algorithm-friendly, and effective for quick tips, FAQs, or busting myths.
• Long-Form Video (YouTube/LinkedIn): Excellent for deep dives, client education, or webinars.
• Visuals (Infographics, Charts, Memes): Great for breaking down complex topics and catching the eye in a feed.

A smart strategy mixes formats to both reach new audiences (with engaging content) and build trust (with educational content).

Getting Started: Keep It Simple

You don’t need to be everywhere at once. Start with:

1. One platform where your audience already spends time
2. Three posts per week minimum for consistency
3. A mix of content types to test what resonates
4. A clear call-to-action in most posts (e.g., "Book a consult," "Download our tax checklist")

Once you find your voice and see what works, you can build from there. If it feels overwhelming, that’s a sign to bring in expert help—because the ROI is worth it when done right.

Social media marketing isn’t just an add-on anymore. It’s one of the most effective tools accounting firms can use to stay relevant, reach the right people, and grow their practice with purpose.

Wondering how you’re going to get the time and headspace to put all this into action? That’s where we come in.

TPS Cloud Axis helps accounting firms streamline their operations, automate workflows, and increase profitability—freeing up the resources you need to build visibility, improve client engagement, and grow your firm in the ways that matter most.

Learn more about how TPS Cloud Axis can help your firm run smoother and scale smarter.