Today, everybody who is anybody is dancing away on TikTok – from mainstream influencers to realtors and bankers. What about the world of angel investing? When will we see angel investors promoting their latest syndicate while wiggling away to some hit song? Even though TikTok is likely not going to be the first choice for investment insight any time soon, the power of social media is recognized by angel investors across the globe. 

But how exactly can angel groups use social platforms in their favor? And how to make it worth your while? Let’s dive right in. 

There are many ways angel investor groups can benefit from a social media presence. 

  • Visibility and networking: being active on social media increases the visibility of your angel group and helps attract potential investment opportunities. You can reach and build a community of founders, other investors, mentors, and the broader startup community. 
  • Building a reputation: sharing content like articles, webinars, videos and tutorials on social media can position your group as an expert and thought leader in the startup landscape. 
  • Attracting deals and members: connect with founders looking for investments and potential investors looking for investment opportunities. Promote your events and openings to attract a larger audience. 
  • Building trust: sharing updates on investments, success stories, and challenges helps build trust and transparency with entrepreneurs and other stakeholders. 

Which platform should you use? 

Quality is more important than quantity, therefore use only as many platforms as you have time to manage. With that said, not all social media platforms are created equal. Pick the one(s) where your target audience (founders, potential investors, etc.) is already active and focus your efforts there. Also, consider the type of content you plan to share. 

Here are some of the best platforms commonly used by the startup landscape:

  • LinkedIn: the go-to place for professional networking, it’s a great place for angel groups to connect with founders, investors, and industry experts. Share updates about your group's activities, participate in industry discussions, and connect with a wide professional network. Suitable for more thorough posts, but don’t overdo it – if you’re drafting on the fifth paragraph, you may want to consider publishing in your blog and linking from there.
  • X (formerly known as Twitter): the best platform for real-time updates, news, and participating in industry conversations. Best suited for short newsworthy, exciting, or intriguing topics.
  • Facebook: while Facebook is more personal than professional, it’s still a great place to host groups or events.
  • Instagram: the best place to target younger visually-oriented audiences by sharing images and short videos, behind-the-scenes insights, and event recaps. Stay playful and show the human side of your group. 
  • YouTube: upload videos about your investment philosophy, success stories, and educational content. YouTube is also an effective platform for storytelling. 
  • Slack and Discord: while not traditional social media platforms, these two can be useful for building private communities and hosting discussions in a more focused and private setting.

Should you focus on personal brands or your group’s brand? 

It's not necessarily an either/or decision. Many angel groups already have active members building their brands on social media. It’s best to have a synergy between individual brands and the group's reputation. For example, personal posts often get more reach on some platforms, so it’s a good idea to share something from the group’s page and let members reshare it. This way, the group benefits from both approaches.

Personal brands can be more recognizable and approachable to entrepreneurs. Also, personal brands are a good way to establish thought leadership in specific sectors or niches. Each member adds their own unique network to your deal sourcing and co-investing flow. 

At the same time, a strong group brand can signal credibility to startups seeking investment. It’s also easier to maintain a consistent group brand and mitigate risks. It's a good idea to have clear communication and guidelines in place to ensure that personal brands support the group's image and objectives. 

Quality and consistency over quantity 

The best social media presence is the one you can sustain over time – and the one that offers genuine value to your followers. That’s why it’s so important to stay authentic and find your voice instead of trying to copy what others are doing. 

Rather than flooding your followers with random posts, focus on delivering meaningful content and engaging with your audience regularly. Quality and consistency will help you establish trust, build a loyal following, and ultimately, build a community of people that match your goals and your values. 

But how to ensure quality in your content? First and foremost, get to know your target audience – their preferences and their pain points. This helps you address their specific needs and interests. Try to use storytelling to make educational content more engaging. Share real-life insights, success stories, and other valuable first-hand expertise you already have. 

Because it’s that simple – most of us already have a lot to share, we just find it hard to make a start and keep at it. 

One of the biggest hurdles in keeping up a social media presence is to keep engaging regularly. That’s why it’s better to start slowly rather than start with a bang and lose motivation when it doesn’t turn out to be sustainable. Because social media is real work, especially if you want to do it well. 

So how do you make your social media presence sustainable and stay consistent? 

Consistency is not only about how often you post but also about establishing a consistent brand voice. When you stay consistent in your posting frequency, quality, messaging, and tone, your audience sees you as reliable and trustworthy and is more likely to engage with your content. 

How to stay consistent? 

  • Use a content calendar to plan your content in advance; 
  • Use scheduling tools when possible; 
  • Stay relevant – share timely content and be ready to comment on current events; 
  • Let the same person write your content or establish your tone of voice; 
  • Analyze and adapt – keep an eye on the performance of your posts, if something works, do more of that. 

Be authentic and build genuine connections

The world of social media may sometimes seem fake, but it doesn’t have to be this way. There’s a better way – an authentic way. Authenticity means being true to yourself, your mission, and your audience. It's about being genuine, transparent, and open about your group's values, goals, and the people behind it. 

Here's why authenticity is so valuable:

  • It builds trust – when your audience perceives you as authentic, they are more likely to trust your group and your messages. Trust is critical in investment decisions.
  • It shows that you’re human – show the real people with their real experiences behind your organization. This can resonate with your audience on a personal level.
  • It fosters genuine connections – people connect with people, not faceless business names. 
  • It encourages engagement – when you openly and honestly share your experiences, challenges, and successes, it’s relatable for your audience and sparks meaningful conversations. 

Authenticity is the foundation for meaningful connections and community, but you should also engage with people to build those connections. This means taking time to participate in conversations – on your posts and elsewhere, asking questions, responding quickly when people speak to you, tagging relevant individuals and organizations, etc. It’s the opposite of spray-and-pray marketing. 

Authenticity is playing the long game – building real relationships and providing real value to your community. Be patient and let your presence grow organically. 

How to stay safe on social media 

It probably doesn’t come as a surprise that social media has its own set of privacy, security, and compliance challenges. How can you make sure your group and its members are safe on those platforms? 

1. Think about what you share and how 

First and foremost, be mindful about discussing potential investments or sensitive financial information on social media. Better yet – don’t do it. Don’t disclose confidential details and make sure that your members also know what to share and what not, and understand their responsibilities and the potential legal risks. It can be a good idea to put one person in charge of all your social media communications. 

2. Make sure you know and understand the regulations 

Different countries have different rules for advertising investment opportunities, the solicitation of investors, data privacy, and email or direct message marketing. Be aware of the laws such as GDPR (General Data Protection Regulation) and anti-spam laws in your region and make sure your communication isn’t unsolicited or deceptive. 

3. Consult with a lawyer and take precautions

When in doubt, seek legal guidance from a professional. Also consider adding disclaimers to your social media profiles, posts, and communications, making it clear that your group's content isn’t considered financial advice and that potential investors should do their due diligence.

The bottom line

Social media can be a valuable tool for angel investor groups, but it's less about creating viral dance videos and more about building meaningful connections and fostering trust. This requires strategy, authenticity, and a commitment to ethical and legal practices. Remember, building a meaningful presence takes time, patience, and dedication.