Fidelity is launching two new programs to help advisors make an impact through their social media and websites by creating attention-getting videos and communication tools, Fidelity announced Tuesday.

Fidelity is partnering with GuideVine, a digital platform that has a website for investors who are looking for a financial advisor online. The website, now available to Fidelity advisors, gives investors the ability to virtually meet advisors by watching videos of them, viewing their firm’s profile and digitally interacting with them.

The new platform is being offered through Fidelity Clearing and Custody, the division of Fidelity Investments that provides clearing and custody to registered investment advisors and others. The online platform gives advisors the opportunity to showcase their practices to potential clients.

GuideVine will review the firm and the firm’s digital platforms and online presence, and help create videos and a comprehensive firm profile that will be featured on GuideVine’s website.

The second program being launched is an expansion of Fidelity’s Office of the Future on its Smithfield, R.I., campus that will now offer new technology to create videos for the firms’ websites, social media channels and client communications.

Fidelity research shows that emerging affluent investors are nearly twice as likely as millionaires to find a new financial advisor through Internet research and more likely than millionaires to find a new advisor through social media, Fidelity says. Emerging affluent investors are defined as someone 21 to 49 years of age with $50,000 to $250,000 in investable assets and an income of at least $100,000.

Fidelity's research finds that 58 percent of emerging affluent investors have a significantly more positive impression of financial advisors who have a good website. Thirty-eight percent of those investors follow their advisor on social media sites and 30 percent say they are more likely to relate to a financial advisor who has a social media presence, Fidelity says.

“Advisors need to know that if their firm doesn’t have an online presence and isn’t communicating with clients and prospects through video and social media, they could risk becoming irrelevant because they’re not connecting to the next generation of investors,” says David Canter, executive vice president of practice management and consulting at Fidelity Clearing and Custody.

“These tools are a natural extension of what they’re doing in the real world every day: educating and engaging with clients and prospects,” he adds.