Asset managers post less on social media during Q1 2025

Expert views, market and Europe were the most popular topics on LinkedIn, according to research by Fundamental Media

Asset managers posted significantly less on social media during Q1 2025 compared to Q4 2024, data by Fundamental Media shows.

We recorded 4,070 organic social media posts of 42 leading asset managers during Q1 2025, including 3,374 LinkedIn posts. In the last quarter of 2024, asset managers posted 4,741 times on social media, including 4,023 times on LinkedIn.

In Q1, the posts recorded an average engagement of 47.9 per post, compared to an average engagement of 49.8 in Q4. The engagement rate is the number of likes, clicks, video views, shares, and comments a post has received.

The number of posts on Facebook and YouTube increased slightly during Q1, while the number of LinkedIn posts dropped slightly in February to then increase to 1,259 in March.

Engagement levels increased significantly throughout the quarter for YouTube, from 20.94 in January to 58.65 in March. LinkedIn also saw an increase in engagement, but Facebook saw its engagement levels drop after February.

LinkedIn activity

LinkedIn continues to be asset managers’ preferred social media platform. During Q1, the topics expert views (1,413 posts), market (1,232 posts) and Europe (870 posts) were the most popular. Last quarter, asset managers posted the most about expert views, market and economy.

Like Q4, the topic Middle East saw the highest levels of engagement at an average of 88.5 versus the mean engagement by asset manager and month, with five posts on the topic.

Other topics that performed very well are liquidity (an average of 39.56 across 34 posts), real estate (an average of 28.59 across 83 posts), cryptocurrencies (an average of 28.34 across 19 posts) and Africa (an average of 21.54 across 18 posts). All these topics have been left out of the above chart for legibility reasons.

During the quarter as a whole, expert views, market and Europe were the topics asset managers most frequently posted about. However, looking at the popularity of different topics by month, it becomes clear that while expert views and market were the two most popular topics in all three months, economy came in third place during January. There were 325 posts on economy in January compared to only 248 on Europe.

Posts on liquidity that performed well during the quarter are a post by DWS Group commemorating the first day of trading of DWS shares in the MDAX; Natixis Investment Managers appointing a new Head of Liquidity Solutions for Central & Eastern Europe; and Invesco marking the cross-listing of their flagship ETF on the Hong Kong Stock Exchange.

For real estate, posts saw high levels of engagement include Barings announcing that it has acquired Artemis Real Estate Partners; AXA Investment Management announcing that one of their managed buildings is now fully let; and PIMCO sharing an interview with their executive vice president, global private commercial real estate.