Asset managers posted the most about expert views, market and Europe on LinkedIn

The total number of social media posts increased slightly during Q2 2024 

Key findings: 

• Asset managers’ social media posts recorded an average engagement of 51.1 per post during Q2 2024, compared to an average engagement of 51.0 in Q1. 
• Most LinkedIn posts focused on the topics expert views, market and Europe. This is a change from Q1, when expert views, market and economy made up the top three. 
• The topic ETFs received the highest level of engagement on LinkedIn, followed by cryptocurrencies and ESG. 

Expert views, market and Europe were the most popular topics for asset managers’ LinkedIn posts during Q2 2024, data by Fundamental Media shows. 

We analysed a total of 4,263 organic social media posts of 42 leading asset managers during Q2 2024, including 3,461 LinkedIn posts, and compared them to Q1 2024. In the first quarter of the year, asset managers posted 3,970 times on social media, including 3,254 times on LinkedIn. 

In Q2, the posts recorded an average engagement of 51.1 per post, compared to an average engagement of 51.0 in Q1. The engagement rate is the number of likes, clicks, video views, shares and comments a post has received.  

The number of posts on all social media has not fluctuated much during the first half of 2024, although the overall number of LinkedIn posts and YouTube videos was slightly higher in Q2 than in Q1, while the number of Facebook posts had decreased a little. 

There was a lot more movement in the engagement figures, especially for YouTube. Following a spike in engagement in February to 79.01, engagement dropped in March and April, to then peak again at 149.13 in May. Engagement levels on Facebook were highest in April at 65.97 but were below 40 for the rest of Q2. LinkedIn engagement was most stable during H1, between 58.45 in January and 46.35 in May. 

LinkedIn engagement 

When only taking asset managers’ LinkedIn activity into account, most posts during Q2 focused on the topicsexpert views, market and Europe. This is a change from Q1, when expert views, market and economy made up the top three, as well as all of 2023, when the top three consisted of expert views, ESG and market in all four quarters. During Q2 2024, economy and ESG were in fourth and fifth position, respectively. 

The topic ETFs received the highest level of engagement at an average of 25.96 versus the mean engagement by asset managers and month, with 77 posts on the topic. This was followed by cryptocurrencies (an average of 22.04 across 26 posts) and ESG (an average of 9.88 across 626 posts). The topic with the lowest levels of engagement is tax at an average of -31.57 across 70 posts. The topics ETFs, cryptocurrencies and tax have been excluded from the above chart to increase legibility. 

While expert views was the most popular topic throughout Q2 as a whole, during June asset managers posted slightly more about the topic market.  

Posts on the topic ETFs that saw high levels of engagement during Q2 2024 include posts by Vanguard and T. Rowe Price about ringing the closing and opening bell in celebration of the launch of new ETFs, while a post on by DWS Group on its CEO’s comments on AI and blockchain in the AGM speech performed particularly well in the topic cryptocurrencies.