Average engagement of asset managers’ YouTube videos at record level

However, average engagement across social media is down slightly compared to Q2

Key points:

• Asset managers’ YouTube videos saw record levels of average engagement in August 2024 due to three videos by Amundi that received more than 20,000 views each.
• In Q3, the posts recorded an average engagement of 46.2 per post, compared to an average engagement of 51.1 in Q2.
• The topic ETFs saw the highest levels of engagement on LinkedIn, followed by retirement, real estate, alternatives and Africa.

Asset managers’ YouTube videos saw record levels of average engagement in August 2024 due to three videos by Amundi that received more than 20,000 views each, research by Fundamental Media found.

We analysed a total of 4,101 organic social posts of 42 leading asset managers during Q3 2024, including 3,315 LinkedIn posts, and compared them to Q2 2024. In Q2, asset managers posted 4,263 times on social media, including 3,461 times on LinkedIn.

In Q3, the posts recorded an average engagement of 46.2 per post, compared to an average engagement of 51.1 in Q2. The engagement rate is the number of likes, clicks, video views, shares and comments a post has received.

The number of posts on social media remained stable throughout Q3, but asset managers posted significantly less on LinkedIn during August. That month only saw 939 LinkedIn posts, while the other months of Q2 and Q3 had between 1,105 and 1,197 posts.

At 604.19, engagement with asset managers’ YouTube videos was incredibly high in August. This is due to three videos by Amundi that each received more than 20,000 views, including one titled ‘At Amundi investing your savings is our business’ that has millions of views. Engagement on Facebook and LinkedIn fluctuated a lot less, with LinkedIn seeing higher engagement levels than Facebook throughout the quarter.

LinkedIn engagement

When only taking into account asset managers’ LinkedIn activity, the most popular topics they posted about during Q3 were expert views (1,007 posts), market (983 posts) and Europe (776 posts). This top three is unchanged from Q2.

The topic ETFs saw the highest levels of engagement at an average of 31.16 versus the mean engagement by asset manager and month, with 68 posts on the topic. This was followed by retirement (an average of 18.63 across 166 posts), real estate (an average of 16.74 across 95 posts), alternatives (an average of 15.68 across 48 posts) and Africa (an average of 11.41 across 15 posts). These topics have been excluded from the above chart to increase legibility. The topic Middle East has also been removed, as it recorded a very high average sentiment of 11.5, and an average engagement of 10.53 across 2 posts.

As the main summer holiday period, August was a significantly quieter month for asset manager activity on LinkedIn. And while asset managers posted the most about expert views during Q3 overall, during August the topic market had slightly more posts.

Posts on the topic ETFs that saw high engagement during Q3 include J.P. Morgan announcing the appointment of their new Global Head of ETFs; and T. Rowe Price celebrating their Active ETF line up by ringing the opening bell at the Nasdaq Exchange. Posts on the topic retirement that performed particularly well include a CNBC interview with Vanguard’s CEO; and Schroders announcing the formation of a new UK private markets investment manager that will unlock investment opportunities in private markets for millions of UK pension savers.