LinkedIn posts down but engagement up for asset managers

The topic ‘expert views’ was the most popular on LinkedIn, according to data by Fundamental Media

Key points:

• We recorded 3,855 organic social media posts of 42 leading asset managers during Q3 2025, including 3,116 LinkedIn posts.
• In Q3, the posts recorded an average engagement of 55.2 per post, compared to an average engagement of 49.4 in Q2.
• During Q3, asset managers posted the most on LinkedIn about the topics: expert views (1,188 posts), market (1,115 posts), and Europe (826 posts).

Asset managers posted less on social media in Q3 2025 than in Q2 2025, and were less active on LinkedIn, research by Fundamental Media shows.

We recorded 3,855 organic social media posts of 42 leading asset managers during Q3 2025, including 3,116 LinkedIn posts. In the second quarter of 2025, asset managers posted 4,190 times on social media, including 3,359 times on LinkedIn.

In Q3, the posts recorded an average engagement of 55.2 per post, compared to an average engagement of 49.4 in Q2. The engagement rate is the number of likes, clicks, video views, shares, and comments a post has received.

The number of LinkedIn posts rose slightly in July to 1,214, then dropped sharply to 814 in August before rebounding to 1,088 in September. Facebook activity declined marginally over the same period, while YouTube remained steady through July and August (169 posts) before experiencing a slight decrease in September (131).

Engagement on LinkedIn mirrored posting activity, dipping in August before recovering in September. Facebook engagement declined steadily throughout the quarter, falling to just 29.44 in September. In contrast, YouTube engagement gradually increased, reaching 47.29 by the end of Q3.

LinkedIn activity

During Q3, asset managers posted the most on LinkedIn about the topics: expert views (1,188 posts), market (1,115 posts), and Europe (826 posts). The most popular topics in Q2 were market, expert views and Europe.

 The topic Alternatives saw the highest levels of engagement at an average of 47.94 versus the mean engagement by asset manager and month, with 68 posts on the topic. Other topics that performed well include Middle East (an average of 28.05 across 6 posts), Africa (an average of 29.24 across 17 posts), ETFs (an average of 23.53 across 91 posts), and Real Estate (an average of 19.42 across 77 posts).

In terms of the number of posts, “Expert Views” remained the most popular topic on LinkedIn throughout Q3. In July, however, asset managers also focused heavily on “Politics,” with 221 posts that month. Activity on this topic then declined to 143 posts in August before rebounding to 163 in September. “Fixed Income” followed a similar trend, dipping in August (137 posts) before rising again in September to 225 posts.

Posts on ETFs that performed well include a post from Aberdeen marking the listing of their two active ETFs and J. P. Morgan Asset Management’s post highlighting their macro case for European equity ETFs.