More social media but less LinkedIn for asset managers in Q2

The topic market was by far the most popular on LinkedIn, according to Fundamental Media research

Key points:

• We recorded 4,190 organic social media posts of 42 leading asset managers during Q2 2025, including 3,359 LinkedIn posts.
• In Q2, the posts recorded an average engagement of 49.4 per post, compared to an average engagement of 47.9 in Q1.
• During Q2, asset managers posted the most on LinkedIn about the topics market (1,381 posts), expert views (970 posts) and Europe (810 posts).

Asset managers posted more on social media in Q2 2025 than in Q1, but were slightly less active on LinkedIn, research by Fundamental Media shows.

We recorded 4,190 organic social media posts of 42 leading asset managers during Q2 2025, including 3,359 LinkedIn posts. In the first quarter of 2025, asset managers posted 4,070 times on social media, including 3,374 times on LinkedIn.

In Q2, the posts recorded an average engagement of 49.4 per post, compared to an average engagement of 47.9 in Q1. The engagement rate is the number of likes, clicks, video views, shares, and comments a post has received.

The number of LinkedIn posts dropped after March, but increased slightly again since April to 1,132 posts in June. The same trend could be seen on Facebook and YouTube, with June recording the highest number of Facebook posts (109) and YouTube videos (181) of 2025 so far.

Engagement levels for YouTube videos continue to be erratic, with some months seeing an average engagement of over 55, while other months see an average engagement of less than 20. Engagement for LinkedIn posts dropped slightly in April, but then continued to increase during the quarter, while Facebook posts recorded the highest average engagement in May (47.17).

LinkedIn activity

During Q2, asset managers posted the most on LinkedIn about the topics market (1,381 posts), expert views (970 posts) and Europe (810 posts). A quarter earlier, the most popular topics were expert views, market and Europe.

The topic Africa saw the highest levels of engagement at an average of 83.7 versus the mean engagement by asset manager and month, with 20 posts on the topic. Other topics that performed well include cryptocurrencies (an average of 81.8 across 20 posts), ETFs (an average of 75.93 across 126 posts), alternatives (an average of 74.49 across 59 posts) and Australia (an average of 73.2 across 25 posts).

Market was by far the most popular topic on LinkedIn throughout the quarter, but during April asset managers also positively relatively frequently on the topic politics (282 posts) and tariffs (202 posts). The number of posts on tariffs dropped in May and June. June saw a relatively high number of posts on fixed income (217 posts).

Posts on cryptocurrency that performed well include a post by DWS on its Digital Assets Summit and BNP Paribas launching its natively tokenised Money Market fund shares.

For ETFs, posts that saw high levels of engagement include Vanguard celebrating the VOO fund as one of its leading ETFs; Vanguard celebrating that its VOO fund won ETF of the Year at the etf.com Awards; Allianz Global Investors launching its first active equity ETF in Taiwan; and Nordea Asset Management launching two BetaPlus Active ETFs.