Social media activity rises among asset managers in Q4

Asset managers were more active on LinkedIn during Q4 2025, research by Fundamental Media shows

Key points:

• We recorded 4,195 organic social media posts of 42 leading asset managers during Q4 2025, including 3,456 LinkedIn posts.
• In Q4, the posts recorded an average engagement of 85.3 per post, compared to an average engagement of 55.2 in Q3.
• During Q4, asset managers posted the most on LinkedIn about the topics: expert views (1,377 posts), market (1,329 posts), and Europe (904 posts).

Asset managers posted more on social media in Q4 2025 than in Q3 2025, and were more active on LinkedIn, research by Fundamental Media shows.

We recorded 4,195 organic social media posts of 42 leading asset managers during Q4 2025, including 3,456 LinkedIn posts. In the third quarter of 2025, asset managers posted 3,855 times on social media, including 3,116 times on LinkedIn.

In Q4, the posts recorded an average engagement of 85.3 per post, compared to an average engagement of 55.2 in Q3. The engagement rate is the number of likes, clicks, video views, shares, and comments a post has received.

Q4 opened strongly, with 1,335 LinkedIn posts in October, before activity steadily declined across the quarter to 1,134 posts in November and 987 in December.

Facebook followed a similar downward trend initially, with 129 posts in October falling to just 79 in November, before rebounding in December with 102 posts. YouTube activity also decreased over the quarter, dropping from 184 posts in October to 100 posts by December.

Engagement on LinkedIn dropped from 62.18 to 50.18 in November, before increasing to 59.04 in December. Facebook engagement increased steadily throughout the quarter, from 31.49 in October to 45.85 in December. YouTube engagement rose sharply from 172.59 in October, peaking at 548.78 in November, before easing to 371.3 in December.

LinkedIn activity

During Q4, asset managers posted the most on LinkedIn about the topics: expert views (1,377 posts), market (1,329 posts), and Europe (904 posts). The most popular topics in Q3 matched those of Q4, but figures increased in Q4. In Q3 there were 1,188, 1,115 and 826 posts respectively.

The topic ETFs saw the highest levels of engagement at an average of 27.55 versus the mean engagement by asset manager and month, with 147 posts on the topic. Other topics that performed well include Alternatives (an average of 9.32 across 67 posts), Africa (an average of 21.8 across 20 posts), Conflict (an average of 22.58 across 17 posts), and Australia (an average of 8.75 across 39 posts).

In terms of the number of posts, “Expert Views” remained the most popular topic on LinkedIn throughout Q4. In October, however, asset managers also focused heavily on “Market,” with 503 posts that month. Activity on this topic then declined to 372 posts in December. “Europe” followed a similar trend, dropping from 380 posts in October to 213 posts in December. The topic “Economy” saw a steady rise from 252 posts in October to 295 in December.

Posts on ETFs that performed well include a post from Schroders announcing a significant milestone regarding opening the London Stock Exchange in celebration of the launch of their first two European active ETFs. Another post that performed well was from BNY Investments announcing the launch of the BNY Mellon Enhanced Dividend and Income ETF (BEDY) with their partners NASDAQ.