The simplest growth hack for Fintech marketers

It’s not that the asset manager is neglecting Facebook, you will see regular posts in various formats, including video — it is more a case of inefficiency. Someone in the social media team is doing their job diligently. It’s just that it doesn’t convert well.

The anecdotal evidence about Blackrock is a sign of something broader than a social media issue. It tells us something critical about the content from the financial industry in general and offers an easy hack to fintech players and financial startups.

Blackrock has a larger audience on Twitter and Linkedin, 358,000 and 402,000 followers, respectively, totalling 780,000. A modest amount given the firm’s leadership position and brand. The rest of the industry follows a similar pattern. The top 8 pure players in asset management average 450,000 followers and. Twitter and Linkedin contribute 3 to 4 more times to the total than Facebook.

Simply put, the conversation that these brands are having with their audience is a business one, and that’s a conversation that doesn’t usually happen on the social media where you share your lunch and holiday pictures (and spend most of your time on).

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