Source of this article: Times Finance Author: Jin Zixin
A number of fund companies have cultivated mature big IPs on the Douyin platform, and the online "war" has been involved in Xiaohongshu again, and brokerages have also joined the team to "compete" for online traffic.
Image source: Picture Worm Creative
At present, according to Times Finance, the main online accounts of financial institutions are concentrated on the three major platforms of Douyin, Channels and Bilibili, and Xiaohongshu, which has always been regarded as a platform for "life planting", has gradually become a new media position for financial institutions.
On April 30, Northeast Securities (000686. SZ) released its first video content on Xiaohongshu, and as of 14 pm on May 14, the Xiaohongshu account of Northeast Securities has increased by 272 followers, and has been liked and collected 381 times.
The online marketing of financial institutions is gradually "involuting", and fund companies are far ahead in the track of IP building. On the Douyin platform, which covers a wider range of investor education content, many fund companies' Douyin accounts have reached millions of followers, and most of them produce investment education, financial basic knowledge Q&A and other related content, and at the same time, many fund IPs have been recognized by the market.
Regarding the expansion of new media platforms, a public offering market person told Times Finance, "We will evaluate the hot platforms in the market now and choose to open an account that is in line with the company's tone, but at the same time, we will also pay great attention to the compliance of the business." ”
Financial institutions have tested the waters of Xiaohongshu
In addition to some "old Internet celebrity" fund companies, brokerages have also quietly joined the "mutual fund team".
Times Finance found in Xiaohongshu that Guojin Securities (600109. SH), Oriental Fortune (300059. SZ), GF Securities (000776. SZ), CITIC Securities (600030. SH) and many other brokerages have settled in, and some brokerages have operated the Xiaohongshu platform by operating their own accounts by branches, such as China Galaxy (601881. SH), Haitong Securities (600837. SH) and so on.
From the perspective of operational ideas, the content and form released by various institutions are different, there are many videos released by fund company accounts, and some of them publish graphic notes, and most of the Xiaohongshu accounts of brokerages mainly publish pictures and texts.
On April 30, the first Xiaohongshu video released by Northeast Securities "Northeast Securities Recruited Me, You Kid Has a Little Vision" is developed from the perspective of the post-00s operation, the protagonist is an Internet celebrity kitten, and it also cooperates with hot elements such as popular emojis, MBTI, and Internet terms on the Internet. The comment area of the video is very lively, and the official account of "Peer" appears to interact, and Fu Peng, chief economist of Northeast Securities, has become the most popular person in the institution and has been named many times.
Straight Flush (300033. SZ) official account interacted in the video comment area, saying, "Where is your family Fu Peng? "Straight Flush is a listed stock trading software company, and also has its own financial data terminal - iFinD. Some netizens also commented on the video, saying, "Let Teacher Fu Peng appear on the camera and easily increase his fans." There are also netizens under the comment who interacted and said, "Put this on top." ”
Screenshot source: Northeast Securities Xiaohongshu notes comment area
Internet operation can often highlight the characteristics and highlights of a company, especially the real-time feedback of users can be displayed quickly.
Fu Peng, chief economist of Northeast Securities, is often called "Internet celebrity economist" by netizens, who joined Northeast Securities in 2020 and registered accounts on platforms such as Douyin and Weibo under the name of "Fu Peng's financial world", and the number of fans on the above platforms has exceeded one million.
In addition to the economists who are popular all over the Internet, there are also virtual IPs of financial institutions that have successfully "gone out of the circle". As of May 14, "China Europe Fund Niu Ouou" has gained 2.104 million followers on the Douyin platform, making it the first public fund Douyin account to exceed 2 million followers.
Niu Ouou is a long red bull with a strong memory point. For this IP image, CEIBS Fund said that it hopes that Niu Ouou, which is full of European spirit, can bring good luck to everyone, and at the same time, as the "service spokesperson" of CEIBS Fund, it also hopes that it can provide warm and distinctive customer service for everyone.
Where is the boundary between Internet investment and education?In addition to highlighting the company's characteristics and highlights, the Internet operation also undertakes part of the function of investor education. However, Times Finance found that some institutions publish information related to business development on online platforms, which has also aroused the industry's attention to the compliance of Internet platforms.
Times Finance searched for "brokerage account opening" on the Xiaohongshu platform, and some brokerages released graphic notes to introduce the rights and interests of new customers who opened free stocks online and related businesses, clicked the consultation button to give an entrance to add WeChat in the chat interface, and promised to provide one-to-one professional consulting services.
In this regard, Times Finance consulted a person from the compliance department of a leading brokerage, who said, "Our company's compliance requirements are that all Internet online accounts need to be uniformly applied for and reported, and at the same time, the accounts that have been launched are also strictly implemented in accordance with the management specifications of the self-media platform, and there are special personnel to conduct daily monitoring of the accounts." In the daily compliance work, the team also continuously popularizes the relevant compliance requirements to employees and requires each employee to improve compliance awareness. ”
Regarding the boundaries of the output of educational content and related business development for Internet investors, the above-mentioned compliance department pointed out that whether the online operation is compliant depends on whether the specific content released by the platform assists in attracting customers or actually develops business, and different situations have different judgment standards.
The person briefly listed the content of investor education, "Investment education usually involves financial literacy, anti-money laundering and other related content, while business development involves marketing recommendations or specific products, such as investment advisory products. ”
Compared with brokers, the Internet content production of fund companies seems to have "increased on roll".
According to incomplete statistics from the Daole Research Institute, as of March 19, 2024, 91 fund companies have operated 120 Douyin accounts, and some fund companies have also opened and operated sub-accounts and sub-brands, among which Qianhai Open Source Fund and Yimi Fund have opened more than 4 Douyin accounts.
Not only is there a large number of fund accounts, but also some of the head accounts have been run, there are currently 5 million-level accounts, but most of the accounts are still in their infancy, according to the statistics of the Daole Research Institute, 75% of the above Douyin accounts have less than 100,000 fans.
Image source: Dole Research Institute
It is understood that many fund companies have purchased outsourcing services from third-party operating companies and subcontracted part of the operation links.
A person from a third-party fund operating company told Times Finance, "At present, it is mainly public fund customers, and there are also some bank customers, and there are not too many brokerage customers." Nowadays, online competition is quite large, and many large companies still attach more importance to it, but compared with other enterprises, financial customers have higher compliance requirements, and we will also attach great importance to these business points and compliance operations. ”