Speak snapshot: how is the finance sector approaching content on LinkedIn?

For this month’s LinkedIn snapshot, we explore what the top financial services companies are posting about. To easily benchmark the latest data against your own brand’s strategy, explore how firms in this sector are approaching content on the social media channel – and who is coming out ahead.


How are the top financial services companies keeping their audiences engaged on LinkedIn?

We unpack this question in our latest snapshot report, which provides an overview of the ways that some of the biggest finance organisations are approaching content on this social media platform.

Gathered over the month of September 2023, the data highlights 213 posts from some of the top companies in the financial sector – including HSBC, Barclays and Standard Chartered.

We explore the most common themes and formats among these influential firms and highlight the approaches that are getting the most (and least) engagement.

To find out what these organisations are talking about on LinkedIn – and how your strategy compares – explore the key findings from our latest snapshot report below.

10 takeaways: at a glance

1. On average, the organisations in the report posted around 21 times between 1 and 30 September 2023.

2. The companies with the highest number of posts were the London Stock Exchange (75 posts), Willis Towers Watson (33) and AON (32).

3. Of the 213 LinkedIn posts analysed, the average number of engagements – the sum of likes, comments and reposts – was 204.

4. The top three brands based on average engagement rate were the banks Barclays (0.09), Lloyd’s (0.08) and NatWest (0.06). General Accident had the lowest average rate of 0.00, due to its channel being inactive during September.

5. The three top-performing posts based on overall engagements were a multi-image post from Barclays highlighting its Glasgow campus (5,061 engagements), a post from HSBC outlining how its services have evolved over the years (2,572) and a post from Barclays marking the bank’s 50th anniversary in Singapore (2,290).

6. Single image was by far the most used format (48.4% of all posts), followed by live-action video (14.6%).

7. Despite the prevalence of single-image posts, the top-performing format by engagement rate was multi-image (0.11). This was followed by animation video (0.07) and then live-action video (0.04). The content formats that received the lowest engagement scores were text-only (0.005), polls (0.015) and live LinkedIn event coverage (0.019).

8. The most common themes among the surveyed posts centred on the companies’ own business (32.8% of all posts), employees (29.1%) and the economy (26.3%).

9. The highest-performing themes by overall engagements, meanwhile, focused on employees (18,197 total engagements), the companies’ own business (14,455) and employer branding (7,176).

10. In the reporting month, HSBC had the highest number of followers on LinkedIn (3.6m followers), followed by Standard Chartered (2.0m) and then Barclays (1.6m). Those with the fewest followers included General Accident (1,044), the London Stock Exchange (89,833) and Prudential (317,973).


To access data from the full snapshot report, enquire about bespoke data reporting or find out how to improve your brand’s content engagement, contact Gabrielle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.


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