Big Button has published a new analysis of LinkedIn activity across asset managers, examining how posting behaviour, content formats and timing relate to engagement.
The report – Why some asset managers outperform others on LinkedIn – examines activity across nine asset managers in the UK and US over a 12-month period, as measured by video research agency Moving Image. Data is anonymised to highlight broader sector trends rather than individual firms.
One of the clearest findings is that higher posting volume does not necessarily lead to stronger performance – the most active account in the sample made over 450 posts in a year, yet achieved the lowest relative engagement.
Across the group, the highest performers were not the most active. Instead, they appear to be more selective about what they publish, when they show up, and how they use formats such as video.
The analysis also emphasises a high level of consistency across the sector, with similar formats, tone, and topics appearing on many firms’ LinkedIn feeds. While this supports brand and compliance requirements, it can make it more challenging for individual firms to stand out.
Engagement patterns revealed that most posts perform within a fairly narrow range, with more notable results generally occurring around specific moments, such as leadership visibility, announcements, or timely commentary.
The report indicates that performance is less determined by volume and more affected by selectivity, timing, and intent, including how formats like video are utilised.
Read the report to explore our findings in more detail.
