With the rise of video content, the reading volume of traditional graphics and texts has gradually declined, while new media forms such as short videos have shown explosive growth. The securities industry is no exception, and investment advisory IP has become a trend, especially among the younger generation of investors, who are more inclined to trust “flesh and blood” financial advisors rather than traditional financial experts.
With the acceleration of video, the reading volume of pure graphic and text has dropped by 50%, while short videos have increased by 300%. At the same time, in the securities industry, the process of investment advisory IP is struggling to move forward, and at the same time, it is yearning for it as a sea of stars, especially the post-90s and post-00s, who trust those “flesh and blood” financial advisors more in the investment market than old pedants. Some brokerages are playing slippery, leading the frontier with concepts, vigorously applying virtual humans, and starting to use digital employees to do 24×7 hours investment education and service undertaking.
As far as the constraints encountered by the securities industry in the development and practice of new media are concerned, the author believes that what brokerages need to see clearly is that new media is not more playful, who has more numbers, and who has more professional works, but who can tell professional and obscure content more interestingly, more people-friendly and more eye-catching within the framework of compliance. Only by finding this point can the social media matrix be truly established and truly bring value.
For example, if you have recently swept in reciprocal tariffs, open any self-media social platform and open your mouth to “something big has happened!” “The tariff storm is coming! “More than 440,000 people burst into liquidation! ”……
The capital market is not short of major news events, but compared with various news media, especially self-media, financial institutions are obviously insufficient in attracting information channels and developing user habits. After the self-media equalized information, financial institutions had to do brand marketing, voice exposure and customer acquisition on a variety of new media, but if you only focus on one platform to play, it is really a bit outdated. Those brands that have done well, such as China Merchants, Zhongan, Huatai, and Tiantian, which are not fully blooming on Weibo, Douyin, Xiaohongshu, WeChat, Bilibili and other platforms. This is the power of the social media matrix, which maximizes brand exposure, user interaction, sales conversion, etc. through multi-platform linkage.
So, how to build an efficient social media matrix from 0 to 1 and avoid detours? Here, let’s collide together.
What is a social media matrix?
Simply put, it is “multi-platform operation”.
We can understand the social media matrix as the “rudder” of brands on major social platforms. For example, posting short videos on Douyin to attract investors and users, planting products on Xiaohongshu, precipitating customers in the private domain on WeChat, and chasing hot spots on Weibo (such as recent reciprocal tariffs, Black Monday) to engage in topic marketing.
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The core benefits of this are, first, to cover more users, different platform user groups are different, such as Bilibili is younger, Zhihu is more knowledgeable, and the layout of the whole platform can reach more people. The second is to reduce risks, in case the traffic of a certain platform declines (such as Weibo traffic restrictions), there are other platforms to support it. The third is to improve conversion, such as Douyin draining traffic to WeChat transactions, and Xiaohongshu planting grass and then going to Tmall to place an order (e-commerce standard play), forming a complete closed loop.
How to build a matrix?
1. Think clearly first: the purpose of the matrix
When it comes to matrix, many people’s instinctive reaction is the account matrix. In fact, we don’t need to blindly register a bunch of accounts as soon as we come up, first clarify the goal and win the battle. You might as well think about the purpose and significance of doing this, whether it is brand exposure (such as new product releases, suitable for Douyin and Weibo), or user interaction (such as community operation, suitable for WeChat and QQ)? Do you want to sell goods directly (such as live streaming, suitable for Douyin and Kuaishou), or do you want to do word-of-mouth (such as real evaluation, suitable for Xiaohongshu and Zhihu)?
The author suggests that before studying competing products in the same industry, brokerage peers may wish to cross the world to take a look at the successful practices in the field of mass consumption, such as the explosive beauty track, the basic path of major merchants is to focus on Xiaohongshu (grass planting) + Douyin (with goods) + WeChat (private domain repurchase). If you also pay attention to readers and friends who go overseas, the study found that those B2B companies focus on LinkedIn (industry influence) + WeChat public account (in-depth content), and the hybrid style is also perfect.
2. Choose a platform: Not all platforms are worth doing
There are too many social platforms now, and even from the perspective of spectators, the author feels that the follow-up is weak. There are always new breaking points, and one’s own concentration cannot be effectively guaranteed. Objectively, we don’t think it’s necessary to do them all, just focus on choosing 2-3 of the most suitable ones. Here is a brief summary of the characteristics of several mainstream platforms:
- Douyin/Kuaishou: Suitable for making popular content and live streaming, the users are young, the traffic is large but the competition is fierce.
- Xiaohongshu: Suitable for beauty, mother and baby, home furnishing and other categories, there are many female users, and the grass planting effect is good.
- Weibo: It is suitable for chasing hot spots and doing topic marketing, but the traffic is becoming more and more expensive, and the accuracy must be constantly adjusted.
- Bilibili: It is suitable for in-depth content, such as popular science, evaluation, and word-of-mouth, and has high user stickiness.
- WeChat: Suitable for private domains, such as official accounts + communities + mini programs, with high conversion rates but slow growth, you need to be patient enough.
As for how to choose a financial institution, the author believes that it is necessary to first examine where its own users are, especially where the new users are. For example, Generation Z is on Bilibili, Douyin, Bao Ma is on Xiaohongshu, intellectual youth is on podcasts, and then look at what form our own content is suitable for, such as short videos choose Douyin, pictures and texts choose Xiaohongshu, in-depth science popularization chooses Zhihu, professional investment and education choose public accounts, and so on.
3. Content strategy: Different platforms have completely different gameplay
The biggest mistake made by many financial institutions is that the same content is published on all platforms, and the results are dismal. In fact, user preferences are completely different for each platform. Douyin, to be short, fast, explosive, the first 3 seconds must be eye-catching; Xiaohongshu should be real and practical, such as “personal test and easy to use” and “lightning protection guide”; Station B should be in-depth and interesting, such as “XX industry reveal” and “one-month evaluation”; WeChat should be dry and retained, such as “industry white papers”, “exclusive interviews” and so on.
Tips: Eat more fish in one fish, for example, if you shoot a 3-minute video, you can cut it into Douyin 15 seconds + Xiaohongshu 1 minute + Bilibili full version. Secondly, based on the matrix built on the main platform after key screening, do cross-platform drainage, such as saying in Douyin videos that “more dry goods go to Xiaohongshu to search for XXX”, “in-depth report to XXX account message XXX free collection” and other speech skills.
4. Teams and tools: One person can do a matrix, and a group of people should do a good matrix
Many people in the financial industry think that a large team must be used to make a matrix, but this is not the case. Small teams or individuals can use content production tools + scheduled publishing tools as assistance, while large teams can be divided into content groups (writing copy/shooting videos), operation groups (sending content/replying to comments), streaming groups (advertising), etc. Commonly used tools such as Micro Treasure, Yiban, Feigua Data, Canva, Clipping, Draft Design, Cicada Mother, etc., you can choose some handy tools that have been used very maturely in the field of social e-commerce according to your own matrix situation, and you can start doing it. In fact, in the author’s opinion, doing is far more important than any grand narrative or elaborate plan.
5. Data review: Don’t just focus on posting, look at the effect
The content is not the end, the key is to look at the data. The number of plays/reads, is the content engaging? Likes/comments, are users interested? Conversion rate, how many people click on the link/buy the product, or how many people enter the private domain of the financial institution?
With data to support it, the next step is how to optimize. Good content, continue to do it, for example, if a certain Xiaohongshu note explodes, do more similar content; poor content, the reason for the analysis is that the title is not good or the release time is wrong; It is necessary to test new forms, such as sending pictures and texts, and occasionally try live broadcasts or short videos, and do some AB tests.
How can the securities industry build an efficient social media matrix?
For the securities industry, social media marketing has always been a “sensitive and must-do” topic. Especially in the securities industry, strict supervision and limited content, but customers have basically completed the migration to online. So, how can the securities industry play the social media matrix in a compliant and efficient manner?
1. Three major difficulties
- High compliance risk: If you say the wrong word, you may be interviewed by the regulator or even fined.
- Content homogeneity: all “market analysis”, “investment advice” and “chief report”, no one reads it at all.
- Long conversion path: The real results seen in practice are difficult to directly lead to account opening or trading volume.
2. Five major positions
Based on the particularity and practical experience of the securities industry, the author summarizes the five core platforms of the following social media matrix, as well as the functional positioning, content release, business scenarios and operation points of each platform.
3. Four major tactics
Method 1: The content of investment and education is IP-based, compliant and attracts fans
Huatai Securities’ “Rising Music Wealth” Douyin account makes boring financial knowledge into a “one-minute school” series, using life scenarios to compare investment. For example, using “grocery bargaining” to explain “bargaining power”, it took 3 months to increase 500,000 fans, and the average number of video views exceeded 1 million.
The key point is that it marks all content as “investment risky” and never mentions specific stock codes, with a clear goal of focusing on cultivating users’ minds rather than direct conversion.
Method 2: Private domain traffic pool construction, compliance conversion path
The WeChat matrix of a brokerage firm, its official account is mainly used to publish market morning reports (attract attention), the video account does live broadcasts, and three investment education live broadcasts a week (building trust), while the enterprise WeChat is for employee development and customer service, and the account manager provides 1v1 service (final conversion).
In terms of data effect, the number of live broadcast viewers increased by 300%, and the customer assets of enterprise WeChat customers also increased by about 5 times.
Style 3: Young groups are incubated, and the content is broken
CICC’s Bilibili account operation, the boring macro report was changed to a “rap version of the economic outlook”, and the “impact of the Fed’s interest rate hike” was explained in the form of animation, which achieved good results, of which the highest number of views of a single video exceeded 2 million.
It can be found that to break the circle, all its content has been pre-reviewed by the compliance department, and at the same time, avoid using sensitive words such as “recommendation” and “suggestion”, and clearly mark “non-investment advice” in the introduction.
Method 4: KOL + employee matrix linkage, OMO integration
A brokerage firm practices the “all-staff investment advisory” plan, and certified investment advisors have opened personal accounts on Douyin and Xiaohongshu, and the headquarters provides a unified content material package to ensure compliance. Excellent cases, such as an investment advisor who acquired customers through Douyin, added dozens of high-net-worth customers in 3 months.
It has established an effective management mechanism, which requires all content to use the company’s review template, statistics on the release of each platform every week, and set compliance red lines, strict compliance speech, and strict prohibition of valet operations.
Suggestions for self-media content creation and pitfall avoidance guidelines in the securities industry
- The red line must not be touched: Do not predict specific points, such as “the market must go up to 4,000 points”; Do not recommend individual stocks, of course, you can talk about the industry, but you must not talk about the code; If you don’t promise income, such as “steady profit without loss”, you don’t need internal compliance to clean you up, and the platform will directly ban your account.
- The content form should be innovative: Make the K-line chart teaching a “boyfriend’s desire to survive test”, use “milk tea shop operation” to compare the financial report analysis of listed companies, and add a fun link of “quick questions and answers” to the fund manager interview.
- Transformation design must be roundabout: In the Douyin profile, you can put “follow the official account to receive the research report”, guide “join the fan group to get the exclusive morning news” during the live broadcast, and use the “0 yuan financial class” as a customer acquisition hook.
- Team tools are the best of both worlds: Compliance review tools are the prerequisites for business development, such as content pre-examination systems and sensitive word detection systems. The team should have a fine division of labor, for example, a content group of 2 to 3 people can be set up to write scripts and video production to ensure content production; The compliance team has 1 to 2 people, with compliance specialists within the department (such as the Internet Finance Department), to do the review work full-time to ensure the efficiency of release, and it is best to have a legal background (not from old comrades); The operation team has 2 people, specializing in platform operation and data analysis, and its data monitoring focuses on the frequency of compliance risk words, the completion rate of investment and education content, and the conversion rate of private domain plus micro.
These are the core essentials of doing a good job in the brokerage self-media matrix in practice, one must not be left behind, otherwise it will become a pit, and it is a key pit to lower KPIs and affect the achievement of goals.
Some tips to double the effect of the matrix
The first is the combination of KOL + amateur to make communication more authentic. When looking for KOLs, you can choose cooperation with medium followers but high interaction, such as “small KOLs” with 1-100,000 followers, which are also more cost-effective. At the same time, users are encouraged to post orders, such as sending Xiaohongshu with topics to give prizes, so that real users can help spread the word.
The second is to learn to rub hot spots and let the bullets fly for a while. For example, in Weibo hot searches, matrix operators need to quickly follow up or post relevant content, and then Douyin Challenge needs to participate in popular BGM or topics. The traditional programs of major traffic platforms cannot be ignored, and the marketing around festivals such as the Spring Festival, 618, Double 11, Double 12 and other national festivals need to be planned in advance.
There is also to be long-term, any matrix needs to insist on continuous operation, don’t think about becoming popular overnight. The establishment, operation, maintenance, etc. of the matrix are long-term projects, don’t expect a few to explode. The operators of financial institutions are required to insist on regularly updating the content, such as Douyin’s daily update and Xiaohongshu’s at least 3 articles per week, and constantly optimize the content, adjust the topic selection and form according to the data, so as to precipitate users, lead traffic to WeChat’s private domain, and facilitate subsequent business conversion.
On the whole, it is not difficult to build a social media matrix, the key is to think clearly about the goal first, whether to expose or convert, choose the right platform, the core is not to be greedy for more, first do a good job of 2-3 cultivation feel, and at the same time, the content should be adapted to the platform (don’t send all platforms), and can insist on updating + optimization, instead of three days of fishing and two days of drying the net, the result can be imagined.
The above are just some of the standard frameworks and individual case details we listed, the most important thing is to do it, because only by doing it, you can know more details in it, in order to accumulate a better feel, I hope that all brokerages can do their own self-media matrix as soon as possible!
