Summary of Key Points
This news report focuses on the Securities Social Media Index (SMI) for June 2026 and covers three main aspects:
1. Changes in the overall rankings of securities firms, with Eastmoney Capital ranking first, with some firms entering or exiting the list; the key reason being balanced operations across multiple platforms.
2. Characteristics of highly liked and read content on platforms such as Douyin, Video Accounts, and official WeChat accounts.
3. The long-term strategy for securities firms in managing social media—moving from simply publishing content to building user trust and brand recognition.
Detailed Analysis
1. Overall Rankings of Securities Firms: Balanced Operations Are Key to Success
In this latest ranking, Eastmoney Capital took the top spot, followed closely by CITIC Securities and Shenwan Hongyuan. Compared to May, four new firms—Zhongyuan and Huaxi—made it into the top 20, while four others—Guosen and Everbright—fell out. The reason for these changes is that success cannot rely on a single platform’s temporary popularity. For example, a firm might experience a surge of attention on Douyin but lack engagement on its official WeChat account or Video Account, which undermines its overall ranking. Only firms that maintain balanced presence across all three platforms and consistently produce high-quality content can achieve prominence. In other words, to stay at the forefront, securities firms need to have a multi-pronged approach.
2. High Likes on Douyin: Combining Hot Topics with Practicality and Professionalism
The formula for successful content on Douyin includes:
- Engaging with current market hot topics using insights from chief analysts;
- Explaining complex concepts in an easy-to-understand manner;
- Providing factual support for the arguments.
Examples include Western Securities discussing the bond market or technology stocks, and Eastmoney Capital covering popular tech companies. These approaches leverage public interest to attract readers.
3. High Likes on Video Accounts: Practicality, Perspective, and Creative Formats
Popular content on Video Accounts falls into three categories:
- Practical financial education, such as guidance on trading strategies using ETFs;
- Insightful industry analyses, like discussions on domestic computing power or market trends (e.g., the “K-shaped divergence” between China and the U.S.);
- Creative approaches, such as using AI to create promotional videos or engaging with users through virtual characters. Video Accounts are now focusing on more interactive and engaging formats to retain viewers.
4. High Reader Numbers on Official WeChat Accounts: Catering to Emotions and Providing Clear Information
Articles that attract many readers on official WeChat accounts often:
- Closely follow market trends, responding promptly to changes (e.g., sudden stock price movements);
- Provide clear, actionable information in their titles, distinguishing between risks, opportunities, and key findings. Examples include CITIC Securities’ “Watchout for These Stocks” and Guosen Securities’ “Stock Risk Warnings.” The goal is to offer users relevant and reliable information.
5. The Long-Term Logic of Social Media Management: Moving from Presence to Trust
The ultimate goal of securities firms on social media is not to create short-term hits but to build a lasting user trust system. This requires balancing three aspects:
- Reactivity: Prompt responses to market changes with in-depth analysis;
- Clarity: Communicating complex topics in simple language;
- Sustainability: Creating regular content, building relationships with users, and establishing a strong brand presence over the long term. The focus is on developing a reputation for reliability and professionalism, encouraging users to follow the firm consistently.
In summary, this report highlights that the competition among securities firms on social media revolves around providing valuable, accessible, and consistent content that builds user trust. For investors, these platforms offer different types of information: Douyin for timely insights, Video Accounts for practical tips, and official WeChat accounts for in-depth analyses.