Summary of Key Findings
The June 2026 Fund Social Media Index shows that E Fund, China Europe Fund, and Fullgoal Fund took the top three spots on the overall ranking. AI technology and related sectors (semiconductors, computing power, robotics, aerospace, etc.) have become the core drivers of traffic across all platforms. Each platform has its unique features: Douyin dominates the tech content with a focus on in-depth analysis; Video Accounts differentiate themselves through podcasts and brand IPs; Zhao Cai Accounts balance rewards with professional content; Wealth Accounts see popularity with AI-themed live broadcasts; Service Accounts focus on providing benefits and engaging users in private communities, while Subscription Accounts offer a variety of content. Many fund companies are establishing long-term brand recognition through high-quality content or cultural IPs.
Detailed Analysis
1. AI Technology: The “Super Engine” of Traffic Across Platforms
In June, AI was the absolute star of traffic on every platform. On Douyin, discussions centered around business and aerospace, as well as robotics ETFs; Video Accounts featured robots delivering food and the intersection of old Shanghai with new technology; Zhao Cai Accounts provided guidance on AI investment strategies, while Wealth Accounts offered live analyses of the AI industry. The combination of AI with related fields such as semiconductors, computing power, robotics, and aerospace formed the backbone of all fund-related content. Why is this so popular? These topics are both novel and full of potential, attracting users, and fund companies can showcase their expertise through these contents, achieving a dual benefit.
2. Douyin: Tech Content Dominates, with “In-Depth Analysis” as the Key to Success
The top six most liked posts on Douyin in June were all about the tech industry, with traffic levels significantly increasing—particularly the number one post, which received over 30,000 likes, and the top five all exceeding 13,000 likes. For example, E Fund’s post “The Largest IPO in History? An In-Depth Analysis of SpaceX, Satellites, and Commercial Aerospace” delved into the technical details of satellites and the entire commercial aerospace supply chain, proving that the content was truly informative. Huaxia Fund’s video on the industrial upgrading of Henan Province broke down the process of transforming a major agricultural province into a leader in industrial growth into four clear steps, using real cases to challenge stereotypes. The common theme of these posts is that they avoid superficial discussions and provide thorough explanations of complex issues, capturing users’ attention with detailed information.
3. Video Accounts: Podcasts + Brand IPs for a Unique Approach
Video Accounts take a different approach from Douyin, focusing on differentiation:
- Video Podcasts: Huaxia’s DeepTalk series avoids short-term trends and focuses on long-term investment topics (such as strategic minerals), which, in the fast-paced social media environment, are perceived as more reliable. Fullgoal’s “Fullgoal Cafe” discusses pension investing, using regular investments and compound interest to address users’ financial concerns and quickly establish a brand presence.
- Brand IPs: China Europe Fund’s “The People Who Plant Time” uses stories of artisans to convey the philosophy of long-term investment, such as how they persist in their endeavors. Fullgoal’s “When Old Shanghai Meets New Technology” combines iconic elements of Shanghai with technology in an engaging and humorous way, making complex topics more accessible. These practices subtly brand the companies as professional, warm, and creative.
4. Other Platforms: Balancing Rewards and Professional Content
- Zhao Cai Accounts: While mainly graphic-based, rewards (such as red envelopes and lotteries) still attract traffic, there are also purely professional posts like Tianhong Fund’s “AI Investment Coordinate System” and E Fund’s “Where Are the High-Growth Opportunities?” indicating that users seek genuine knowledge.
- Wealth Accounts: Seven of the top ten live broadcasts in June were on AI topics, with Huatai FuFund discussing the current state of the AI industry and Guohai Franklin exploring how funds can invest in AI. All these accounts focus on technology trends that users are highly concerned about.
- Service Accounts: They primarily offer rewards to attract users to their private communities (such as WeChat groups or apps), while Subscription Accounts provide a variety of content, including investment education,基金经理 insights, and brand promotions to meet different user needs.
5. Fund Companies: Shifting from “Chasing Trends” to “Building Brand Recognition”
In the past, fund companies might have just followed trends to gain traffic, but now many are creating long-term content: E Fund’s in-depth technical analyses, Huaxia Fund’s industry-specific cases, and China Europe Fund’s high-frequency, high-quality podcasts. These efforts aim to build a lasting brand image by demonstrating professionalism, vision, and trustworthiness over the long term. Although this approach may take time, it establishes a strong bond with users, making them think of the company first when considering fund investments.
Conclusion
The core trend in June’s fund social media landscape is that while AI technology drives traffic, what truly retains users is content that is insightful, engaging, and distinctive. Fund companies are moving away from short-term trends and focusing on creating a brand identity through professional content, cultural stories, and long-term topics. This represents the future direction for fund social media.