Group 1 - The Securities Social Media Index for June 2025 shows that CITIC Securities leads with a total index of 79.32, maintaining a strong presence across Douyin, video accounts, and public accounts [1][4] - Orient Securities follows closely in second place with a score of 74.64, while Guotai Junan has made a significant leap to third place [1][4] - Other firms such as Guojin Securities and Shenwan Hongyuan have also improved their rankings compared to May, with new entrants like Zhongyuan Securities and CICC making it into the top twenty [1][4] Group 2 - Douyin's high-engagement content features diverse topics, with policy interpretations and hot events driving traffic. The top post from AVIC Securities focused on the regulatory landscape of the China Securities Regulatory Commission, garnering 19,000 likes [1][2] - Financial social media accounts are effectively capturing market sentiment, with topics like stablecoins and geopolitical tensions being highly discussed. The subscription account "Zhongjin Dianzhi" achieved 97,000 reads with its analysis on stablecoins [2][4] - The ability to quickly respond to market trends and provide professional insights is crucial for firms to maintain a competitive edge in the industry [2][4] Group 3 - The index reflects the performance of 138 brokerage and asset management firms across three major social media platforms, indicating the influence of social media on brand visibility and operational trends [5][16] - The index is calculated using a quantitative model that assesses factors such as fan accumulation, content creation, dissemination, and user interaction [5][16] - The report emphasizes the importance of timely and relevant content in attracting audience engagement and enhancing brand reputation [2][5]

Core Insights - The May 2025 Securities Social Media Index (SMI) shows that CITIC Securities leads the rankings due to its balanced performance across Douyin, Video Accounts, and WeChat Official Accounts, followed by East Money and Galaxy Securities [1][2]. Group 1: Overall Rankings - CITIC Securities ranks first with a Douyin score of 78.17 and a Video Account score of 73.33 [4]. - East Money and Galaxy Securities follow in second and third place, with scores of 84.10 and 67.74 on Douyin, and 62.96 and 77.17 on Video Accounts respectively [5]. - Other notable performers include China Merchants Securities, which remains in the top five despite a slight decline, and Guotai Junan Securities, which continues to show strong momentum [1][2]. Group 2: Content Performance - The top-performing Douyin content includes a piece from East Money that analyzes industries likely to benefit from tariff exemptions, receiving over 10,000 likes [1][20]. - The "Finance Cow Cultivation" series focuses on the operational strategies of airlines, generating significant user engagement with nearly 10,000 likes [1][20]. - Educational content is a key trend, with various firms like Guotai Junan and Galaxy Securities producing innovative materials to enhance financial literacy among users [2]. Group 3: Educational Initiatives - Guotai Junan Securities launched a nationwide investor protection campaign in collaboration with national media, which has been well-received by users [2]. - Galaxy Securities created animated educational content to simplify complex financial topics, further demonstrating the industry's commitment to investor education [2]. - Multiple firms are actively engaging in investor education, showcasing their efforts to build trust and provide valuable insights to their audience [2]. Group 4: High-Impact Articles - Articles capturing significant market events, such as changes in tariffs and interest rates, have garnered high readership, with some exceeding 100,000 views [2][32]. - Notable articles include CITIC Securities' "Witness History" and East Money's "Breaking News on Tariffs," which effectively leverage timely market developments to attract readers [2][32].