Growing a fintech brand on X/Twitter from 1,000 to 6,213 followers
Invezz is a London-based site that helps people compare brokers and learn to invest. Its X/Twitter account posted website links on autopilot and sat at 1,000 followers. I replaced the autopilot with a written strategy, daily conversation, a crypto wallet giveaway and influencer support.
- Social media strategy
- Community growth
- Influencer marketing
- Giveaways
followers in two months
more likes and reposts per post
views on the giveaway post
reposts on the same post
Talk like people who invest, to people who invest.
The starting point
An account that read like an RSS feed
Every new article on invezz.com went out as a post by itself: a headline, a link, a stack of hashtags. Nobody replied and nobody was asked anything. Followers had stalled at 1,000. The site already had what an audience would want: news, analysis, a finance dictionary. The account just never talked.
The strategy
A written plan before the first post
I wrote the strategy document first: who we were talking to, what we wanted in three months and what the competitors were doing.
Mostly 25 to 34, English-speaking, on mobile.
Research
What the competitors showed
Three finance sites on X/Twitter
What worked for each, and what Invezz took from it.
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Competitor scanStart of the project
| Competitor | On X/Twitter | What Invezz took from it |
|---|---|---|
| Investopedia | 182K followers, explainers and strong visuals | A dictionary series in branded banners |
| NerdWallet | 70K followers, short posts, polls and replies | Polls, questions and a personal voice |
| Finder | 2.9K followers, mostly reposts | Proof that a passive account stalls |
Content
A third each: links, teaching and talk
At least two posts a day: one to send people to the site, one built for replies. A third of posts linked to Invezz news and analysis, a third taught, a third started conversations. Every post also had one of four goals.
The calendar
Three real days from week 3
Week 3
Times in GMT.
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Content calendarWeek 3
| Day | Time | Post | Goal |
|---|---|---|---|
| Day 1 | 9 AM | Myth or truth: AI stocks | Teach |
| Day 1 | 10 AM | Link post: CBDC news | Site |
| Day 1 | 12 PM | Thread: why diversify | Teach |
| Day 1 | 2 PM | Update: Tesla self-driving in China | Talk |
| Day 2 | 8 AM | Link post: is WBD a value trap? | Site |
| Day 2 | 10 AM | Quote: the market as a weighing machine | Talk |
| Day 2 | 12 PM | Update: EU probe into Meta ads | Talk |
| Day 3 | 9 AM | Link post: May market watch | Site |
| Day 3 | 11 AM | Update: the volcano that emits gold | Talk |
| Day 3 | 1 PM | Dictionary: market capitalization | Teach |
| Day 3 | 2 PM | Analysis: Root Inc growth | Site |
Formats
Series people could recognise
Recurring banner series made an Invezz post easy to spot in the feed.
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Community
Thirty minutes of conversation a day
Outside X/Twitter, the plan added 2 to 3 Quora answers a day with tracked links, plus Reddit replies in r/investing and r/stocks.
The daily routine
- Open the dayA poll or a question.
- ReplyTo every comment and question on our posts.
- Join trending threads$TSLA, Bitcoin and macro news, with a useful take.
- Build a listBig finance accounts to talk to often.
- Follow backPeople who engage.
- Close the dayA market wrap.
The giveaway
One Ledger wallet post, 3.3K reposts
Crypto holders were already in the audience, so the prize was a hardware wallet: one Ledger Nano S family pack and one single, about $330 in total. To enter, people followed @InvezzPortal and reposted the pinned post. I wrote the brief for finance influencers on X/Twitter: repost on day one, then a post of their own with the entry steps and #InvezzGiveawayLNS.
What the post did
- 37Kviews
- 3.3Kreposts
- 2Klikes
- 101entries
Two months later
6,213 followers
A giveaway brings people in. The daily replies are what made them stay.
What I delivered
- Social media strategy
- Competitor review
- Content pillars and calendar
- Banner series
- Daily community routine
- Giveaway and influencer brief
- Reporting
