How StockTwits is Winning Over Millennial Investors

While more traditional financial institutions continue to struggle to catch Millennials’ attention, young investors are talking stocks on StockTwits, the social platform to learn how to invest from peers—and we talked to them to find out how they’re making it work…

Traditional institutions have had a hard time getting younger demos interested in finance, so when a site like StockTwits attracts 1.1 million users, many Millennial investing novices, the finance community does a double-take. Business Insider reports the platform is “growing like crazy” as a place for young people to talk stocks, trade ideas, and teach each other. It started within Twitter but quickly blew up into its own platform, where users now post 150,000 messages every day, ranging from “annotated charts” to “investing ideas” and more, acting as a community for newbie investors to get a foothold in finance.

We got in touch with StockTwits’s CEO Ian Rosen to find out what about the platform has brought in a user base that’s more than half 18-34-year-olds—the exact demo big banks have been struggling to capture. Here’s what he had to say about the site’s success:  

Ypulse: Tell us about StockTwits—who is your target audience?

Ian Rosen: StockTwits is the largest social platform for investors and traders, really the only of our kind at this scale. We have 1.1 million registered users who have grown about 50% a year. We’re getting younger every year. So right now about 62% of our user base are 18-34-year-olds. And that number has gone up, but we are targeting what we call social natives. People that grew up and have always looked for information and advice through peers or crowds, as opposed to more traditional media. And obviously there’s a large wave of young people that are receiving a giant transfer of wealth.…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies