01 Contentified Wealth: Investment as Social Content
What is social investing?
It’s not secret dinners or insider chats.
It’s public sharing of trades, insights, and results.
Platforms like Alipay’s fund forum and Xueqiu show this already.
The exchange of information, emotions, and strategies constitutes the basic form of online investment social interaction.
Early communities were mixed in quality and driven by traffic.
Crowdsourced platforms then appeared — Seeking Alpha, Quantopian, Estimize.
Wikifolio fits the copy-trading model but adds content packaging, which can be called MCN.
MCNs are typically responsible for incubating, packaging, and distributing content created by content creators. They can help KOLs find fans and also bring traffic and revenue to the platform.
ructure breaks down into three roles:
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Trader = Content Creator
Traders publish performance charts, holdings, trade logs, and mindset notes.
They build personas and vertical content like influencers.
Source：Wikifolio
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Strategy = Content Product
Traders create virtual portfolios called “wikifolios”, which includes stocks, ETFs or other financial instruments.
After review, Lang & Schwarz issues linked “wikifolio certificates.”
Ordinary users only need to purchase the corresponding wikifolio certificate to essentially own the same asset structure as that trader's portfolio.
Thus, strategies become standardized, tradable products.
Source：Wikifolio
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Retail Investor = Audience & Consumer
In wikifolio, retails are both the audience and product buyers.
Wikifolio turns investment strategies into consumable content products, which has given the financial market a traffic logic similar to that of social media.
02 How to Run an “MCN” Investment Community
Germany is culturally cautious about finance. People completely believe that Versicherung ist alles.
According to data coming from OECD and Deutsche Bank，about 40% of German assets are cash or deposits, while under 20% of Germans invest in equities or funds(US is about 60%).
In this conservative financial climate, why has Wikifolio not only survived since its launch in 2012, but also grown into a vibrant investor community and trading ecosystem in Germany?
Trust is built primarily through two aspects: institutional safeguards and marketing.
1. Transparency, Regulation, Traceability
Every trade, holding change, and fee is public on the platform. Users can audit historical performance anytime.
Source：Wikifolio
Lang & Schwarz issues tradable certificates for vetted wikifolios. This converts abstract strategies into regulated financial instruments.
Source：Wikifolio
Top performers naturally earn credibility and become trust barriers.
2. Precise, Emotional, Easily Understood Marketing
As an investment social platform, Wikifolio's core audience is beginners and investment enthusiasts. The challenge lies in accurately reaching them.
Its advertising strategy clearly targets a specific group: the "middle-class growth group" who are in the prime of their careers, have a certain income base, and aspire to further increase their wealth.
Source：GoodsFox
The platform focuses on Facebook, Instagram, and Messenger, or not TikTok, YouTube, which focus more on young people.
Source：GoodsFox
These channels fit users who remember the 2008 shock, being warying of market fluctuations and having some exposure to financial content.
Ad copy hits psychological pain points directly.
“💸 Machst du noch Business, oder lässt du schon Business machen?”
“🙏 Du glaubst fest an deinen finanziellen Erfolg?”
The words were both provocative and encouraging, as if missing this opportunity would mean losing a golden chance.
Visuals show shrinking bread, smaller apartments, or faux-status suits and so on. These symbols make decline feel personal and urgent.
Source：GoodsFox
Viewers get the implicit message: not investing risks gradual decline.
Wikifolio also amplifies “successful trader” KOLs and their track records. Strong performance ads naturally attract followers and capital.
Source：GoodsFox
03 The Turtle Wins — A Slow, Steady Investment Metaphor
One recurring symbol in Wikifolio’s creative is the turtle.
Source：GoodsFox
In the investment world, the turtle stands for long-term discipline, not speed.
In German thinking, there's also a thought experiment involving a tortoise—"The Tortoise of Weimar." When the race has no end, the true winner isn't the fastest, but the one who never leaves the field.
We are living in an era filled with anxiety about "quick money." AI concepts, carbon trading, the next Nvidia... the market keeps creating "hot topics," but ordinary investors can easily fall into the trap of "chasing highs and selling lows."
Therefore, every time a trend emerges, there are always people who buy at the top, only to be left stranded when the tide recedes.
Wikifolio uses a tortoise as a marketing symbol, perhaps to convey an investment philosophy: the compounding value that comes from trust, consistency, and stability.
Source：GoodsFox
A mature investor is like a tortoise, not blindly chasing every wave, not greedy for fleeting speed, but following its own rhythm, step by step, to complete a race without an end.
