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BlackRock says its foray into TikTok shows ‘critical’ battle for Gen-Z investors

‘We’re following where people are, and where they place their time and attention,’ says the $10tn asset manager

By David Ricketts
Kingsley Udoyi, a product manager from BlackRock’s Aladdin platform team, marks the firm’s first foray onto TikTok
Kingsley Udoyi, a product manager from BlackRock’s Aladdin platform team, marks the firm’s first foray onto TikTok

BlackRock, the world’s largest asset manager, released its first video on TikTok, becoming the latest financial services giant to tap into the fast-growing social media platform to target Gen-Z investors.

The New York-headquartered firm already has a solid social media presence, with close to 480,000 Twitter followers and tens of thousands following its Instagram account.

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