A longer version of this Q&A appears in The ETF Marketing Memo, our newsletter covering marketing and storytelling strategies in the ETF space. Sign up here to receive the latest edition of the newsletter in your inbox!
Where are ETFs headed? How do marketing campaigns win media attention in an increasingly crowded and chaotic news climate?
To find out, our Account Director Kathleen Elicker went to one of the sharpest observers in the industry.
Kristin Myers, SVP of Content and Editor in Chief of ETF.com, has an impressive track record of covering finance news, previously working as Editor in Chief of The Balance and an on-air anchor and reporter at Yahoo! Finance.
Kristin Myers, Editor in Chief of ETF.com
From a marketing and branding perspective, what are some common traits among ETFs that gained significant traction over the past year? What are these issuers doing right?
Creativity and clarity are two key components. Issuers need to explain, in simple terms, what the fund is and how it works. That’s not always easy, especially with more complex strategies. But clarity builds trust. And consistency is critical. You can’t just show up once and disappear. You need to strike while the iron is hot and then keep hammering.
The ETF industry is getting more competitive, with issuers not only innovating in fund structures but also in how they tell their stories. Have you seen any particularly compelling marketing or media strategies from ETF issuers recently?
There are a number of issuers who have won success with positive, forward-looking campaigns. Grayscale is a great example. Everywhere you turn, they’ve got an ad sparking curiosity about crypto. The lesson here? Creativity wins. Especially in a world where attention spans are shorter than ever.
With so much noise in the ETF space, what advice would you give to issuers trying to get their funds covered in the media? What makes a fund newsworthy from your perspective?
Novelty and innovation. You need to be able to quickly explain what sets your fund apart from the hundreds that came before it. It also helps to tie into the moment. If you’ve got a strategy that speaks to current market dynamics, like trade wars or interest rate volatility, that’s going to catch our eye.
Looking ahead to the rest of 2025, what trends or developments in the ETF space are you watching most closely? Are there any under-the-radar shifts that marketers and issuers should be preparing for now?
I think we’re going to see even more inflows into ETFs in 2025, following what was already a record-breaking year. Innovation will continue to be a major driver, with even more new issuers and “first of its kind” funds coming to market. Also, don’t underestimate active ETFs, especially in this environment. More advisors are open to handing over the reins in areas that are complex or nuanced.