The ninth edition of Finfluence, Anbima's semi-annual study that monitors finance and investment influencers in the digital environment, confirms the continuous expansion of this ecosystem and reveals significant transformations in audience behavior. The report for the first half of 2025 recorded 803 active influencers, an increase of 8.4% compared to the previous period, and 1,750 monitored profiles, the highest volume in the historical series since 2020. The audience also reached a new level, totaling 287.8 million followers, a 9.2% increase, accompanied by 432,786 finance-related publications, averaging over 72,000 pieces of content per month. Total interactions exceeded 1.18 billion, reinforcing the relevance of “finfluencers” as one of the main gateways to financial education in the country.
Among the highlights of this edition, YouTube's advancement solidifies itself as a structural shift in the consumption of financial content. The platform recorded simultaneous growth in publications (+8.7%), followers (+15.1%), and engagement (+7.6%) compared to the previous edition: a trend aligned with audience behavior, which seeks depth and analytical formats.
“YouTube has established itself as the social network for those who genuinely want to seek information when investing. It is where the longer, more in-depth content resides, and where people pause to execute actions while learning,” states Amanda Brum, CMO of Anbima. The executive also highlights the influence of smart TV consumption on the platform's expansion: “People are sitting on the sofa to watch YouTube as they used to watch broadcast TV. This habit has a direct impact on how they consume financial content.”.
The breadth of the audience's interests is also evident in the shift of topics that gained relevance during the semester. Those that generated the most engagement show a clear change in behavior: the audience is seeking to learn about new investment alternatives and better understand where to invest, indicating an increase in the financial maturity of Brazilians. “Those who intend to invest are seeking diversification, exploring new options, and deepening their knowledge before taking the next step,” says Amanda.
Another important advancement in this edition of Finfluence is the inclusion, for the first time, of the certifications held by influencers featured in the report's rankings. This work involved active validation with each creator present on the lists. “We conducted an individual check of each certification. This empowers the investor to know who has the technical qualifications to discuss specific financial market topics that require certifications,” explains Amanda, reinforcing the entity's commitment to transparency and investor protection.
For the coming months, Anbima's outlook is positive. Amanda emphasizes that the financial influence market continues to expand consistently and should keep growing, especially in light of a more favorable economic environment and increasing interest in quality content. “The influencer marketing market for investments continues to expand strongly. With the stock market rising and fixed-income products remaining attractive, we should see positive results next semester with more participants and financial topics highlighted on social networks,” she states. She adds that there is still room for new names to establish themselves: “The growth curve continues upward. There are many content producers who have not yet met the study's minimum criteria but already have an audience. There is room to grow,” she analyzes.
