Although they represent a minority in the universe of financial influencers, women are gaining the public’s attention and trust with content focused on financial education, according to the 7th edition of Finfluence – who talks about investments on social media, a study by ANBIMA (Brazilian Association of Financial and Capital Market Entities) in partnership with Ibpad (Brazilian Institute of Research and Data Analysis).
Out of the 571 influencers monitored in the first half of this year, only 65 (11.5%) are women, compared to 376 men and 130 corporate profiles. Despite the numerical disadvantage, the content they publish on X, Instagram, YouTube, and Facebook generates 21% more engagement than their male counterparts: 3,686 average interactions compared to 3,041. When compared to the data from Finfluence 6, which analyzed the second half of 2023, the average engagement in posts by female influencers increased by 85.4%, while content from men saw a 26.1% increase in engagement during the same period. Female influencers also grew their follower base by 5% in the first half of 2024 and have an average audience 29% larger compared to men.
“Women play a very important role in disseminating financial knowledge on social media, especially in the educational field. They address practical issues, explain concepts in an accessible way, and attract an audience interested in learning and applying this knowledge to their daily lives,” analyzes Amanda Brum, Executive Manager of Communication, Marketing, and Member Relations at ANBIMA.
Words like ‘investment,’ ‘money,’ ‘income,’ ‘market,’ ‘class,’ and ‘learn’ appear more frequently in posts by female influencers, suggesting a more educational focus. When they mention specific financial products, they mostly discuss stocks (1,648 mentions) and cryptocurrencies (765). Both products also stand out in male influencers’ mentions, but in much higher numbers: 32,224 and 17,187, respectively.
“The female perspective on financial topics is essential, especially in a country like Brazil, where many families have women as heads of households and responsible for managing the family budget. Female influencers have a transformative role in bringing educational content that connects the public to a practical and accessible vision of planning and investing. This representation strengthens women’s financial autonomy and inspires a new generation to handle their finances more consciously,” concludes Amanda.
