ANBIMA: Still a minority among financial influencers, women engage more with educational approaches, study finds

Although they represent a minority in the world of financial influencers, women are gaining the attention and trust of the public with content focused on financial education, according to 7th edition of Finfluence – who talks about investments in social networks, study by ANBIMA (Brazilian Association of Financial and Capital Market Entities) in partnership with Ibpad (Brazilian Institute for Research and Data Analysis).

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Of the 571 influencers monitored in the first half of this year, only 65 (11.5%) were 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 that of their male counterparts: 3,686 average interactions versus 3,041. When compared to data from FInfluence 6, which analyzed the second half of 2023, the average engagement on female influencer posts increased by 85.4%, while men's content engaged 26.1% more in the same period. Female influencers also increased their follower base by 5% in the first half of 2024 and have an average audience 29% larger than their male counterparts.

"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 in their daily lives," she analyzes. Amanda Brum, Executive Manager of Communications, Marketing and Member Relations at ANBIMA.

Words like "investment," "money," "income," "market," "class," and "learn" appear more frequently in influencers' posts, suggesting a more educational focus. When they mention specific financial products, they mainly talk about stocks (1,648 mentions) and cryptocurrencies (765). Both products also feature prominently in influencer mentions, but in much greater numbers: 32,224 and 17,187, respectively.

"A female perspective on financial issues is essential, especially in a country like Brazil, where many families have women as heads of household and responsible for managing the household budget. Influencers play a transformative role by bringing educational content that connects the public with a practical and accessible view of planning and investing. This representation strengthens women's financial autonomy and inspires a new generation to manage their finances more consciously," adds Amanda.