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 the7th 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).
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 colleagues: 3,686 average interactions versus 3,041. Compared to the data from FInfluence 6, which analyzed the second half of 2023, the average engagement on influencers' posts increased by 85.4%, while men's content engaged 26.1% more in the same period. Influencers also increased 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 in their daily lives,” she says.Amanda Brum, Executive Manager of Communication, Marketing and Member Relations at ANBIMA.
Words such as "investment," "money," "income," "market," "lesson," and "learn" appear more frequently in the 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 stand out 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.
