The ninth edition of Finfluence, a semi-annual study by Anbima that monitors finance and investment influencers in the digital environment, confirms the continuous expansion of this ecosystem and reveals important transformations in audience behavior. The report for the first half of 2025 recorded 803 active influencers, an 8.4% increase 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, reaching 287.8 million followers, a 9.2% increase, accompanied by 432,786 publications on finance, an average of over 72,000 pieces of content per month. Total interactions exceeded 1.18 billion, reinforcing the relevance of "finfluence" as one of the main gateways to financial education in the country.
Among the highlights of this edition, the growth of YouTube solidifies as a structural shift in the consumption of financial content. The platform registered simultaneous growth in publications (+8.7%), followers (+15.1%), and engagement (+7.6%) compared to the previous edition: a movement aligned with audience behavior, which seeks in-depth information and analytical formats.
“YouTube has established itself as the social network for those who truly want to seek information when investing. It's where the longer, more in-depth content is found, and where people pause to execute actions while they learn,” says Amanda Brum, CMO of Anbima. The executive also highlights the influence of consumption via smart TVs on the platform's expansion: “People are sitting on the couch 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 public interest is also reflected in the shift in topics that gained relevance during the semester. Those that generated the most engagement show a clear change in behavior: the public 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 delving deeper 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 of the influencers featured in the report's rankings. This involved active validation with each creator present on the lists. "We conducted an individual check of each certification. This empowers investors to know who has the technical expertise to speak on specific financial market topics that require certifications," explains Amanda, reinforcing the organization's commitment to transparency and investor protection.
For the coming months, Anbima's outlook is positive. Amanda emphasizes that the financial influencer market continues its consistent expansion and should continue to grow, especially given a more favorable economic environment and the growing interest in quality content. “The influencer marketing market in investments continues to expand strongly. With the stock market rising and fixed-income products remaining attractive, we should see positive results in the next semester with more participants and financial topics in the spotlight on social media,” she states. She adds that there is still room for new names to consolidate: “The curve continues to rise. There are many content creators who have not yet met the minimum criteria of the study, but already have an audience. There is room to grow,” she analyzes.
