ANBIMA: Still a minority among financial influencers, women engage more with an educational approach, according to a study

While they represent a minority in the financial influencer universe, women are gaining the attention and trust of the public with content geared toward financial education, according to the report Finfluence 7th edition UDO who talks about investments in social networks, study of ANBIMA (Brazilian Association of Financial and Capital Markets 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%) are women, against 376 men and 130 corporate profiles. Despite the numerical disadvantage, the content published by them on X, Instagram, YouTube and Facebook generate 21% more engagement than their male counterparts: 3,686 average interactions against 3,041. When compared to data from FInfluence 6, which analyzed the second half of 2023, the average engagement in the posts of the female influencers had a high of 85,413.13.111.1.2111.

“Women play a very important role in the dissemination of financial knowledge on social networks, especially in the educational field.They approach 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 Communication, Marketing and Relationship with Associates at ANBIMA.

Words such as “investimento”, “dinheiro”, “mercado”, “aula” and “aprenda” appear more frequently in influencer posts, suggesting a more educational focus.When they cite specific financial products, they mainly talk about stocks (1,648 mentions) and cryptocurrencies (765). Both products also stand out in influencer quotes, but in much greater quantity: 32,224 and 17,187, respectively.

“O women's look at finance 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 have a transformative role in bringing educational content that connects the public to a practical and accessible vision of planning and investment. This representation strengthens the financial autonomy of women and inspires a new generation to deal with their finances more consciously”, Amanda adds.