Although they represent a minority in the universe of financial influencers, women are gaining the attention and trust of the public with content focused on financial education, за відповідною з7th edition of Finfluence – who talks about investments on social media, study by ANBIMA (Brazilian Association of Financial and Capital Market Entities) in partnership with Ibpad (Brazilian Institute of Research and Data Analysis)
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 the data from FInfluence 6, that analyzed the second half of 2023, the average engagement on influencer posts increased by 85,4%, while the contents of men engaged 26,1% more in the same period. The 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 the dissemination of financial knowledge on social media, especially in the educational field. They address practical issues, they explain concepts in an accessible way and attract an audience interested in learning and applying this knowledge in their daily lives, analysisAmanda Brum, executive communication manager, Marketing and Relationship with ANBIMA Members
Words like "investment", money, "lace", "market", "aula" and "aprenda" appear more frequently in the posts of influencers, suggesting a more educational focus. When they mention specific financial products, they mainly talk about actions (1.648 mentions) and cryptocurrencies (765). Both products also stand out in influencer mentions, but in much larger quantity: 32.224 and 17.187, respectively
The female perspective on financial issues is essential, especially in a country like Brazil, where many families have women as heads of the household and responsible for managing the household budget. Influencers have a transformative role by bringing educational content that connects the audience to a practical and accessible view of planning and investment. This representation strengthens women's financial autonomy and inspires a new generation to manage their finances more consciously, complete Amanda
