Never before has money sparked so much conversation in Brazil, and never before have so many people been paying attention. If social media once served as a window into financial life, it has now become a public arena for guidance, debate, and competing ideas around investing and everything it touches. 

Mapping Brazil’s financial influencer landscape in the second half of 2024, the eighth edition of ANBIMA’s FInfluence report reveals that financial influencers have moved beyond niche status. For 263.5 million followers seeking to understand the economy, manage their finances, and make more informed decisions, the 741 influencers tracked from July 1st to December 2024 — a 30% increase compared to the previous edition — have become trusted reference points. 

These content creators maintained 1,662 social media profiles and published 394,558 posts across X, YouTube, Instagram, and Facebook in the second half of 2024. 

Produced every six months by ANBIMA in partnership with IBPAD (Brazilian Institute of Research and Data Analysis), FInfluence has tracked financial influencers on social media since 2020. 

Record audience engagement 

FInfluence 8 showed the highest engagement level since the project began. The average number of interactions per post rose by 21% in the second half of 2024 over the previous report, reaching 2,965. That marks a significant increase from the 2,447 tracked in FInfluence 7 and a 216% jump compared to the first edition in 2020. 

The rise in engagement highlights how finance has become a central topic in Brazilians’ digital lives, from how they invest and save to how they interpret the broader economy. 

Individuals versus corporations 

Of the 741 influencers tracked from July 1st to December 2024, 576 were individuals and 165 were companies. Corporate influencers published more frequently — averaging 1,078 posts each — and reached wider audiences (477,400 average reach), while individual influencers posted an average of 376 times and had an average reach of 320,800. However, individual content generated stronger audience interaction, with an average of 3,600 engagements per post versus 2,200 for corporate accounts in the second half of 2024. 

Instagram was the top platform for individual influencers, accounting for 42% of their content through December 2024, while Facebook led among corporations, with 33% of their posts. 

Who are Brazil’s finfluencers and what are they talking about? 

The report distinguishes between individual influencers and corporate accounts, based on activity monitored from July 1st to December 2024: 

What they talk about 

Content about equities, cryptocurrencies, and the foreign exchange market were the most mentioned in the second half of 2024, while fixed income products, FIIs (Real Estate Investment Funds), and investment funds drew the most audience interaction. 

Most mentioned products 

• Equities (78,800 mentions)
   

• Cryptocurrencies (59,000)
   

• Foreign exchange (34,500)
   

• FIIs (16,800)
   

• Fixed income products (9,200)
   

Most engaging topics 

• Fixed income (10,100 interactions)
   

• FIIs (9,300)
   

• Funds (7,700)
   

• Gold (6,400)
   

• Savings (6,000)
   

Clear rules and better practices 

Since November 13, 2023, new rules from ANBIMA have applied to how financial institutions hire influencers, complementing the oversight of Brazil’s securities regulator, CVM, and promoting transparency, certification, and accountability in influencer partnerships. 

Distributors are responsible for ensuring that influencers meet certification requirements and disclose commercial content. Certifications vary depending on the influencer’s role. For example: 

• Analysts must hold a CNPI license
   

• Advisors must have the Ancord certification (CEA or CFP also recommended)
   

• Traders are required to hold a PQO credential
   

• Most content creators should hold at least a CPA-20 certification
   

Best practices are outlined in the guide “On the Network”, developed by ANBIMA to support professional conduct in digital finance communication. 

Where Brazilians get investment information 

Even as financial influencers gain prominence, traditional channels still play a central role in investment decision-making in Brazil. According to FInfluence 8: 

• 26% of people turn to in-person financial advisors or managers
   

• 16% rely on friends or family
   

• 13% use bank or investment platform apps and websites
   

• 10% consult news websites
   

• 7% say finfluencers are their primary source
   

• 5% prefer remote advisors
   

• 4% follow consulting firms or investment houses
   

• 4% read investment blogs, portals, or forums
   

• 11% say they do not seek information or have no main source
   

Who listens to financial influencers 

The audience for financial influencers is predominantly young and diverse, according to data from the second half of 2024: 

• 16% are Gen Z
   

• 8% are millennials
   

• 4% belong to Gen X
   

• 1% are baby boomers
   

The gender split shows 9% of listeners are men and 6% are women. In terms of sexual orientation, 8% identify as heterosexual, 7% as LGBTQIAP+, and 7% as other. 12% of finfluencer followers say they also place bets regularly, versus just 6% of non-followers. 

A digitally connected Brazil 

Brazil continues to stand out globally for its digital engagement. With 212 million inhabitants, the country has 144 million active social media users, or 66.3% of the population. Brazilians spend an average of 9 hours and 13 minutes online daily, including 3 hours and 37 minutes on social media*. 

Platform usage*: 

• YouTube: 144 million users
   

• Instagram: 141 million (up 4.5% over 2024)
   

• Facebook: 112 million (up 0.4%)
   

• LinkedIn: 81 million (up 19.1%)
   

• TikTok: 91.7 million (down 6.9%)
   

• X (formerly Twitter): 16 million (down 27.9%)
   

Source: Global Overview Report 2025* 

FInfluence 8 confirms that financial conversations in Brazil have broken out of traditional spaces. They have moved online, gained volume, and reached new audiences, transforming how millions engage with personal finance and the investment world.