Finfluence - Ninth Edition

Anbima has released the ninth edition of Finfluence, its semiannual study monitoring financial conversations across major digital platforms since 2020. The new edition introduces an important enhancement: for the first time, the report identifies which professional certifications are held by influencers ranking among the most prominent voices in the ecosystem.

The inclusion of certification data represents an additional step toward transparency for investors. In Brazil, certifications are required by regulators for professionals carrying out a range of activities in the financial and capital markets, making this information a relevant reference point for audiences consuming financial content online.

Produced in partnership with the Brazilian Institute for Data Research and Analysis (Ibpad), the study maps activity by both individuals and organizations and highlights a market that is becoming more structured over time. Rankings show continuity among leading individual creators, alongside gradual renewal among institutional profiles, pointing to a maturing and increasingly professional digital environment.

Record engagement and growing relevance of personal finance

In the first half of 2025, Finfluence reached 1.18 billion interactions, the highest level since the beginning of the historical series. The data reflect the consolidation of personal finance as a recurring topic in users’ daily lives and on the agendas of brands, institutions, and content creators.

The study identified 803 active influencers, 1,750 profiles, 287.8 million followers, and 432,700 posts. While content production continued to grow and total engagement increased by 11%, average engagement per post declined, suggesting a more competitive and saturated content environment. The edition also tracks the evolution of influencers over the past five years, allowing for analysis of shifts in audience behavior, niche structures, and communication styles.

According to Anbima, the data confirm that interest in financial topics in Brazil has grown structurally rather than episodically, reinforcing the importance of closely monitoring this ecosystem with rigor and transparency.

Platforms evolve at different speeds

Platform-level analysis shows distinct dynamics across social networks. YouTube strengthened its position as a reference platform for financial content, with growth in video volume, follower base, and engagement per post. Instagram continued to attract large audiences but saw a decline in average engagement, despite a sharp increase in posts related to economics and politics.

On X (formerly Twitter), content production rebounded after disruptions in the second half of 2024, though stagnant follower growth weighed on engagement indicators. Facebook stood out due to corporate pages, which boosted posting volume and average interactions, albeit still below levels seen on other platforms.

These differences underscore that there is no single model for content consumption, requiring increasingly sophisticated strategies from financial influencers.

A larger and more specialized ecosystem

The finfluencer ecosystem continued to expand in the first half of 2025. The number of active influencers rose by 8.4% from the previous period, reaching the highest level since 2020. Among newly mapped profiles, a significant share focuses on cryptocurrencies and trading, while the remainder concentrates on more traditional investment themes.

The ecosystem remains predominantly composed of individual creators, though organizations play an increasingly visible role. The growing degree of specialization across niches reflects a more mature market, with audiences demonstrating higher levels of knowledge and selectivity.

Posting volumes increased across all days of the week, with notable growth on Thursdays. Engagement patterns remained consistent with previous editions, with interaction levels higher on weekends, even though most content continues to be published during weekdays.

Investment products: funds gain prominence

Mentions of financial products showed mixed trends. While overall mentions and interactions declined slightly, a broader group of influencers discussed investment products. Fixed-income instruments saw strong growth in mentions but lower average engagement, while equities remained dominant in volume of references.

Investment funds emerged as the product with the highest engagement, supported in part by financial education initiatives aimed at retail investors. The shift suggests a recalibration of investor preferences toward instruments combining professional management, clearer objectives, and long-term planning.