Investment Influencers 2 – ANBIMA
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  • Investment influencers’ audiences are getting bigger and bigger: the 91.5 million followers registered in December 2021 represent a 23.6% growth compared to February that same year, when we published our first study on this topic. These personas are also more active: the current average of 1,237 posts daily reflects a 5.5% growth in the same period.

    For the second edition of the report titled FInfluence – who’s talking about investments on social media, we analyzed around 406,000 public posts between February and December 2021 on the profiles of 277 influencers on Instagram, Twitter, YouTube, and Facebook.

    With this new study, ANBIMA – with support from the Brazilian Institute for Research and Data Analysis (IBPAD) – reinforces the purpose of understanding how this ecosystem works and how it’s possible to interact with it. On this page, you’ll see some of the highlights of the report. If you’d like to delve deeper into the topic, you can download the full report.

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        RANKING

        Based on a methodology created exclusively to measure the influence of these personas, below is our ranking of the top ten investment influencers on social media. The data were cross-checked among the different platforms, and statistical calculations were made regarding the criteria of popularity, authority, articulation, commitment, and average engagement of the active social media of each influencer.

        The calculations consider public data from influencer profiles on social media. There are certain data on engagement and audience that are private, which only the profile owner has access to; in these cases, we cannot access such information, so it was not used in the calculations. For further details about the methodology, including the formula used, see page 54 of the report.

         

                • MOST TALKED-ABOUT PRODUCTS

                  Influencers devoted more time to addressing financial products, which were mentioned 107,000 times during the period monitored – a 12% increase in average daily mentions over the first edition of this study. Audiences are particularly engaged with this type of content: they generated an average of 1,648 interactions, a number 44.5% higher than the general average of interactions in general investment-related posts.

                   

                   

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                      TYPES OF INFLUENCERS

                      As in the first edition, the influencers were divided into 11 different types, for the purpose of monitoring, considering how they declare themselves to their followers and how they behave in their posts. Five profiles stand out from the rest because they have the highest level of engagement, on average, and account for 59% of the content analyzed:

                       

                        • PREFERRED SOCIAL MEDIA

                          Twitter held on to its lead as the social media of choice, accounting for more than six out of 10 posts – although it showed a downturn compared to the previous edition. The practicality of publishing, which allows for ad hoc comments and quick posts, explains its popularity. Instagram was the platform with the highest growth proportionally between the last edition and this one: nearly four percent.

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