Investment influencers communicate with a base of around 74 million followers on Twitter, Instagram, Facebook and YouTube, the equivalent of just over one third of Brazil’s population of 211 million people. And they already surpass the reach of the social media accounts of the nation’s foremost news outlets, which together add up to 69 million followers.
Offering tips, analyses, mentoring and courses, these personas are a phenomenon in Brazil and have seen their base of followers grow overwhelmingly in recent years. Against this backdrop, we have prepared an unprecedented study, with the support of the Brazilian Institute for Research and Data Analysis (IBPAD), to fully understand who they are, how they behave, and what level of influence they have on their audiences.
The first edition of the Investment Influencers report identified 266 players with active profiles between September 2020 and February 2021. You can access the highlights on this page. If you’d like to delve deeper into the topic, you can download the full report.
Anyone who thinks influencers are all the same is under the wrong impression. In fact, nothing could be further from the truth! These personas were classified into 11 different categories based on the profile description, behavior on social media, and the content published.
These are: content producer, analyst, analysis firm, specialist, trader, specialized web portal, independent investor, advisor/broker, financial educator, education portal, and software company.
Out of this total, five profiles (see figure) are most prominent for the high level of public interaction, and together account for 55% of all content analyzed.
The topic “investments” is a common denominator for influencers, but certain subjects dominate their preferences.
Using YouTube as a basis, the six most widely discussed topics were identified. Each one has frequent posting styles – such as day trade operation live streams, or “step-by-step” financial education posts.
Influencers often talk about issues parallel to the financial universe – for example, the Covid-19 pandemic and public health – as a hook for discussing finance and investments.
Data from more than 160,000 posts on four social media: Facebook, Instagram, Twitter and YouTube – stories were not considered.
Twitter is the platform that influencers are most fond of, accounting for more than 70% of the posts in the overall social media analyzed.
Part of this success in volume of posts is explained by the very nature of social networking: It’s easier and faster to fire off a sequence of tweets than to script, record and edit a video, for example.