This work aims to analyze the degree of sophistication in communication from the perspective of Behavioral Economics, regarding the levels of persuasion and attention capture through the formation of habits, used by the two biggest channels of personal finance and investments of YouTube in Brazil. The methodology used in this work was Content Analysis, through a qualitative approach. The three videos of the channels O Primo Rico and Me Poupe! which had the highest amount of views in the last six months. Thus, it was possible to conclude that producers strategically use the techniques of persuasion and attention capture, pointing to a need for more careful and rational filtering by consumers in their search for financial instruction via internet videos.
