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Erin Lowry

Should You Trust TikTok, YouTube Finfluencers?

A (reluctant) financial influencer’s advice on distinguishing between what’s educating and what’s selling.



Photographer: Watchara Piriyaputtanapun/Moment RF

You’ve probably read about finfluencers — so-called financial influencers who post financial lessons and money advice on social media. They’ve been on the rise over the past couple of years thanks to platforms such as Instagram, TikTok and YouTube. A global pandemic forcing us to increase screen time, plus a surge of retail investing and the frenzy around meme stocks, also helped catapult finfluencers into digital fame.  

It’s easy to be dismissive of such a phenomenon. After all, it’s (mostly) young people giving financial advice in short, catchy snippets on social media. But the rise of the finfluencer goes hand in hand with the democratization of finance. Making high-quality financial information more accessible is a good thing. The world of personal finance has long been mostly targeted toward the middle class or already wealthy.