The unqualified TikTokers transforming how young people invest

In a video which secured more than 1.8 million views and nearly 80,000 likes, Dixon said: “Nvidia, it’s down 32 per cent in the last three months. The average price was $136 to $140 per share — yesterday it was $86 and I missed that opportunity. So I’m going to buy that now it’s at $100.”

Dixon, from Suffolk, who also writes a weekly email newsletter with stock market news and investment tips, is part of a growing group of financial influencers. Popular among younger investors who have grown up with social media and often cannot afford financial advice, so-called finfluencers have become a go-to for money and investing tips.

At times of stock market turmoil — like in April 2025 — finfluencers step into the spotlight. Some offer constructive advice, others are less sensible.

Victor Trokoudes from the savings and investing app Plum said: “You’re seeing younger investors in particular turn to social platforms for guidance about how to navigate this, given the information is so easily accessible. While some of what’s being provided is genuinely helpful, much of it sadly isn’t.”

Some 85 per cent of the 2,000 UK investors aged 18 to 40 surveyed by the City regulator the Financial Conduct Authority (FCA) said social media platforms were “highly influential” in their investment decisions. Some 43 per cent said that they were their main way of researching. Here’s what you need to know about the growing trend.

What do the ‘finfluencers’ say?

Finfluencers generally react to what is happening in the markets, give specific stock tips or suggest asset classes their followers should look into.

At times of stock market turmoil, the content ramps up. When markets crashed in April, there were more than 24,000 posts with the hashtag #BuyTheDip — a reference to buying when the market falls in the hope of making greater returns when it recovers.

The Canadian finfluencer Financewithamira racked up 6.5 million views and 887,600 likes on a video posted on April 7 captioned: “Stock market is crashing y’all need to take advantage.”

“When the stock market is crashing but now you can make up for not investing in real estate when you were three during the 2008 crash,” it said. She was approached for comment.

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The TikTokker Ocious Wagner, who was approached for comment, posts “daily stock market content” but not “financial advice”.

For example, on April 12 he posted a video discussing three stocks that were “going to go absolutely parabolic” when markets opened two days later — Apple, Nvidia and Tesla. It got 441,700 views, and came amid reports that smartphones and semiconductors could be exempted from Trump’s tariffs.

This didn’t materialise — and Nvidia’s share price actually fell in the week afterwards — but all three stocks are now up since the video was posted.

On April 24 Dixon told his followers he had invested in an Invesco fund that follows the price of gold, and had risen 19 per cent over three months. He said: “Gold’s always going to go up when the stock market crashes, so it’s a safe bet. It’s like investing in the S&P.”

Harry Donoghue, a financial adviser at The Private Office, said: “What stands out is how much the language is geared towards short-term speculation, not proper financial planning. Words like ‘parabolic’ sound exciting, but they encourage people to chase quick gains. And a falling price is not always a buying opportunity.”

Buyer beware

Under FCA rules anyone giving investment advice must be authorised, but the regulator is increasingly concerned about younger investors being swayed by influencers, who are typically not. It warned that those who follow investment advice from social media are unlikely to have any protection if they lose their money.

Representatives from the FCA appeared in front of parliament’s Treasury select committee in April 2025 for questions about finfluencers. Lucy Castledine from the regulator said: “We absolutely recognise there’s a place for people helping others navigate complex financial decisions. We recognise financial literacy is relatively low, that people seek out help and support.

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“The problem comes when that strays into recommending a particular product or straying into regulated advice. We want legitimate people in this space, to crowd out those we’re having to take action on. Fundamentally it’s a space we need to see more people in, done in the right way.”

Dixon said his videos are not financial advice and that he encouraged “anyone who watches my content to do their own research and seek professional advice where needed”.

He said: “I take the issue of responsible communication seriously. I always try to make it clear I’m simply sharing what I personally am doing with my own money, not offering financial advice to others.”

Donoghue said the informal style of finfluencer videos make them feel relatable, making it easy to trust the creator. “But the reality is, anyone can make a video,” he said. “Investing successfully is not about trying to guess what will rocket next, it is about having a clear structure, linked to your goals, that keeps you on track through the inevitable ups and downs.”

For those who cannot afford investment advice but prefer to avoid social media, consider content from regulated platforms such as AJ Bell, Hargreaves Lansdown and Interactive Investor. Books written by experienced investors or finance professionals can be helpful. The Intelligent Investor, first published in 1949 by the renowned investor Benjamin Graham, is worth a look.