![]() Susannah Streeter, a senior investment and markets analyst at Hargreaves Lansdown, says: “Social media and trading apps really have democratised the whole investment process.” Tips and advice “I have taken into account how much I’m going to need to think about that stuff when I’m older,” she says.įigures shared with Guardian Money by the investment firm Hargreaves Lansdown show that 46% of 18- to 34-year-olds have become more interested in investing over the past six months, and one in five attributed this newfound enthusiasm to TikTok. She is still in the sixth form, and, by her own admission, not yet at the stage of life to act on it, but she has already learned about credit and mortgages while scrolling on her phone. “A lot of their videos are advice-based, and a lot of that tends to be around finance,” she says. For many generation Z and millennial users, TikTok is their first and only source of education on money matters.Īva Montgomery, 17, came across personal finance when her favourite creators on the site shifted into FinTok. Some are even taking their first steps into investing inspired by short videos they have seen on social media. People are thinking about their money, and how to make it work for them, earlier and with more care. What is remarkable about FinTok is not the content of these videos but their reach: young people who might have otherwise been uninterested in personal finance are engaging with it. ![]() Tagged videos cover everything from budgeting to Isas, from taxes to debt. Content tagged with the hashtag #stocktok has been seen by users 1.4bn times, while the slightly more mundane #PersonalFinance has garnered more than 4.4bn views. This financial TikTok space, dubbed FinTok, is global and growing. ![]()
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