Trust is hard to earn in finance. Words like “invest” or “retirement” can feel cold. People crave real voices. That’s why influencers, especially “finfluencers” matter now.
What finfluencers bring
Finfluencers share advice, they simplify complicated topics, they build trust with their followers, they make financial talk feel personal and clear. And that’s a win when trust is low.
In fact, Fidelity found nearly half of UK investors now use social media and finfluencers for financial tips, many skipping professional advisors entirely. This shows the potential reach finfluencers have and also signals a shift in how people learn about money.
But trust has a flip side
Not all influencers know finance deeply. Some miss the line between help and hype. A UK study from arXiv says many finfluencers lack formal qualifications and can share risky advice.
Brands need to be careful, clear rules and governance are vital. The Times reports that the FCA in the UK is cracking down on get-rich-quick posts and unverified advice.
What the research shows
Influencer marketing in finance is real. It can shape decisions and even stock prices. An academic study published in European Financial Management found that big influencers can move markets, it analysed 16 million Instagram posts and found that strongly worded posts by mega influencers (those with more than one million followers) can sway a company’s stock price by approximately 0.5% the next day. However, this impact fades quickly, vanishing within about four trading days. And on the B2B side, LinkedIn found 82% of buyers are influenced by industry influencers and 79% interact with them each month.
How to use influencers wisely
- Pick influencers who explain things simply and well.
- Keep messages clear, not full of jargon.
- Make sure they understand your product.
- Work with them on a clear brief. That reduces risk and builds quality.
Take compliance seriously. Don’t rely on influencers alone. And give them the rules.
Quick dos and don’ts
Do:
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Use finfluencers to reach younger or digital-first people
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Seek content that educates, not just sells
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Monitor compliance and reputational risk
Don’t:
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Assume all influencers are financial experts
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Skip legal checks
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Forget to measure impact, views don’t always equal trust
Influencers can help financial brands be relatable and connect better, but it’s critical to stay honest and clear. Trust is earned one conversation at a time.
If you liked this article and want to know more contact The Dubs Agency we’d love to help.
