Scroll through any social media platform today—Instagram, TikTok, YouTube, or even LinkedIn—and you’ll likely stumble upon someone talking about money. From crypto tips to side hustles, investing hacks to FIRE (Financial Independence, Retire Early) strategies, financial influencers are everywhere. They speak in catchy soundbites, show off glossy lifestyles, and make managing money look easy and fun.
Ma con così tante voci che offrono consigli online, come si fa a sapere di chi fidarsi? E soprattutto, dovreste seguirli quando si tratta di prendere decisioni sulle vostre finanze personali?
In the age of information overload, this isn’t just a modern dilemma—it’s a crucial one. Because the wrong financial advice isn’t just annoying. It can cost you real money.
L'ascesa del Finfluencer
The rise of financial influencers, or “finfluencers”, isn’t accidental. During the COVID-19 pandemic, retail investing exploded, with platforms like Robinhood, Trade Republic, and eToro seeing millions of new users. Meanwhile, lockdowns gave people more time to explore side incomes, investing, and budgeting.
Social media became the new classroom. But unlike a traditional classroom, anyone can claim to be a teacher. Some financial creators are certified professionals—CFAs, economists, or analysts. Many more, however, are self-taught investors, storytellers, or marketers riding a wave of virality.
Secondo un rapporto del 2023 della FINRA, quasi 60% degli investitori Gen Z say they’ve taken financial advice from social media. That’s a powerful influence—especially when only a fraction of those creators are held to fiduciary or professional standards.
Il valore che possono offrire
A dire il vero, gli influencer finanziari hanno contribuito a democratizzare l'accesso all'educazione finanziaria di base. Argomenti come il budgeting, il reddito passivo, gli ETF o l'interesse composto hanno raggiunto un pubblico che i media finanziari tradizionali hanno raramente toccato.
Many beginners feel more comfortable learning from a relatable creator than reading a complex financial report. In fact, some of the most-followed creators have sparked real interest in saving and investing among audiences under 30—a group historically disengaged from the financial system.
Alcuni influencer condividono anche il loro percorso finanziario personale con onestà, trasparenza e umiltà. Questo può essere motivante per coloro che stanno iniziando a risparmiare, a uscire dal debito o a costruire il loro primo portafoglio di investimenti.
I rischi da tenere d'occhio
But not all content is created equal. One of the biggest problems in the influencer economy is the blending of education with entertainment—and worse, with promotion.
A creator may talk about a “top 5 stock to buy now,” but fail to disclose they’re being paid by that company. Or they might show enormous gains from options trading without mentioning the risks or the losses. Worse still, some promote products like forex scams, meme coins, or leveraged platforms with little regard for their followers’ financial health.
In 2022, the UK’s Financial Conduct Authority issued new warnings about influencers pushing unregulated financial products. The Italian CONSOB and other EU regulators followed suit, as pump-and-dump schemes tied to social media gained traction.
These are not fringe cases. In a world where virality often matters more than validity, it’s easy to get lured by charisma and ignore credibility.
Come filtrare il segnale dal rumore
Quindi, cosa deve fare un investitore principiante?
Innanzitutto, cercate la trasparenza. Il creatore rende note le partnership o le affiliazioni? Sono chiari i rischi e le limitazioni?
Second, check their background. Do they have credentials, experience, or a history of responsible advice? You don’t need a finance degree to be helpful—but consistent, fact-based content is a must.
Third, be wary of absolutism. If someone tells you to “never buy bonds” or “only invest in gold” or “Bitcoin is the only safe haven”—pause. Real financial planning is about balance and nuance, not one-size-fits-all slogans.
Lastly, diversify your sources. Don’t build your financial strategy based solely on Instagram reels or TikTok. Read books. Follow economists. Learn from both data and experience.
Un modo migliore per imparare nell'era dei Finfluencer
Following financial influencers isn’t inherently a bad idea. Some can be incredible entry points into a world that once felt closed off or intimidating. But like any financial tool, they need to be used with caution and critical thinking.
If you’re new to investing or financial planning, consider social media as the spark—not the full fire. Use it to inspire you, but build your knowledge with depth, from trusted, transparent, and well-rounded sources.
In the long run, the best financial advice is rarely the loudest. It’s the one that helps you stay invested, grow consistently, and sleep peacefully—whether or not it goes viral.
