However, these statistics also reveal a gap. The same Santander research shows that 79 percent of young adults have never created a budget and 77 percent have not saved for emergencies. Only about 26 percent received any formal financial education at school. In short, many UK youth feel confident about money but lack practical skills, often turning to TikTok and Instagram instead of textbooks. This mix of enthusiastic learning and big gaps sets the stage for both opportunities and risks as social media reshapes financial education in the UK.
On TikTok and Instagram, content creators often nicknamed finfluencers post catchy clips about money. They cover topics like how to save fifty pounds a week or budgeting tips for students. Hashtags help amplify this content. For example, #FinTok communities discuss everything from day-to-day budgeting hacks to investing basics. #MoneyTips is another trending tag on both TikTok and Instagram, with hundreds of thousands of posts sharing quick advice. Even broader tags like #PersonalFinance have gained billions of views on TikTok, showing how many young people are eager to watch finance videos.
This surge in finance-focused content has made money talk less taboo. A Sprout Social survey found 71 percent of Gen Zers said social media positively influenced their financial decisions. Creators often use friendly language and pop-culture memes to explain concepts, which feels more relatable than reading a textbook. For example, videos tagged #FinTok might explain a budgeting tip using a song or animation, making budget planning seem fun and accessible. These communities also encourage questions and share personal experiences, so beginners do not feel alone.
These numbers underline both enthusiasm and engagement. On the one hand, finance has gone viral. By exploring feeds tagged #MoneyTips or #savemoney, young people can pick up practical ideas like automating a savings app or understanding student loans. Social learning, watching peers demonstrate how they budget or invest, can build interest and confidence faster than any lecture.
The social media explosion offers a unique opportunity to improve financial literacy. When done right, short engaging videos can teach budgeting tips, saving money strategies, and investment basics in bite-sized form. Content creators often bridge knowledge gaps that schools miss. Viewers absorb these real-world budgeting examples organically, an approach that traditional education often lacks.
Platforms also allow interaction. Young viewers can comment with questions, and some influencers reply with personalised advice or follow-up videos. This social element can make learning feel collaborative. Community challenges or Q and A lives encourage participation. In this sense, social media has democratised financial education. Anyone with a phone can explore hashtags like #financialliteracy or #learntoinvest and find answers in a few taps.
Even regulators see the potential. A Sprout Social survey noted that a majority of Gen Z and Millennials view social media as a positive force for money management. By meeting young adults on platforms they already use, financial educators and responsible brands can deliver budgeting tips, demystify investment, and advise on building an emergency fund in an engaging way. FinTok is not just about flashy stock wins; many influencers focus on saving money, credit scores, and financial education UK topics in accessible language. For example, simple TikTok explainers have introduced UK youths to concepts like ISAs or credit building, which might never come up in school.
Here are some practical wins social media can offer UK youth:
The bottom line: social media makes financial education a conversation, not a chore. By meeting youth where they already are, it helps spread practical money habits and motivation to save or invest.
However, there is a flip side. Not all online advice is accurate or applicable, and the UK regulator has flagged concerns. The Financial Conduct Authority recently warned about finfluencers promoting illegal or risky products. In October 2024 the FCA reported interviewing social media personalities suspected of unlawful promotions. Nearly two-thirds of young people follow influencers and 74 percent of them trust what they see. In other words, many UK youth might take money tips at face value, even when they come from unqualified sources.
This trust can lead to trouble. Unlike books or accredited courses, any TikTok user can post quick stock tips or get-rich-quick schemes. Algorithms may surface flashy success stories without highlighting the risks. Advice meant for general audiences might not fit everyone’s situation. Younger viewers with little experience can be especially vulnerable to hype if the full picture is not shared.
The Santander research hints at why this is worrying. It showed an overconfidence hiding a lack of experience among youth. Many feel knowledgeable but have never actually paid bills, made a budget, or built a savings buffer. Turning to social media does fill a gap, but the guidance found there can vary widely in quality.
The rise of finfluencers underscores a bigger issue, the financial education gap in the UK. A decade after personal finance was added to UK school curriculums, only a quarter of 18 to 21 year olds report having learned about money in school. Yet by the time they are on their own, many have to handle rent, student loans or first paychecks. The Santander study found about 4 million young adults left school with little or no money management skills.
Because formal education is limited, budgeting and saving skills are weaker than they should be. It is striking that 79 percent of UK youth have never made a budget, and 77 percent have no emergency savings. These are fundamental budgeting tips that schools rarely teach in depth, leaving real-life finances as trial and error.
This gap makes the role of influencers even bigger. But it also shows why digital learning cannot be the whole answer. Young people still need structured education on money basics. They need to learn understanding risk, how interest and inflation work, or how to compare bank accounts. Without solid foundations in financial literacy, even the most entertaining TikTok lesson risks being a bandage, not a cure.
This is where Zomi Wealth comes in. Social media is great at starting the money conversation, but many young people still feel unsure about what steps to take next. That’s where a real chat with someone who understands makes all the difference.
At Zomi, we offer free consultations designed for young professionals and first-time investors. Whether you’re figuring out how to manage your income, trying to save more, or wondering if investing is right for you, we’re here to talk it through with you.
Our approach is shaped by what real people ask us every day. Things like “How do I actually start a budget?”, “What’s an emergency fund meant to look like?”, or “I saw this investing video… is that for me?” We take those questions seriously and help you build confidence in your own pace, with no pressure.
Zomi Wealth is here to support your financial journey. Whether you’re starting from scratch or just need clarity, we’ll help turn all that scrolling into something more meaningful. Real support, real answers, and a plan that fits your life.
Social media has undeniably reshaped financial literacy for UK youth, and mostly for the better. Platforms like TikTok have made budgeting tips and investing ideas far more visible and engaging. But the opportunity comes with responsibility. The statistics are clear. Youth are hungry to learn, yet most lack basics like a budget or an emergency fund. That is why balanced guidance is crucial.
If you are a young professional or first-time investor looking to take control of your money, we are here to help. Explore Zomi Wealth’s resources and services today, and start building the strong financial foundation you need for tomorrow.
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