Why Finance Advice Goes Viral When It's Wrong (And Gets Ignored When It's Right)
How to protect yourself from bad advice on social media
Did you know that 50% of Gen Z learns about money primarily from TikTok?
While that may not surprise you, let me tell you why this is a problem:
FINRA reviewed over 1,000 social media finance posts in 2024:
70% percent failed basic compliance standards.
55% percent hid the fact they were paid advertisements.
38% percent never disclosed the actual risks
The data tells us that the loudest advice about money is usually the worst advice about money.
Normally, I am not qualified to talk about anything. But just this time I am mildly qualified to comment on this topic because:
I have built two billion dollar companies (one of which was publicly traded on the Nasdaq), and invested in 100+ deals.
I also have an MBA with Honors in Finance (which doesn’t mean much, I am aware)
I was a private banker at Goldman Sachs and Credit Suisse.
I have advised some of the biggest influencers in the world (ironic, I know) and multiple billionaires.
I also have held Series 66, Series 6, Series 63, and Series 3 securities licenses.
Finance influencers do not optimize for your wealth… they optimize for views, and the algorithm pays them to do it. Meaning, this is not a content problem. This is actually an incentive problem.
I want to show you why that happens and how to protect yourself from it.
The Algorithm Economics Problem
TikTok’s (Instagram, YouTube etc.) algorithm does not care about accuracy.
It cares about watch time.
It cares about engagement.
It cares about shares.
A 30-second clip promising “3 stocks that will explode this month” beats a 10-minute explanation of diversification every single time.
The math is brutally simple… because confidence sells and nuance does not.
When a creator posts “leverage is the fastest way to wealth,” the video goes viral. When they post “leverage can destroy your account in 48 hours,” the video dies. Sixty-five percent of viral finance videos imply guaranteed results because nobody wants to hear “this might work if conditions hold and you manage risk properly.”
Nobody wants hard things.
They want to hear “do this and get rich.”
They want the easy button for everything.
The platform trains creators to skip the boring (yet foundational) parts… and the boring parts usually keep you solvent.
The Hidden Business Model
Finance influencers do not make money from investing.
Check this out:
Between January 2020 and April 2023, one firm paid influencers a flat fee for every new account opened using their referral link.
More than 39,400 accounts were opened through approximately 1,700 influencers.
Meaning, they often earn massive commissions from you opening accounts, clicking affiliate links, buying courses, and joining paid communities.
Their income has nothing to do with whether you make money. Their income has everything to do with whether you take action.
This creates a brutal mismatch.
If an influencer says “invest in index funds and wait 30 years,” you do not click anything. You do not open an account. You do not buy the course. The creator earns nothing. If they say “buy this stock now before it explodes,” you click, you open, you buy. The influencer gets paid today.
Sadly, you find out if the advice works in six months.
What Good Finance Content Actually Looks Like
Independent research tells us that only about 20% of finance TikToks offer genuine educational value.
The content that actually helps has three characteristics.
First, it explains compounding and time horizons… not sexy or viral, but it works.
Second, it discloses the risks. When influencers promoted margin lending without explaining margin calls or forced liquidations, FINRA fined the firm $850,000. Real advice always starts (or at least outlines ends) with what could go wrong.
Third, it teaches principles, not hot picks. While Stock tips expire, understanding how to evaluate risk lasts forever.
The problem is simple: principles do not go viral, FOMO-centric tips do.
Three Rules for Consuming Finance Content
If you learn about money on social media, I recommend following these three rules.
Rule 1: If it sounds guaranteed, its probably not true.
Any video that promises “this stock will double” or “leverage is free money” is either ignorant or dishonest. Markets involve probabilities, not certainties. Real investors talk about expected value and risk-adjusted returns. A tell-tale sign of a fake-guru is talking about guaranteed wins.
Rule 2: Ask yourself who benefits from this advice.
55% percent of influencer finance posts failed to disclose they were paid advertisements. Before you follow any advice, ask: Does this person make money if I do what they say? If yes, its safe to assume the advice is insanely biased.
Rule 3: Verify with boring sources.
If you see an interesting strategy on TikTok, go look it up somewhere slow and boring. Read the Vanguard white paper. Check the academic research. Talk to your financial advisor who is legally required to act in your best interest.
Social media is good for discovering ideas, unfortunately it is terrible for making decisions.
Remember this: Finance influencers are not the problem. They are the magic mirror that shows you what you want to hear. Not what you need to know.
As a financial planner I couldn’t agree more. Going to circulate this far and wide!
The FCA are making similar findings here in the UK. Though very much behind the curve.
Thanks for this post. It really resonated with me! Over the past few years, I’ve gone deep into investing, to the point that I’m now building an educational and analysis platform around it. Ironically, that means I’ve had to step into the same content world you’re describing, which is full of hype and shortcuts.
It’s frustrating to see how much noise there is, and to see what I'm up against if I simply want to share the "boring" messages, even if they are the ones that have been proven most effective.