How Social Media Influences Personal Finance in Australia (2025 Guide)

Social media isn’t just for memes and holiday snaps—it’s now a powerhouse for influencing how Australians learn about, discuss, and manage their finances. In 2025, TikTok, Instagram, and YouTube are shaping a new era of financial literacy, investment trends, and consumer behavior. But with these opportunities come unique risks and challenges for everyday Aussies looking to get ahead.

The Rise of ‘Finfluencers’ and Democratized Financial Advice

In the past, financial advice was mostly the domain of certified professionals or the occasional newspaper column. Today, millions turn to so-called ‘finfluencers’—financial influencers—on social platforms for everything from budgeting hacks to stock tips. Platforms like TikTok and Instagram have become go-to destinations for bite-sized, relatable money content, especially among younger Australians.

• Boom in financial content: #FinTok and #MoneyTok hashtags have racked up billions of views in 2025, with creators simplifying complex topics like superannuation, ETFs, and tax deductions.
• Peer-driven learning: Australians are increasingly trusting peer reviews, testimonials, and community-driven investment groups over traditional sources.
• New regulations: In 2025, ASIC has introduced stricter guidelines for financial influencers, requiring clearer disclosures and banning unlicensed product recommendations. Platforms now display warning labels on finance-related posts to combat misinformation.

Example: Melbourne-based TikTok creator @AussieBudgeter has amassed over 300,000 followers, sharing real-life budgeting strategies and debunking viral money myths. But as the government cracks down on misleading content, creators now collaborate with licensed advisors to ensure compliance.

Investment Trends Driven by Social Media Hype

Social media doesn’t just shape attitudes—it moves markets. From meme stocks to cryptocurrency, Australians are increasingly influenced by viral trends and online communities.

• Stock market surges: The GameStop saga of 2021 was just the beginning. In 2025, ASX-listed companies have seen share prices spike after trending on Reddit’s r/ASX_Bets or Twitter.
• Crypto & alternative assets: Platforms like Discord and Telegram are hubs for Aussie investors to discuss altcoins, NFTs, and even fractional property investments.
• FOMO and risk: Social-driven hype can create a ‘fear of missing out’ mentality, sometimes leading to impulsive decisions without proper research. ASIC’s 2025 consumer survey found that 31% of young Australians made at least one investment in the past year based on social media recommendations.

Example: The 2025 surge in lithium mining stocks was partly attributed to viral Twitter threads and YouTube analyses highlighting Australia’s role in the global EV supply chain. Many first-time investors jumped in after seeing trending posts, with mixed results.

Financial Scams and Misinformation: Staying Safe in the Social Age

Alongside legitimate advice, social media is also a breeding ground for scams, pump-and-dump schemes, and misleading financial promises. In response, regulators and platforms are stepping up efforts to protect users.

• Common scams: Fake crypto giveaways, impersonation accounts, and fraudulent investment groups continue to target Australians on Instagram and Facebook.
• 2025 policy updates: The ACCC’s Scamwatch now partners directly with major platforms to flag and remove suspicious content in real time. Penalties for promoting unlicensed financial products have increased, and platforms are required to provide clear reporting tools for users.
• Community vigilance: Financial communities are increasingly self-policing, with moderators verifying information and banning suspicious accounts. Some Aussie ‘finfluencers’ are launching their own scam-awareness campaigns to educate followers.

Example: In early 2025, a Sydney-based Telegram group promising ‘guaranteed returns’ in forex trading was exposed by community whistleblowers, saving hundreds from potential losses.

Conclusion: Navigating the Social Media Finance Revolution

Social media is transforming how Australians access financial information, invest, and protect themselves against scams. While it offers unprecedented access to community knowledge and real-time market insights, it also requires greater vigilance and critical thinking. With tighter regulations and a more informed user base, 2025 is shaping up to be the year Aussies truly harness the power—and navigate the pitfalls—of social media for smarter money decisions.