They have a powerful influence, but social media posts are a far cry from regulated financial advice. Its adherents may well be earning a big salary or have considerable wealth behind them, showing the many shades of the Instagram money community. A recent post asks: “Why should you want to be financially successful?” She tells her 249,000 followers: “It’s not all about acquiring things — it’s about giving back, helping others and leaving a lasting, positive impact for those you care about.”. A certified financial education instructor in the US, she decided to start a blog to share personal finance tips that worked for her. Instagram scheduling tool Later analyzed 12 million Instagram posts that were posted from all over the world from accounts with both small and large followings. We would like to show you a description here but the site won’t allow us. Annie from @thefiancialdiet stresses that her posts are by no means financial advice, but explore the “emotional side of money”, trying to “take out the taboo” and encourage conversations. Even though personal finance has been on the national curriculum in English schools since 2014, four out of five students still say they are not being taught enough practical money lessons. Instead, by using visual inspiration, money advice is like a “Trojan Horse” or the “medicine in the cheese”. His emoji-strewn profile says he retired at 36, loves index funds, frugal living and is an avoider of debt. “I wore a second-hand dress that was £70, Steph wore a free dress that her mum had worn to get married two years earlier, we DIY’ed and made the best of what we had,” posted Lisa Garwood-Cross, the 28-year-old behind the @living_thrifty account. In any case, the young age profile of Instagram users means they would be unlikely to be able to afford a financial adviser. Any money left over needs a purpose.”. Tribes are micro-communities on social platforms that share similar goals and values, spreading their ideas using hashtags (it is now possible to follow hashtags as well as individual accounts on Instagram). “If you’re afraid to look at your bank account, taking these steps will be a game changer for you,” she recently posted alongside a list of how to start budgeting: “Income minus expenses =? Instagram has been criticised for spawning the cult of the influencer — celebrities in their own right who flog products to their armies of followers and make money through advertising revenue. By sharing their own personal finance journeys, Instagrammers are seen as real and relatable. As well as her blog and social media accounts, Bola has been able to monetise her brand by offering courses where she provides one-to-one mentorship. Join over 300,000 Finance professionals who already subscribe to the FT. 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