According to an October survey by Snap Inc. and IPG Magna, social media users in select nations (the United States, United Kingdom, Australia, France, and Saudi Arabia) trust brands more than influencers regarding finance, fashion, and skincare. This trend is especially prominent in finance.

“Brand-let creator communities are a happy medium for gaining consumer trust. These communities, in which select creators are backed by brands, could win points from both those who trust brands more and those who trust creators more,” according to EMarketer.

Despite receiving much financial advice from TikTok, Generation Z is cautious when selecting financial products. Influencers in this field must demonstrate some level of authority to get trust.


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