Barclays Flags Finfluencer Risk as 24% of Investors Feel Urged to Act Quickly on Social Media Advice

New research from Barclays highlights how aspirational content and displays of wealth can mislead audiences into believing they can replicate the same success, even when they suspect the promises may be unrealistic. A quarter (24%) of investors report feeling pressured to act quickly on unsolicited advice from social media financial influencers (finfluencers). Investors also cite that influencers use emotions such as greed and FOMO (both 35%) as key motivators.

The impact is particularly pronounced among Gen Z investors (aged 18–27). Nearly half (48%) say they feel compelled to act fast on social media investment tips, double the UK national average (24%). Moreover, 58% admit they’re more likely to follow recommendations from influencers who appear financially successful.

Of those turning to social media for financial guidance, over half (53%) of investors fail to verify the credibility of the content they consume. Among those who have acted on finfluencer advice (33%), more than two in five (42%) report financial losses.

56% of investors believe they can spot untrustworthy influencers. The most common warning signs cited by investors are promises of “get rich quick” returns (44%), promotion of cryptocurrencies, penny stocks, or “secret” opportunities (33%), and selling courses in how to follow in their footsteps (24%).

More than three-quarters (77%) acknowledge that taking investment advice from social media exposes them to scam risks. Barclays data shows that the median claim value from investment scams has more than doubled from £1,600 in 2023 to £3,400 in 2025.

61% of investors support the introduction of a verification system for finfluencers to distinguish credible sources from potential fraud.

As previously reported in late October, UK Finance’s Half-Year Fraud Report revealed that over £629 million was stolen from consumers in the first half of 2025, a 3% increase year-on-year.