Bluerating | May 2025
In Italy, active financial influencers have grown by 33% in the last three years, providing advice on almost everything, from savings management to pension planning, from trading to cryptocurrencies, using Instagram, YouTube and TikTok and reaching an increasingly wider audience.
In the last three years, the weight of social networks for information on finance-related topics has in fact gone from 27% to 36% and the level of perceived trust and reliability has increased by + 41%.
The success of these influencers is due to their ability to establish direct contact with followers, sharing personal experiences, practical advice, through direct and informal language, using captivating graphics and images that make their information more usable and engaging.
The phenomenon of financial influencers in Italy attracts a varied audience, mainly composed of millennials (66%), but also of people over fifty (34%) who want to stay updated on the latest trends, such as cryptocurrencies and new market opportunities.
Most followers of financial influencers stand out for their proactive attitude towards their financial education. They use social media not only to receive advice, but also to interact and ask questions, creating an active and dynamic community.
The audience of financial influencers in Italy is constantly expanding, attracting both newcomers to finance and those seeking to expand their knowledge and skills. Their ability to engage, combined with the accessibility of content, makes these influencers figures not to be underestimated and, if anything, to be constantly monitored.
Among financial influencers, there are also many “fraud-gurus” who are regularly brought to the forefront of the news. One figure above all: only 15% of Italians who have managed their savings independently, that is, without using a qualified professional, declare that they have earned (it was 19% in 2022).
Nicola Ronchetti