Amid stock market fluctuations following Donald Trump’s global trade tariff announcement on April 8, Liam Dixon expressed a positive outlook.

In a TikTok video that garnered 1.8 million views and 76,700 likes, he remarked, “Nvidia has dropped 32 percent over the last three months. The average share price was between $136 and $140, but yesterday it fell to $86, and I missed that chance. Now that it’s at $100, I’m ready to buy.”

Dixon also revealed his interest in acquiring shares from Meta, the parent company of Facebook, electric vehicle manufacturer Rivian, and a Vanguard fund tracking the S&P 500 index, sharing his plans with his 38,800 TikTok followers.

At 27 years old and hailing from Suffolk, Dixon is part of a burgeoning community of financial influencers, commonly dubbed “finfluencers,” who have gained traction among younger investors seeking financial guidance in a digital age and often unable to afford traditional financial advice.

A survey conducted by the UK’s Financial Conduct Authority (FCA) found that 85 percent of 2,000 investors aged 18 to 40 considered social media platforms to be significantly influential in their investment choices, with 43 percent relying on them as their primary research method.

Dixon ventured into video creation in November by documenting his investment journey as a form of entertainment. Starting with an investment of £4,000, he aims to be the first millionaire in his family.

“I believed sharing my personal investment experiences would be engaging for viewers, as I, too, enjoy watching content about making money,” he explained.

In times of market volatility, finfluencers like Dixon have seen a rise in popularity. Currently, the S&P 500 is down 5.45 percent this year, while the MSCI World index has declined by 1 percent.

Victor Trokoudes, from the savings and investment platform Plum, noted, “You’re witnessing younger investors seeking guidance on navigating market uncertainties, largely due to the easy accessibility of information. While some provided insights can be genuinely beneficial, a considerable amount lacks credibility.”

Influencer Insights on Market Movements

Over 24,000 posts tagged #BuyTheDip advocate for purchasing stocks during market declines, with the hope of gains during recoveries, and include recommendations for certain shares and cryptocurrencies.

Canadian finfluencer Financewithamira’s video, posted on April 7, received 6.5 million views and 887,600 likes, where she urged followers to capitalize on the declining stock market.

“When the stock market is crashing, it’s your chance to make up for not investing in real estate back during the 2008 crash,” the video stated. She was not available for comments.

TikTok user Ocious Wagner delivers “daily stock market content” without offering direct financial advice. One of his videos on April 12 discussing stocks he believed would surge—Apple, Nvidia, and Tesla—reached 441,700 views as speculation grew around potential tariff exemptions for smartphones and semiconductors.

Post that video, Nvidia shares dropped by 4.35 percent to $109, while Apple rose by 6 percent to $210, and Tesla increased by 10.6 percent to $279, albeit still lower than their values at the start of 2025. Wagner declined to comment.

On April 24, Dixon informed his followers about investing in an Invesco fund tied to gold prices, which climbed by 19 percent over three months. He expressed, “Gold typically appreciates when the stock market falters; it’s a secure investment akin to the S&P.”

Harry Donoghue, a financial adviser at The Private Office, remarked, “The language often used leans toward short-term speculation rather than solid financial planning. Terms like ‘parabolic’ might sound thrilling, but they often lead to a focus on quick profit. A falling price isn’t inherently a buying opportunity.”

Regulatory Concerns in the Finfluencer Landscape

Under FCA regulations, any individual giving investment advice must be authorized. However, there is growing concern regarding younger investors being influenced by typically unregulated entities known as finfluencers. The FCA cautioned that those who act on social media investment advice may lack protections if they incur losses.

FCA representatives recently addressed parliament’s Treasury select committee about the role of finfluencers. Lucy Castledine, one of the representatives, emphasized the need for accessible, reliable guidance, acknowledging the general lack of financial literacy and the demand for supportive resources.

“The challenge arises when influencers veer into promoting specific products or offering regulated advice. We aim to ensure reputable individuals occupy this space, overshadowing those who could lead investors astray. It’s crucial that we see more responsible voices here,” she stated.

Dixon clarified that his content is not financial advice, urging viewers to conduct their own research and consult professionals as necessary.

“I take responsible communication seriously and strive to convey that I’m merely sharing my investment experiences rather than advising others,” he said.

Donoghue noted that the informal presentation style of finfluencer videos often fosters relatability and trust towards the creator. However, he cautioned, “The reality is that anyone can create a video. Successful investing relies on structured practices aligned with your goals, enabling you to stay resilient during market fluctuations.”

For those less inclined to social media but requiring investment education, resources from regulated platforms like AJ Bell, Hargreaves Lansdown, and Interactive Investor may be useful. Additionally, literature crafted by seasoned investors or finance experts, such as Benjamin Graham’s “The Intelligent Investor,” first published in 1949, remains a highly regarded resource.