Influencers Outshine Celebrities in Guiding Financial Decisions of Young Indians

As of August 7th, 2025, the landscape of financial advice in India has undergone a significant transformation. The days of relying solely on broadsheet columns or bank brochures are long gone, replaced by a new era where financial guidance plays out on social media platforms.

According to a recent study by Ipsos commissioned by Meta, influencer-led content and peer testimonials are now considered more trustworthy than traditional celebrity endorsements when it comes to making financial decisions. In fact, 75% of users trust financial podcasts, 73% rely on peer reviews, and 67% follow influencers for advice, compared to only 60% who find celebrity ambassadors trustworthy.

This shift in consumer behavior signals a preference for authenticity and relatability over fame and endorsement deals. Short-form videos, creator-led content, and social media platforms have become essential guides for young Indians navigating savings, loans, insurance, and investments. Nearly half the respondents in the study said they consume personal finance content on platforms like Instagram, Facebook, and WhatsApp.

The study also highlights the growing dominance of Meta's platforms across all stages of the financial product journey. A staggering 81% of users reported using Meta platforms during the discovery phase, 79% during evaluation, and 83% during the final purchase. This trend is particularly pronounced among high-income consumers, who spend significant time on these platforms.

Another key demographic driving this shift is women. Contrary to the stereotype of financial decisions being male-dominated, the study found that 8 in 10 women make financial decisions independently and are among the most engaged users of Meta platforms.