Role of YouTube and Social Media Influencers in Enhancing Financial Literacy among Indian Youth: An Exploratory Study

Abstract: The evolution of digital media platforms has revolutionized financial education, particularly among Indian youth. Social media influencers—especially on YouTube and Instagram—have emerged as a popular medium for financial literacy dissemination. This research investigates the role of these influencers in promoting financial education, using secondary data and content analysis from 2020 to 2024. The study evaluates the type of content shared by popular Indian financial influencers and its alignment with financial literacy needs. It also highlights user engagement, challenges such as misinformation, and lack of regulation. The findings suggest that influencer content is often more relatable and widely accessible than traditional financial education formats. However, concerns regarding credibility and commercial bias remain. Findings reveal that while influencers play a major role in simplifying financial concepts, there is a strong need for content regulation and verification to ensure safe learning environments for financially inexperienced audiences. Keywords: Financial literacy, social media influencers, YouTube, Instagram, Indian youth, Digital education, Finfluencers