FOMO or Fortune? The Secret Life of India’s Instagram Investment Stars

Instagram is the new Wall Street for India’s Gen Z and millennials, where “finfluencers” promise to turn pocket change into fortunes with a swipe and a reel. But as the lines blur between financial education and entertainment, a new wave of scams, regulatory crackdowns, and viral success stories is reshaping how young Indians invest.

 

Finfluencer Boom:

Finance creators like Anushka, Asset Yogi, and Akshat Shrivastava now command hundreds of thousands of followers, breaking down complex investment strategies into bite-sized, relatable content. Their influence is so strong that 86% of Gen Z report learning about investing from social media, with 30% starting to trade before finishing college.

 

Regulatory Crackdown:

The Securities and Exchange Board of India (SEBI) has introduced strict new rules in 2025. Only SEBI-registered advisors can offer technical investment advice or stock tips. Finfluencers are now banned from using real-time stock data in their content, and intermediaries are prohibited from collaborating with unregistered creators. The goal: curb misleading advice and protect retail investors from pump-and-dump schemes and hidden sponsorships.

 

Scams & Cautionary Tales:

Despite regulations, scams persist. In one high-profile case, a Mangaluru woman lost ₹74 lakh after following an Instagram ad to a fake trading platform. Surveys reveal that 17% of investors have lost money due to influencer advice, and 63% of finfluencers fail to disclose paid partnerships, fueling concerns about transparency and accountability.

 

The New Investment Playbook:

While some finfluencers genuinely educate and empower, others exploit the hype for profit. Experts urge investors to verify credentials, avoid get-rich-quick promises, and consult only registered professionals for financial advice.

 

The Bottom Line

Instagram’s investment advice scene is a double-edged sword—empowering millions but exposing many to risk. As SEBI tightens the reins, the message is clear: trust, but verify, before you invest.

 

Sources: Economic Times, NLIU Law Review, Hobo Video, Times of India