TikTok

Erin Confortini, 23, taught herself to budget and invest in college when she realized she didn't know much about personal finance — even as a finance major.

"You need to do your own research. She's a career coach who hosts a podcast about wealth building for women of color and is a former personal finance journalist. Now, Woodruff says she's glad to see more people entering the personal finance content space. It's like, what can you tell me in a sound bite that can save me some time and give me exactly what I want." Many content creators do advise their viewers to seek other resources. "It's a big role to have," she says. In 2010 and 2011, bloggers were creating the same sort of relatable content, putting out their stories about getting out of debt and reaching financial milestones — just as TikTok influencers are doing today. "There are people who resonate with the content that I post, and they trust me and so they trust my advice," says Lemire, whose TikTok videos have racked up more than two million views. "Personal finance is an extremely hands-on course. "Our parents typically don't have the resources or knowledge themselves." Lemire covers topics such as saving, traveling on a budget and the best beginner credit cards. And social media, especially TikTok, has become a textbook.