PROFESSIONAL OPPORTUNITIES IN INFLUENCER MARKETING AND FINANCIAL CONTENT CREATION

Abstract

The paper under consideration reviews the burgeoning influencer marketing realm in the financial content creation industry, exploring the substantial engagement opportunities along with the regulatory hurdles. The emergence of "Finfluencers" on YouTube and TikTok has dramatically transformed the financial information consumption pattern among the younger generation (Millennials and Gen Z), with the power being transferred from the traditional institutions to the digital personalities that are more relatable. The research examines the main value propositions of influencer-brand partnerships—ranging from increased reach and perceived reliability to the breaking down of complicated financial concepts—that are making these collaborations very effective in the areas of financial literacy and product promotion. Importantly, the issue is being discussed in terms of the conflict between the trust that the creators of the content have with their audience and the tight regulatory compliance 
that is required in finance (e.g., SEBI guidelines on disclosure and real-time data). In combining market dynamics and the latest regulatory activities, the study recommends a model consisting of strategic and compliant partnerships, eventually concluding that influencer marketing is no longer an option but rather a necessity in the challenging high-risk area requiring sophisticated governance to unlock its potential while securing retail investors.