Wananchi Opinion: The TikTok generation and money

The rise of TikTok has reshaped how young people around the world think, learn, and interact with money.

With its short, entertaining videos and powerful recommendation system, TikTok has become more than a platform for dancing and comedy.

It is now a space where financial opinions are formed, spending habits are influenced, and income goals are inspired.

The TikTok generation, made up largely of Generation Z and young millennials, is increasingly relying on this app to understand money.

This new way of learning presents exciting opportunities but also serious risks. It offers fresh trends, exposes hidden traps, and creates important teachable moments.

One of the most noticeable trends is the growing popularity of financial content on the app.

Influencers who discuss money topics, often referred to as money influencers, have found large audiences.

These creators share tips on budgeting, saving, investing, and building side businesses. For many young people, especially those without access to formal financial education, this content can be eye opening.

They learn practical skills such as how to save for a goal, how to avoid taking small digital loans, or how to start a business with little capital.

The relatable tone of these videos makes finance feel accessible and even exciting.

However, the platform also presents some serious traps. The most obvious one is misinformation.

Since TikTok allows anyone to post content regardless of training or experience, not all financial advice is sound.

Some creators simplify complex topics like forex trading, cryptocurrency, or credit management in ways that ignore important risks.

Others encourage behaviours that can lead to financial disaster, such as taking loans to invest in uncertain online schemes.

Without proper background knowledge, many young viewers may follow this advice blindly and suffer losses they cannot afford.

Another trap is the pressure to appear wealthy. Many users showcase lavish lifestyles featuring designer clothes, fancy cars, and vacations.

These videos are often edited and staged but can still influence viewers to feel left behind. The pressure to match this image can lead to poor spending decisions.

Some people begin to use credit or short-term loans to buy items they do not need, just to fit a certain image or gain social approval.

The result is often unnecessary debt and financial stress.

Despite these risks, TikTok also presents powerful teachable moments. It can serve as a bridge between entertainment and education.

Parents, teachers, and financial experts should take the time to understand what young people are watching.

Instead of dismissing TikTok, they can use it to spark useful conversations. For example, if a young person is interested in a viral savings challenge, that interest can be used to teach deeper concepts about goal setting, compound interest, or budgeting.

A video that raises questions about money can become the starting point for lifelong financial habits.

There is also a great opportunity for financial institutions and professionals to join the platform with purpose.

By creating their own content, banks, credit unions, and educators can provide accurate information in ways that connect with young viewers.

They can address common misconceptions, answer questions, and share tools for responsible financial management.

This approach meets young people where they already are and helps counter the spread of bad information.

Importantly, the TikTok generation is not just learning. Many are creating content that documents their financial journeys.

Young people are sharing their efforts to clear debt, build emergency savings, or start small businesses.

These stories offer encouragement and show that it is possible to grow financially with discipline and effort.

When done honestly, these posts create a positive environment of shared learning and support.

TikTok has changed how young people engage with money. While it carries risks, it also offers an unmatched opportunity to shape financial habits early in life.

 The key is helping this generation distinguish between content that adds value and content that misleads.

When guided well, the same platform that spreads trends can also spread wisdom.

Mr. Abol Kepha Kings is a personal finance coach and a former banker