Martin Lewis's Social Media Audience More Than Doubled During 2022

35% of UK households lack confidence in their financial outlook in the next 3 months, and are increasingly turning to social media for help. A recent survey found that a third of UK adults use social media for personal finance advice, with 6 in 10 feeling the guidance they find there is “more real”.

But which influencers do people trust? And how has the cost of living crisis affected their reach?

Moneyzine.com has analysed data to reveal not just the most popular finance UK influencers- but how their social media presence changed over the last 12 months.

• UK social media statistics 2022

Here are three key findings:

1. Gains aren’t evenly distributed

Martin Lewis saw his social following more than double in 2022, and Haley Sacks saw hers grow more than 39%. But many popular figures saw relatively small gains - with Poku Banks actually losing over 7,000 followers.

2. Legacy credentials don’t matter

Several popular personal influencers have impressive academic backgrounds and write for major publications like the Financial Times and BBC. But such credentials don’t correlate with popularity in the new media age; people like Haley Sacks and Poku Banks wield similar influence despite their relative lack of institutional backing.

3. Few influencers win on all platforms

Martin Lewis is the only personal finance influencer who has substantial success across multiple platforms - suggesting his ‘personal brand’ is the most potent. The majority of influencers are extremely popular on one platform, and at best a minor presence on others. But Martin Lewis has the most followers on three different social platforms.