By Leslie Greyling & Michelle Snyman*
In today’s digital age, social media influencers are shaping more than just fashion and fitness trends. Increasingly, they influence our thoughts and perception of money – how we spend it, invest it, and define financial success – often without us even realising it.
And while they might look like financial role models, many influencers are simply using subtle psychological tactics to grow their audience and income – at the expense of your financial wellbeing. That doesn’t mean all influencers are harmful, but it’s important to understand their methods.
And one of the most powerful tools they use? Your emotions.
The hidden psychology behind influencer content
Social media is engineered for engagement, and influencers are experts at manipulating the emotional triggers that keep you scrolling and spending. In short, they are experts at tapping into behavioural biases, those same psychological traps that can lead investors to make poor financial decisions.
One of the most common tactics is leveraging, FOMO, the fear of missing out. When an influencer shows off their luxury car, designer wardrobe, or exotic holidays, it creates a sense that everyone else is living better than you. That can drive to impulsive spending or worse, risky investment in things like chasing the next hot stock or crypto trend.
They also tap into another emotion called loss aversion – the fear of missing a once-in-a-lifetime opportunity. Phrases like “If you’d invested R1 000 in this coin last year, you’d have R100 000 now!” are designed to create urgency. But what’s missing is context: the risk, the volatility, and the fact that past performance has no guarantee of future returns.
That kind of message is designed to make you feel like you’re falling behind, and prompt you to act without thinking.
The real cost of copying influencer lifestyles
It’s easy to forget that influencers are often paid to promote a product or lifestyle. What looks like a genuine recommendation may in fact be a sponsored post.
They get paid to post.
You pay the price.
Let’s face it, trying to keep up with influencer lifestyles can wreck your budget. Whether it’s designer fashion, expensive skincare, or trendy tech, these purchases rarely align with your long-term goals.
And when it comes to investing, blindly following influencer tips is a dangerous game. What works for one person – or what appears to work – isn’t necessarily right for you.
Their goal is to reach. Yours is financial freedom.
This is the key difference: influencers are in the business of attention. They earn money by growing their following and increasing engagement, not by helping you build wealth.
That means the content you consume is designed to hold your interest, not improve your finances.
A professional financial adviser, on the other hand, is accountable. Our focus is on helping you make smart decisions based on your unique circumstances, not general trends. We guide you through emotional market cycles, helping you stay disciplined when it’s tempting to act on fear or hype.
How to protect your financial future
If you find yourself influenced by what you see online, you’re not alone. But you can take steps to protect your finances:
- Pause before you buy. Ask yourself if the decision is part of your long-term plan, or just a reaction to someone else’s lifestyle.
- Avoid one-size-fits-all advice. Influencers don’t know your financial goals or challenges. A qualified adviser does.
- Focus on your plan. A clear, personalised financial strategy will keep you on track, no matter what’s trending online.
- Learn the basics. The more you understand about money and investing, the easier it becomes to spot poor advice – and avoid it.
Don’t let likes guide your life
Influencers might offer entertainment and inspiration, but when it comes to money, the stakes are much higher. Don’t risk your future wealth on someone else’s highlight reel.
Working with a financial adviser gives you something influencers can’t: accountability, objectivity, and a strategy built just for you. Because real wealth isn’t about showing off. It’s about making decisions today that give you more freedom tomorrow.
* Leslie Greyling is a Registered Financial Planner and Michelle Snyman is a Para-planner at Brenthurst Wealth Fourways.
I obtained my National Diploma in Financial Information Systems from the Cape Peninsula University of Technology in 1999 and have worked in the wealth management industry since January 2000. Over the years, I have gained extensive experience in various roles, including Portfolio Manager Assistant, Planner Assistant, and Paraplanner.
Esmarelda Isaacs-Andreas joined the Brenthurst Wealth Stellenbosch office in October 2025, taking on the dual role of Receptionist and Fiduciary Administrator.
Angelique Anderson joins our Pretoria office as an Administrative Assistant, bringing over 24 years of experience across the financial, legal, and executive support sectors, both locally and internationally. Her meticulous attention to detail, discretion, and extensive knowledge of asset finance and compliance make her an invaluable addition to our team.
Ashley joined Brenthurst Wealth in January 2025 as Office Administrative Assistant and Receptionist for the Stellenbosch Office.
Michelle joined the Brenthurst Wealth Team in 2025 as a paraplanner assisting Iniel Van Zyl and Leslie Greyling in our Fourways office.
René Heystek joined Brenthurst Wealth in November 2023, as receptionist and administrative assistant in the newly established George/Garden Route office.
Michelle Heystek has built a career in the financial services over the last two decades, after obtaining her B.Com degree in Financial Management in 2005. Once she joined Brenthurst in 2006, she continued her academic journey, obtaining her Certificate in Wealth Management from INSETA in 2007, followed by a Postgraduate Diploma in Financial Planning from the University of the Free State. In 2008, she earned the Certified Financial Planner (CFP®) designation.
Anelle joined Brenthurst Wealth as a Receptionist and Administrative Assistant to Brian Butchart in the Cape Town office in December 2023. She has a wealth of knowledge from working as a liaison between Financial Advisers and clients at TMA and Absa Investment Management Services (Aims) since 1998. She obtained her B. com degree from the University of Port Elizabeth in 1997.
Sanet was appointed in April 2020, joining our Cape Town team as an Executive Administration Assistant to Renee Eagar. She has been in the financial services industry since 1990. Her previous experience includes positions at Sanlam, BJM and ABSA. She spent her last 12 years working at Alexander Forbes Private Client Wealth as a Senior Wealth Management Assistant. She has received numerous accolades over the years which include but not limited to, Alexander Forbes Client Service Excellence – Silver award in 2014,2015 and 2017. Sanet has also obtained her Certificate in Wealth Management (NQF 5) in 2012 and achieved “Best Student of the Year” from Moonstone.
Maria Smit is a Certified Financial Planner® with over 10 years of experience in the financial planning industry.
