Financial influencers are also benefiting from the rising consumer demand for longer-form online content . Distrust in traditional financial institutions is driving Gen Z to more 'relatable' advisorsMost participants reported being skeptical of traditional banks and personal finance advisors. Preece said the rebound of long-form content suits the needs of financial influencers because they can take 10 minutes to explain a concept instead of 30 seconds. "There's more time for an audience to really digest the information and reflect on it, because most financial topics are complex," he said. Gen Zers also said they loved that the financial tips on YouTube, TikTok, and Instagram were free.

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Persons: —, Gen Zers, Rhodri Preece, Zers, there's, Preece, Reece Organizations: Service, CFA Institute's Research, Policy, CFA Institute, YouTube, Business Locations: France, Germany, Netherlands