# These days Tik-Tokers can move markets more than investment analysts… Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-09-08 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: How Social Media Influencers Impact Stock Market Risks Meta Description: Discover how social media influencers can significantly affect market and stock value, and why diversifying your assets is crucial in today's investment URL: https://financedigest.com/these-days-tik-tokers-can-move-markets-more-than-investment-analystshtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/storyblocks-happy-african-american-woman-reading-good-news-on-cell-phone-black-girl-sh-sbi-341059715-1736837922992-compressed.jpg) _By_ **_Henry Adefope_** _(ACSI), Associate Director, SEC Newgate UK_ So, there are two major types of security risk associated with buying a stock or security. Broad market risk, and stock specific risk. An example of stock specific risk is when a company loses one of its biggest… customers, suppliers, or products… in this instance, you should [expect that to hurt the business](https://www.financedigest.com/t-mobile-sells-wireline-business-to-cogent-for-1-expects-hefty-charge.html "T-Mobile sells wireline business to Cogent for , expects hefty charge"). Diversifying your stock/asset selection can [reduce this risk](https://www.financedigest.com/uk-businesses-need-to-embrace-payment-technologies-to-reduce-financial-damage-risk.html "UK businesses need to embrace payment technologies to reduce financial damage risk") in your portfolio. The former, market risk, is often impossible to reduce, as it is a well-established adage that you cannot [control the markets](https://www.financedigest.com/constructive-digitization-to-drive-the-infection-control-market.html "Constructive Digitization to drive the Infection Control Market"). If a pandemic decides to rear its ugly head, then most [stocks will be hit](https://www.financedigest.com/european-stocks-hit-six-week-high-on-hopes-for-rate-hike-slowdown.html "European stocks hit six-week high on hopes for rate hike slowdown") negatively (no matter what the sector). One major development has shaken things up though. The fact that high-profile (and even not so high-profile) social media influencers have now become a part of this [enhanced ‘market risk’](https://www.financedigest.com/how-to-enhance-productivity-for-your-remote-workers-whilst-minimising-risk.html "How to Enhance Productivity for Your Remote Workers Whilst Minimising Risk"), has made the job of an investment analyst or forecaster extremely difficult (more risks to price in). A Tweet, TikTok video, or [Instagram post](https://www.financedigest.com/whats-the-best-time-to-post-on-instagram.html "What’s the best time to post on Instagram") from the Kardashians, Jenner’s, Elon Musk’s, can fundamentally affect a listed/quoted business for the better or worse. The most recent is [Elon’s flip flap on Tesla](https://www.financedigest.com/elon-musk-focused-on-getting-self-driving-teslas-in-wide-release-by-year-end.html "Elon Musk: focused on getting self-driving Teslas in wide release by year-end") no longer accepting bitcoin (BTC) as legal tender, but this is only the latest in a long line of correlations between influencers and market/price movements on a big, consumer-facing product or service. The most notable is probably Kylie Jenner’s post on Twitter (in 2018) that she had not used Snapchat in a while, the company’s [stock took a tumble](https://www.financedigest.com/stocks-tumble-dollar-rallies-as-soaring-u-s-inflation-implies-an-aggressive-fed.html "Stocks tumble, dollar rallies as soaring U.S. inflation implies an aggressive Fed"). Shares of Snapchat’s parent company sank 6.1 percent, leading to a $1.3 [billion loss in market](https://www.financedigest.com/b2b-telecommunication-market-to-more-than-us-27-billion.html "B2B Telecommunication Market to more than US$ 27 billion") value, all because of Jenner’s rejection. The savviest consumer goods [marketers have long known that the most influential influencers can make or break their business](https://www.financedigest.com/9-ways-to-present-your-business-marketing-pitch.html "9 Ways to Present your Business Marketing Pitch"), however, the Kylie phenomenon proves that a star’s association with a product, even an unofficial one, can do far more (for better or worse) than simply nudge sales. The GameStop saga, driven by influencers on Reddit, prompted young people to pick up investing on a wholesale basis for the first time (something that has proved incredibly challenging for the UK financial [services sector)](https://www.financedigest.com/decline-in-german-services-sector-eases-raising-hopes-for-milder-recession-pmi.html "Decline in German services sector eases, raising hopes for milder recession -PMI"). Research by F&C investment trust said that those market developments prompted the equivalent of 455,000 young adults to take up investing for the first time, highlighting the galvanized influence of [social media in driving investment decisions, with 56% of Gen-Z investors actively following investment advice shared on social media because of events](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy"). A host of micro influencers can influence the financial decisions of eligible customers, and it is not being lost on fund [marketers in the race to ringfence the financial](https://www.financedigest.com/the-political-wildcard-what-is-trumps-us-presidential-nomination-doing-to-financial-markets.html "The political wildcard: What is Trump’s US presidential nomination doing to financial markets?") assets of the next generation of investors (over £100 billion has been saved during the pandemic; all up for grabs). Digitally engaging the influencer audience has become a part of the corporate [strategy over the past year for investment](https://www.financedigest.com/2018-it-security-predictions-methods-for-attacks-investment-areas-cybersecurity-strategies.html "2018 IT Security Predictions-Methods For Attacks, Investment Areas & Cybersecurity Strategies") platforms, saving apps, ISA, credit providers – I have seen this with my own eyes. And it works. Sure, the [investment community is important](https://www.financedigest.com/investment-portfolio-diversification-why-its-important-and-how-to-do-it.html "Investment Portfolio Diversification: Why It’s Important and How to Do It"), as are regulators and policymakers – but so too are influencers (rather bewilderingly). If you represent an [investment brand](https://www.financedigest.com/5-compelling-reasons-that-you-should-invest-in-branding.html "5 Compelling Reasons That You Should Invest In Branding") that market directly to individuals under 35, it is certainly insight worth heeding. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---