The Evolving Role of Financial Content Creators in Investor Relations
How to Make Sense of the Next-Gen Financial Media Landscape
Financial creators, also known as “finfluencers,” have gained significant traction in the world of investor relations and financial communications. These creators are individuals, often found on platforms like YouTube, TikTok, Reddit, and Instagram, who provide insights, analysis, and updates on financial markets.
Notably, the role and impact of these creators have evolved since the retail investor boom of 2021. In parallel, the way companies and investor relations teams engage with them has shifted dramatically.
We recently talked to IR Magazine about this trend, and you can listen to the full podcast here.
This post explores the transformation of financial creators, why they matter to modern investors—especially Gen Z and millennials—the innovative formats like the After Earnings show, the rise of executive branding, and how IR teams can leverage these trends.
Financial Creators: Then and Now
In 2021, the rise of finfluencers was characterized by a boom in online trading advice, particularly through TikTok and YouTube. Many of these creators offered quick tips and market speculation, which ranged from helpful to dangerously misleading. But the volatility in 2022 served as a wake-up call. The financial market’s ups and downs filtered out unreliable voices and elevated the experts, transforming the space. Today, quality content has taken center stage, and creators like Kyla Scanlon and Austin Hankwitz, who provide thoughtful, macroeconomic analysis, are leading the pack.
It’s also important to distinguish between two primary types of financial creators: those focused on trading and those focused on markets analysis.
Trading creators focus on short-term trading, using charts, technical indicators, and news to react quickly. They often cater to audiences interested in fast-paced updates.
On the other hand, investing creators provide broader market perspectives, focusing on long-term strategies and the fundamentals of companies. These creators are more likely to engage in in-depth analysis and interview executives, helping retail investors better understand the businesses they invest in.
The Growing Relevance of Creators for IR
Financial creators have become increasingly relevant in IR due to shifts in the investment landscape, particularly among Gen Z and millennials. Unlike previous generations who turned to traditional media like CNBC or The Wall Street Journal (which, of course, are still important), these younger investors prefer content that’s accessible and integrated into their daily digital lives. They consume financial news on platforms such as TikTok, Reddit, and Instagram, where information is presented in shorter, engaging formats.
Some may assume that this trend is specific to reaching retail investors, but data shows that institutional investors are also getting information from a range of channels ranging from email newsletters to podcasts.
The retail investor base is not only growing but diversifying. Investors are seeking out greater transparency and authenticity from the companies they invest in. They no longer rely solely on quarterly earnings calls, written press releases, or shareholder letters; instead, they seek interactive and visual content that helps them grasp the implications of corporate performance. This shift has made financial creators a critical channel for reaching and engaging with these new investors.
See also: The Art of an Effective Shareholder Letter: Turning Numbers into Narratives
Inside the After Earnings Show
These trends are what led us to partner with Morning Brew to launch the After Earnings podcast earlier this year. The show caters to both retail and institutional investors. Unlike traditional formats, After Earnings goes beyond the numbers. It dives into the nuances behind corporate earnings, offering listeners a more comprehensive understanding of the metrics and strategies that define a company’s success. The goal is to demystify earnings and provide valuable insights in a way that feels both engaging and authentic.
The podcast is particularly notable for its focus on long-form storytelling. Instead of the standard Q&A format, it invites executives—often CFOs and CEOs—to share their journeys, discuss challenges, and explain their strategies in a relatable, conversational manner. For instance, a CFO might reveal what it’s like to step into such a high-stakes role. This humanizes corporate leadership, giving investors a more rounded perspective of the people steering the company.
By providing a platform for executives to open up, the After Earnings show creates a stronger bond between companies and investors. The show taps into the demand for more personal and transparent communication and helps investors gain more insight into the organizations holistically, from earnings takeaways to new strategies and even company culture.
The Rise of Executive Branding
As the podcast demonstrates, executives are not just figures behind a podium—they’re becoming creators themselves. Companies like Spotify and Robinhood are leveraging this trend. Spotify’s CEO, Daniel Ek, uses Instagram to post video updates post-earnings, giving a personal recap of the company’s results. Robinhood’s CEO, Vlad Tenev, appears in polished studio videos to break down financial highlights. These approaches show that executives understand the power of putting a face to the brand.
See also: IROs Flexing New Muscles this Earnings Season: Spotify, Chipotle, Unilever and More
Executive branding is becoming increasingly important because today’s investors want to know the people behind the numbers. They look for signals of competence, transparency, and vision. Executives who excel at communicating in a personable and informative way can build trust with their audience, which can be a valuable asset for companies trying to attract and retain retail investors. This shift is not limited to CEOs; CFOs are also stepping up, appearing on platforms like After Earnings to share their expertise and offer insights directly to investors.
How IR Teams Should Engage with Creators
Given these trends, IR teams are rethinking their strategies when engaging with financial creators. Instead of seeing creators as simply influencers for hire, IR teams should view them as partners who offer valuable platforms for authentic storytelling and engagement. However, collaboration should be handled thoughtfully:
Authentic Engagement: Investors today are more savvy and discerning. They often avoid content that feels forced or misleading. Thus, IR teams should focus on collaborating with creators who already align with their brand values. Inviting creators to experience company events, like a product launch or facility tour, provides authentic experiences they can share with their audiences without seeming overly promotional.
Leverage Social Listening: Companies can use social listening tools to identify and track influential voices who discuss their brand or industry. Understanding these conversations enables IR teams to engage directly with creators who already have an organic interest in their business.
Expand Executive Presence: Encourage company executives to establish their own digital presence. Whether through LinkedIn posts, podcasts, or Instagram videos, executives should become comfortable sharing insights and updates directly with investors. This approach fosters transparency and gives companies control over their narrative.
Be Selective with Collaborations: Not all creators will be the right fit. Companies should vet potential partnerships carefully, focusing on creators who maintain credibility and have a track record of responsible, informative content. Long-term relationships built on trust and authenticity will yield better results than one-off promotions.
Key Takeaways
Financial creators have matured since 2021, becoming key players in investor education and IR strategies, particularly for reaching Gen Z and millennial investors.
Platforms like the After Earnings show illustrate how innovative content can engage investors beyond traditional formats.
Executive branding is gaining importance, with leaders becoming creators themselves to connect with investors on a more personal level.
IR teams should prioritize authentic collaborations and leverage social listening to engage effectively with financial creators, ensuring long-term credibility and engagement.
By embracing these changes, companies can better navigate the evolving investor landscape and build stronger, more transparent relationships with retail investors.
Stakeholder Labs specializes in helping companies build and scale proactive shareholder engagement strategies. Contact us to learn how we can help you safeguard your company’s future by cultivating a loyal, informed investor base.