#FinTok and Financial Regulation

Social media platforms are becoming an increasingly important site for consumer finance. This phenomenon is referred to as "FinTok," a reference to the "#fintok" hashtag that identifies financial content on TikTok, a popular social media platform. This study examines new methodological possibilities for consumer financial regulation due to FinTok. It argues that FinTok content offers a novel and valuable source of data for identifying emerging fintech trends and associated consumer risks. As such, financial regulators should use FinTok content analysis - and social media content analysis more broadly - as an additional method for the supervision and regulation of consumer financial markets.