Loud Budgeting Trend: What Does it Mean for Creators and Brands?

Social media users are opening up about their money, budgeting, investments and other financial gains in 2024, making it a less scary and taboo topic to talk about. The newest trend, loud budgeting, was coined by TikToker Lucas Battle, who proclaimed in December 2023 that this year would be the end of quiet luxury and the start of the loud budgeting era on social media.

Loud budgeting means being transparent about finances to connect with others in the same financial situation. The trend has taken off on TikTok, with creators and users alike feeling like they can talk honestly about money and how maybe they’re not able to make the big, extravagant purchases that many celebrities and even mega-influencers can. The loud budgeting trend is reminiscent of the de-influencing style of content that became popular in 2023.

How influencers are adopting loud budgeting

Many creators use the loud budgeting trend to connect with others by sharing how they’re saving or making more intentional purchases in 2024. For example, Steph made a video letting her followers know she’s using loud budgeting to meet her monthly savings goal. She says she still wants to be able to do fun things with friends, so she shares how she’s making sacrifices to still connect with them without spending heaps of money every time they see each other.

Creators can use loud budgeting to share tips on how they manage money and show the products that they believe are worth purchasing. Some creators, like Aaron Jensen, say it’s mostly a Gen Z trend, so for brands and creators who seek to reach younger audiences, it’s essential to be aware of these online conversations and trends.

Seasoned budgeters and personal finance influencers like Jenny Park have jumped on the trend by giving people easy tips to start saving and/or investing their money instead of solely spending it.

Jade Warshaw is another budgeter also helping those looking to get started with easy tips on how to budget.

Another creator, Mitchie, shared how she and her boyfriend went from spending almost $1K on Valentine’s Day to less than $30 as a form of loud budgeting.

Nano- and micro-influencers looking to grow on TikTok can take note and share their loud budgeting habits to connect with followers with similar values.

How brands can respond to loud budgeting

Brands can jump into the conversation by connecting with creators who are trusted by their audiences thanks to their authenticity. These influencers are seen are more trustworthy, and younger audiences, especially Gen Z, turn to them more often than friends and family for product recommendations, according to IZEA Insights’s Trust in Influencer Marketing report.

Brands can also work with creators to show what makes their products or services a great value for budget-conscious consumers.

Brands can also highlight their sustainability practices. More consumers and influencers alike want to be sure they’re making conscious, sustainable choices that not only benefit their budget but the world.

According to Insider Intelligence, brands should be the following:

Highlight the quality and value of your product

Show how products can help consumers with their budgeting goals. For example, an at-home coffee machine could focus on how much money the consumer will save vs. getting coffee on the go. Or a clothing brand can give examples of how high quality and sustainable their clothing is, making it worth the price since it’ll last the buyer a long time.

Share discounts and deals

Adding incentives like coupon codes, cash back or donations to charitable causes gives consumers a reason to shop with brands. Rewards and incentives also encourage happy customers to create user-generated content

Loud budgeting is one of the biggest trends in 2024 for good reason. Creators and brands have the opportunity to connect with audiences leveraging this new mindset about money.