Are you prepared to share your earnings with strangers and see it plastered all over the web?

For better or worse, it was just you, your employer, and possibly HM Revenue & Customs who knew your salary.

Now, the question looms: “What do you earn?” Influencers armed with cameras and ring lights often stop you in the street to ask. This seemingly mundane question might lead to a series of lighter inquiries later.

They might also delve into other personal financial matters, such as your rent, savings, or biggest financial blunders.

Surprisingly, many people are willing to engage. In just 40 seconds, one interview revealed that an architectural designer earns £38,000 annually. Respondents are often eager to share their future salary expectations and savings, too.

In another clip, a 60-year-old man discusses his biggest financial regret—passing up on an expensive apartment when he was younger.

These clips, viewed 1.3 million times on Instagram, are part of a fast-growing genre that includes street-style interviews delving into personal finance topics like income, job satisfaction, and more.

Inspired by the US Salary Transparent Street, which aims to de-stigmatize salary discussions, this channel has gained over a million followers in four years.

Microphone-wielding creators argue that interviewing British citizens has enhanced financial literacy and wage transparency. Critics suggest it caters to voyeurism, creating content that could easily go viral.

For content creators, the formula is straightforward: pose personal questions, film responses, and share them with audiences eager to learn about others’ earnings, expenditures, and regrets. After all, financial concerns often weigh more heavily on young individuals than social media or environmental crises.

As Gabriel Nussbaum, known as “that money man,” asserts, “My aim is to foster financial education through dialogue.” He runs Unfiltered Money, focusing on public interviews about personal finance.

What may appear as a solo endeavor is, in fact, a well-coordinated team effort. “We have a crew,” Nussbaum explains. “Our mission is to attract participants from diverse ages, backgrounds, and genders.”

Since its inception six months ago, the channel boasts an impressive average of 3 million views each month, with daily postings on Instagram and TikTok.

But is it really as simple as shoving a microphone in someone’s face and hoping for the best?

“It’s all about how you frame the questions and the context you provide,” shares Aydan Al-Saad, an entrepreneur and content creator who also queries people about their pay, sharing the videos online.

“I don’t edit everything, but I usually let people know I’m promoting transparency and ensuring everyone feels fairly compensated,” he adds.

So why does it resonate? Much of it stems from the fact that “we don’t have these conversations elsewhere.” Salary discussions, particularly concerning the actual figures, are one of the UK’s greatest taboos, largely due to a reluctance to engage in dialogue about confidentiality, workplace traditions, and money.

A recent survey indicated that British citizens often shy away from discussing their salaries; 87% feel uneasy when asked about their salary.

Currently, individuals like Nussbaum and Saad strive to bridge the gap. “For me, the goal is transparency,” states Saad. “It’s about giving people insight into different careers and potential earnings.”

There’s also a psychological angle beyond mere information sharing: “It’s akin to reality TV, isn’t it? I can secure views by interviewing a billionaire,” explains Venture Room, which features high-net-worth individuals discussing their finances. “But viewers want to connect with real people and hear genuine stories,” he adds.

It’s all very interesting, but what’s it like for those being interviewed to disclose their salary and see their face all over the internet? “No one truly understands what going viral feels like until it happens,” says Saad.

“We’re not here to put anyone in an awkward position,” he continues, adding that interviewees can request the removal of their content. “If we see it, we’ll take it down, no questions asked.”

Comments on certain channels are screened to create a secure environment for financial discussions. Nevertheless, some video comments can lead to a broad examination of personal circumstances. For instance, a debate sparked about whether an income of £35,000 annually is adequate for living comfortably in London can be found here: Is £35,000 enough?.

How useful are these videos? “On a theoretical level, it’s beneficial because it’s better to know than to remain ignorant,” asserts Kim Stevenson, a psychologist and financial advisor.

However, as tools for comparison, they may not serve their intended purpose, cautions Vicky Reynal, a psychotherapist and author of *Money in Your Mind: The Psychology Behind Your Financial Habits*. “Comparisons can lead to feelings of inadequacy rather than clarity,” she states.

The key issue lies in how each individual uses the information. “Some people may watch for entertainment or reassurance, but others could spiral into frustration and dissatisfaction, feeling they fall short,” she explains.

Nussbaum claims his primary objective is that the videos are beneficial, although he recognizes their potential drawbacks. However, feedback has been “overwhelmingly positive” for content that “broadens perceptions of what’s possible,” he notes.

Third echoes this sentiment. “If even one person gains value from the video, it’s worth sharing,” he says, asserting that these videos may empower viewers to seek pay raises or change careers.

“Imagine hearing that someone your age on this platform earns three times more than you,” says Nussbaum. “It might provoke negative feelings, yet it could also encourage someone to think, ‘I’m underpaid for my role and should explore other opportunities.’” The same video can have two contrasting effects.

Theoretically, these videos should resonate more with Gen Z, who are thought to prioritize pay transparency more than older generations. In reality, however, millennials likely make up the bulk of the audience. Over 40% of Saad’s followers are aged 25-34, with more than 33% in the 35-44 age group.

These statistics reflect the pervasive financial insecurity facing millennials; 56% of those under 40 report considering delaying significant life milestones due to financial stress.

So what’s next for Nussbaum’s channel? “I’m eager to involve more prominent individuals and encourage diverse voices to open up about their financial experiences,” he states. “For instance, I spoke recently with an 18-year-old soccer player who mentioned making £100,000 a year and asked, ‘How do you handle that?’”

While that contrasts sharply with an average tenant’s experience, Nussbaum insists that his channel continues to focus on “discussing everyday life and finances.”

‘Not today, thank you.’

It’s a bright day in Manchester. In bustling areas like Castlefield, Northern Quarter, and Spinningfield, office workers inquire with strangers about finances. The crowds are unpredictable. I approach 30 individuals throughout the day. One man shows interest before exhaling deeply and saying, “Not today, thank you.” Maybe another time?

When I mention media or personal finance, others grow defensive. Most walk away before I can explain my purpose.

Only 2 out of the 30 I approach are willing to share details. One responds with empathy following an encounter with a stand-offish peer. The other declines to provide a surname or identification—contradicting the free-spirited essence of TikTok videos. They disclose incomes between £25,000 and £35,000, acknowledging that while salaries should be discussed more, they also “don’t want to get sued.”

From this experience, I gleaned two insights. First, the simplest approach to turn a comfortable individual into a guarded stranger is to approach them directly, microphone or not. Second, people prefer to engage in lighter topics, such as bus schedules, the weather, and the state of the city center.

So, I didn’t uncover any hard figures, but I left with the lingering thought that perhaps I should have focused on discussions around mortgage rates instead.