<![CDATA[Generation Z in Indonesia remains concerning, as the 2025 SNLIK data shows a gap between financial inclusion (80.51%) and financial literacy (66.46%) (OJK, 2025). Generation Z is particularly vulnerable due to impulsive financial behaviors driven by FOMO and YOLO lifestyles, making social media a potential channel for financial education. This study analyzes financial literacy content targeting Generation Z on Instagram account @finansialku_com during January to February 2026, using Klaus Krippendorff's qualitative content analysis on 23 content items selected through purposive sampling from 65 uploads. Findings reveal four content categories: financial management, investment and financial planning, digital financial risk, and financial decision-making. Content was delivered simply and contextually through carousel, reels, and single post formats, reflecting digitality, interactivity, and demassification of social media. The dominance of the financial decision-making category indicates that this institutionally accredited account presents financial literacy comprehensively not merely as financial knowledge, but as a framework for critical thinking in navigating financial decisions in the digital age.]]>
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