The article is devoted to the study of financial literacy information flows of the adult population of the Russian Federation in the social media. In the context of dynamic digitalisation of the financial sector, the issues of promotion of educational and training materials on competent and effective financial behaviour of citizens in social networks and messengers are becoming more and more relevant. The purpose of the study is to determine the scope, dynamics, structure and main topics of information flows of adult financial education in the Russian segment of social media, to identify the main trends in the development of the digital communication system and problem areas that require additional efforts on the part of government agencies and public structures. The design of the empirical study is based on the general principles of social media predictive analytics and includes the use of the following methods: cognitive mapping of thematic digital content, automated social media analysis of information flows. The results of the study show dysfunctionality in the management of financial education information flows and web content in terms of continuity, targeting and genre diversity of materials, which negatively affects the visibility, reach and distribution of such content. Based on the results of the research, it is possible to identify significant shifts in the direction and content of the flow of information, linked to the current social and political environment. During the study period, the gender and age composition of users involved in the process of creating and disseminating financial education materials also changed. The authors identify broad prospects for the use of social media analysis for in-depth study of the current state and trends in the development of financial behaviour, financial culture and financial literacy in Russia.