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The purpose of the study is to prove that social media has an effect on the behavior of millennial investors mediated by financial risk tolerance. The data collected through the questionnaire was processed and tested for the validity and reliability of the construct. This study uses Structure Equational Modelling (SEM) and passes the criteria for model fit and quality indices to determine the strength of the structural model of the study before testing the hypothesis. This study found that social media and financial risk tolerance variables directly affect investor behavior, social media affects financial risk tolerance and is able to mediate social media relations with investor behavior. The mediating effect of risk tolerance is very strong on social media relations as a provider of market information with investor’s stock trading behavior, both buying and selling. This study also found that investors tend to make biased decisions when faced with bear market conditions, namely showing overreaction behavior.