PromoplugFounders & Fintech · DACH Scan Data as of 2 Nov 2026
Promoplug Deepscan · TikTok · Germany, Austria, Switzerland

Founders & Fintech
on TikTok
DACH Scan.

How German-speaking founders, freelancers and small businesses talk about founding, tax, bookkeeping and banking on TikTok, which brands are part of that conversation, and how big and fast the field is. Collected and analysed by Promoplug.

Data as of 2 Nov 2026Sample, no full censusMedian views as lead figure
103,093TikTok videos collected
31,154German-language videos in the fieldcore sample
674,355comments analysed
11,093creators in the core sample
115hashtags measured
53brand channels checked
Contents14 chapters
  1. 01Scope and methodThree populations, two collection routes, one topic definition.
  2. 02Key findingsSix findings with source.
  3. 03Size of the field16.10 bn views across 36 German hashtags.
  4. 04Growth16 of 21 German hashtags grow faster than their lifetime average.
  5. 05Share of voice77.9% of core videos name no finance brand.
  6. 06Brand mentions13.7% of mentions are genuine brand videos.
  7. 07Brand channels8 of 32 main channels are mostly ads.
  8. 08Topic clusters24 clusters, from bank memes to e-invoicing.
  9. 09Comments674,355 comments, pain points and questions.
  10. 10Top organic videos42 curated videos with cover and link.
  11. 11Neighbouring fieldsTrades, beauty and gastro: high medians, no brands.
  12. 12Creator map18 accounts carry the field, 12 founder creators measured.
  13. 13AudienceBusiness signal and overlap of follower samples.
  14. 14Quality control and limitsHand checks, contamination, what the figures cannot carry.
01 · Scope and methodSample · data as of 2 Nov 2026

Scope
and method.

One scan, three populations: 103,093 TikTok videos collected, 31,154 of them German-language videos inside the field. Every share-of-voice figure on this page refers to that core sample.

Three populations

TikTok search also returns videos that only share a word with the field, and brand hashtag feeds are international and full of unrelated content. Some brand names are common words in other languages. Without a split, brand figures are not comparable.

  • Total corpus. Everything search and hashtag feeds returned.
  • Brand corpus. A brand stands in caption or hashtag, matched with word boundaries. Ambiguous names count only with a finance context, generic words only in unambiguous forms such as “Wise Business”.
  • Core sample. Founder or tax topic, or a finance brand in a finance context, and German-language or a DACH signal. Only this sample is comparable across brands.

Two collection routes

Both routes were combined and de-duplicated. The pink part of each bar is the share that landed in the core sample.

in the core sampleoutside the core sample
  • Search. 332 queries in 5 variants each (relevance and most liked, without a time filter and for the last 90 and 180 days): 1,660 search units, 7,691 pages, each paginated to exhaustion. Cursor 300 is the hard limit of the API.
  • Hashtag feeds. All 115 measured hashtags pulled in depth: brand tags up to 70 pages, other tags up to 28, generic-word brand tags 5 pages. 3,201 pages, 91 feeds reached the depth cap.
  • Comments. Every core video with comments, depth by comment count (from 100 comments 4 pages, from 40 comments 2 pages, otherwise 1 page of 50): 24,748 videos, 30,949 pages.

Scope

MeasureValue
TikTok videos collected (search and hashtag feeds, unique)103,093
of which name a brand in caption or hashtag (brand corpus, all brands)18,357
of which name a finance brand15,929
Core sample: field topic or finance brand in a finance context, German-language or DACH31,154
core videos with a founder or tax topic27,334
core videos with a finance brand6,890
Comments under core videos (first level)674,355
Creators in the total corpus56,333
Creators in the core sample11,093
Creator profiles pulled in full204
Extra videos from brand channels and creator histories (outside the corpus)28,324
Hashtags measured via the hashtag endpoint115
Upload dates covered24 Aug 2018 to 2 Nov 2026
API requests (TikTok data provider), counted49,715, of which 1,380 failed and were retried
Collection runtime3.2 hours

Search axes

AxisQueriesVideosCoreCore shareGerman/DACH
Brands479,1631,48816.2%26.4%
Founding and self-employment5211,7494,87641.5%59.2%
Admin, tax, money5211,2555,90452.5%74.1%
Tips204,4531,86341.8%53.6%
Neighbouring fields (11 subgroups)5014,8771,71011.5%41.2%
Hashtags as search terms11169,90522,70732.5%53.3%

Definitions

  • Topic. One single definition shared by scan and analysis. It covers founding, self-employment, entrepreneurship and small business, trade registration (Gewerbe), tax, the tax office (Finanzamt), bookkeeping, invoicing and the business account. Brand names are removed from the text before the check, so a tax app's name does not count as a tax topic.
  • Language. German is detected with the statistical language detector lingua. A caption with at least three words and German confidence of 0.5 or more is German. Short or unclear captions count with TikTok region DE, AT or CH, or German vocabulary in the hashtags, as long as no other language clearly leads.
  • Brand labels. Own channel and ad by rule, all other brand mentions labelled by a language model (gpt-4.1-mini) and checked by hand on a random sample (chapter 14).
  • Clusters. Caption and comment embeddings (text-embedding-3-small, 1,536 dimensions), grouped with KMeans.
  • Comments. Sentiment, questions, intent, pain points and brand names by word-boundary rules.
  • Lead figure. Median views per video. Averages appear only where TikTok reports totals (hashtags).

Figures reflect the analysis state of 2 Nov 2026, 04:00. Data pulled after that run, for example second-level replies and further creator profiles, is not part of this page.

02 · Key findingsSample · data as of 2 Nov 2026

Six
findings.

Small-business content on TikTok is bigger than ever, it is growing, and it is almost free of finance brands. Where brands do appear, most of their presence is self-made or bought.

16.10 bn
Finding 1 · Size of the field

2.61 bn views and 224,195 videos under #selbstständig alone. 36 German-language founder, tax and small-business hashtags add up to 16.10 bn views and 1,052,468 videos.

Hashtag endpoint, measured 2 Nov 2026. The sum counts a video once per hashtag it carries. See chapter 03

16 of 21
Finding 2 · Growth

19,421 new videos under #selbstständig in 86 days (+9.5%, about 226 a day), at least 2.46 times the average pace since the oldest video found (2020). 16 of 21 German core hashtags with a prior measurement add more videos per day today than their lifetime average (median factor 1.91).

Prior measurement from 8 Aug 2026 against 2 Nov 2026, same provider and endpoint. The factor is a lower bound. See chapter 04

31,154
Finding 3 · Core sample

31,154 German-language TikToks on founding, self-employment, tax and business banking in the scan, 2.71 bn organic views, 11,093 creators.

Sample from 103,093 videos (search and hashtag feeds), no full census. See chapter 03

77.9%
Finding 4 · Brand-free space

77.9% of core videos name no finance brand. All business-account and neobank brands together appear in 343 core videos (1.1%). In 101 organic mentions the brand is the actual topic of the video.

Core sample, brand detection by word-boundary rules, labels by language model with hand check (chapters 6 and 14). See chapter 05

53.2%
Finding 5 · Paid reach

Ads are 7.5% of core videos and carry 53.2% of the views. Likes per 1,000 views: 2.9 on ads, 40.4 on organic videos without a brand.

Core sample, ad flag of the API. See chapter 05

1,532
Finding 6 · Brand channels

Fintech and finance brand channels reach an organic median of 1,532 views per video. Organic creator videos without a brand in the core sample reach 7,686. On 8 of 32 main channels at least 80% of public videos are ads.

Public videos of 32 main brand channels, up to 30 pages each, 2 Nov 2026. See chapter 07

03 · Size of the fieldSample · data as of 2 Nov 2026

How big
the field is.

The field is large and German-speaking, with its own vocabulary. #selbstständig (2.61 bn views), #steuern (2.60 bn) and #unternehmer (2.16 bn) each pass two billion views. In the core sample, the tax office has the highest median of all topics: the letter from the Finanzamt is the most emotional motif in the field.

16.10 bnviews across 36 German core hashtagssum counts multi-tagged videos more than once
1,052,468videos under these hashtagssame double counting
5.79 bnviews in the core sample31,154 videos
2.71 bnorganic views in the core sampleafter removing 2,337 ads
11,093creators in the core sample

Views per German hashtag

The 20 largest of 36 German founder, tax and small-business hashtags. Total views since the hashtag exists, measured 2 Nov 2026.

Median views per topic

Core sample. A video can belong to several topics.

TopicVideosViewsMedian viewsCreatorswith finance brand
Business12,6111,531,832,7168,5044,9136.4%
Tax9,9901,730,068,59311,7113,22021.0%
Self-employment8,9381,571,478,4246,8363,75412.7%
Founding6,209886,429,3995,0472,3974.7%
Bookkeeping2,924759,193,4593,1071,04932.3%
Tax office2,609398,730,49421,3421,11019.5%
Business account2017,415,5292,52514233.3%
All 36 German core hashtags
HashtagViewsVideosViews per video (average)
#selbstständig2,606,775,740224,19511,627
#steuern2,599,421,70091,22128,495
#unternehmer2,160,094,608176,64812,228
#selbstständigkeit1,480,473,72688,09616,805
#buchhaltung942,900,45112,56375,053
#steuererklärung870,972,79313,23765,798
#unternehmertum832,568,91592,3489,015
#finanzamt743,355,72222,29533,341
#gmbh451,577,43518,21224,795
#gründer412,186,56827,72314,868
#steuerberater398,398,46818,49221,544
#selbständig259,597,86030,8918,403
#kleinunternehmer251,735,3854,23559,441
#steuertipps240,386,67611,68520,572
#gründen214,622,66710,49520,449
#unternehmerin205,475,70229,6986,918
#gründerin185,846,17837,7834,918
#erechnung180,220,138930193,785
#gewerbe160,398,14714,43111,114
#bürokratie134,317,28010,60012,671
#smallbusinessgermany129,711,65517,2817,506
#jungunternehmer124,167,89424,9224,982
#kleinunternehmen110,943,94518,6735,941
#steuerberatung89,976,9706,20314,505
#businesstipps81,792,01917,8084,592
#selbstständigmachen60,871,66310,1096,021
#kleingewerbe37,896,4237,7214,908
#umsatzsteuer35,683,0301,33426,748
#startupgermany21,959,3201,85611,831
#nebengewerbe14,974,9391,08013,865
#existenzgründung13,368,9922,4685,416
#freiberufler13,353,0342,5345,269
#geschäftskonto11,546,66025645,104
#unternehmeralltag7,507,3631,1406,585
#unternehmensgründung6,721,6732,0663,253
#gründertipps3,256,7291,2392,628

Hashtag endpoint, 2 Nov 2026. TikTok reports totals only, so the per-video figure is an average.

Related tags, outside the sum

HashtagViewsVideosViews per video (average)
#dhdl592,025,9646,52690,718
#höhlederlöwen157,411,6933,45045,626
#gründerszene23,704,1473,1847,444
#selbstständigemama5,907,7221,8993,110
#steuererklärung2025919,0287911,633
For scale: the global English hashtags of the same field
HashtagViewsVideos
#smallbusiness255,616,545,69744,901,213
#entrepreneur109,455,735,75611,774,980
#smallbusinessowner39,650,543,2829,155,465
#smallbusinesscheck32,694,472,3576,933,252
#startup17,716,154,6841,722,570
#freelancer8,111,520,053828,939
#selfemployed2,704,987,738438,749
#mompreneur2,038,735,387875,350
#businessmindset1,895,229,863382,521

Hashtag endpoint of the TikTok data provider, measured 2 Nov 2026. Hashtag sums count a video once per hashtag, so they are upper bounds.

04 · GrowthSample · data as of 2 Nov 2026

Is the field
growing?

Yes. 16 of 21 German core hashtags with at least 40 days between two measurements add more videos per day today than their lifetime average, median factor 1.91. #selbstständig gains about 226 videos a day. The finance brands are not growing with the field: inside the same video sample their share of core videos fell from 33.6% to 14.2%.

19,421new videos under #selbstständig in 86 days+9.5% · about 226 a day
1.91median tempo factor21 German hashtags with a window of 40 days or more
2.87core videos, last 12 months against the 12 beforesample, overstated by recency bias
1.22videos with a finance brand, same comparisonshare falls from 33.6% to 14.2%

Tempo factor per German hashtag

New videos per day in the measuring window, divided by the average per day since the oldest video with that hashtag found in the scan. The hashtag is at least as old as that video, so the factor is a lower bound. The line marks 1.0, the lifetime average. Grey rows have a window under 40 days and are left out of the count.

faster than lifetime averageat or below averagelifetime average

Core videos per upload month sample

Search variants of 90 and 180 days and the hashtag feeds favour fresh videos, so this curve overstates growth. The reliable measure is the hashtag growth on the left. Useful here is the comparison inside the same sample: the pink part, videos with a finance brand, barely moves.

with a finance brandwithout a finance brand

Last 12 months against the 12 before: 14,938 against 5,200 core videos (factor 2.87), views factor 1.30. Counting only search hits without a time filter: factor 4.64 for videos, 1.75 for views. The direction is the same in both readings. The height of the factor is not reliable.

Hashtag growth table, all measured hashtags of the field
HashtagVideos todayPrior measurementDaysNew videosGrowthNew per dayTempo factor (min.)
#smallbusiness44,901,21311 Aug 2026831,733,7264.0%20,888.31.21
#entrepreneur11,774,98011 Aug 202683318,9142.8%3,842.30.83
#startup1,722,57011 Aug 20268367,9744.1%819.01.27
#freelancer828,93930 Aug 20266419,0332.4%297.40.99
#businessmindset382,52126 Aug 20266826,7077.5%392.82.36
#selbstständig224,1958 Aug 20268619,4219.5%225.82.46
#unternehmer176,6488 Aug 2026869,7685.9%113.61.65
#unternehmertum92,3489 Aug 2026859,26611.2%109.03.00
#steuern91,2218 Aug 2026867,0628.4%82.12.27
#selbstständigkeit88,0969 Aug 2026856,2157.6%73.11.91
#gründerin37,78310 Oct 2026234001.1%17.41.05
#selbständig30,89130 Aug 2026642380.8%3.70.29
#unternehmerin29,69819 Aug 2026759703.4%12.90.99
#gründer27,72319 Aug 2026752,4269.6%32.33.10
#jungunternehmer24,92219 Aug 2026759844.1%13.11.33
#finanzamt22,2957 Aug 2026871,7288.4%19.92.21
#kleinunternehmen18,67317 Sep 2026461,5168.8%33.04.04
#steuerberater18,49211 Aug 2026833992.2%4.80.61
#gmbh18,21212 Aug 2026826934.0%8.51.17
#businesstipps17,80814 Sep 2026493512.0%7.20.96
#gewerbe14,43115 Sep 2026485864.2%12.21.98
#steuererklärung13,2378 Aug 2026869037.3%10.51.91
#buchhaltung12,56326 Aug 2026688197.0%12.02.34
#steuertipps11,6858 Aug 2026865374.8%6.21.26
#bürokratie10,60031 Aug 2026637097.2%11.32.74
#gründen10,49519 Aug 2026751,10411.8%14.73.78
#steuerberatung6,2039 Sep 202654711.2%1.30.40
#kleinunternehmer4,23527 Sep 2026362807.1%7.84.59
#existenzgründung2,4684 Oct 2026292059.1%7.15.40

Grey: measuring window under 40 days, factor not used for the count.

Monthly sample and growth per topic
MonthCore videoswith finance brandMedian viewsCreators
Nov 2440414635,208250
Dec 2442214042,491250
Jan 2551417028,817313
Feb 2541013642,007244
Mar 2543611540,617248
Apr 2545013630,801253
May 2543314441,590260
Jun 2543316032,320263
Jul 2546714221,547288
Aug 2534012148,813207
Sep 2537215831,617197
Oct 2551917730,974292
Nov 2545911018,699276
Dec 2548912416,649318
Jan 2655116922,204411
Feb 265249912,335362
Mar 266187811,405443
Apr 267058312,672495
May 269251396,276615
Jun 261,0961656,051697
Jul 261,4182654,836884
Aug 261,4212053,954889
Sep 261,5382114,211939
Oct 265,1944778682,986

Core videos per topic, last 12 months against the 12 before

TopicPrevious 12 monthsLast 12 monthsFactor
Founding8422,8643.40
Self-employment1,5914,6752.94
Business2,0226,1083.02
Tax1,8644,9662.66
Tax office5661,4472.56
Bookkeeping8541,4481.70
Business account411243.02

Prior measurements from Promoplug's own hashtag tracking, August to October 2026, against the measurement of this scan. Same provider, same endpoint. Video counts of a hashtag can fall when videos are deleted, so growth is a net value.

05 · Share of voiceSample · data as of 2 Nov 2026

Who owns
the field.

77.9% of core videos name no finance brand at all. Where brands appear, they are mostly house banks in private-customer content and accounting or tax software. Business-account and neobank brands together reach 343 core videos (1.1%). The space “business account for founders and the self-employed” is practically unoccupied on TikTok.

77.9%of core videos name no finance brand24,264 of 31,154
6,890core videos with a finance brand
343core videos with a business-account or neobank brand1.1% of the core sample
101organic mentions where such a brand is the topiccounted per brand

Core videos per brand, top 20

Grey is every core video naming the brand. Pink is the organic part where a creator actually talks about the brand, unpaid and outside the brand's own channel. Values: all core videos · organic videos with the brand as topic. Hover or tap a bar for own channel, ads and creator ads.

organic, brand is the topicown channel, ads, creator ads, hashtag stacks, passing mentions

Organic content mentions of business-account and neobank brands: N26 26, C24 21, Kontist 18, Revolut 17, Tomorrow 7, Qonto 5, Vivid 3, Finom 2, Fyrst 2.

All brands in the core sample

BrandCategoryVideosShare of brand videosViewsMedian viewsOwn channelAdsCreator adsOrganicof which brand is topicPaid share of viewsCreators
SparkasseHouse bank1,84126.7%506,223,86353,76953052191,24021911.4%635
CommerzbankHouse bank80711.7%9,874,0567580028051210.6%204
Deutsche BankHouse bank80311.7%17,257,5571,83736617609510.8%200
VolksbankHouse bank75511.0%138,416,0961,73712556619472.1%117
Trade RepublicBroker71810.4%54,939,17829,635106593651715526.9%203
WundertaxTax app6299.1%26,095,5326,960608212720.3%10
LexwareAccounting5848.5%46,557,7591,5804912464772184.9%114
orgaMAXAccounting5317.7%46,272,79416,55352031754.6%4
sevDeskAccounting4786.9%657,176,56081,46234095124630.0%57
Scalable CapitalBroker3565.2%2,976,7112,555294302936519.1%98
PostbankHouse bank2223.2%7,924,5254,831340215723.1%32
SmartsteuerTax app1822.6%38,261,16784,15817610502.6%8
SteuerbotTax app1602.3%28,449,76161,19434278217861.6%46
DATEVAccounting1251.8%2,002,0719030341185257.5%64
WISOAccounting1231.8%383,195,3615,223872259677.2%33
ComdirectHouse bank1161.7%413,953,8762,95717247681662.7%61
RevolutNeobank971.4%143,239,48925,6460196721787.1%72
TaxfixTax app921.3%29,527,96111,39014023281385.0%55
PayPalPayment891.3%40,654,24581,823091793039.5%69
FinanzguruBroker871.3%210,426,76917,24721271623569.4%42
N26Neobank791.1%7,435,97511,644056682647.9%52
DKBHouse bank731.1%18,429,37923,0432571401112.1%34
SumUpPayment620.9%30,210,454107,257050210499.2%39
KontistNeobank560.8%280,4191,84200056180.0%5
BitpandaBroker560.8%45,509,05113,8900202341695.1%39
C24Neobank530.8%4,845,2832,9020223282186.9%34
KlarnaPayment410.6%10,604,23443,87601040151.7%33
VividNeobank230.3%5,475,4766,7577736398.5%9
QontoNeobank220.3%1,622,3992,6385411259.6%13
AccountableAccounting220.3%1,761,76713,5027564394.4%10
bunqNeobank210.3%1,754,1975030579093.5%12
TomorrowNeobank100.1%634,6782,4190118737.2%7
FinomNeobank70.1%7,407774000720.0%6
INGHouse bank50.1%17,854,0792,01202030100.0%5
BillomatAccounting40.1%23,993774000420.0%3
FastBillAccounting40.1%135,3362,435000410.0%3
FyrstNeobank30.0%375,1591,020000320.0%3
WiseNeobank20.0%34,47017,235000200.0%2
HolviNeobank10.0%1,5301,530000100.0%1
PentaNeobank10.0%249,717249,71700100100.0%1
PapierkramAccounting10.0%1,5691,569000100.0%1
StripePayment10.0%3,9483,948000110.0%1

Grey rows: fewer than 10 videos, medians are not reliable. Neobank = business-account and neobank providers. Own channel = the brand's own account, including regional savings and cooperative banks. Ad = delivered by TikTok as an ad. Creator ad = paid partnership label or creator advertising recognised by the language model. Organic = everything else; “brand is topic” = the creator talks about the brand.

By category

CategoryVideosViewsBrands
House bank2,6171,091,214,132Sparkasse 1,841, Commerzbank 807, Deutsche Bank 803, Volksbank 755, Postbank 222, Comdirect 116, DKB 73, ING 5
Accounting & invoicing1,7821,135,316,469Lexware 584, orgaMAX 531, sevDesk 478, DATEV 125, WISO 123, Accountable 22, FastBill 4, Billomat 4
Tax app1,056118,637,246Wundertax 629, Smartsteuer 182, Steuerbot 160, Taxfix 92
Broker & personal finance1,023310,303,469Trade Republic 718, Scalable Capital 356, Finanzguru 87, Bitpanda 56
Business account & neobank343163,861,868Revolut 97, N26 79, Kontist 56, C24 53, Vivid 23, Qonto 22, bunq 21, Tomorrow 10
Payment18179,157,326PayPal 89, SumUp 62, Klarna 41, Stripe 1
Founder context only: brand and founder or tax topic in the same video
BrandVideosViewsMedian viewsOwn channelAdsCreator adsOrganic, brand is topicCreators
Lexware56246,451,9841,677491243217107
orgaMAX52845,920,28916,4085173154
Wundertax50822,656,6706,831487212210
sevDesk468657,171,225102,327339946050
Smartsteuer16032,544,53776,1851541008
Steuerbot15627,149,30361,194302782846
DATEV1252,002,0719030345264
WISO120371,031,2655,00585215632
Taxfix9229,527,96111,390140231355
Sparkasse624,927,5542,7122050942
Trade Republic627,220,55054,469810131732
Kontist56280,4191,842000185
Volksbank5216,241,6092,07924001023
Revolut361,819,91212,103054630
SumUp345,683,21763,6660252227
Deutsche Bank33289,507970000522
Commerzbank31110,3257640001017
PayPal261,751,15919,175010723
Accountable221,761,76713,502756310
Scalable Capital2289,4269322031317
N2621803,68810,239011816
Qonto151,465,5602,033521310
Vivid15306,55384176105
Bitpanda13317,1865,404040511
Klarna10970,7458,71200029
For reference: brand corpus without context and language filter (not comparable)
BrandCategoryVideosViewsof which DACHof which core
SparkasseHouse bank1,982536,550,3291,8411,841
RevolutBusiness account & neobank1,8691,782,320,87616297
EtsyPlatform1,6171,898,186,746329282
Deutsche BankHouse bank1,58162,270,0251,064803
Trade RepublicBroker & personal finance1,447151,871,343809718
SumUpPayment1,3631,424,045,67511662
WundertaxTax app1,25761,054,1611,089629
PayPalPayment1,189849,133,65315489
CommerzbankHouse bank1,17615,996,609976807
orgaMAXAccounting & invoicing1,02948,109,314584531
ShopifyPlatform8872,918,426,94414180
VolksbankHouse bank833153,811,473795755
Scalable CapitalBroker & personal finance6694,411,649382356
LexwareAccounting & invoicing64146,713,492622584
sevDeskAccounting & invoicing502679,084,041492478
bunqBusiness account & neobank44660,096,7852721
QontoBusiness account & neobank32161,489,7772422
PostbankHouse bank30314,073,355230222
N26Business account & neobank21314,848,0387979
SmartsteuerTax app20146,598,510198182
SteuerbotTax app18939,579,258178160
ComdirectHouse bank167449,643,226152116
BitpandaBroker & personal finance16568,535,2866656
FyrstBusiness account & neobank1607,983,737103
DATEVAccounting & invoicing1485,219,125137125
WISOAccounting & invoicing128383,290,797125123
TaxfixTax app12430,081,7939792
HolviBusiness account & neobank11915,458,37611
FinanzguruBroker & personal finance87210,426,7698787
DKBHouse bank7918,896,0817373

International content and unrelated meanings of brand names are included here. These figures are not comparable across brands.

Core sample, 2 Nov 2026. Brand detection with word boundaries; ambiguous names only in a finance context.

06 · Brand mentionsSample · data as of 2 Nov 2026

What brand mentions
really are.

Of 9,342 brand mentions in the core sample, 1,281 (13.7%) are genuine German-language brand videos in which a creator talks about the brand without being paid for it. 38.8% are pure hashtag stacks, 29.2% come from the brands' own channels, 8.4% are ads or labelled creator advertising. The brands' presence is mostly self-made or bought.

Label per brand mention

Every pair of core video and finance brand gets one label. Own channel and ad by rule, all others suggested by a language model and checked by hand on a random sample.

Hand check

80random model labels checked by hand
83.8%exactly the same label
92.5%same class: content mention or not
  • Stack and passing mention swapped (both not content): 5
  • German caption read as foreign-language: 4
  • Hashtag mention labelled as brand video: 3
  • Comparison video labelled as stack: 1

The number of content brand videos (genuine German-language videos plus creator ads) is accurate to about 7.5%, with errors in both directions. “Foreign-language” is overcounted, because the model reads German captions with English hashtags as foreign.

Core sample, 9,342 pairs of video and finance brand. Language model gpt-4.1-mini, hand check of 80 random labels.

07 · Brand channelsSample · data as of 2 Nov 2026

How finance brands
play TikTok.

The German fintech and finance market uses TikTok mainly as an ad channel. On 8 of 32 main channels with public videos at least 80% of those videos are ads. Organically the main channels reach a median of 1,532 views per video. Organic creator videos without a brand in the core sample reach 7,686.

53brand channels checked37 main channels, 16 associated
8 of 32main channels with at least 80% ads among public videos
1,532organic median views of the main channelsmedian of the channel medians
7,686organic creator videos without a brandmedian, core sample

Ads as share of public videos

Main channels with public videos. Pink: at least 80% ads.

Organic median views per channel

Videos without the ad flag. The pink line is the median of organic creator videos without a brand in the core sample.

Main channels

BrandChannelMarketFollowersVideos profile / publicLast videoPer week (90 days)Ads, share of videosAds, share of viewsOrganic median viewsLikes per 1,000 organicInteractions per 1,000 organic
Trade Republic@traderepublicGlobal570,5571,865 / 9932026-11-0223.485.4%92.0%19,12754.559.6
Revolut@revolutGlobal498,284965 / 2462026-10-301.959.3%98.5%41,8399.010.3
Smartsteuer@smartsteuerDE238,6111,149 / 9902026-11-015.00.0%0.0%62,64718.726.6
Klarna@klarnaGlobal208,6051,016 / 2822026-10-260.461.0%98.4%4,7908.69.6
Lexware@lexwareDE162,802960 / 5172026-10-305.098.5%100.0%7097.48.0
ING@ingdeutschlandDE132,2921,269 / 9412026-10-303.596.2%99.9%1,52123.425.3
Sparkasse@sparkasseDE128,264724 / 6562026-10-304.097.9%99.9%13,14728.331.9
PayPal@paypalGlobal113,144585 / 2132026-11-013.287.3%99.9%4,73221.038.9
Wise@wiseGlobal98,9641,049 / 3292026-10-271.231.0%45.2%3,01445.646.2
DKB@dkb_deDE93,428568 / 5682026-11-024.864.1%99.0%1,54444.346.9
sevDesk@sevdesk_officialDE79,561534 / 4212026-10-301.676.0%99.9%7935.05.9
Scalable Capital@scalable.capitalDE76,3751,014 / 5212026-10-291.622.3%93.8%94919.622.9
Steuerbot@steuerbotDE69,1351,769 / 9902026-01-290.00.0%0.0%16,7543.04.4
Comdirect@comdirectDE65,923434 / 3612026-10-292.593.9%100.0%94317.223.7
Deutsche Bank@deutschebankDE53,620649 / 5622026-11-024.418.7%95.1%2,35127.933.8
Taxfix@taxfixDE52,5381,065 / 2392026-07-280.039.7%70.3%9618.19.3
Lexware@lexofficeDE49,2940 / 0n/an/an/an/an/an/an/a
Wundertax@wundertaxDE46,2331,247 / 9932026-09-210.57.2%27.2%8,3803.25.4
Tomorrow@we.are.tomorrowDE44,273394 / 3382026-10-261.713.3%98.2%96950.254.6
WISO@wiso_steuerDE42,502987 / 4982026-10-312.656.0%98.4%1,44415.218.8
bunq@bunq.comGlobal27,529993 / 1832026-08-240.354.6%99.6%1,8578.910.6
Bitpanda@bitpandaGlobal27,0371,036 / 3982026-10-201.44.0%60.2%1,75122.225.0
N26@n26Global23,738487 / 1292026-10-303.63.9%94.5%1,33013.115.6
Finanzguru@finanzguruDE23,030994 / 2702026-11-013.054.1%99.5%1,30512.314.9
Qonto@qonto_deutschlandDE18,411169 / 792026-10-291.883.5%99.8%61118.521.0
PayPal@paypal.deDE14,984258 / 1332026-10-314.712.8%99.9%99612.613.9
Qonto@qontoGlobal14,333288 / 1102026-11-010.493.6%100.0%1,3599.911.9
SumUp@sumup.globalGlobal9,396463 / 462026-10-291.08.7%96.6%2,2718.811.3
Postbank@postbankDE9,11888 / 312026-10-290.40.0%0.0%2,79611.717.2
DATEV@wirsinddatevDE8,358381 / 2902026-10-302.616.2%89.4%2,96924.629.4
Accountable@accountable.deDE7,6731,031 / 1622026-04-020.039.5%99.8%40415.216.7
Finom@finom.coEU5,585218 / 62025-09-100.016.7%19.5%1,26613.815.5
Vivid@vividmoneydeDE4,579158 / 1472026-10-292.54.8%35.7%42411.813.3
Fyrst@fyrstbankDE2,65928 / 0n/an/an/an/an/an/an/a
Commerzbank@commerzbankDE8640 / 0n/an/an/an/an/an/an/a
Holvi@holvi.deDE960 / 0n/an/an/an/an/an/an/a
N26@n26deDE720 / 0n/an/an/an/an/an/an/a

“Public” = videos the API delivers. The gap to the profile count is non-public videos, typically pure ad posts. Ad shares, organic median and interaction refer to public videos; organic = without the ad flag. Per week = videos of the last 90 days per week. Channels with 0 public videos show n/a.

Associated channels: regional banks, corporate creators, foreign offshoots
BrandChannelMarketFollowersVideos profile / publicLast videoPer week (90 days)Ads, share of videosAds, share of viewsOrganic median viewsLikes per 1,000 organicInteractions per 1,000 organic
Sparkasse@sparkasseduesseldorfDE regional269,0501,471 / 9902026-10-293.60.0%0.0%6,46854.156.6
orgaMAX@soenke.orgamaxDE, corporate creator74,703909 / 8662026-02-270.06.8%51.3%12,04220.524.3
Volksbank@vbmittelhessenDE regional41,892622 / 6222026-10-312.00.0%0.0%8,74841.645.9
Volksbank@wirsindvolksbankDE regional31,504498 / 4862026-11-017.80.0%0.0%3,75032.838.6
Smartsteuer@user1530173808375 (smartsteuer.de)DE, second channel31,186472 / 4742026-11-0214.00.0%0.0%1,70118.821.5
Volksbank@volksbank.stuttgartDE regional19,930643 / 6432026-11-014.10.0%0.0%1,80429.136.2
Qonto@qonto_frFR14,887311 / 1692026-10-312.982.8%99.9%83913.815.7
Volksbank@volksbankatAT9,309248 / 2072026-10-303.593.7%100.0%1,01816.417.7
Volksbank@vrbankbonnrheinsiegDE regional8,903171 / 1712026-10-305.10.0%0.0%2,86326.332.2
Sparkasse@sparkasse.giessenDE regional6,781346 / 3462026-10-305.70.0%0.0%1,32116.622.0
Sparkasse@spkhwDE regional5,107463 / 4632026-10-303.60.0%0.0%1,57224.328.3
Sparkasse@rheinhessen_sparkasseDE regional2,598390 / 3732026-10-312.385.3%99.8%1,07628.132.1
Sparkasse@sparkasse_pdhDE regional1,708273 / 2672026-11-015.20.4%2.1%2,01643.354.0
Wundertax@wundertax_enEN153166 / 1662024-09-150.06.0%8.4%4272.63.2
WISO@wisomeinbueroDE91106 / 1082026-10-291.20.0%0.0%75312.313.5
Qonto@qonto_nlNL1341 / 412026-10-271.20.0%0.0%71516.017.8

Channel info and public videos via the TikTok data provider, up to 30 pages per channel (about 1,050 videos), 2 Nov 2026.

08 · Topic clustersSample · data as of 2 Nov 2026

What the field
talks about.

24 caption clusters in the core sample. The highest medians belong to bank memes (94,818), the tax office (36,207), trades and construction (36,182) and entrepreneur identity (35,497). Software brands sit in the clusters with the lowest medians: bookkeeping (3,909) and e-invoicing (828).

Median views per cluster

Pink: the two clusters where accounting and invoicing software is most present.

How the clusters were built

  • Captions of all 31,154 core videos embedded with text-embedding-3-small (1,536 dimensions).
  • Grouped with KMeans into 24 clusters. Cluster names are Promoplug's short description of the leading terms.
  • Leading terms are the most distinctive words per cluster; handles and filler words are hidden here.
  • A video belongs to exactly one cluster.
94,818median, bank memes
828median, e-invoicing

All 24 clusters, sorted by views

ClusterLeading termsVideosViewsMedian viewsCreatorsBrands in captions
Bank channels and bank careerssparkasse, commerzbank, deutschebank, bank, volksbank1,471798,489,2964,516619Sparkasse 590, Commerzbank 493, Deutsche Bank 482
Tax return tipssteuererklärung, steuern, steuer, finanzamt, steuertipps1,816508,494,47611,244735Wundertax 296, Steuerbot 131, Taxfix 72
Bank memessparkasse, commerzbank, deutschebank, volksbank, postbank1,248430,215,23594,818576Sparkasse 1,134, Commerzbank 257, Deutsche Bank 253
Bookkeeping and softwarebuchhaltung, selbstständig, selbstständigkeit, sevdesk, buchhaltungssoftware1,146386,636,3453,909446sevDesk 218, Lexware 124, DATEV 69
Entrepreneur identityunternehmer, selbstständig, gründerin, gründer, gmbh1,726385,485,46535,497910Sparkasse 46, Deutsche Bank 22, sevDesk 16
Start-ups and Die Höhle der Löwenstartup, gründer, gründen, dhdl, diehöhlederlöwen1,846340,544,21412,277950Lexware 10, Scalable Capital 9, Revolut 7
Saving money on taxsteuern, steuererklärung, steuer, finanzamt, steuertipps1,359281,455,31028,580493Wundertax 155, Smartsteuer 92, orgaMAX 44
The tax officefinanzamt, steuern, steuer, steuererklärung, finanzen1,312276,406,40836,207840Wundertax 25, Lexware 21, Smartsteuer 10
Trades and constructionselbstständig, handwerk, gmbh, baustelle, handwerker1,230258,785,05136,182683orgaMAX 9, Sparkasse 6, sevDesk 3
A day as a self-employed personselbstständig, selbstständigkeit, business1,905232,125,5724,1791,348sevDesk 18, Lexware 8, Finanzguru 3
Entrepreneur mindsetunternehmer, unternehmertum, business, erfolg, selbstständigkeit1,829222,316,5967,558930Lexware 12, sevDesk 8, Finanzguru 8
Investing and brokerstraderepublic, aktien, investieren, finanzen, etf1,088209,395,04014,085365Trade Republic 660, Scalable Capital 327, Comdirect 49
Tax policy newssteuern, politik, finanzen, steuer, steuererklärung1,345178,067,06316,274673Lexware 211, Wundertax 101, Smartsteuer 20
Going self-employed and start-up grantselbstständig, selbstständigkeit, gründen, gründungszuschuss, business1,552171,684,0003,216692orgaMAX 54, sevDesk 29, Lexware 6
Online business and making moneybusiness, selbstständig, unternehmer, geldverdienen, onlinebusiness1,526151,849,7574,443973orgaMAX 19, Revolut 9, sevDesk 9
VAT and small-business rulessteuern, selbstständig, umsatzsteuer, finanzamt, kleinunternehmer1,409147,560,1918,587586orgaMAX 128, sevDesk 63, Lexware 38
Small-business communitysmallbusiness, smallbusinessgermany, kleinunternehmen, smallbusinessowner, kleingewerbe1,548143,186,2567,529656Lexware 4, PayPal 3, DKB 1
Health insurance and pensionselbstständig, selbstständige, krankenversicherung, rente, altersvorsorge537130,009,7873,078355orgaMAX 18, Wundertax 11, Smartsteuer 9
Tax advisorssteuerberater, steuern, steuerberatung, unternehmer, steuerfachangestellte1,129121,730,3628,150486sevDesk 38, Kontist 26, DATEV 25
Gastro and point of salegastronomie, kassensystem, selbstständig, unternehmer1,102117,855,2813,964699SumUp 39, orgaMAX 29, PayPal 15
E-invoicingrechnung, erechnung, rechnungen, buchhaltung, selbstständig825114,976,632828318orgaMAX 133, sevDesk 42, Lexware 33
Real estate and taximmobilien, steuern, immobilie, vermögensaufbau, steuernsparen62384,605,60018,246328Smartsteuer 14, Volksbank 10, Sparkasse 7
Beauty and salon businessselbstständig, selbstständigkeit, beauty, kosmetikstudio, friseur71859,317,6068,169452Kontist 4, Sparkasse 3, Wundertax 1
GmbH, holding and legal formgmbh, steuern, unternehmer, gründen, holding85341,780,2105,785321orgaMAX 27, Qonto 2, Finom 1

Core sample, embedding clusters (KMeans), 2 Nov 2026.

09 · CommentsSample · data as of 2 Nov 2026

What the
community says.

The community talks about the field and rarely about brands. Among 674,355 comments on core videos there are 13,822 mentions of a bank or tool, counted per brand. The pain points are clear: the tax office (8,429), anxiety and overwhelm (4,561), tax advisor and costs (4,303), payment default and liquidity (3,867) and bureaucracy (2,366).

674,355comments under core videosfirst level
17.5%are questions117,752 comments
20.7%positive by rulelower bound, see chapter 14
3.0%negative by rule76.2% neutral
13,822brand mentions in commentscounted per brand

Pain points

Comments matching each pain point, by word-boundary rules. A comment can match several.

Intent around banks and tools

Comments that ask about, recommend, switch or open a bank, account or tool.

In their words

Short quotes from comments under core videos, without user names. Original German, translation below.

„bro zahlt mehr fürs Falschparken als ans Finanzamt“
bro pays more for parking tickets than to the tax officeTax office · 25,429 likes
„Selbstständig in Deutschland ist ein Fiebertraum.“
Being self-employed in Germany is a fever dream.Bureaucracy · 4,256 likes
„Warum stellt der Staat Unternehmern nicht selbst die Software zur Verfügung, die er verlangt?“
Why doesn't the state provide business owners with the software it requires?Question about a tool · 2,571 likes
„Nicht zu vergessen die Vorauszahlungen für das 3. Jahr.“
Not to forget the advance payments for year three.Back payments · 1,128 likes
„Ich glaube ich wechsel die Bank“
I think I'm switching banksSwitching · 839 likes
„ich habe mein Konto gekündigt weil ich ein kostenloses gefunden habe“
I closed my account because I found a free oneSwitching · 398 likes

Unprompted brand mentions

Mentions under videos of another brand or of no brand, top 10.

What people ask

34,001 questions grouped into 18 clusters by embedding. Example question in German, translation below.

Question clusterQuestionsExample
How does it work?3,133Und wie geht das?And how does that work?
Where?3,032Wo macht man das?Where do you do that?
Why?2,275wieso ist das so?Why is that?
Can I do this too?2,237Kann ich das auch machen?Can I do that too?
Costs2,201Was das kostet?What does it cost?
Rules and permissions2,126Muss man das beantragen oder wie geht das?Do you have to apply for it, or how does it work?
Accounts and payments2,054Und soll man etwas fürs Kontoführung bezahlen?And should you pay for running the account?
Reactions phrased as questions2,052Wie geil ist das dennHow cool is that
Tax1,931und wie läuft das mit den Steuern?And how does the tax work?
Money and interest1,873und wie bekommt man das Geld dann wieder?And how do you get the money back?
Investing1,740Wann investieren?When to invest?
Timing1,507Ab wann wird das sein?From when will that apply?
Which bank?1,484Bei der Sparkasse?At the savings bank?
Jobs and trainees1,449Ist das auch für Auszubildende?Does that apply to trainees too?
Pension and salary1,326Kann ich das auch mit meinen Gehalt?Can I do that with my salary too?
Questions in other languages1,277
Buying and selling1,218wird so etwas überhaupt gekauft und falls ja von wem?Does anyone even buy something like that, and if so, who?
Trade licence and small-business rules1,086Geht das auch bei Kleinunternehmern?Does that also work for small businesses?

Banks and tools named in comments

BrandCategoryMentionsunder own videosunder other videospositivenegativeevaluativepositive share of evaluative
SparkasseHouse bank5,3374,96437368922691575.3%
orgaMAXAccounting & invoicing1,1031,09013147114899.3%
VolksbankHouse bank806237569972812577.6%
PayPalPayment79351028347358257.3%
Trade RepublicBroker & personal finance751622129713911064.5%
RevolutBusiness account & neobank6973303671112413582.2%
KlarnaPayment5684868278209879.6%
N26Business account & neobank5133431701023013277.3%
CommerzbankHouse bank37511226341145574.5%
EtsyPlatform33203328088890.9%
LexwareAccounting & invoicing304752295596485.9%
Deutsche BankHouse bank30117712458106885.3%
BitpandaBroker & personal finance2441984635124774.5%
PostbankHouse bank2417716418193748.6%
DATEVAccounting & invoicing1996613342115379.2%
sevDeskAccounting & invoicing185125602542986.2%
DKBHouse bank179691103453987.2%
TaxfixTax app164541102663281.2%
ShopifyPlatform850851011190.9%
WISOAccounting & invoicing80126815015100.0%
SteuerbotTax app7834442442885.7%
ComdirectHouse bank682840551050.0%
C24Business account & neobank60154511011100.0%
FinanzguruBroker & personal finance59411819019100.0%
bunqBusiness account & neobank4712351111291.7%

Grey rows: fewer than 30 evaluative comments, the positive share is not reliable.

674,355 first-level comments under core videos, rule-based detection with word boundaries. Question clusters from 34,001 questions, embeddings and KMeans.

10 · Top organic videosSample · data as of 2 Nov 2026

The strongest
organic videos.

After curation 42 of the 60 strongest organic core videos remain. 19 come from the official channel of the TV show Die Höhle der Löwen. The others are tax explainers, trades businesses, small shops, founder talks and comedy about self-employment.

Curation

The list excludes ads, the brands' own channels and paid partnerships. From the 60 strongest videos 18 were removed by hand:

  • 3 false topic hits, for example a military helicopter video that matched via “engine startup”.
  • 6 political videos: parties, politicians and policy debates.
  • 9 videos without a real link to the field: salary and career, social benefits, pensions, private inheritance and real estate, a school survey, a meme from a private account.
Cover of the TikTok video by @diehoehlederloewen.vox1
11.8 mviews · 48.4 likes per 1,000 @diehoehlederloewen.voxWie faszinierend war bitte dieser Auftritt von Scewo? Die Gründer stellten 2021 ihren ... Founding · 30 Aug 2024
Cover of the TikTok video by @diehoehlederloewen.vox2
8.2 mviews · 39.1 likes per 1,000 @diehoehlederloewen.voxWas für ein Auftritt! Heinz ist 98 Jahre alt und marschiert in die Höhle, als hätte er nie ... Founding · 7 Sep 2025
Cover of the TikTok video by @diehoehlederloewen.vox3
6.9 mviews · 21.6 likes per 1,000 @diehoehlederloewen.voxFrank Thelen fühlt sich verarscht! Ein Umsatz von 1.200 Euro, aber einen Deal von 350.000 ... Business · 1 Sep 2025
Cover of the TikTok video by @stefanie.lampertsdoerfer4
5.9 mviews · 23.4 likes per 1,000 @stefanie.lampertsdoerferOmg ich liebe diese Farbe ab dem 03.04. wird’s bunt in unserem Shop und ihr könnte aus ... Business · 28 Mar 2023
Cover of the TikTok video by @zweisteuerberater5
5.5 mviews · 12.1 likes per 1,000 @zweisteuerberaterVergleich der Steuerklassen 1-6 bei einem Bruttogehalt von 5.000 € Tax · 18 Feb 2025
Cover of the TikTok video by @finanzdenker6
5.1 mviews · 10.1 likes per 1,000 @finanzdenkerEs zählt immer nur eine Strecke pro Tag (Hinweg)! Man macht die Steuererklärung immer für ... Tax · 14 Apr 2023
Cover of the TikTok video by @.sushiaaa7
4.7 mviews · 119.0 likes per 1,000 @.sushiaaaSteuerhinterziehung erklärt von Pinguin Tax · 15 Jun 2025
Cover of the TikTok video by @sogehtrecht8
4.7 mviews · 42.7 likes per 1,000 @sogehtrechtJeder einkommensteuerpflichtige Erwerbstätige, der in den Steuerklassen 1-5 einsortiert ... Self-employment, Tax · 24 Aug 2022
Cover of the TikTok video by @diehoehlederloewen.vox9
4.6 mviews · 25.8 likes per 1,000 @diehoehlederloewen.voxIn Staffel 5 war Tech-Löwe Frank Thelen auf 180 - aber so richtig! Gründerin Kimberly vom ... Founding · 14 Aug 2025
Cover of the TikTok video by @zweisteuerberater10
4.5 mviews · 13.9 likes per 1,000 @zweisteuerberaterDie Steuernummern 1 bis 6 im Vergleich bei einem Gehalt von 2.500 Euro Tax · 12 Oct 2024
Cover of the TikTok video by @diehoehlederloewen.vox11
4.1 mviews · 27.6 likes per 1,000 @diehoehlederloewen.vox...mahlt zuerst! Da machen nicht nur Judith Williams, Tillman Schulz und Ralf Dümmel große ... Founding · 9 Sep 2024
Cover of the TikTok video by @diehoehlederloewen.vox12
4 mviews · 39.1 likes per 1,000 @diehoehlederloewen.voxPuh! Zum Glück war das nur ein Stunt. Aber im Ernstfall wissen die meisten von uns nicht ... Founding · 14 Mar 2026
Cover of the TikTok video by @buraktestet13
4 mviews · 43.8 likes per 1,000 @buraktestetGründer von LockCard Wallet bei Höhle der Löwen Founding · 21 Jan 2024
Cover of the TikTok video by @isabellastelladesign14
3.8 mviews · 98.1 likes per 1,000 @isabellastelladesignDanke meine Liebe Business · 13 Jul 2023
Cover of the TikTok video by @fabirommel15
3.6 mviews · 61.0 likes per 1,000 @fabirommelDer Loop ist dieses Mal recht passend, weil er nie erfahren wird, wo die Druckerpatronen ... Self-employment · 26 Mar 2024
Cover of the TikTok video by @diehoehlederloewen.vox16
3.3 mviews · 59.7 likes per 1,000 @diehoehlederloewen.voxWow! Dieser Auftritt könnte 1:1 im Teleshopping funktionieren - so oder so ähnlich könnte ... Founding · 14 Sep 2026
Cover of the TikTok video by @.moneymindset317
3.3 mviews · 167.3 likes per 1,000 @.moneymindset3Die meisten scrollen weiter. Die Wenigsten ändern ihr Leben. Folge mir für Tipps rund um ... Self-employment · 24 Jun 2026
Cover of the TikTok video by @entrepreneur.university18
3.2 mviews · 70.5 likes per 1,000 @entrepreneur.universitydean.schneider auf der Founder Summit 2023 Bühne über die Sprache der Löwen Founding · 22 Jun 2023
Cover of the TikTok video by @factoring48.de19
3.2 mviews · 43.1 likes per 1,000 @factoring48.deMarkiert einen Kollegen Business · 6 Apr 2026
Cover of the TikTok video by @immorob20
3 mviews · 47.7 likes per 1,000 @immorobWie wir in Deutschland STEUERN bezahlen? Na genau so:-) Tax · 1 Sep 2022
Cover of the TikTok video by @tgkreativ21
2.9 mviews · 4.9 likes per 1,000 @tgkreativPersonalisierte Weihnachtskugel mit deinem Wunschnamen plus Geldgeschenk in einem ... Self-employment · 9 Nov 2024
Cover of the TikTok video by @burimaussenanlagen22
2.8 mviews · 38.8 likes per 1,000 @burimaussenanlagenViral Videos von unseren Arbeiten Business · 6 May 2025
Cover of the TikTok video by @diehoehlederloewen.vox23
2.8 mviews · 29.2 likes per 1,000 @diehoehlederloewen.voxOHA! Da wird der Gründer von Butterboard aber ganz schön zerlegt! Janna Ensthaler würde ... Founding · 23 Mar 2026
Cover of the TikTok video by @highandbeauty24
2.7 mviews · 29.7 likes per 1,000 @highandbeautyManchmal braucht es nur einen einzigen Moment, um zu merken: Das könnte ich auch. Jeder hat ... Self-employment · 30 Jun 2026
Cover of the TikTok video by @desiree.kloth25
2.6 mviews · 22.5 likes per 1,000 @desiree.klothWas los mit Mercedes!? Kein Bock auf neue Kunden? Founding, Business · 2 May 2024
Cover of the TikTok video by @diehoehlederloewen.vox26
2.6 mviews · 41.9 likes per 1,000 @diehoehlederloewen.voxWarum? Sie kennt loume längst und hat das Produkt sogar schon neben dem Bett stehen ... Founding · 25 Sep 2026
Cover of the TikTok video by @wwbau27
2.6 mviews · 14.7 likes per 1,000 @wwbauBandscheibenvorfall GmbH 2.0 60/30/8 Betonstein in 2 Formaten! Ein sehr hübscher & schwerer ... Business · 4 Jan 2023
Cover of the TikTok video by @diehoehlederloewen.vox28
2.5 mviews · 24.6 likes per 1,000 @diehoehlederloewen.voxJanna Ensthaler teilt die Vision der Gründerin nicht: vup.fashion01 als Ablöser der ... Founding · 6 Sep 2024
Cover of the TikTok video by @diehoehlederloewen.vox29
2.5 mviews · 68.7 likes per 1,000 @diehoehlederloewen.voxEine Frau, die weiß, was sie will! Und sie will kein Teil der SNOCKS-Familie sein. Autsch! ... Founding · 16 Sep 2026
Cover of the TikTok video by @diehoehlederloewen.vox30
2.4 mviews · 35.1 likes per 1,000 @diehoehlederloewen.vox"Absoluter Quatsch"! Janna Ensthaler ist fassunglos. Bei der Nutzung dieses Produktes wird ... Founding · 21 Mar 2026

Ranks 31 to 42

RankAccountViewsLikes per 1,000Caption (shortened)TopicDate
31@diehoehlederloewen.vox2,388,48031.5Okaaaay...Fenster putzen kann man das wohl nicht nennen?! Die zwei Gründer von ClearBee präsentieren ihren ...Founding19 Sep 2026
32@diehoehlederloewen.vox2,373,78130.6Da staunen die Löwen nicht schlecht: 260.000 Euro Gewinn, 95% Umsatz im Online-Handel und eine ...Founding, Business4 Mar 2026
33@2min2mio_puls42,248,50487.2Wie findest du diese Innovation? drinkhalm ist Getränk und Verpackung in einem! Die 17-jährigen Gründer haben ...Founding12 May 2023
34@diehoehlederloewen.vox2,211,63828.9Der Gründer von Cupbrella führt vor, warum sein Produkt der nächste Problemlöser sein soll. Mit Regenschirm ...Founding29 Oct 2024
35@serdarkaribik2,206,60527.1Selbständigkeit be likeSelf-employment, Business, Tax22 Apr 2023
36@finanznerd2,159,70437.5Bis zu 4.000 € Miete vom Finanzamt erstattet bekommen!Tax, Tax office17 Apr 2022
37@diehoehlederloewen.vox2,152,67646.9Die Gründerinnen von Puripet.de Petfood wollen Katzenfutter gesünder und nachhaltiger machen! Neben ...Founding9 Oct 2024
38@finanzdenker2,133,02110.6Link im Profil für Hilfe bei der Steuererklärung! Abgebildet sind die wichtigsten Pauschalen und Freibeträge ...Tax, Tax office24 Mar 2024
39@diehoehlederloewen.vox2,118,37424.8Wie bitte? 7 MILLIONEN Euro? Diese stolze Summe hat Gründer Heinz bereits mit seiner Familie in sein Startup ...Founding15 Mar 2026
40@diehoehlederloewen.vox2,104,01034.9Trotz der frechen Deal-Ansage - 500.000 Euro für 10 % - sind die Löwen Feuer und Flamme für den Thermobecher ...Founding15 Sep 2026
41@diehoehlederloewen.vox2,101,12342.7Gestern haben Henrik und Moritz ihr Startup Jourries_Jewelry vorgestellt. Das Besondere an ihrem Schmuck? In ...Founding11 Jun 2024
42@omrpodcast_official2,099,56261.7Milliardär Reinhold Würth über seine 75 Jahre ArbeitBusiness25 Apr 2025

Core sample, organic videos only, ranked by views as of 2 Nov 2026. Covers via the TikTok data provider, each video ID checked. Links open TikTok.

11 · Neighbouring fieldsSample · data as of 2 Nov 2026

Where the
self-employed are.

Trades, hair and beauty, and gastro are where self-employed people show their everyday work, with high medians (65,861, 31,323 and 44,187 views) and almost no finance brands (6.6%, 0.7%, 2.5%). Finance and investing is the only neighbouring field where brands are visibly present (24.2% of videos).

Median views per neighbouring field

German-language videos in the total corpus per field. Pink: the three fields of everyday self-employed work.

Finance brands per field

6.6%trades videos with a finance brand
0.7%hair and beauty
2.5%gastro
24.2%finance, saving and investing
FieldVideos (DACH)ViewsMedian viewsCreatorswith founder topicwith finance brandAdsMost frequent brands
Finance, saving and investing11,7303,226,553,15718,8614,04644.7%24.2%7.0%Trade Republic 613, Sparkasse 525, Commerzbank 450, Volksbank 424
Hair and beauty2,9141,823,895,91631,3231,66621.0%0.7%1.4%orgaMAX 6, Wundertax 4, Sparkasse 4, Etsy 3
Trades and crafts3,2571,799,416,52565,8611,66441.1%6.6%2.9%Sparkasse 79, orgaMAX 52, Wundertax 16, Lexware 15
Gastro1,971775,028,72444,1871,25336.3%2.5%3.5%Sparkasse 11, orgaMAX 9, SumUp 4, Revolut 4
Side hustle2,357591,235,99023,2101,36137.7%3.5%4.2%Etsy 27, orgaMAX 17, Shopify 17, Trade Republic 14
E-commerce and online shops1,058324,280,5859,07757769.8%4.4%7.3%Etsy 329, Shopify 141, PayPal 10, Lexware 10
Saving tax2,167242,900,37816,934669100.0%18.4%8.0%Wundertax 104, Smartsteuer 82, sevDesk 53, Lexware 46
Passive income533104,410,86638,06429434.9%3.9%3.8%Etsy 13, Shopify 11, Scalable Capital 8, Trade Republic 7
Hashtags of the neighbouring fields
HashtagViewsVideosGrowth since prior measurementNew videos per day
#barbershop137,789,360,4438,339,3374.7%5,345.6
#affiliatemarketing86,238,108,84254,176,5948.8%58,349.8
#sidehustle42,401,428,9586,527,1744.8%3,610.3
#ecommerce38,644,449,6554,010,9057.6%4,007.5
#onlinebusiness27,123,230,2907,185,7302.8%2,293.1
#vinted24,669,280,3432,676,26814.3%3,931.8
#dropshipping23,581,854,9552,323,4306.3%1,952.2
#ugccreator15,934,894,1512,922,27110.2%3,985.2
#handwerk13,498,235,618418,22511.3%487.5
#friseur11,187,225,020279,6035.3%162.4
#onlineshop10,582,930,5911,934,3730.8%543.2
#foodtruck9,274,412,848906,2762.6%729.6
#etsyshop8,183,191,2942,522,422n/an/a
#gastro6,632,067,757255,1517.6%208.1
#finanzen6,569,177,225323,9907.8%268.4
#sparen6,560,695,315367,2655.8%232.6
#handwerker5,020,018,936125,1278.7%115.3
#geldverdienen4,492,039,279540,253-1.1%-70.4
#gastronomie3,161,435,115181,4909.2%180.3
#geldsparen2,678,323,771137,0407.4%109.6
#investieren2,506,161,222179,5933.7%73.4
#etf2,047,167,912240,3537.9%202.2
#aktien1,716,960,621156,0956.4%108.1
#friseursalon1,635,430,90657,544n/an/a
#finanziellefreiheit1,391,460,896298,0891.0%33.8
#nagelstudio1,391,153,050151,520n/an/a
#finanztipps1,164,541,31880,8273.2%29.1
#nebenjob823,134,696165,1270.5%10.7
#passiveseinkommen636,551,272142,833-3.1%-53.8
#finanzbildung488,040,08630,47915.8%47.7
#kosmetikstudio366,923,12450,7651.1%21.4
#steuernsparen267,820,70117,1482.7%5.2
#nebeneinkommen179,232,64061,6800.9%8.5
#ugcdeutschland151,694,92825,58710.1%40.3

Global hashtags, all languages. Negative growth: video counts fell, for example through deleted videos. n/a: no prior measurement.

German-language videos in the total corpus, field detection by word-boundary rules. Hashtag endpoint, 2 Nov 2026.

12 · Creator mapSample · data as of 2 Nov 2026

Who carries
the field.

The field is carried by tax professionals, a TV start-up format, trades businesses, lawyers and comedians: 18 accounts with at least 10 organic core videos reach 643 m views in the core sample. Of 30 named founder and business creators measured, 12 post at least 20% of their videos on founding, tax, money or business and are active. 3 of them show visible work with fintechs or business tools; none with a business-account provider to any notable extent.

The accounts with the most core reach

Ranked by views of their core videos. Included: public creator and business accounts with at least 10 core videos, profile pulled, less than half of their core videos ads. Brand channels excluded.

AccountNameFollowersCore videosCore viewsMedian viewsLikes per 1,000Main topics
@diehoehlederloewen.voxDie Höhle der Löwen334,403191169,848,699488,08134.8Founding, Business
@burimaussenanlagenBurimAussenanlagenGmbH419,02911991,982,352430,74113.2Business
@finanzhacksFinanzhacker862,5903938,634,83567,5739.1Tax, Business
@ollinichtimdienstOlliNichtImDienst135,87125734,701,88172,68624.6Tax, Tax office
@robin_kieraCEO of Diggi620,66815933,904,965109,80365.1Business, Self-employment
@finanznerdFinanznerd814,0118729,661,695166,45431.6Tax, Tax office
@zweisteuerberaterzweisteuerberater78,4216628,696,114171,9759.6Tax, Business
@elvis_und_sidneyElvis & Sidney108,4438127,338,604257,91641.2Self-employment, Business
@steuerfabisteuerfabi757,15218125,769,10477,92823.5Tax, Business
@anwalt_frederickAnwalt Frederick538,3154323,822,278484,76860.1Business, Tax
@finanzdenkerfinanzdenker204,2644720,444,31394,3717.0Tax, Tax office
@christina_linkeRechtsanwältin Christina Linke211,5172019,828,449858,65426.9Business
@gehalts_checkgehalts_check72,2553319,450,097332,66522.3Tax, Tax office
@christian_gebertChristian Gebert Steuerberater69,83926118,455,95524,95328.8Tax, Business
@serdarkaribikSerdar Karibik580,3922916,905,683380,73835.3Self-employment, Tax
@dieharteschuleDieHarteSchule56,8983615,903,066380,77353.6Business, Self-employment
@raphaelsiegmundRaphael Siegmund300,07312914,547,25156,69242.4Founding, Self-employment
@reneredoReDo - Gastro Coach618,7572913,071,478237,95852.0Business, Self-employment

Founder and business creators, measured

30 named founder, business and creator-economy accounts were pulled with their history (up to 30 pages). Listed are the 12 that post at least 20% of their videos on founding, tax, money, business or career, have at least 5,000 followers and 50 videos, and are clearly identifiable. 12 further accounts post less on the field, 6 are inactive on TikTok or not clearly identifiable. Order: views of field videos in the last 12 months.

CreatorAccountFollowersMedian viewsInteractions per 1,000Videos per week (90 days)Field relevanceFounder or tax topicMoney topicAd shareVisible finance brand work (videos)
Finanzfluss@finanzfluss_official162,8655,74443.216.388.7%13.2%87.2%0.9%none found
steuerfabi@steuerfabi757,15216,19217.26.197.1%96.3%17.8%17.5%Lexware 46, Steuerbot 35, Trade Republic 11, Bitpanda 10
Alexander Pfahl@alexander.pfahl84,3958,35265.839.427.1%1.1%13.8%12.9%Bitpanda 31
David Döbele@david.doebele124,8599,89328.918.047.4%4.1%11.6%1.9%none found
OMR Podcast@omrpodcast_official31,0544,84838.54.270.8%26.1%12.4%0.1%none found
Tim Krasenbrink@timkrasenbrink29,9513,81449.17.059.7%41.8%7.9%0.6%none found
Frank Thelen@frank_thelen325,63421,85240.42.336.7%13.4%18.1%4.2%none found
Johannes Kliesch@johannes.snocks55,2904,28037.77.664.0%19.8%10.1%3.7%PayPal 5
Tinus Klauser@tinus.klauser81,0881,71862.514.252.3%3.8%28.7%0.7%none found
Hedgefonds Henning@wirecardceo22,7228,86164.31.555.8%4.9%27.4%3.4%none found
Felix Thönnessen@felix.thoennessen16,23788649.82.070.5%41.8%14.6%6.3%none found
Céline Flores Willers@celinefloreswillers107,38641,04863.01.942.2%8.6%6.4%0.3%none found

Field relevance = share of pulled videos with a founder or tax topic, a money topic or a business or career topic. Measured from caption and hashtags, so creators who tell business stories only in the video itself are underestimated. Ad share = ad flag, paid partnership or ad label in the caption. Visible finance brand work = videos with such a label naming a finance or business-tool brand.

Core-sample creators by follower size
FollowersCreatorsCore videosCore views
over 1 m followers1210880,020,697
100,000 to 1 m592,275839,846,508
10,000 to 100,000952,540637,844,142
1,000 to 10,0001620291,283,790
profile not pulled10,81622,7892,430,238,283

Profiles were pulled for creators with the most core reach; for most creators only the videos are known.

Core sample and creator histories via the TikTok data provider, 2 Nov 2026. Only public creator and business accounts are named.

13 · AudienceSample · data as of 2 Nov 2026

Who follows
business creators.

Founder and business creators reach a measurably more business-minded audience. Of their newest followers a median 2.7% show a business signal in name or bio, against 0.95% for entertainment, lifestyle and creator-economy accounts. Their audiences barely overlap: 109 of 111 creator pairs share less than 3% of sampled followers.

25accounts sampled
59,197newest followers analysedabout 2,450 per account
2.7%business signal, founder and business creatorsmedian
0.95%business signal, other accountsmedian
109 of 111creator pairs with under 3% follower overlaplargest overlap 5.74%

Followers with a business signal

Share of sampled followers whose nickname or bio contains a business term. Pink: founder and business creators from chapter 12. Grey: median of the other sampled accounts.

How to read this

  • The API returns the newest followers first. Each sample covers up to 50 pages, about 2,450 followers per account.
  • 18.4% to 48.4% of sampled followers have a bio, 15.5% to 43.1% are private. Followers without a bio cannot show a signal, so every share is a lower bound.
  • Only aggregated figures are shown. No follower is named.
  • Overlap = shared followers divided by the union of both samples (Jaccard), 111 pairs of individual creators. Booking several founder creators reaches largely different people.

Follower samples via the TikTok data provider, 2 Nov 2026. Business signal = business term in nickname or bio.

14 · Quality control and limitsSample · data as of 2 Nov 2026

What the numbers
can carry.

The three automated judgements, topic, brand label and comment sentiment, were checked against random samples by hand. The core sample errs on the small side, brand labels hold within about 7.5%, and the sentiment shares from rules are lower bounds. Below is what the figures carry and where they end.

Checks

CheckWhat was testedResultReading
Topic definition, precisionCore videos with a topic match that truly belong to the fieldmodel 94.0% of 200; hand 20 of 25 (80.0%)80 to 94%
Topic definition, gapGerman-language videos of the topic axes without a match that still belong to the fieldmodel 42.8% of 200; hand 2 to 3 of 1415 to 20%
Brand labelsModel label identical to hand label67 of 80 (83.8%)92.5% same class
Comment sentimentRule against model, 200 random comments61.5% agreement, 0 direction errorsrule shares are lower bounds
Comment sentiment, by hand40 comments of the same samplerule 29 of 40, model 36 of 40model shares: 24.5% positive, 24.0% negative

Topic definition: random samples of 200 videos each, judged by a language model, then checked by hand. The model is generous and counts personal finance, salary and tax policy as part of the field. The gap consists mostly of neighbouring topics and compound hashtags, some of which were added to the definition after the check. The core sample therefore errs on the small side.

Known contamination and how it is handled

ContaminationHandling
“finom” is Hungarian for “tasty”The brand counts only with a finance context; Hungarian captions drop out through the language check
#orgamax also tags an Indonesian organic fertiliser (about 430 videos)Drops out of the core sample through the language check
Generic words: wise, vivid, penta, tomorrow, accountableOnly unambiguous forms or a finance context; their feeds pulled 5 pages only
House-bank feeds (#sparkasse, #deutschebank, #commerzbank) carry private-customer, stock-market and meme contentStays in the core sample (finance context), shown separately in the founder-context table
Hashtag stackers, for example recruiting accounts tagging several banksLabel “hashtag stack”, excluded from content mentions
Own channels of regional savings and cooperative banksCounted as own channel via handle pattern
Corporate creators and second channels of brandsCounted as the brand's own channel
English homonyms such as “engine startup”Exception in the topic definition; remaining cases sit in the precision check and the curation of chapter 10

What these figures cannot carry

  1. No annual time series from the video sample. Search variants and hashtag feeds favour fresh videos. The monthly curve shows the direction only. Reliable is the hashtag growth between two measurements of the same provider.
  2. No absolute market shares. The sample comes from search and hashtag feeds and covers part of TikTok. Read share of voice as relative.
  3. Hashtag views fluctuate between measurements. Video counts are the reliable value.
  4. Video counts of hashtags can fall. Deleted or blocked videos leave, so growth is a net value.
  5. Profile counts and public videos of brand channels differ. Many fintech channels have non-public ad posts. Channel figures refer to public videos.
  6. Follower samples are the newest followers. Up to 50 pages, about 2,450 per account. 15 to 43% of followers are private, many have no bio. Shares are lower bounds.
  7. Creator topic shares measure captions. The spoken content of a video is not measured.
  8. API errors. 49,715 counted requests, 1,380 failed and were retried with backoff. 8 follow-list pulls ended with an error. The effect points towards undercounting.
  9. Follower counts are values of 2 Nov 2026. There is no follower history.

Not covered

  • Instagram, YouTube and other platforms are not part of this scan.
  • Second-level replies under comments are not part of the analysis.
  • Hashtag growth exists only for hashtags with a prior measurement in Promoplug's tracking (63 of 115).
  • Brands without their own TikTok channel: Kontist, Penta, C24 Bank. Almost empty: Holvi, Fyrst, N26 Germany, Lexoffice, Commerzbank. Revolut, N26, bunq, Wise, Klarna, PayPal and SumUp play in Germany via global English-language channels.
  • Some named creators have no clear TikTok account and are not measured.

Reading rules for this page

  • Every figure is from a sample of TikTok, collected 2 Nov 2026.
  • Median views lead. Averages appear only where TikTok reports totals.
  • Hashtag sums count a video once per hashtag. They are upper bounds.
  • Grey table rows sit on small bases and are not reliable.

Promoplug Deepscan, quality control on random samples, 2 Nov 2026.