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Influencer Marketing Campaign for Finom
Trust-based influencer marketing to accelerate the growth of new Finom business accounts in Germany among freelancers and micro-businesses.
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Trust-based influencer marketing to accelerate the growth of new Finom business accounts in Germany among freelancers and micro-businesses.
A 10-week pilot campaign leveraging trust-based influencer marketing across five platforms to accelerate Finom's growth in Germany.
Of all the markets where Finom operates, Germany receives the most focused investment. Solutions have been developed for business accounts, payment cards, invoicing, tax calculation, and online accounting.
Finom is actively running advertising campaigns in Germany. Examples include "Fax Machines Protest," "Bureaucracy Monster," "Paperwork to Confetti," and others.
Despite Finom's active advertising presence in Germany, influencer marketing is not yet established. At YoCreate, we propose leveraging niche creator partnerships to achieve these goals and build audience trust.
Goals in Germany
Observation from communities. Freelancers and small business owners in Germany are often reluctant to trust Finom because it is not a German company. They doubt whether the service truly understands the nuances of local regulations and accounting processes.
Conclusion for the campaign. The focus should not be on generic promises, but on demonstrating local applicability through specific German artifacts and authoritative local "validators."
YoCreate is an influencer agency and analytics platform with deep expertise in promoting fintech and B2B companies. We help brands win attention in crowded markets by combining creator partnerships, audience intelligence, and market research into one execution model.
Database of 500M+ influencers supported by local scouts. We understand platform dynamics and cultural context market by market.
We identify creators based on real audience behavior — what people comment on, engage with, and buy — not surface-level interests.
Our in-house analytics team supports every launch with strategy, competitor research, and deep audience analysis before campaigns go live.
Traditional banks — strong in "German trust," but lose on speed and UX. Finom's messaging can leverage the contrast: "less bureaucracy, more control."
Neobanks & business fintech — audiences have already seen their ads. The key is not to copy "just cheaper," but to win on local applicability and a clear connection to Steuerberater workflows and reporting.
"Instead of 'lifestyle bank advertising,' validate local product applicability through German standards and processes."
| Platform | Role in Funnel | Allocation | Partners | Preferred Size |
|---|---|---|---|---|
| YouTube | Explaining complex product, building trust, search discovery | 35% | 4–6 | Mid & Macro |
| B2B trust, expert posts, case studies, carousels | 15% | 6–10 | KOLs & Experts | |
| Trust through short-form content and UGC | 20% | 8–12 | Micro & Mid | |
| TikTok | Snackable education, myth-busting + Spark Ads amplification | 20% | 5–9 | Nano & Micro |
| X | Niche trust-building, threads, Q&As, Spaces | 10% | 5–8 | KOLs |
Three tiers of influencers to cover reach, trust, and conversions — from large awareness channels to niche experts and real-world business owners.
Instead of choosing creators only by category or self-declared interests, we start with signals from the audience itself — ensuring Finom is promoted by creators whose audiences are already close to the problem Finom solves.
We look for people posting or commenting on topics connected to Finom's use case — opening a business account, creating invoices, accounting and taxes in Germany.
Once we find high-intent users, we analyze which creators, newsletters, and media sources they already trust. This reveals the real influence map.
We prioritize creators whose audiences show the strongest overlap with Finom's target users, then reach out to the most relevant partners first.
YoCreate Platform — Interest-Based Audience Search
Core idea: Finom understands German rules because it supports German standards and is embedded in German processes.
We track from first impression through to activated account, combining direct attribution with brand-lift signals to capture the full influencer impact.
| Method | Details |
|---|---|
| UTM Links | Unique UTM parameters per influencer and platform for precise click attribution |
| Promo Codes | Offering benefits for the first 1–3 months — plan discount or extended cashback |
| Branded Search | Monitor growth in "Finom Germany," "Finom DATEV," "Finom deutsche IBAN" searches |
| Onboarding Survey | "How did you hear about Finom?" with influencer selection options in KYC flow |
| Whitelisting | Running paid promotion from the influencer's account for content amplification |
| Spark Ads | TikTok Spark Ads as primary tool for scaling top-performing organic videos |
Preliminary estimates. Final numbers will be refined after specific influencers are selected and contracted.
| Platform | Budget | Share |
|---|---|---|
| YouTube | €70,000 | 35% |
| €30,000 | 15% | |
| €40,000 | 20% | |
| TikTok (Organic) | €20,000 | 10% |
| TikTok (Spark Ads) | €20,000 | 10% |
| X | €20,000 | 10% |
| TOTAL | €200,000 | 100% |
| Platform | Budget | Avg. Views | Avg. CPM | CTR | Clicks | CPC |
|---|---|---|---|---|---|---|
| YouTube | €70,000 | 975,962 | €72 | 2.0% | 19,519 | €4 |
| €30,000 | 318,182 | €94 | 2.0% | 6,364 | €5 | |
| €40,000 | 879,121 | €46 | 1.0% | 8,791 | €5 | |
| TikTok (Organic) | €20,000 | 650,000 | €31 | 0.5% | 3,250 | €6 |
| TikTok (Spark Ads) | €20,000 | 3,000,000 | €7 | 0.5% | 15,000 | €1 |
| X | €20,000 | 375,000 | €53 | 1.0% | 3,750 | €5 |
| TOTAL | €200,000 | 6,198,264 | €32 | 0.9% | 56,674 | €4 |
CPM ranges are based on market benchmarks for German-speaking B2B fintech audiences. Actual performance may vary based on creator selection and content quality. TikTok Spark Ads estimates assume boosting top-performing organic content.
The best creator content becomes UGC creatives for paid social — typically improving CTR and lowering CPC. TikTok Spark Ads format is more effective on CTR and CPC compared to non-Spark formats.
YouTube content functions as video SEO, especially for practical Germany-specific queries. Embedding influencer videos and quotes into Finom's existing articles strengthens trust signals.
Use influencer case studies in "abandoned KYC" and "account not activated" email sequences to address last-minute doubts and increase activation rates.
| Phase | W1 | W2 | W3 | W4 | W5 | W6 | W7 | W8 | W9 | W10 |
|---|---|---|---|---|---|---|---|---|---|---|
| Contract Sign-off | ||||||||||
| Prepayment | ||||||||||
| Media Plan Compilation | ||||||||||
| Candidate Approval | ||||||||||
| Creative Approval | ||||||||||
| Launches & Publications | ||||||||||
| Reporting | ||||||||||
