Australian tax professionals have much to gain by posting on TikTok, accountant Natalie Lennon says, claiming a steady stream of videos and a handful of viral hits are driving real-world leads to her practice.
While TikTok is still dominated by casual content, professionals are increasingly finding an audience for their advice and observations through the social media platform.
That includes the tax profession, where social media-savvy leaders are attempting to reach young entrepreneurs through their preferred information channels.
Lennon, founder of Sydney’s Two Sides accounting practice, is one of them: her account, providing a mix of professional advice and light-hearted perspectives, has amassed 22,000 followers since 2020.
Lennon scored something of a viral hit last year when a video about personal income tax returned notched in excess of 520,000 views.
“We’re living in a time where anyone—yes, even us accountants and bookkeepers—can build a brand, grow an audience, and get in front of people in ways we never could before,” Lennon said on LinkedIn, the de facto social media platform for professionals, last week.
“You don’t need a huge ad budget or a PR team. You just need your phone and the willingness to put yourself out there.”
The account is primarily a brand-building exercise, she continued.
“We do however track our leads and we have received 40 leads that have said they found us on TikTok since [December] last year,” she continued.
@natlenno Replying to @Paris Lundon Business start up costs & tax
Speaking to SmartCompany, Lennon said a strong TikTok presence can help build relationships and credibility with potential clients before an official meeting.
“When client leads reach out to me, they already trust me and understand what I do, and what I can help them with, which means the sale process is already half of the way done,” she said.
Lennon is not alone among Australian tax professionals who have built considerable followings on the app.
Hripsime Demirdjian is the founder of Hive Wise, a Sydney-based bookkeeping and financial reporting practice.
Through her account The Wise Accountant, she has amassed 29,600 followers tuned in to her casual discussions of tax deductions, late superannuation payments, and cash flow.
Her most-watched video, at 514,000 views, is a breakdown of family trust structures — hardly traditional fare for an app built on dance challenges and comedy clips.
@hivewise_au Welcome to Episode 4 of the Family Trust Mini Series 📺 In this episode I talk about the most anticipated topic. How does a family trust actually save you tax? 💸 Family trusts are widely used by wealthy families, but it’s not just a strategy that’s available to wealthy Australians. We can all use a family trust if we want to. As you’ll see in this episode, you can save a decent amount of tax by making investments (such as a property) through a family trust 🏠 If you’re ready to start investing through a family trust, reach out via DM or email (in bio) and Hive Wise can help you get your trust structure setup as well as help you maintain it 👩🏻💻 If you missed the first 3 episodes, you can watch them here @The Wise Accountant
Even beyond accounting, other Australian tax professionals are latching on to the app.
Harry Dell, a Brisbane tax lawyer, mixes insights on specific case law with tongue-in-cheek references to taxation no-nos.
@harrydelltaxtok
Not every video is a guaranteed viral smash, with many of Lennon’s videos finding an audience of dedicated followers without spreading much further.
But some research suggests sharing the answers to frequently asked questions on TikTok could be a wise decision for professionals attempting to reach younger audiences.
In February, research commissioned by Adobe Express found nearly one in 10 Americans are more likely to use TikTok as their primary internet search tool, as opposed to traditional search engines like Google.
Anecdotal evidence from Lennon suggests the same turn to TikTok as a search tool may be true in Australia.
“As an accountant, the best videos are usually tax-related Q-and-A style at tax time,” Lennon said.
“People use the app as a way to educate themselves on complicated topics and my niche is breaking down those topics in an easy-to-understand way, sometimes also with humour.”
A continued migration away from text-first search results, which were already challenged by YouTube, could see a greater number of white-collar professionals integrate TikTok into their everyday practice.
Breaking into the TikTok arena might be simpler than some white-collar professionals think, Lennon continued.
“Just start, don’t wait for your videos to be perfect,” she said.
“TikTok is more about being yourself and attracting your ideal customer than perfection and super produced [or] edited videos.”
The proliferation of podcast appearances, which can be parlayed into short-form video content, is another viable option for professionals looking to expand their presence on social media.
However, there is still a clear delineation between tax advisors who earn an income through clients, versus influencers who generate revenue specifically through their social media content and brand deals.
And, as fun as making TikTok videos may be, there is no substitute for putting in the work to assist clients — away from the gaze of the smartphone camera.
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Senior Business Journalist
Focused on the small business sector, David’s work covers the political, regulatory, and economic issues facing Australian entrepreneurs. Prior to joining SmartCompany, he was a reporter for Business Insider Australia. You can follow him on LinkedIn.
