Bryce Welker is a Certified Public Accountant and owns a portfolio of 20+ test prep websites, including the CPA Exam Guy.
I didn’t grow up in a world where tax advice came with trending audio and ring lights. When I started in accounting, social media was barely on the radar, and AI was something out of a sci-fi movie. These days, it feels like if you haven’t made a 30-second video about depreciation, you’re not even in public accounting.
I’ll admit, I’m a bit of a dinosaur. But even dinosaurs can evolve, and right now, accounting is evolving fast thanks to TikTok, Instagram and the rise of what some call “finfluencers.”
Bite-Sized Tax Tips With Massive Reach
On TikTok, hashtags like #TaxTok and #FinanceTips have billions of views. Scroll for a few minutes and you’ll see advice on how to turn your car into a write-off, how to get business credit with zero revenue, or how to pay no taxes “legally.” Some of the content is helpful. Some are optimistic at best. And most of it is coming from people who are not licensed CPAs or even working in the finance industry. So why is it working?
Because it speaks to the real concerns of a younger generation, many of whom are freelancers, creators or small-business owners. They want answers fast, without jargon or consulting fees. And creators are giving it to them in a format they understand.
The Upside Of #TaxTok: Why This Trend Isn’t All Bad
It’s easy to roll your eyes at viral tax hacks and trendy finance tips, but there are real benefits to this shift, especially when professionals take the lead. Here’s what this new era of financial content is getting right:
• Accessibility: Financial advice is no longer locked behind expensive consultations or hard-to-read IRS documents. Social media brings quick tips to creatives, entrepreneurs and business owners who might not otherwise know where to start.
• Representation: Social media is giving voice to a wider range of experts and audiences. Young professionals, women and accountants of color are building followings and making the finance world feel more relatable and inclusive.
• Education At Scale: When qualified professionals share their insights, a single 60-second video can clarify a rule that confuses thousands. That’s powerful. The reach is unprecedented—and it’s happening instantly.
• Motivation To Modernize: The rise of financial content creators is pushing traditional firms and CPAs to evolve. It’s encouraging a new wave of creativity, outreach and digital presence that the accounting field really needed.
The Risks Behind The Trend
There’s just one problem: Speed and simplicity can come at the cost of accuracy. I’ve seen small-business owners misunderstand tax rules because of advice they found in a 15-second clip. I’ve talked to gig workers who followed viral “tax hacks” and ended up owing more than they expected. Some creators mean well. Others are just chasing views.
It’s not always easy to tell the difference. Financial content isn’t regulated in the same way as health or legal content on social media. That makes it harder for users to know who’s qualified and who’s just good at marketing.
What Real Accountants Think
Talk to CPAs, and you’ll hear a mix of frustration and hope. I have a friend who constantly complains about seeing complex tax strategies boiled down to catchphrases. We’ve worked hard to obtain our credentials, and it can be disheartening to see misinformation go viral while accurate content gets overlooked.
But there’s another side to this story. More and more accountants are showing up on these platforms to share honest, useful advice in a way that resonates. They’re correcting myths, explaining deductions and building trust. And people are listening. The profession is adapting. The ones who embrace that shift will stay relevant.
What Needs To Change
The popularity of finance creators shows that people are hungry for money knowledge. But the solution isn’t to fight the format. It’s to raise the standards.
Here’s what I’d love to see:
• Social media platforms labeling content as educational versus entertainment.
• Creators being transparent about their credentials.
• More professionals stepping into the spotlight to educate with clarity.
I may not be the guy who records in front of a ring light, but I absolutely see the value in it. Social media isn’t ruining accounting. It’s making it more visible. And that’s an opportunity we can’t afford to miss.
Final Thoughts
Accounting is no longer just about spreadsheets and quarterly reports. It’s happening in real time—on apps, in videos and in the minds of millions of users looking for help. If you’re a CPA, enrolled agent (EA) or experienced financial professional, this is your moment to show up. Don’t let misinformation do all the talking. People are listening. Make sure they’re hearing the truth.
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