WasmitWirtschaft - Delving into financial topics on Instagram
Maximilian Nowroth, former editor at Handelsblatt, is the brainchild behind WasmitWirtschaft, a media brand that uses social media as more than simply an extension to a website. In fact, the company can trace its roots back to launching exclusively on Instagram. Nowroth wanted to interact with the target audience in their environment. He was also drawn in by the lower initial technical hurdles posed on the platform.
Over the years, Instagram has become more developed, claims Nowroth. “In terms of content, it's no longer just reserved for fitness, fashion or makeup.”
Starting in August 2019, Nowroth has built a strong follower base with over 2,000 followers who receive regular updates on financial topics through Instagram Stories.
The content primarily focuses on topics that affect young people in their everyday lives. According to Nowroth, social issues, social politics and the environment are more interesting to the target audience than conventional journalism topics such as finance or use value.
Nowroth spends five to seven hours each day creating stories. He can usually be found in front of the camera, but also regularly interviews people in person or as part of a live stream with smartphone recordings. He views himself as a pioneer who casts a light on people he finds important. The biggest achievement on his channel to date: An extended story during which Nowroth talks to homeless people.

Nowroth is aware that the success of the channel is closely linked to him and his personality in front of the camera. His biggest lesson? Even if certain content in Instagram Stories comes across as spontaneous, success can only be achieved if stories are professionally produced. In August 2019, he let loose and, by his own admission, got a bloody nose. Now he knows that a certain look is required for success— paired with a dash of vanity.
In addition, a well produced Instagram Story needs to tell the whole story. Movement and regularly changing location can provide the required dynamism.
However, most importantly: “Authenticity is one of the key ingredients for success.”