MÜNSTER – Anyone doing business with “Jana from Sales” or “Anna from Accounting” at Best Trend Videos receives professional responses, quick offers, and clear communication. But what many don’t know: behind both names is the same person, Selim Mohammed, owner of Germany’s most successful video portal.
Two Names – One System That Works
Best Trend Videos is no longer a secret tip. With over 100 million monthly views, the company is considered the largest video platform in Germany. Owner Selim Mohammed, successful in online marketing since 2014, knows the market well, tests strategies and repeatedly encounters the same invisible barrier: his name.
“I never thought a name could have such an impact,” says Selim. “But when I sent offers under my real name, Selim Mohammed, I often received no responses. Not rarely, I was ignored or simply not taken seriously.”
The Kurdish-born entrepreneur from Syria has lived in Germany for more than two decades, is deeply rooted in society, but still feels the barriers that come with having a non-German-sounding name. “Whether consciously or unconsciously — many people react differently to a name like ‘Jana’ than to ‘Selim’. I notice this in business, when searching for an apartment, sometimes even in daily life,” explains the entrepreneur.
Professional – But Strategic
That is why the owner of Best Trend Videos decided to act strategically. For the professional external appearance of his company, he created two employees: Jana, responsible for sales, and Anna, responsible for finance.
“With these names, I get significantly more responses, more bookings, more respect,” says Selim. “It’s sad that it’s like this. But it’s the reality.”
Not Deception, But a Protection Mechanism
Selim emphasizes: it’s not about deception. “I’m not fooling anyone. Everything I write is honest, professional, and correct. Only the name at the top of the email changes.”
That he’s not alone with this approach becomes clear from his surroundings. His sister calls herself “Lea” in customer contact. His wife also uses a German name when writing to companies. His brother Can replaces the “C” with a “J” in his email signature — and suddenly is taken more seriously.
“Anyone who says this doesn’t happen simply doesn’t know reality. Period.”
A System That Works — But Hurts
“Sometimes I feel bad when I am Jana. I’m not ashamed of my name. But I know that as Selim, many doors remain closed to me,” Selim admits. This honesty shows how deeply the problem runs, and at the same time, how much people with a migration background have to adapt.
His greatest fear? That a report like this might scare off customers.
“I hope they understand why I do this and don’t think I’m dishonest. I want people to understand: I don’t do this for fun. I do it because I have no other choice.”
Despite everything, Selim Mohammed looks ahead. He believes in the good and in change.
“I hope that one day my name alone will be enough. Without disguise. Without strategy. Just as I am.”
