Surf around the world, for example 4.54 billion people upwards overall upwards 1.84 billion Websites: This network is huge and very busy. However, most users spend the majority of their online time on a few platforms, the social networks. Facebook, Instagram and Cobalt. get the lion's share of online traffic and have the same meaning immense marketing potential.

But which social networks are particularly popular in which age groups in Germany and how do users behave on the respective platforms?

Download: Social Media Trends 2021

Growing importance of social media marketing in Germany

Social networks are becoming more common and by more and more people used it. According to the Digital 2020 Report for Germany from Hootsuite and We Are Social, users use this network for around 4 postpone payment periods 52 minutes a day - 1 hour and 19 minutes of which they spend on social networks.

HubSpot Germany

So to speak, half of the total population in Germany is represented on social media. But one profile is rarely enough: users have an average of 5.9 accounts. Afterwards one Evaluation of the Federal Statistical Office take 61 BC H. that Internet population in that phase of life from 10 to 15 years on social networks z. Hd. private communication part. Between 16 and 24 years it is already 89 BC. H. and between 25 and 44 years 73% The use is less pronounced next to the 45- to 64-year-olds (43%) and in that group of people above 64 (18%). 

The ranking of those most popular social networks that ARD-ZDF online study knows unite clear winner: Instagram. In 2020, the app ranked ahead of Facebook for the first time in that usage. These and other social platforms were used as follows in 2020:

ARD-ZDF-Onlinestudie_Social Media Usage

ARD-ZDF online study_Social Media Use 2

Source: The First-Second German Television Online Study 2020

That one Hootsuite Digital Report assumes a total of around 45 percent of social media usage. H. intrinsically that entire German nation the end. The study really counts YouTube and WhatsApp as channels in the same sense. WhatsApp is identified here as the most widely used platform - 79 BC. H. of those social media users are out here. YouTube lands at 77 BC. H. makeshift back up seat 2, followed by Facebook with 64 percent. H..

The conclusion of those different studies remains exactly the same: The validity of social media continues to grow. Companies draw this potential from those social networks qua Marketing platforms recognized long ago. Despite this, the distribution upwards across the various channels remains very different in some cases. According to Statista used 59 BC worldwide in 2020. H. of those companies Facebook, followed by Instagram (17%) and LinkedIn (14%). 

In Germany, large companies with over 250 employees are the most popular Federal Statistical Office this potential already recognized: 79 BC H. of those large companies used social media in 2019. But especially small and medium-sized companies should still upgrade (size ratio 2019: 61 percent).

Marketers should know where, how, at what time and how deep the respective target groups are on social media platforms contain. Seen in this way, you will now be routinely using the most important social media statistics for the most widely used social networks. 

Social media statistics on usage in Germany

1. Instagram

Use afterwards demographic characteristics

Afterwards current figures from FutureBiz In 2020, 21 million people in Germany are on Instagram. According to ARD-ZDF online study 2020 were 15 v. H. That internet user base among the active users on a daily basis. These are 6 BC. H. more than 2018. Women (16%) and men (14%) are about equally active on Instagram.

On the other hand, there are clear differences in the Age groups away. The majority of those 14 to 29-year-olds use Instagram weekly, in addition to those over 30 or over 50, it was only 21 and 2 percent. H .. People over 70 years of age (1%) are almost not represented on Instagram.

Usage behavior

Germany ranks up in the global ranking Tenth place that Instagram usage. Preferably shared will be on Instagram afterwards as before pictures (79%), followed by videos (21%). the Length of stay On top of that platform is next to the under 25-year-olds 32 minutes a day. The above 25-year-olds are on Instagram for a mediocre 24 minutes a day.

Company up Instagram

In particular brands in Lifestyle sector benefit from a large following on Instagram. To the Top companies on the platform from Germany owned by adidas Urschrift as of 2020 as well as adidas Football (37 million and 31 million subscribers), BMW (25 million subscribers) and Mercedes Benz (25 million subscribers).

Most of the interactions on Instagram are achieved here according to Socialbakers Brands from the following industries:

  • Fashion,

  • electronic commerce,

  • Beauty and

  • Retail.

Instagram continues to grow and in this respect will continue to unite important importance in the marketing potpourri. Especially in the sector Influencer Marketing the platform has become indispensable. Self traditional industries like health and finance This marketing discipline is opening up more and more and the permission has enjoyed a good response above along with the users.

2. Facebook

Use afterwards demographic characteristics

28 million people can in Germany according to Hootsuite-Statistics along with Facebook can be achieved. Women (50 percent) and men (50 percent) are represented in equal parts. According to ARD-ZDF online study is the daily use from 21 BC H. (2019) upwards of 14 v. H. (2020) decreased. 24 BC H. of those 14 to 29 year olds and 19 percent. H. of those 30- to 49-year-olds log in daily. In addition to the 50-year-olds above, it was only 10 BC. H., along with the above 70-year-olds 1 percent. H..

Characteristic in the same sense: Krauts users set alongside those Use of social media apps compared to previous years less on Facebook. This network loses 9 percentage points - only six out of ten people use Facebook. Instagram, on the other hand, jumped from 37 BC. H. upwards of 40 v. H. and thus seems to be mainly responsible for z. Hd. The break-in. WhatsApp (69 percent) is used most frequently among German online users, with a clear distance.

Usage behavior

64 percent of Germans (in the comrade between 16 and 64 years of age) use Facebook monthly. Many users access this social network through mobile devices (96.1 percent). 27.5 v. H. log in both with the smartphone and in the same way with the computer. However, only upwards of the computer only 3.9 v. H. those users back. The most popular drive on Facebook continues to be this "Like“Of contributions. Around eight times a month, users cuddle up the "Like" button. Comments, on the other hand, are only written three times a month on average.

Company up Instagram 

Facebook continues to be the industry leader in terms of user numbers and frequency of use. 

This shows in the same sense that that Social Media Trends Report from Socialbakers, who notices that this pot z. Hd. Facebook and Instagram signing 2020 73 v. H. of the whole Ad budgets mattered. As before, the largest sector is that of the Facebook feed. 

the marketing friendly environment attracts many companies. Most fans “like” brands from these areas

  • electronic commerce,

  • Retail trade,

  • Services 

  • Fashion and

  • Electronics. 

Really, the use of that platform seems to be shrinking overall in all age groups, such as the "Social Media Atlas“, A study by the PR office Faktenkontor, recently announced.

3. Snapchat

Use afterwards demographic characteristics

Snapchat was taken into account for the first time in the 2016 Das Erste-Zwei Deutsches Fernsehen online study. Little has changed since then - still use 6 BC. H. of those Germans the app daily. Female (5%) and male users (7%) are roughly in balance. For this purpose, clear trends can be seen in the age groups: Snapchat is becoming as good as in Germany only from 14 to 29 year olds used (27%). In addition to the older Internet users, the numbers are vanishingly very small: from 0 to a v. H. is enough here.

Usage behavior

According to Statista 15.35 million users can be reached with advertising on the Snapchat platform. This puts Germany in seventh place in the global ranking. The USA is the clear trailblazer - the total number of users here is 108 million. 

The app is a Mobile-first social networkfor the bulk of those visits are generated above cell phones. Generation Z in particular is convinced of the Snapchat offering: 90 percent of those young users interacted with content from publishers in 2020 and watched shows. In this context, the users linger in the cut around 30 minutes a day in that app. The fact that Snapchat is used as a messenger app in the same sense is the same Opening rate an exciting key figure - approx. 30 times users open Snapchat every day. 

Company up Snapchat

Snapchat was able to get its envelope in 2020 according to their own information Increase - 911 million dollars this company has through advertising retracted. This is a growth from 62 BC. H. compared to the previous year, which has not remained hidden in the same sense of the marketing trade: Well-known brands such as NYX Professional Makeup, Ralph Lauren, Sweat and The New York Times, together with Snapchat, are already innovative Augmented Reality Campaigns implemented. But the platform would like to open up even more in this sector in the future: Cosmetics brands should be given the opportunity to use camera lenses to implement digital try-ons of their products on Snapchat.

4. TikTok

Use afterwards demographic characteristics

Sustainable time was not very lucrative, how many users the booming minimalVideo clip app TikTok because now counts almost like in the European and especially in the German market. Only one thing was certain: this network was spreading at breakneck speed. Then came the granularity in 2020: Whole 100 million European users are already active on the platform, 10.7 million of them in Germany.

In terms of international comparison, however, this hardly falls into the inertia, because there are already romp around the world over a billion people up the transmitter. TikTok mainly attracts them like hardly any other network younger target groups in his bewitchment: That lion's share with over 60 percent not applicable up to the users of the age range from 10 to 29 years. Girls and young women are a bit stronger among the users (60 percent) upwards TikTok represented qua boys and men (40 per cent).

Usage behavior

TikTok is a real flycatcher z. Hd. The attention of that young target group, because in the cut a user opens the app 8 times a day and spends a total of 52 minutes upwards. In addition, the platform not only stimulates consumption, but above all, in the same sense, encourages Creation of content at: As wallaroomedia.com reported, 83 BC H. of those users already posted a video on their TikTok station.

Company up TikTok

Since this network is primarily upwardly lined up with creative participation and fast-moving trends, above all Branded hashtag challenges and brown rot takeovers qua format z. Hd. Company promising to quickly generate a lot of donation. So that brands can get the inspiration they need as well as greed, TikTok also archives the most successful advertising campaigns and your individual performance up the network. Advertisers can filter both afterwards trade and in the same sense after quantity of that campaign. 

The above 100 thousand video submissions from users and millions of views are not uncommon for TikTok, like how Lay's Thailand recently proved it. Anyone who wants to operate a young target group and strong brown rot building can no longer avoid the app in 2021. But in the same sense, signatures that are brought into line with the direct sell-out can, since 2020, be slightly intrinsic to that app in the TikTok Ads Manager created and managed. 

The new advertising platform seems to be well received: How reuters.com reported, TikTok's parent company ByteDance posted a full $ 27 billion in advertising revenue in 2020.

5. Twitter

Use afterwards demographic characteristics

5.2 million German users can be reached on Twitter above - with a clear profit in male users. 73 BC H. men and only 27 per cent. H. Women are on the way up Twitter. Daily use loud Kontor4 but only 1.4 million people from GermanyPeople from Germany the platform. In the different age groups The distribution is very similar: among the 14 to 29 year olds, 4 percent are H. daily on Twitter. In addition to the 30- to 49-year-olds, there are 3% H. and from 50 years only 1 to 2 percent. H..

Usage behavior

Line once 2 v. Chr. H. of those Germans use Twitter every day. But from a global perspective, Twitter is an important social media network. Will be per day 500 million tweets posted. This corresponds to about 6000 tweets per minute. And in the same sense this audience of that platform is interesting: According to the data collection of Brandwatch In addition to 24.6 v. H. of those verified accounts to at least journalists. This hardly hurts as it is news-related information in hardly any other network as rapidly as Twitter.

Company up Twitter

Per Twitter continues to play an important role in companies. Twitter itself postulates that a clever content strategy on that platform offers various advantages, e.g. Loyal to Hd. Brands: 18 percent more effectively linked advertising messages with the brand, 8 percent more brand awareness, 7 percent more brand preference and 3 percent more willingness to buy among users this is what network companies promise. And in the same sense in things Engagement with Ads Twitter recently made a name for itself: According to the tunnel portal futurebiz.de, the interactions in this sector were over last year 35 percent increased.

5. LinkedIn

Use afterwards demographic characteristics

That Xing competitor from the USA did unite last year drastic hype experienced. LinkedIn recorded worldwide in 2020 722 million Users. In the DACH region there are 16 million - LinkedIn had a combined increase of 1 million users in just three months in the previous year. In the age group between 14 and 29 years use at least 6 v. H. this business network daily.

Usage behavior

LinkedIn is increasingly developing into a social network Business context. New post office options, the ability to interact with likes and comments and the story routine adopted from Instagram give the platform a new, more communicative varnish. So poses FutureBiz rigid that the amount of content shared on that platform decreased by 50 BC. H. increased. But of course, LinkedIn remains above all z. Relevant for career purposes. A proud 55 applications are submitted to the platform every second along with companies.

Company up LinkedIn

The above 50 million brands result in a LinkedIn profile. According to LinkedIn Company pages with more than 150 followers benefit from steady growth. Even a complete profile is a winner. So entail Company pages with all data collection 30 BC H. More calls than companies that maintain a less detailed user account. Writing regular posts is also rewarded on LinkedIn: Above all, picture collages, with three to four pictures, have a large reach on that platform.


Use afterwards demographic characteristics

As many men (1 percent) as women (1 percent) use Xing every day. Most users (2%) are located in that phase of life from 30 to 49 years. Xing recorded according to their own information in the entire DACH area 19 million users, only in Germany there are 16 million. More than half of those members have a final examination or university degree. Concise 47 BC H. of those members decide at senior management level.

Usage behavior 

With its functions, Xing is less of a classic social media channel. So use only around in the same sense 1 percent of Germans use the network every day. Konzi's 2.2 million users access Xing on mobile devices. Like a professional business network, Xing is more than Tunnel portal z. Hd. Job advertisements and for networking thought. The daily interrelationship on that platform, on the other hand, is as good as very small.

Company upwards XING

Around 40 percent of the members work alongside companies with more than 500 employees. The largest group of companies, however, is made up of companies with up to 50 employees (34 percent). In terms of those sectors, the areas of service (15%), industry (18%) and IT, trade (23%) are most strongly represented. Pro business-to-business advertisers, whose target group belongs to these industries, open up Xing thanks to this specific weight of executives exciting opportunities to purposefully move up the handlebars.

Conclusion on social media usage in Germany

Social media further expanded its position in Germany in 2020. Whether in that private leisure time or qua important marketing tool in companies - Facebook, Instagram, LinkedIn and Cobalt. have become an indispensable part of the digital environment. In this context, there are small shifts in the power imbalance: Although Facebook is still very far-reaching afterwards, it has Instagram In 2020, according to current statistics, for the first time conquered the top in the use of those social networks. 

Especially the young generations are above all social media affine - they are consistently the most strongly represented user group upwards of all networks, so to speak. That access to social networks is also increasingly taking place through mobile devices. The possibility of being online from anywhere and at any time thus increased the duration of use in the same sense.

With the most popular platforms, companies can whack a wide audience of all ages and professions. In fact, this is where the competition between advertising companies is at its highest in the same sense. The lower-range niche networks Xing and LinkedIn on the other hand, open up the possibility of addressing the respective target group more specifically afterwards. Above all, tech-savvy decision-makers can be found on these platforms.

With regard to the rapid changes in the social media sector, it is in principle advisable to keep a constant eye on user numbers and behavioral studies. Pro performance strong Social media marketing it needs a constant Success analysis and configuration of current developments in those networks.

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Cover picture: Deagreez / iStock / Getty Images Plus

Originally published March 22, 2021, updated March 22, 2021

Original source Hubspot

Published On: March 22nd, 2021 / Categories: Digitales Marketing /

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