The social media landscape is changing. And with new influences and technologies, such as AI, social media usage in Germany will be changing along with it, bearing both challenges and opportunities for platforms.
Germany Social Media Usage – Current Landscape
While many social media users anticipate growth for established platforms like Instagram and TikTok, Mintel’s social media report shows that there’s significant potential for new players, driven by the curiosity of Gen Z and Millennials.
Social media usage in Germany is impacted by AI as people change their behaviour on these platforms, with many becoming more mindful of how their personal data might be misused, and rethinking what they share online. Advancements in AI are accelerating the spread of misinformation and harmful content, and users want platforms to take responsibility and establish effective regulations. The expected rise in AI-generated content on social media threatens to drive users away, therefore, creating a growing market for AI-free platforms.
However, if platforms promote a reliable and conscientious use of AI, these tools offer several opportunities to keep users and advertisers engaged. AI chatbots enhance searchability and strengthen its role in the digital customer journey, thus boosting social shopping opportunities.
Social Media Statistics Germany
- Most Popular Social Media in Germany: 61% of German Gen Z and Millennial social media users think a completely new platform will dominate the landscape in the next decade.
- Social Media Usage in Germany & Concerns: Most German social media users want clear labelling of AI content, while 45% would prefer platforms that ban all AI-generated videos and images.
Germany Social Media Report – What’s Inside?
Key Topics Analysed in this Report
- Trends in the use of the most popular social media in Germany and change in time spent on platforms.
- Expectations of changes in popularity of major social media platforms over the next five years.
- People’s expectations of their social media behaviour in five years, including their usage/posting behaviour, usage of AI chatbots, and social shopping.
- Consumer attitudes towards social media, including misinformation on social platforms, regulations, and the use of AI.
- Level of personalisation people want for their social media feeds.
Meet the Expert Behind the Analysis
This report is written by Lena Rittmann, Analyst. Lena focuses on reports that provide consumer insights, covering various industries. During her studies and her internships, she gained practical experience in social media monitoring and journalism and completed a one-year training in media consulting and planning. She holds a M.Sc. in International Management from Bochum University of Applied Science.
As AI content and features become more prevalent on social media, it will become increasingly important to limit the negative impacts. Meanwhile, AI-free alternatives are seeing increased opportunities and are vying for the title of most popular social media in Germany.
Lena Rittmann
Analyst
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EXECUTIVE SUMMARY
- The five-year outlook for social media
- Market context
- AI boosts social media search innovation, but platforms must ensure safe AI practices
- Social media platforms are subject to strict EU regulations
- Mintel predicts
- AI integration in social media faces regulatory challenges in the EU
- AI is reshaping social media behaviour and trust
- Opportunities
- Don’t miss out on new players’ opportunities in the market
- AI tools spark interest, but excessive use can drive people away
- Address the high demand for information regulations
- Cater to Gen Z and Millennials’ expectations of social shopping
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MARKET DRIVERS
- Legal influences on social media developments
- DSA increase obligations for social media platforms in the EU
- EU data and AI laws affect AI development
- Social media’s role in online search
- Gen Zs are using social media to search
- Graph 1: online platforms Gen Zs go to first when searching for information, 2024
- Social media is changing how Gen Zs search
- AI enters social media
- AI integration levels up social media in the online search market
- Platforms must take responsibility for AI regulations to address consumer concerns
- The negative effects of social media
- Social media continues to spark controversies regarding mental wellbeing
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WHAT CONSUMERS WANT AND WHY
- Social media usage
- Number of non-social media users continues to decline
- Graph 2: social media platforms used in the last three months, 2024
- Gen Z’s social media behaviour differs from that of older generations
- Graph 3: social media platforms used in the last three months, by generation, 2024
- TikTok and Instagram’s user bases are getting older
- Graph 4: % of consumers that have used TikTok in the last three month, by generation, 2022-24
- Graph 5: % of consumers that have used Instagram in the last three months, by generation, 2022-24
- TikTok and Instagram’s user bases are getting older
- Half of Germans use more than two social media platforms
- Gen Z: some are cutting back on platforms
- Graph 6: repertoire of social media platforms used by Gen Z, 2023-24
- Germans increase their time on social media amid ongoing concerns
- Graph 7: time spent on social media compared to five years ago, 2024
- Younger generations’ social media time is growing
- Graph 8: time spent on social media compared to five years ago, by generation, 2024
- Future use of social media platforms
- Little faith in the breakthrough of text platform Threads
- Graph 9: anticipated usage of social media platforms in five years, 2024
- The future of social media platforms: current popularity and the search for entertainment impact consumers’ predictions
- The social media market still holds potential for new players
- Over a quarter expect to post rarely in the future
- Graph 10: expected social media behaviour in five years, 2024
- Help make rising social media use more meaningful for the younger generation
- Germans’ interest in social media chatbots is limited
- Social shopping platforms have growth potential among Gen Zs and Millennials
- AI’s impact on social media usage
- Consumers are concerned about exposing their social media data to AI…
- …prompting consumers to rethink their social media use
- Leverage AI to fuel Gen Z and Millennial creativity on social media
- Market opportunities for AI-free platforms
- Expectations of social media regulations
- High demand for information regulations on platforms
- Meet consumer privacy expectations with enhanced control options
- Younger generations are split on linking IDs to social media accounts
- Graph 11: agreement with the statement ‘I think people should have to link their ID to their social media account(s)’, by generation, 2024
- Personalisation on social media
- Views on personalisation are mixed
- Content preferences should be easily adaptable
- Gen Zs and Millennials want greater personalisation
- Graph 12: extent to which consumers like to have their social media feed personalised, NET, by generation 2024
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BRAND PERFORMANCE AND ACTIVITY
- Meta
- Meta’s family of platforms continues to steadily grow
- Graph 13: Meta family daily and monthly active people, Q1 2020-Q2 2024
- Meta reports record quarterly revenue in Q3 2024
- Graph 14: Europe quarterly revenue, Meta, 2022-24
- Instagram pushes safety initiatives targeting teenagers
- Threads’ Recent feed will be key to helping the platform take on X
- Meta invests in AI chatbot Meta AI
- TikTok
- TikTok is in a legal battle over US ban
- TikTok positions itself as a valuable companion for daily tasks and inspiration
- Inspiring content creators become the focus of TikTok’s campaign
- TikTok makes work easier for advertisers with its own AI tool
- AI investments fuel Pinterest’s growth in users and revenue
- Graph 15: yearly revenue and net income/loss of Pinterest, 2021-24
- Pinterest combines social networking with online shopping
- Snap
- Snapchat’s daily active users continues to climb
- Graph 16: Snapchat daily active users, 2019-24
- Snap continues to record net losses
- Graph 17: Snap financials, 2016-23
- Snapchat invests in AI and joins AI pact
- X (formerly Twitter)
- Despite many opposing expectations, X reports growth in global users
- Discussions about X have damaged its image for many
- YouTube
- YouTube’s growing advertising revenue highlights improved advertising market
- YouTube works on AI tools for content creators
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APPENDIX
- Appendix – products covered, generations, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Generations
- Consumer research methodology
- A note on language
- Appendix – repertoire analysis methodology
- Repertoire analysis methodology
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