2023
9
Germany Social Media: Engaging with Brands Market Report 2023
2023-08-11T11:01:57+01:00
REPB13FFDC5_6B91_44CA_88C2_D2F3B202B117
2195
165719
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
Our social media Germany market research shows that brands on social media have opportunities to enhance consumers' shopping experiences but still face challenges to become more relevant with their advertising.

Germany Social Media: Engaging with Brands Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Social Media: Engaging with Brands Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends in social media advertising Germany and consumer behaviours affecting your industry. Get a 360° view of the German social media market including social media engagement of brands, brand authenticity on social media, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed five year German social media market outlook, including expert insights and market drivers.
  • Social media platforms used by German consumers and the types of brands they follow.
  • How consumers react to social media advertising Germany, e.g. what they perceive as annoying or relevant.
  • Social Media: Engaging with brands – consumer behaviour around brand engagement.
  • How your business can tap into opportunities and make the most of your brand presence on social media.

Social Media Germany Market Research Overview

Mintel’s analysis of brands on social media shows that the cost-of-living crisis has put pressure on the digital advertising market and social media platforms because advertisers have spent less on advertising. Coupled with the recent controversy surrounding Twitter, as some consumers question whether brands should continue their ads on the platform, this has resulted in some brands pulling back from Twitter.

However, tighter advertising budgets also make appropriate placement increasingly important, which is why platforms will remain powerful channels for brands due to their targeting capabilities.

Analysis of Brands on Social Media: What Consumers Want and Why

  • Brand Presence on Social Media: 54% of German consumers think YouTube ads are annoying, thus, potentially negatively affecting the perception of the brands in such ads. The perceived irrelevance of such ads puts brands at risk of not using their reach effectively. Creating less intrusive advertising can increase appeal and strengthen the connection between brands and consumers.
  • Social Media Engagement of Brands & Consumer Behaviour: Instagram ads are a more suitable way of social media advertising Germany, as 43% of users have clicked on such adverts in the last three months (as of April 2023).
  • Brand Presence on Social Media: 65% of Germans aged 16 to 24 use social media as inspiration when shopping online, underpinning its potential to influence consumers’ purchasing decisions. With the development of technology, social media will play an increasingly important role in the interaction between brands and German consumers.

The German Social Media Market – What’s Next?

To learn how to connect with your audience, purchase our Germany Social Media: Engaging with Brands Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Facebook, Instagram, YouTube, TikTok, Snapchat, Pinterest, Twitch, Twitter, BeReal, LinkedIn, Halara, Rewe, SK Gaming, Reddit, Lush, Google, Prada, Farfetch, Adidas, Netflix, Ryanair, and many more.

Products: Clothing, accessories, entertainment, sports & leisure products/equipment, beauty and personal care products, food and drink, travel, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Social Media Advertising Germany

This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight social media advertising trends in Germany add expert context to the numbers.

Our social media Germany market research shows that brands on social media have opportunities to enhance consumers’ shopping experiences but still face challenges to become more relevant with their advertising.

Lena Rittmann, Analyst
Lena Rittmann
Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: social media platforms used, by age group, 2023
    • Opportunities
    • Graph 2: brands/companies followed on any social media platform, by age group, 2023
  2. MARKET DRIVERS

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Online media consumption
    • Graph 4: daily online media consumption (in mins), by age group, 2020-22
    • Social media usage
    • Graph 5: social media platforms used in the last three months, 2023
    • Graph 6: social media platforms used in the last three months, by age group, 2023
    • Graph 7: Instagram usage in the last three months, by generation, 2021-23
    • Graph 8: TikTok usage in the last three months, by generation, 2021-23
    • Graph 9: usage of videos on social media, 2021-22
    • The downsides of social media
    • Technical developments
    • Graph 10: number of AI publications and patent filings, in thousands, 2010-21
    • Graph 11: Google searches for the topic 'Künstliche Intelligenz' (Artificial Intelligence) and the term 'ChatGPT', 2022-23
  3. WHAT CONSUMERS WANT AND WHY

    • Following brands/companies on social media platforms
    • Graph 12: any brands/companies followed on any social media platform (NET), by age group, 2023
    • Graph 13: brands/companies followed on selected social media platforms, by respondents using the platforms, 2023
    • Graph 14: brands/companies followed on selected social media platforms, 2023
    • Graph 15: brands/companies followed on selected social media platforms, by age group, 2023
    • Type of brands/companies followed on social media
    • Graph 16: number of different types of brands/companies followed, 2023
    • Graph 17: type of brands/companies followed, by age group, 2023
    • Graph 18: type of brands/companies followed, by gender, 2023
    • Perception of advertisements on social media platforms
    • Graph 19: advertising being perceived as most annoying, by platform and rank, 2023
    • Graph 20: advertising being perceived as most annoying by selected platform users, NET – any rank, 2023
    • Graph 21: advertising being perceived as most annoying, NET – any rank, by platform and age group, 2023
    • Graph 22: advertising perceived as most relevant, by platform and rank, 2023
    • Graph 23: advertising being perceived as most relevant NET – any rank, by platform and age group, 2023
    • Graph 24: Instagram being ranked as the platform showing adverts with the most relevant content, NET – any rank, by gender and age, 2023
    • Graph 25: YouTube being ranked as the platform showing adverts with the most relevant content, NET – any rank, by gender and age, 2023
    • Attitudes towards brands on social media
    • Graph 26: attitudes towards brands on social media, 2023
    • Graph 27: 'the recent content policy changes on Twitter should cause brands to stop advertising on the platform', by age group 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • APPENDIX

      • Appendix – products covered, abbreviations, consumer research methodology and language usage

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

    Click to show report
    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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