SEO
Social media trends in Germany 2024
Kai Lemmetty••6 min read
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Find out all the newest social media trends in Germany for 2024. Germany's population was 84,5 Million in 2024 according to World Population Review. Germany’s internet penetration rate is high, approximately 93% of population uses internet in Germany in 2024 according to Statista.com.
Germany had 67.80 million social media users in January 2024, which is 81.4 percentof the total population.
If you want to advertise in Germany through social media, these trends can help you develop a strategy. Alternatively, consider hiring a German social media agency.
The digital landscape has witnessed an undeniable surge in the prominence of video content across social media platforms. What was once a supplementary element has evolved into a dominant force, reshaping the way we communicate, connect, and consume information online.
This meteoric rise can be attributed to several factors. First and foremost, video content possesses an innate ability to captivate and engage audiences like no other medium. With its dynamic blend of visuals, audio, and storytelling, video seizes attention, making it an ideal vessel for conveying messages, stories, and brand narratives.
Furthermore, the proliferation of high-speed internet and the ubiquity of smartphones have democratized the creation and consumption of video content. Anyone with a phone and a creative idea can now become a content creator, fostering a diverse and vibrant online video ecosystem.
A study published by consumer data company Statista *reveals that Germany has internet penetration rate of 93%.
The following are the top 5 countries with the highest internet penetration in the world.
RankingCountryInternet penetration1Denmark99%1United Arabs Emirates (Dubai)99%3South Korea98%4Sweden97%5Switzerland97%
Therefore, while Germany leads in the number of internet users in Europe—definitely because of its population—its internet penetration rate is nowhere near the top.
Germany's enthusiasm for social media has grown massively during Covid—19 compared to other European countries.
For instance, while less than half (45%) of Germans were active on social media as of 2020, two in three Britons were active social media users.
In the United States, social media usage stood at 70% for the same period.
This low uptake has been variously attributed to the following factors:
An ageing population: Germany is in the top-5 of the most ageing societies with Japan, Italy, Greece, and Finland. The percentage of Germans above 65 years stands at 22%. By 2050, a third of Germans will be above 65 years of age. Young people use social media more than the elderly.
Germans are traditionally concerned about privacy—and have one of the strictest data protection laws.
When it comes to analysing the various social media platforms and trends, WhatsApp leads the pack in Germany. This is how the different social media platforms stack up.
Let's go into the details.
Facebook has 46,6 million users in Germany in July 2024, which accounted for 56.9% of its entire population.
Facebook usage is steadily going down in Germany. However, Facebook is still the largest social network in Germany. Most users are female aged 25 to 34. As a marketer, if you want to reach your target audience, regardless of their age, Facebook should be among your first social network for digital marketing in Germany.
It looks like Germans love their videos.
YouTube has grown to be the 2. most popular platform in Germany. Based on Statista, the YouTube audience size in Germany as of July 2024, was 65,7 million.
From a marketer's perspective, YouTube can be a real game-changer.
TikTok is growing popularity in Germany. According to World Population Review, Germany has 22,9M TikTok users in 2024, when in 2023 there were 20,6M users.
CountryTiktok Users 2024Tiktok Users 2023Germany22.9M20.6MTikTok Users by Country 2024
Forecasts show that Germany is one of three countries expected to experience the most significant TikTok user growth in Europe.
At 87% usage rates, just about everyone uses WhatsApp in Germany.
One suggested reason for this high uptake is Germans' fixation with privacy. Other platforms involved signing up your account—and the feeling that you're giving away your data.
Well, not as easy for some.
Also, in an internet-saturated environment, WhatsApp is relatively cheap. In some cases, like where there's WIFI, it's completely free.
Almost everyone (99%)—who has WhatsApp in Germany said they use the app at least once a month.
Snapchat experienced growth during 2019 and 2020. Based on Snap’s advertising resources, Snapchat had 15.30 million users in Germany, in early 2022. However, this growth is expected to slow and plateau, according to eMarketer.
Based onWorld Population Review Germany has April 17M Pinterest users 2024.
Country****Pinterest Monthly Users 2024United States85MBrazil30MMexico20MGermany17MFrance15M
In Germany, there were 4 630 000 Linkedin users in July 2024, which accounted for 5.7% of its entire population.
People aged 25 to 34 were the largest user group in July 2024.
However, LinkedIn is underperforming in Germany compared to other countries. The primary reason is that Germany has Xing, the German equivalent of LinkedIn.
Xing has more than 16 million users compared to LinkedIn's 4,6 million. However, some think LinkedIn may overtake Xing as it's growing faster due to its wide and international reach.
Social media has become a popular tool for socialising and digital marketing. Like everyone else, Germans love spending their time on these platforms.
As a business owner, you have the chance to reach these users. However, you don't have to do it alone.
At Gaasly, we help small and medium-sized businesses generate more sales and conversions through social media marketing and search engine optimisation. We can also assist you with social media and the new trends in Germany.
We'll help you:
Gain a foothold in a foreign market.
Leverage web analytics so you can better understand your customers.
Grow your sales and your ROI by up 20 times.
"We have been working with Gaasly for many years now. On average, our sales ROI increased x20 times in sales every month*."—Tram Nguyen – CEO of Tramdecor.
Do you want to explore the power of Social Media for your business? Contact our German social media marketing specialists here.