LinkedIn is the most popular professional social network in the world, but it’s not dominating the DACH region. The German version has 1 million more members and more than 14 million active users. Xing, the Hamburg-based equivalent of LinkedIn, has 17 million members in the DACH region, including 1 million premium members. Compared to LinkedIn, Xing is the better choice for business owners. If you’re looking for a new way to advertise your business to Germans, you can try these three social networks.
Twitter has a huge following in Germany, but never gained popularity in other European countries. Twitter is not used in Germany for political debate or research. The German language is descriptive, making it difficult to create engaging tweets. German users use Twitter in a passive way, consuming information and avoiding active engagement. This way, they can focus on getting their message out without the work of posting. But if you’re looking to target the German market, there are a few tips to remember.
Facebook is the most popular social network in Germany. According to statistics from 2016, 33% of Germans visited Facebook at least once a week. Three fifths of these users were aged between 14 and 29 years old. It’s important to remember that Facebook has a larger audience than Instagram, as Snapchat is dominated by young people. Pinterest accounts for 21% of the online audience in Germany, but its user base is predominantly female over 30.