Twitter in Germany - Overview

Goals

To understand the Twitter German market by identifying One: Demographic characteristics of Twitter Germany users, Two: Insights about brands with a strong presence in Twitter Germany, Three: Influencers on the platform, Four: case studies of company strategies regarding Twitter Germany to inform a future Twitter approach in this market.

Early Findings

General Considerations

  • According to Statista, 22% of social media users in Germany use Twitter.
  • Social Media Stats, a global social media statistics counter reports that only 5% of internet users in Germany used Twitter during August 2020.
  • A 2020 Digiday report does not place Twitter on any of the top 10 categories when it comes to mobile app downloads, usage, websites visited, or Google searches.

Demographics

  • Digiday reports that Twitter is greatly used by journalists and football clubs, but other industries seem to have a lower use for this platform. According to Irene Waltz, who is a social media specialist, Twitter didn't "catch on" in this country.
  • According to a Hootsuite 2020 report, 27% of the audience on Twitter Germany is female while 73% is male.
  • In addition, Twitter has estimated that ads on the platform can reach approximately 5.2 million people in the country. This represents approximately 7% of the population in Germany who are older than 13.

Brands

  • Brands with a strong presence in the German Twitter platform include Netflix, with 1,088,424 followers; Deutsche Bank, with 679,230 followers; Lufthansa, with 485,409 followers; and Audi, with 446,512 followers.

Influencers

  • Some of the most popular influencers and celebrities on the platform include Mesut Özil, with 24,969,690 followers; Toni Kroos, with 8,433,158 followers; Zedd, with 7,913,098 followers; Basti Schweisteinger, with 4,997,992 followers, and Heidi Klum, with 4,994,521 followers.

Summary of Findings

  • We used this initial hour of research to assess the availability of the required information. While we were able to find some demographic data, we were unable to find any comprehensive reports or statistics regarding age brackets, education, and employment information of Twitter users in Germany. We have provided the demographic information we were able to find which includes gender as well as journalism and football as industries that commonly use this platform.
  • We have also provided information about brands and influencer profiles with the highest number of followers o the platform. Additional information about these profiles could be provided with further research.
  • While we did not have time to address case studies in our writing, we have found a case study performed by Twitter concerning a German company using the platform for an ad campaign. We could provide further information as well as compile an additional case study during further research.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the goals.

Proposed next steps:

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