How to approach social media in Germany | Digital marketing in Europe

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(This video was first published in September 2015.)
Germany has a reputation for being concerned with internet privacy and being more reserved than other nations when it comes to online interactions. But how accurate is that, and how do people perceive and use social media in Germany? Anna Troidl from Webcertain busts some German social media myths.
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(00:38) Is social media popular in Germany? What are the most popular social networks in Germany?
Key takeaways:
- Social media is becoming increasingly popular in Germany, but the way people use it is more passive than in many other countries; Germans prefer to consume content rather than create it.
- The most popular social networks are Facebook and UA-cam.
- Pinterest and Instagram are becoming increasingly popular.
- Ello is also becoming increasingly popular because of data security concerns which are prevalent in Germany.
(01:45) What is Ello?
Key takeaways:
- Ello is an ad-free social platform that does not pass on user data to third parties.
(02:54) What is Xing? Why do Germans prefer Xing to LinkedIn?
Key takeaways:
- Xing is a popular professional social network in Germany, Austria and Switzerland.
- Xing has more registered users than LinkedIn, but people are actually more active on LinkedIn than Xing. Therefore, LinkedIn is the better platform when doing professional digital marketing in Germany.
(04:02) We can’t talk about German social media without talking about privacy. Are Germans as concerned about privacy and personal data as everyone thinks, and if so, how does that impact how they use social media and interact online?
Key takeaways:
- Germans are indeed concerned about their data privacy.
- The older generations are especially concerned about privacy and therefore tend not to use social media as much.
(05:00) What are the most common activities that Germans do on social media?
Key takeaways:
- Following content, watching videos, looking at pictures.
(05:15) Do German consumers like to interact with brands on social media? How important is it for brands to have a social presence in Germany?
Key takeaways:
- It is very important for brands to be on social media.
- Germans like to compare products so if a company has lots of videos or photos of their product, showing off the features, then this will help them to make a purchasing decision.
(05:49) What advice would you give to businesses that want to develop their social presence in Germany?
Key takeaways:
- Use UA-cam because Germans enjoy watching videos and are receptive to video marketing.

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