More than three-quarters of Germans use the Internet in some way during their day. Research has shown that 75% of them are signed up to at least one social media network and use it for around one-quarter of their online time. Future growth is set to continue with a solid uptake from the younger generation, with 90% of 14-year-olds to 29-year-olds registered on at least one social media platform. The most popular networks are listed below according to the number of users.
Why is Germany a laggard?
Germany is a laggard in social media compared to neighboring European countries. Compared to the UK’s 89%, Germany falls behind in social media usage. Germany ranks below the European average, with just 42% of its population regularly using social networks. The low social media usage is linked to Germany’s large aging population. The younger generation tends to be the ones that drive social media usage. Germany’s Statistisches Bundesamt reported that the number of residents aged 60 and older has risen consistently since 1950, and the number under age 20 has steadily declined.
In Germany, it is uncommon to speak to or add people one has just met via social media. The German culture does not promote the friendly social media attitude that some neighboring European countries have. In order to gain a like from a German, you really need to tailor your content so that it speaks to that particular demographic.
Another reason Germany may fall behind their European countries in Facebook usage is because Germans tend to use fake names. Although Facebook insists that users list their real names, many Germans still abbreviate or use fake names due to privacy concerns. This fixation with privacy often makes it difficult to trace and connect with people.
How to engage the German market
The German market is undeniably a tough market to tap into, however; it is a growing market with huge potential. Although the reasons above make it sound like it is difficult to advertise on social media, there are various innovative ways to do so. Tailor-made, carefully curated and highly personalized content is the way to transform an online experience into a strategy for success.
Moving from writing to voice
While there is a great deal of written communication in online media in Germany, one way to create content that stands out and has a personal touch is to turn to other mediums such as voice. Heyoya offers an innovative way to create a tailor-made online experience for users. Heyoya is a voice comments and reviews platform that helps to increase user-engagement and unique user-generated content through voice.
So how does it work?
It’s actually pretty simple: when surfing the web, users can respond to your articles, events and more by recording a voice comment or review through the Heyoya widget. You can also use Heyoya to upload your own voice content to your website. This is a great way to leave messages for your users, talk to them and hear what they have to say! Ultimately, by using the Heyoya widget, you can better leverage your comments sections to increase user engagement and create higher quality content, keeping users on your site for longer.
Heyoya is a game-changing comments and reviews platform that brings voice to e-publishers and e-stores. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization.For more information about Heyoya, or to start using Heyoya’s Receiver plan and start earning money today, click here.