20 Oct Porsche, BMW Motorrad and Puma most popular German brands on TikTok
TikTok continues to grow and every quarter there are new brands that have recognised the importance of marketing on the short-form video platform. Somention has again researched the most popular German brands on TikTok, resulting in the new TikTok Top 25 list of Q3. In this article, we dive into the ins and outs of the most remarkable entries in the list.
The research
The TikTok Top 25 is compiled based on independent research by social media agency Somention. The most successful German and international brands with a German account on TikTok were assessed. The accounts are evaluated based on the number of followers and the engagement rate*, where interaction weighs the heaviest. Every quarter, the brands that scored best on average on these aspects are listed in the TikTok Top 25. At the end of the year, the list of the most successful brands on TikTok for the entire year of 2022 will be announced. The list for Q3 is presented later in this article.
The quarter of remarkable shifts
The brand that has secured the first spot in this quarter’s German TikTok Top 25 is the German car brand Porsche. The best-performing post from this new frontrunner is a video in which they did a sketch about delivering pizza in a Porsche: due to the speed of the car, the entire pizza was messed up on delivery, but at least it was still warm… Creating videos that capture the imagination of your audience can greatly increase engagement. No surprise they have grown by 400K followers in the past 90 days.
At number two in the list is BMW Motorrad. In the first quarter of 2022, BMW’s general TikTok account hit the highest position on the list. But now the TikTok audience seems to have shifted its interest from cars to motorbikes. However, regardless of whether the brand creates content about their cars or motorbikes, BMW certainly knows what they are doing on the platform.
In third place is sports brand Puma. Rising in the list by a whopping 44 spots, the brand makes its debut in the Top 25. Take a look at Puma’s TikTok videos with the highest engagement rate and big names pop up on your screen; including Charles Leclerc, Neymar, Antony Santos and Oleksandr Zinchenko. This shows that people on TikTok like to see celebrities on their for you page.
Constant changes
What stands out in the rest of the TikTok Top 25? This quarter’s list is packed with new entrants. This proves that there is a lot of movement within TikTok, which can work to your brand’s advantage or disadvantage. Responding to the trends is key!
German TikTok Top 25 – Q3 2022
Q3 |
Account |
Followers |
Engagement rate |
Rise / drop |
1 |
porsche |
1,500,000 |
14.12% |
+15 |
2 |
bmwmotorrad |
2,200,000 |
10.27% |
+28 |
3 |
puma |
2,400,000 |
9.81% |
+44 |
4 |
adidas |
2,900,000 |
9.64% |
-3 |
5 |
bmw |
866,700 |
11.37% |
+2 |
6 |
sennheiser |
530,700 |
10.75% |
-2 |
7 |
redbullgermany |
1,700,000 |
8.78% |
+30 |
8 |
wwf_deutschland |
251,800 |
15.95% |
+71 |
9 |
essence.cosmetics |
1,200,000 |
8.93% |
+27 |
10 |
congstar |
334,400 |
10.47% |
+68 |
11 |
netflixde |
1,300,000 |
7.27% |
+48 |
12 |
spitch.live |
177,700 |
11.24% |
– |
13 |
europapark |
569,100 |
7.42% |
-11 |
14 |
goflink |
205,600 |
10.08% |
+47 |
15 |
foodistofficial |
152,500 |
12.38% |
+69 |
16 |
deutschebahn |
144,400 |
11.29% |
-7 |
17 |
justdance_de |
386,200 |
7.61% |
+48 |
18 |
edekaesslinger |
421,300 |
7.25% |
+20 |
19 |
mercedesbenz |
1,500,000 |
5.04% |
+37 |
20 |
dm_deutschland |
444,500 |
6.33% |
+37 |
21 |
omochiicecream |
198,300 |
9.09% |
+34 |
22 |
warnerbrosdeutschland |
164,800 |
8.83% |
+20 |
23 |
edeka |
230,800 |
7.11% |
+23 |
24 |
karlserlebnisdorf |
135,800 |
9.14% |
+44 |
25 |
wholeyorganics |
362,800 |
5.08% |
-22 |
Explanation of study
In this independent research, a number of factors were taken into consideration when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 1,000 followers were included. It is also essential that an account has uploaded videos in Q3 of 2022. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs.
*Engagement rate is the number of likes, comments, and shares divided by the number of views, multiplied by 100%.
Wondering which brands in neighbouring countries are scoring on TikTok?
♦ Check out the Dutch TikTok Top 25 of Q3 here
♦ Check out the Belgian TikTok Top 25 of Q3 here
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