19 Jan BMW Motorrad tops German TikTok list in Q4
Just released: the German TikTok Top 25 of Q4! The last quarter of 2022 brings a new list with details on which German brands performed best on the platform in the past period, and have succeeded in engaging the TikTok audience. In this article, we explore the ins and outs of the most notable shifts in the list. Read on to find out more.
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 is heaviest weighted. Every quarter, the brands that scored best on average on these aspects are listed in the TikTok Top 25. In February, the list of the most successful brands on TikTok across the entire year of 2022 will be announced. Today Somention presents the list for Q4.
Shifts in following and likes growth
In first place this quarter we have BMW Motorrad. The account was second place last quarter, but has now fully conquered the hearts of the German TikTok community. Their videos have a high potential of going viral in comparison to similar accounts, due to the great number of TikTok users interacting with the videos which have shown up on their ‘for you page’. The runner up is Adidas. In Q3, the sportswear brand grew with 400K followers, and this quarter they even managed to exceed that number with a whopping growth of 700K. At number 3: the famous German car brand Porsche. Although they dropped from first to third spot this quarter, the brand is still performing well. Their likes growth in Q4 was over 10% (equivalent to a growth of 1.1M), where similar accounts have a likes growth of nearly 3%.
Same brand, different results
Interestingly enough, the account of BMW (17) dropped 12 spots in the list this quarter, while BMW Motorrad captured first position. Have TikTok users simply lost their interest in cars or does the brand have different strategies for each TikTok account?
An account we haven’t seen in this year’s TikTok Top 25 before is Purelei. The German jewellery brand moved up 17 spots in the list and now is in 22th place. Their comment to likes ratio is excellent. The account receives an average of almost 34 comments per 100 likes, which is a great score compared to accounts of the same size. Also noteworthy is the 15 spot rise in the list of skincare brand Yeauty (19).
German TikTok Top 25 – Q4 2022
Q4 2022 |
Account |
Followers |
Engagement rate |
Rise / drop |
1 |
bmwmotorrad |
2,400,000 |
12.05% |
+1 |
2 |
adidas |
3,600,000 |
9.51% |
+2 |
3 |
porsche |
1,600,000 |
10.76% |
-2 |
4 |
essence.cosmetics |
1,700,000 |
10.62% |
+5 |
5 |
redbullgermany |
1,800,000 |
8.98% |
+2 |
6 |
europapark |
587,900 |
9.31% |
+7 |
7 |
netflixde |
1,500,000 |
7.32% |
+4 |
8 |
wwf_deutschland |
267,600 |
13.44% |
0 |
9 |
sennheiser |
572,300 |
8.07% |
-3 |
10 |
congstar |
360,700 |
8.15% |
0 |
11 |
puma |
3,500,000 |
4.27% |
-8 |
12 |
omochiicecream |
221,100 |
8.75% |
+9 |
13 |
wholeyorganics |
365,900 |
6.96% |
+12 |
14 |
justdance_de |
395,600 |
6.81% |
+3 |
15 |
edekaesslinger |
436,300 |
6.38% |
+3 |
16 |
deutschebahn |
156,100 |
10.65% |
0 |
17 |
bmw |
1,000,000 |
4.77% |
-12 |
18 |
mercedesbenz |
1,600,000 |
4.25% |
+1 |
19 |
yeauty_official |
121,800 |
12.61% |
+15 |
20 |
dm_deutschland |
506,200 |
4.97% |
0 |
21 |
foodistofficial |
155,500 |
9.29% |
-6 |
22 |
purelei |
125,000 |
9.75% |
+17 |
23 |
karlserlebnisdorf |
147,800 |
8.48% |
+1 |
24 |
warnerbrosdeutschland |
179,900 |
5.88% |
-2 |
25 |
kauflanddeutschland |
715,800 |
3.83% |
+11 |
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%.
Curious about which brands in neighbouring countries are succeeding on TikTok?
♦ Check out the Dutch TikTok Top 25 of Q4 here
♦ Check out the Belgian TikTok Top 25 of Q4 here
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