14 Apr New: The German TikTok Top 25 for brands
Social media agency Somention not only launches the German Instagram Top 100, but also the German TikTok Top 25. A list of the most successful brands in Germany on TikTok. Which brands were the most popular this first quarter? Find out in this article.
The TikTok Top 25 was 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 interactions and the engagement rate*, where engagement counts the highest. Every quarter, the brands that score best on average on these points appear in the TikTok Top 25. At the end of the year, the list of the most successful brands on TikTok for the entire year 2022 will be announced. See the complete list for Q1 further on in this article.
The top rank
We already knew that Europa-Park is doing well on Instagram, as they were number 1 in the Instagram Top 100 of Q1. But also on TikTok, the amusement park knows how to reach their audience, as they are in a splendid second place in the German TikTok Top 25.
Moving up a spot in the list, we encounter BMW. With content about fast and flashy cars, the brand reached the first position in the list. BMW also collaborates with various German content creators on their TikTok account, which certainly benefits the reach of their videos. Moving on to number 3: Wholey Organics. This organic breakfast brand is very popular with their ‘guess the colour’ challenges, resulting in a high engagement rate.
The Hugo Boss brand also stands out. In fact, it appears twice in the list, with both the ‘Hugo‘ and ‘Boss‘ accounts. These accounts are intended for two different audiences. The Hugo brand focuses more on the young style individualists, while Boss focuses on classic-modern looks. Check out the full Q1 list below to see where they rank.
German TikTok Top 25 – Q1 2022
Q1 2022 |
Account |
Followers |
Average interactions |
Engagement rate |
1 |
@bmw |
711.200 |
67,123 |
9,44% |
2 |
@europapark |
435.300 |
44,379 |
10,20% |
3 |
@wholeyorganics |
364.500 |
38,689 |
10,61% |
4 |
@hugo |
218.700 |
38,235 |
17,48% |
5 |
@burgerkingde |
150.500 |
27,848 |
18,50% |
6 |
@sennheiser |
416.500 |
37,5 |
9,00% |
7 |
@essie_de |
50.300 |
29,996 |
59,63% |
8 |
@adidas |
1.200.000 |
62,5 |
5,21% |
9 |
@eurowings |
112.300 |
28,07 |
25,00% |
10 |
@chio_ger |
27.000 |
58,3 |
215,93% |
11 |
@katjes_official |
37.200 |
21,667 |
58,24% |
12 |
@deutschebahn |
113.700 |
22,619 |
19,89% |
13 |
@boss |
805.000 |
41,553 |
5,16% |
14 |
@nyxcosmetics_de |
26.500 |
22,055 |
83,23% |
15 |
@rimowa |
138.500 |
22,47 |
16,22% |
16 |
@porsche |
1.000.000 |
44 |
4,40% |
17 |
@maybelline_de |
143.600 |
16,667 |
11,61% |
18 |
@droetker_pizza |
23.600 |
18,269 |
77,41% |
19 |
@jackwolfskin |
42.300 |
11,282 |
26,67% |
20 |
@frittenwerk |
144.400 |
14,754 |
10,22% |
21 |
@ahojbrause_official |
266.300 |
19,022 |
7,14% |
22 |
@originalwagner |
88.900 |
15,476 |
17,41% |
23 |
@spotifyde |
229.200 |
15,517 |
6,77% |
24 |
@rewekarriere |
24.400 |
8,728 |
35,77% |
25 |
@oppodeutschland |
275.600 |
13,281 |
4,82% |
Explanation of study
In this independent research, a number of things were taken into account 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 2022. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs.
*Engagement rate is calculated as follows: the number of reactions and likes per post divided by the number of followers.
Curious to see how brands in neighbouring countries perform on TikTok?
♦ Check out the Dutch TikTok Top 25 here
♦ Check out the Belgian TikTok Top 25 here
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