Porsche and BMW Motorrad topping the TikTok Top 25

16 Aug Porsche and BMW Motorrad topping the TikTok Top 25

Posted at 10:44h in News, TikTok Top 25 by

A new year calls for a new approach: in 2023, Somention is converting the quarterly TikTok Top 25  into bi-annual hit lists. And for a good reason, big things are coming! What stands out about the Top 3: Porsche, BMW Motorrad and Red Bull Germany? Somention updates you on the most successful German brands on TikTok of the past six months.

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 half year, 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 was announced. Today Somention presents the list for Q1 & Q2 of 2023.

Cars, motorcycles and energy drinks

The 2023 mid-year’s first place is held by the German luxury car brand Porsche. Climbing up from third place, with a stunning 12% engagement rate. Their quirky content in English invites an international TikTok audience and even reaches those who are not crazy about cars. The runner up is also held by a beloved German car brand, BWM. With their motorcycle counterpart, BMW Motorrad. Although they dropped from first place they have a following of over 3 Million on TikTok. Red Bull Germany made its way up to third place and is the only account run in German on the podium places this half year. Their best performing TikTok reached an engagement rate of 22.33%, keep up the good work! 

Dynamic shifts: TikTok’s brands experience ups and downs

The landscape of TikTok’s top brands is undergoing a lively transformation. Sennheiser, known for studio equipment, slips 13 places to 22nd, while others make bold leaps. Notably, the BMW account races up to 7th place and, alongside BMW Motorrad, achieves the remarkable feat of securing a top 10 position twice.

Beyond product-focused brands: The park Karls Erlebnis-Dorf (17), and theme park Europapark (9), emphasise TikTok’s openness to a variety of themes. 

 

German TikTok Top 25 – Q1 & Q2 2023

 

Q1 & Q2 2023
Account
Followers
Engagement rate
Rise / drop
1
porsche
2,175,299
12,35%
+2
2
bmwmotorrad
3,115,853
8,62%
-1
3
redbullgermany
1,851,714
8,95%
+2
4
puma
4,206,697
8,11%
+7
5
essence.cosmetics
2,097,450
8,11%
-1
6
adidas
5,218,590
7,04%
-4
7
bmw
1,334,393
7,76%
+10
8
netflixde
1,537,199
7,64%
-1
9
europapark
686,080
7,88%
-3
10
wwf_deutschland
278,147
13,70%
-2
11
spotifyde
663,923
6,37%
+16
12
omochiicecream
246,865
10,36%
0
13
mercedesbenz
1,997,390
4,36%
+5
14
deutschebahn
232,085
8,91%
+2
15
congstar
444,604
6,91%
-5
16
yeauty_official
127,201
11,32%
+3
17
karlserlebnisdorf
188,188
8,38%
+6
18
primevideode
1,505,337
4,28%
+12
19
edekaesslinger
457,313
5,30%
-4
20
justdance_de
765,555
4,22%
-6
21
warnerbrosdeutschland
266,139
5,65%
+3
22
sennheiser
650,703
4,10%
-13
23
foodistofficial
157,848
7,33%
-2
24
wholeyorganics
365,389
4,58%
-11
25
zalando
1,710,994
2,74%
+18

 

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. Accounts also need to have posted a minimum of 12 posts in the previous half year. 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%.

More lists? Check out how brands in neighbouring countries are utilising TikTok!

♦ Check out the Dutch TikTok Top 25 here

♦ Check out the Belgian TikTok Top 25 here

 

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