The Only Long-Term Study in The DACH Region Reveals Current Trends and Shows How Social Media is Becoming a Success Factor for B2B Companies

Only Long-Term Study in The DACH Region Reveals Current Trends and Shows How Social Media is Becoming a Success Factor for B2B Companies

Recruiting, leads or CEO positioning: How do B2B companies in the DACH region use social media for their market and corporate communication? What current trends and developments are emerging? Now in its twelfth year, the only long-term study on the topic provides clear answers and shows which content should be focused on and on which channel.

More and more B2B companies are recognising the importance of social media in their digital marketing mix and are increasingly consolidating their digital position: 95.9 per cent of B2B companies now rely on online channels, as the current study “Social Media in B2B Communication” revealed. But how do they use social media in a targeted and value-creating way?

Key findings: Social media communication is increasingly becoming a matter for the management. And: It is becoming a trend to specifically establish one’s own employees as corporate influencers. In addition, the use of social media continues to increase across all platforms compared to the previous year. The absolute frontrunner: LinkedIn! The No. 1 business channel has become the most important B2B communication platform across all countries. Credibility, (interesting) content and honesty play a central role as success factors in the social media communication of B2B companies.

Advantages of the social media strategy

At the core of the study are the changes that have taken place in the user behaviour of social media channels in the B2B sector. The unique selling point of a data comparison over a period of twelve years offers B2B companies and communication decision-makers of all economic sectors and sizes in the DACH region the unique opportunity

  • to precisely analyse their own social media usage behaviour,
  • differentiate themselves from their market competitors with the right communication mix, and
  • correctly classify and implement trends in the use of digital communication tools on the basis of valid data evaluation.

In recent years, B2B companies have benefited greatly from the results of the study. The practical findings and far-reaching uses not only offer the possibility to adapt social media strategies and budgets to target groups. The conclusions also enable communication decision-makers to distinguish themselves from competitors in the online social networks through tailored, straightforward and credible presences.

Social Media Study 2022: Particularly interesting results expected

For the current study, particularly interesting results are expected. The reason: changes in user behaviour due to the home office trend, remote working models or the phenomenon of the “Great Resignation” will be incorporated – and it will become clear to what extent they remain in place for the long term.

“With the pandemic as well as the corona-related consequences, we have for the first time seen really profound changes in the use of social media channels. 2022 will show how long-lasting these changes are and whether channels like TikTok have been able to establish themselves further,” says Jacqueline Althaller, founder of the working group and initiator of the study.

The current survey for the data collection runs until 8 August 2022 and covers the entire German-speaking region. By taking part in the survey, all participants will receive the results free of charge in autumn.

The new exclusive cooperation with “OBSERVER” GmbH in Austria as well as the continued cooperation from last year with KünzlerBachmann Directmarketing AG raise the potential and kick off a series of further strategic projects in the areas of communication, LeadGen and market research.

Join the survey here and secure the free results.