Top social media strategies in DACH: What actually works in 2025

Everyone scrolls. But not everyone scrolls the same.
If you’re marketing on social media in Germany, Austria or Switzerland, you’re playing on hard mode — but in the best way. That’s why you need the best social media strategies in DACH to be successful.

People here don’t fall for trends. They want information. Logic. Honesty. And if they like you? They really like you. Because once you earn trust, it sticks.

But here’s the catch: copying global playbooks won’t cut it.

This region has its own rhythm. It rewards slow growth, local relevance and doing things properly. Ready to make it work? Let’s unpack how smart brands are winning with social — quietly, thoughtfully, and with real purpose.

Why social media matters in DACH — even if it’s a little different

You’ve probably heard that social media usage in Germany is “low.” And that’s not totally wrong, but it’s also not the whole story.

Yes, only 51% of German adults use social media, according to a 2024 Pew survey, despite 93% using the internet. That’s the widest gap between internet use and social media use in Europe. But that doesn’t mean social media isn’t valuable here. It’s just used more intentionally.

Younger generations are showing up. Platforms like Instagram and TikTok are growing fast. Between 2018 and 2024, Facebook gained nearly 50% more users in Germany, and Instagram jumped 75%. So the audience is coming — slowly but surely.

Here’s what makes DACH unique:

• People value privacy. That’s why WhatsApp is big in Germany — not because it’s flashy, but because it feels safe.
• They prefer authenticity over emotion. Pushy posts raise eyebrows. Calm, direct communication wins.
• They expect brands to stand for something, especially when it comes to sustainability and social responsibility.
• And they want clear, useful content — not clickbait, not drama, not fluff.

So yes, social media is powerful here. You just need to understand the vibe. Let’s dig into how to make it work, in the DACH way, with insights from The Global Marketer and DHL.

Important information: the steps below are not based on temporary trends. These are realistic ideas for long-term strategies that will help your brand demonstrate its value and show that you listen to your customers and care about them.

Choose your platforms with purpose

Each country in DACH uses social media differently. That means platform choice isn’t a technical decision, but a strategic one. What works in Berlin might flop in Bern. And what’s growing fast in Vienna may still feel niche in Munich.

Let’s break it down by country:

• Germany: Instagram is gaining ground, particularly among people under 40. But don’t underestimate Facebook. Even though it’s lost its cool factor, it still drives over 64.1% of social referral traffic here. WhatsApp isn’t usually part of “social media” reports, but it’s by far the most used app — with 84.7% of German users opening it monthly. Many brands use it for direct updates and personalized marketing.
• Switzerland: YouTube is the most-used platform by time spent. Instagram performs well across generations, and LinkedIn is picking up speed in tech and finance circles — like in Zürich.
• Austria: Austrians love visuals. Instagram and Pinterest do well with lifestyle, food, and wellness content. YouTube is also strong, with videos which are informative and tied to local interests.

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For agencies or small businesses, picking two platforms that match your customer habits is enough. You don’t need to show up everywhere. Just to show up well.

💡If you’re doing B2B in Germany, look into Xing. It still has around 22.5 million users in the DACH region and feels more familiar to local professionals than LinkedIn. German users often describe LinkedIn as too emotional and cluttered. Xing is simpler and culturally aligned with how German-speaking professionals like to communicate.

Tools like Fanpage Karma or Swat.io (both from German-speaking countries) help you manage posts and analyze engagement across Facebook, Instagram, and LinkedIn. They’re also great at handling compliance and team workflows, which is a bonus in more regulated industries.

Speak like a local (literally)

One of the most overlooked social media strategies in DACH is language. Your content needs to match how people actually speak — not just what they understand.

Here’s what that looks like in real life:

• Germany: Use German for all product-related communication. Younger people in cities like Berlin are comfortable with casual English, but many still prefer German, like when price, policy, or legal info is involved.
• Austria: Keep your German clear, but feel free to reflect a softer, more expressive tone. Austrians often appreciate warmth and creativity in captions, especially on platforms like Instagram and Pinterest.
• Switzerland: Use High German for most written content, but be aware of Swiss German expressions in comments or UGC. If you’re targeting a regional audience, local references help build trust quickly.

Some brands post in both English and German. This works best on Instagram, where space allows dual-language captions. For example:

“Self-care isn’t selfish.
Tu dir was Gutes – entdecke unsere Pflegeroutine.”

Just make sure the German text has the vibe — not like a Google Translate version of the English copy. For writing help, use DeepL Write — it’s better than most translation tools and keeps sentence flow natural. You can also use Lokalise to manage multi-language publishing, like when you’re juggling content across regions.

Build trust before you sell anything

In the DACH region, trust comes from being transparent, consistent, and useful. Generally speaking, people want to know who you are and why you matter — before they even consider clicking “buy.”

This is really true in Germany, where most audiences are known for their cautious approach to advertising. Pushy sales language feels suspicious here. A better move? Show your process, explain your value, and let your content speak for itself.

Video is a great place to start. On platforms like Facebook and Instagram, behind-the-scenes content helps humanize your brand. Try a short reel about how your products are made, or how your team works behind the scenes. That type of content makes people feel included — and seen.

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Real reviews matter, too. Highlight comments from everyday customers, not influencers. In Germany and Austria, social proof carries weight only when it feels authentic. Highly stylized UGC campaigns tend to backfire. What works is raw, honest content — unfiltered product try-ons, setup tutorials, casual feedback clips.

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For example, if you’re using Instagram, consider turning a carousel into a mini story:

• Slide 1: A real quote from a user
• Slide 2: A photo they sent (ask permission)
• Slide 3: A short explanation of how your brand helped solve their problem

This works across industries — wellness, e-commerce, B2B SaaS, even food and hospitality.

Swiss audiences are similar. They value quiet professionalism. Flashy testimonials don’t impress them. What does? Detailed case studies or genuine shoutouts from regular customers. You’ll often see Swiss brands repost Story mentions or low-key reviews with just a “Danke fürs Teilen!” — simple and effective.

This approach may feel slow at first, but that’s the point – trust takes time. And once you earn it, it stays with you.

Go slow and stay smart with content

When it comes to social media strategies in DACH, more content doesn’t mean better performance.

People are careful with their attention here. They’ll scroll right past if something looks shallow or overly emotional. So don’t post for the sake of posting. Post when you have something meaningful to say.

Germans value data and structure. That’s why educational formats (infographics, how-to guides, or expert Q&As) do so well. 

• Instagram carousels are a great fit for this. Each slide can cover one idea. Keep it clear. Use proper spacing and neutral design.

Austrians enjoy content with a bit more personality. They appreciate well-written captions, cultural references, and local humor — but still expect quality. You can be casual here, but don’t be careless.

In Switzerland, brands that post thoughtfully spaced content — with strong visuals and substance — build steady engagement. Overposting or jumping on every trend can actually hurt your image. On LinkedIn, Swiss users prefer long-form posts that explain rather than sell. They want insights they can act on.

Another point is that long captions may seem risky on social mesia, but they work well in DACH. People here read. A short story about a customer experience, a breakdown of your product ingredients, or even a company value explained in plain words: it all adds depth.

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Instead of publishing every day, think weekly or bi-weekly with intention. Plan formats that add value:

• Instagram carousel → product guide
• Facebook post → behind-the-scenes video
• LinkedIn post → 5-step expert tip
• Pinterest pin → short infographic with blog link

If you’re looking to simplify visuals, Canva has German-language templates that are ideal for Instagram carousels, Facebook posts, or LinkedIn graphics. You can even use Venngage or Infogram to make branded infographics that match your color palette and layout rules.

Stay human — and a little formal

Tone can make or break your brand in the DACH region. 

• Too cold, and people won’t engage. 
• Too casual, and you might lose credibility. 

The key? Find that middle ground — warm, human, but still respectful.

Let’s start with the “du” vs. “Sie” question. 

1. In most cases, especially on platforms like LinkedIn, Xing, or Facebook, use “Sie.” It’s formal, safe, and still the norm in professional or mixed-age audiences. 
2. If you’re talking to a younger crowd — say, Gen Z on TikTok or university students in Berlin — “du” feels natural. 

But never mix the two in one post. That’s one of the fastest ways to make your content feel tone-deaf.

Your brand voice should match the platform. On Instagram, captions can be more relaxed — you can pair them with relatable visuals or behind-the-scenes posts. But on LinkedIn or Xing, keep it sharp.

Visual tone matters too.

1. Germans respond well to minimalist, clean layouts. Fonts should be easy to read. Avoid emojis in bulk — one or two is enough. 
2. On the other hand, Austrians and younger Swiss users may get interested in soft visuals and warmer palettes, like in wellness or lifestyle sectors.

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Think interaction, not influence

Yes, yes – influencer marketing is also bounded with social media strategies in DACH. Except that… it has changed. People are less impressed by reach and more curious about how brands interact. If there’s no real exchange (no replies, no questions, no recognition) even the best campaign might fall flat.

German, Austrian, and Swiss users are active in the comments — when there’s something to respond to. That’s why interactive content performs better than static brand posts. It gives people a role to play, and a reason to come back.

Here’s what’s working now:

• Instagram polls with real stakes — “What flavor should we launch next?”
• Stories with quick quizzes — really useful for wellness, food, or fashion brands
• Comment prompts — “Tell us your favorite local spot,” or “What would you name this color?”
• Sharing audience submissions — fan art, recipes, photos, reviews — anything that makes the follower feel seen

German users like to contribute ideas. According to a 2024 survey, nearly 48% of millennials in Germany want to influence product development through brand interactions. That’s a huge opportunity to turn regular content into mini research moments — all while building loyalty.

In Switzerland, audience participation works well on YouTube and Instagram. Thus, try sharing local creators’ work or reposting thoughtful comments. On Facebook, especially in Austria and Germany, local businesses are building tight-knit communities by simply replying more. 

If you’re using tools to manage this, platforms like Kontentino or Agorapulse are helpful. They let teams track mentions, reply faster, and organize community-based campaigns — all while staying GDPR-safe, which matters in the DACH market.

Use social selling, but carefully

Yes, social selling exists in DACH. But it’s quiet and subtle. It has to feel helpful, not transactional.

People here are open to buying through Instagram or Facebook — particularly in Austria and Germany, where mobile commerce is on the rise. In fact, 64% of German 18–26-year-olds have already made purchases directly through Instagram. But they don’t want to be pushed.

If you’re using Instagram Shopping, make your posts practical. 

1. Instead of fluffy captions, write what the product actually does. 
2. Link it to a use case. 
3. Add specs, not slogans. 
4. And make sure pricing, delivery, and refund policies are visible in just a tap or two. 

A great format is shoppable reels with real people — they show how people use the product in everyday life. A short video of a planner being filled out, a bag being packed, or a skincare routine in real time does far more than a high-gloss product ad.

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Moreover, in Switzerland, brands that highlight why the product is useful — with calm, confident tone — get the best results. People expect a smooth customer journey, with no surprises or hidden costs.

Use tools like Tagshop or Squareshop to create shoppable feeds that blend in with your organic content. These help you avoid looking too salesy while still driving conversions.

Let content reflect values, not trends

People care deeply about fairness, environmental responsibility, and product quality. They expect brands to show how they live up to those ideals. If you want to stay relevant, you need to include this in your social media strategies in DACH.

Sustainability is a baseline expectation. Over 50% of Germans want brands to support social issues unrelated to their business, and 65% expect real action on climate.

So skip the vague feel-good posts and show something real.

1. Post about your seasonal ingredients, your recyclable packaging, or your local supplier partnerships.
2. Share how you optimized logistics – that details matter. 

You don’t need big campaigns. Even small content shifts help. A post that says “We’ve switched to paper tape, here’s why” will resonate more than any broad promise about being “eco-friendly.”

Austrians are really sensitive to authenticity. If you partner with a charity or support a local event, show up, post it, and keep the language low-key.

In Switzerland, subtlety wins again. Swiss brands often show team efforts — like volunteering or recycling days — through Stories or quiet behind-the-scenes posts. The tone is simple: “Here’s what we’re doing, and we’re proud of it.”

A great tool to track content performance around values is Storyclash. It helps spot which messages get shared, saved, and talked about — so you can lean into what your audience actually cares about.

Know what’s trending — and what’s not

People here are selective. They follow what feels relevant, not what feels loud.

So trendy ≠ viral. 

Trendy = timely, thoughtful, and in touch with how people live right now.

What’s working for social media strategies in DACH:

• YouTube sponsorships during mealtimes. Germans, in particular, spend more time on YouTube than on TikTok. And yes, they often watch while eating. That’s a great window for 10–15 minute video formats.
• Pinterest boards for Austrian brands. DIY, recipes, wellness tips, and local design content all perform well, even better when paired with clean, keyword-optimized visuals.
• Twitch influencer partnerships. While Twitch isn’t huge overall, it’s deeply trusted by the users it does have in DACH. If your product fits gaming, tech, or niche lifestyle spaces, Twitch creators may give you longer mentions and stronger impact than a quick TikTok.
• Dry meme formats on TikTok. These are working with younger German and Swiss audiences — think of meme slideshows, trending audio with local references, or subtle workplace jokes. Humor here should feel clever, not chaotic.

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What’s falling flat:

• Pushy TikTok ads. High scroll-through rate, low conversion. People watch for entertainment — not sales.
• Overly stylized influencer posts. These tend to get lower engagement unless paired with honest reviews or product demos.
• Anything that looks too perfect. Clean, yes. Polished to the point of fake? No.

If you’re tracking trends, check out Exploding Topics (great for spotting early interest) or use Instagram’s in-app trends tab to find sounds and formats with local traction. 

But always test them against your brand voice.

Social media strategies in DACH: Take it slow, and make it real

You don’t need viral dances or gimmicks to grow in DACH.

You need clarity, consistency, and a real sense of who you’re speaking to.

Do you post on Instagram? Test Pinterest in Austria? Or maybe use WhatsApp to stay close to German customers? That’s all sound fine. It’s all just about being present and relevant. Talk like a local. Show what matters. Respect the person behind it.

So take your time. Choose your platforms wisely. Say something useful. That’s how brands grow in Germany, Austria, and Switzerland.

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