Social Networks Are One of the Communication Channels for German State Institutions, Not the Primary One

How, how often, and for what purposes do state institutions and socio-political groups in Germany used social media? These are the questions we explore in our interview with Michael Huppertz, German media expert and representative of the Eurasian Society in Germany.

- Which social media platforms are most widely used by residents of Germany? And what factors influence people’s choice of these platforms?

M.H - In Germany, the most widely used platforms are WhatsApp, YouTube, Instagram and Facebook.  TikTok is also very popular, especially among younger people. WhatsApp is mainly used for private communications and group chats,  while YouTube is important for information, entertainment and tutorials.  Otherwise, Instagram and TikTok are particularly relevant for visual content and short videos. Facebook is still widely used, but its audience tends to be older. X is mainly used for political debate, news and public communication. Telegram is used for private groups, new channels and communities. It is also often discussed critically because of misinformation and extremist content. And last, LinkedIn is particularly important for professional networking and business communication.

Now to the second part of your question. In Germany, Instagram currently has the widest reach among traditional social networks, followed by Facebook and TikTok. TikTok is gaining the most popularity, especially among younger users. LinkedIn is also growing in professional communication, while X and Telegram remain important for news, politics and specific communities. But people mainly choose platforms based on where their contacts are. The type of content offered is of use and trust. 

- Who is currently winning the competition for public attention: traditional media (television, online/print media) or social networks? Which communication channels do the government, opposition groups, and civil society representatives prefer to use when addressing the public, especially during critical periods such as elections, political and other crises, or when sharing urgent news?

M.H - That's very interesting. First, I do not think this question can be answered clearly.  Because both traditional media and social media remain relevant. Their influence depends on what kind of information people are looking for and how critically they evaluate it. Remember, since 2013, political debate in Germany has become increasingly aggressive, especially online. And political information therefore needs to be checked very carefully. Studies and election analysis also show that different social groups use different sources.

The party of AfD (ed. note - Alternative für Deutschland/ Alternative for Germany), supports trends to be stronger among voters with lower levels of formal education.  While the Greens prefer cooperatively, while among university-educated voters.  These are two contrasting groups that may also have very different media habits.
What is clear is that political bashing, emotional manipulation and fake news are often used strategically. Social media are particularly effective channels for spreading this kind of content quickly and directly. And now to the second part of your question.

I think the government, the opposition parties and civil society organizations all use a mix of traditional media and social platforms.  Because government institutions rely mainly on official websites, press conferences, public broadcasters and warning systems for urgent information.

Opposition parties use Instagram, TikTok, Facebook and X more strongly for campaigning and political debate.  The civil society organizations use Instagram and TikTok for public, Facebook for local groups and events, LinkedIn for professional networks and WhatsApp or Telegram for coordination and mobilization.  But during elections and political crises, social media becomes especially important because they allow information to spread quickly and directly.

The German government operates about 400 social media accounts in 2025. Almost 60 million euros were spent through media against us on government information campaigns, advertising and communication measures.  Around 30 million euros of this amount were online advertising costs. At the same time, the government cannot provide a complete figure for the total cost of running its social media accounts. Because personnel and resources are often used for several communication tasks.

- Which groups (government officials, political party leaders, civil society organizations) are the most active users of social media in your country? For whom has social media become a primary tool of communication?

M.H - The political parties and the leading politicians are the most active users of social media in Germany, especially during election campaigns. Opposition parties often communicate more aggressively and directly than government institutions. The civil society organizations are also very active, particularly on Instagram, Facebook, LinkedIn and TikTok. Government officials use social media regularly, but they still combine it with the press conferences, official websites and traditional media. Among political parties, the AfD has been particularly successful in generating engagement on platforms such as TikTok, Facebook and X.

And now the other why for whom has social media become a primary tool of communication? Yes, this is especially important for younger audiences.  In Germany, for example, 63% of people use social media at least weekly. Instagram reaches about 40%, Facebook 31% and TikTok 20%. Among people aged 14 to 29, around half use TikTok regularly.  And for the government institutions, social media is still one communication channel among several, rather than the only primary channel.

A good example is germany.de, also germanydeutschland.de. It's an official information platform commissioned by the German Foreign Office. It operates 11 social media channels and had around 4,650,000 followers in 2024. This shows that government communication is no longer limited to press conferences and traditional media. However, government communication on social media is a delicate balancing act in Germany. Under Germany's constitutional principles, the government has a duty to inform the public, but it must not use public resources for party political advertising or self-promotion. The boundary between information, public relations and political communication can therefore become difficult to define. This is also part of a broader development in Germany. Since the rise of the AfD, particularly after its entry into the German Bundestag in 2017, political communication on social media has changed significantly. The party was highly successful in presenting political messages in simple, emotional and professionally designed formats. This created a strong pull effect. Political slogans and narratives spread repeatedly, and in some cases misleading claims and increasingly aggressive language became part of wider public debate. So the government is also trying to adapt to these new communication realities, but simply being present on social media does not automatically mean that communication is successful.

One example was a short video featuring Chancellor Olaf Scholz and his briefcase. It was intended to appeal to younger audiences, but quickly became the subject of widespread ridicule and was subsequently removed. The lesson from all this is that politicians should not simply try to imitate influencers.
Young people also value factual and credible information. The real challenge is to present serious content in a short, modern and professionally edited format, without trying too hard to appear young.

- How does your country experience Foreign Information Manipulation and Interference (FIMI) and other forms of public opinion manipulation in practice? What role do social networks play in these hybrid attacks and in efforts to counter them?

M.H - We should remember that deception and strategic misinformation are not new. History has always known propaganda, covert influence and the principle of the Greek Trojan horse. Today, every political party and every state promote its own interpretation of events.

This makes it increasingly difficult to distinguish facts, political narratives and deliberate falsehoods. The German authorities report foreign influence operations, cyberattacks and disinformation campaigns. At the same time, it is also true that intelligence gathering is not limited to one country.

The surveillance of Chancellor Angela Merkel's phone by the United States is a well-known example in Germany. Germany has attributed several recent cyber and influence operations to Russian actors. The Russian government rejects many such accusations. In December 2025, the Russian ambassador was summoned after Germany linked Russia to a cyberattack on Germany air traffic control and to an influence campaign surrounding the federal election.

Migration and the war in Ukraine are among the most emotionally charged topics in Germany. There are therefore frequently used for fake news, political bashing and attempts to deepen existing divisions.

In my view, many details will only become fully clear in the coming years. But for the moment, the priority should be to prevent further escalation, reduce hostility and return to serious diplomacy.

This video was produced with the financial support of the European Union and the German Marshall Fund of the United States Transatlantic Foundation (GMF TF). Its contents are the sole responsibility of the “Region” Research Center and do not necessarily reflect the views of the European Union or the GMF TF.