A recent survey by the German IT industry association, Bitkom, reveals significant challenges faced by German retailers in their social media marketing efforts. The study, released Wednesday, indicates that nearly half of German commercial enterprises utilizing social media profiles struggle with consistent content sharing.
Beyond the difficulty in maintaining regular posting schedules, businesses report challenges in creating engaging content (34%) and ensuring continuous channel management (23%). The survey highlights concerns regarding the manipulation of metrics through fake profiles, impacting 35% of respondents. However, engaging with genuine users presents its own hurdles, with 41% of retailers identifying negative comments as a primary challenge.
The research suggests a growing disconnect between social media marketing investment and tangible business outcomes, as 46% of retailers feel the effort required often outweighs the resulting success. Simultaneously, a significant number of firms (42%) consider paid advertising on social platforms to be indispensable for their operations.
Bitkom Research conducted the survey via telephone between March 5th and April 6th, 2025, encompassing 505 companies from the wholesale, retail and automotive sectors, all employing ten or more individuals. The sample included 298 companies actively managing social media profiles.