Observed Signal · Jan 30, 2025 · Market Research & Intelligence · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Top Social Media Brands 2024 – Storyclash Charts
Storyclash Brand Charts 2024 analyze influencer mentions across Instagram, TikTok, and YouTube for Germany, Austria, and Switzerland to rank brands by social presence. The Top 10 includes Oner Active (58,511 mentions), Prozis Deutschland (50,511), ESN (Elite Sports Nutrition) (48,936), More Nutrition (41,848), and Bears with Benefits (36,898). Health and Food brands dominate the upper ranks, with four of the top five in these categories, while Fashion performs strongly via TEVEO (34,134), Zalando (30,471), and Les Lunes (26,263). Westwing leads Home & Living with 23,733 mentions. The report highlights social-commerce relevance in Fashion and interior/better-known brands, and underscores that long-term influencer collaborations are a central growth driver, with ambassador programs and Creator partnerships cited as key to sustainable community-building on social platforms.
Industry trend analysis of social brand charts and influencer marketing relevance
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Key Takeaways & Evidence Grounding
- Oner Active (Health) – 58,511 mentions
- Prozis Deutschland (Food) – 50,511 mentions
- ESN (Elite Sports Nutrition) (Food) – 48,936 mentions
- More Nutrition (Food) – 41,848 mentions
- Bears with Benefits (Health) – 36,898 mentions
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon Dominates German E-Commerce with 63% Market Share
A new study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce, with €69.1 billion in sales in 2025, a 63% market share. Its customer base grew to 55.9 million, and 97% of German online shoppers use Amazon, with 59% holding Prime memberships. However, competition is rising as Asian platforms like Temu and Shein collectively add €1 billion in revenue, while Otto and Zalando add €1.4 billion. The Bundeskartellamt fined Amazon €59 million for anti-competitive practices, which it is appealing. The study highlights growth potential in food and FMCG, where only 4.9% of sales are online, but Amazon already holds 46.1% of the online FMCG market. Amazon's influence extends beyond its own sales, affecting 41% of examined turnover via marketplace and services.
Personio acquires Circula to unify payroll, expenses, benefits
Personio, the Munich-based HR software provider, has acquired Circula, a Berlin-based fintech specializing in employee spend management, including expenses, travel costs, corporate cards, and benefits. This marks Personio's second acquisition of the year and its largest to date, announced on October 6, 2026, with financial terms undisclosed. The acquisition aims to create the first European platform combining HR, payroll, and spend management. Circula, founded in 2017, had raised a €15 million Series A in 2025 and serves over 3,000 European mid-market businesses with more than 250,000 users, including clients like Aston Martin, DATEV, and Securitas. The combined offering integrates expenses, corporate cards, and benefits with Personio's payroll engine, leveraging deep DATEV integrations and shared integrations with over 500 joint customers. Circula will operate as 'Circula by Personio' and remain available as a standalone product to non-Personio customers. This move intensifies competition in the spend management market, where Pleo, Spendesk, and Moss operate.
Remakes, Remasters, Sequels: Safe Bet But Threat to Innovation
The article discusses the rising trend of video game remakes, remasters, and sequels, which are seen as safe bets for the industry but are also criticized for stifling innovation. It cites data showing that industry layoffs have been heavy since the pandemic, and that most top-selling games in Germany are sequels or remasters. The author argues that nostalgia is a powerful marketing tool used by major publishers like Microsoft, EA, and Ubisoft, but warns that an overreliance on nostalgia could harm the industry's long-term creativity. The article suggests that indie games can offer fresh experiences while still evoking nostalgia, and calls for gamers to be more open to new ideas beyond photorealism.
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