written by
Carsta Maria Müller
Carsta Maria Müller
Food for Thoughts

#WELIKE: Social Media at ProSiebenSat.1

#WELIKE: Social Media at ProSiebenSat.1

Reaching out to millions but at the same time ensuring personal interaction - this describes the fascination of social media platforms and is one of the main reasons why ProSiebenSat.1 is active on Facebook, Instagram, TikTok, Snapchat and Co. We can communicate directly with our fans and build and expand format-specific communities. We take a look back at 2019 and all that we have learned.

1. Facebook is not dead

137 million unique reach with the Knallerfrauen  Facebook Page, over 100 million reach with the Late Night Berlin Facebook Page - these are the results from 2019, an average growth of about 30% per page. The number of fans on our 50 Facebook pages in 2019 has increased by 7% compared to the previous year. No doubt: The classic among social media networks is still relevant for us.

Our top performing post of 2019 with 10 million views on Facebook:

2. Consumption is increasing, engagement is decreasing

With the strategy of also publishing long content on Facebook, we were able to increase our average number of contacts from 8.7 million in 2018 to 30 million in 2019. While the average number of Facebook likes within 24 hours in 2018 was 54,000 in total, this number more than halved in 2019. In other words, people interacted less frequently with posts last year, but consumed more content.

3. Instagram is coming of age

The total number of followers we reached with our 38 Instagram accounts increased by 70 percent in 2019. This indicates that our visual and video content is perfect for the channel and our target groups are active. Across all KPIs Instagram has shown huge growth for us this year:

Source: ProSiebenSat.1 group. Average totals within 24 hours in 2018/2019.

For some of our top shows, we are seeing fans migrating from Facebook to Instagram. Germany’s Next Topmodel, for example, lost approximately 25,000 Facebook fans in 2019, but the GNTM Instagram account grew by around 170,000 followers during the same year. GNTM is not losing fans; rather they are simply switching platforms.

4. Social media helps us to build reach beyond national borders

Take this statistic for starters: Germany has 32 million active Facebook users, but our top Facebook page performers Knallerfrauen and taff saw 137 million and 90 million unique users in 2019 respectively, a difference that shows that our content is attractive enough to arouse international interest. Our social media channels are helping ProSiebenSat.1 to build and reach fans internationally.

5. Quality trumps quantity, every time

As the sheer quantity of social content increases across the board, social audiences are becoming savvier and more discerning. Audiences now demand an added value if they are to consume our social content and if we as content creators want to tell people something, we need to know how and why. We need to tell a story, targeted to audience and platform. This strategy worked and last year we successfully escalated Facebook contact and fan counts while halving the number of posts.

6. Paid and organic work together

No longer the “evil twin” it once was, social paid has a job to do in supporting organic posts. We only put budget behind posts we would post organically. But ultimately social paid strengthens momentum, increases reach and ultimately pays the bills, leaving those working on organic posts free to be creative.