Germany is a popular geo in the Tier-1 segment due to its large and solvent population, as well as its central location in Europe. This makes it an attractive destination for advertising campaigns by top affiliates, allowing for a high ROI on a large number of affiliates.  

However, it is important to familiarize yourself with the key features that will help you seize a significant chunk of the audience when you start working with this geo. TerraLeads, a nutra advertiser, has provided information to enhance your driving skills and expand your knowledge of the country and its people.

Germany: general information on geo

Germany is a developed country with a stable economy and prosperous inhabitants. As of 2023, its population totaled 84 million, making it the most populous country in Europe. The population is growing rapidly due to a constant flow of immigrants.

It is worth noting that, as a first-world country, Germany faces challenges with its internet infrastructure. Tariffs for accessing the World Wide Web are high, which may be a significant expense even for wealthy Germans. Affiliates should consider this fact and create easy-to-use promotions and links with optimization that users will be able to access. Another important thing to bear in mind is that Germans are generally well educated and will not fall for exaggerated advertising campaigns. Promotion of the nutra products must be feasible.

The official language in the country is German, currency is Euro.

Major cities: Berlin – the capital, Hamburg, Munich, Cologne, Frankfurt am Main, Stuttgart, Düsseldorf, Dortmund.

Which nutra offers are popular in Germany

When promoting nutra products in Germany, it is important to consider that while almost all categories of nutra products are popular in Germany, the target audience for these products may differ. Therefore, advertising campaigns should be designed with this in mind:

• The female population is rather financially independent, they build successful careers and it is essential for them to always look their absolute best. Means for weight loss, rejuvenation, care cosmetics, products for whitening teeth – these offers can show good performance.

• For men, however, weight loss offers can always be promoted as well. The cuisine is quite calorie rich, and national sausages, pastries and beer affect rapid weight gain. It is widely known that websites such as Pornhub and Stripchat are among the top 33 of the most popular and highly trafficked sites in Germany. Therefore, the adult nutra category and men’s health products are likely to have a high conversion rate in this market.

• Like everywhere else, older people will be interested in remedies for joint pain, hypertension, diabetes, and varicose veins. As the average age of the population is 44, people in this age group tend to experience more health problems than younger individuals.

In general, it can be said that all high-quality products should be well-received by Germans and perform well.

Germans are notorious for their penchant for online shopping, spending an average of 165 minutes a day online outside of work. Most users access online shopping sites via mobile devices and mobile internet, although a small percentage prefer to use a computer for product browsing and comparison.

The preferred payment methods in Germany are SS and COD. The country boasts a well-established network of payment terminals, ensuring hassle-free card payments. They tend to study reviews, social evidence, and the reliability of the merchant before making a purchase.

The target audience values rationality and orderliness, and they take instructions and wording accuracy seriously. Germans are known for their meticulousness when it comes to making purchases. Typically, they plan their purchases in advance and avoid impulse buying.

It is important to study traffic sources and determine the most effective platforms for advertising campaigns. Similarweb data shows that the following sites have the highest traffic:

• Google;
• YouTube;
• Facebook;
• Instagram;
• Pinterest.

Germans prefer to follow and trust the news, hence it is worth emphasizing on popular news resources, where trends, news stories and design can be derived from: 

• bild.de;
• t-online.de;
• tagesschau.de;
• n-tv.de;
• focus.de.

Germany has a high percentage of immigrants. It is the second most attractive country for permanent residence after the USA. To avoid wasting your budget on redundant advertisements, we recommend that you set your targeting by device language and select German.

Approaches in creatives for nutra in Germany

A universal question among affiliates is what approaches and bundles to use for promotion in Germany. Seasoned affiliates at TerraLeads have highlighted a few tips:

• Unconventional and unusual approaches can be effective in capturing the audience’s attention. Despite the general stereotype that Germans are dreary and conservative, advertising should be as creative as possible. The more creative the design, idea, and plot of the advert, the more engaging it will be and the greater the chance that it will capture the audience’s attention. Bold experiments should not be shunned.

• The news approach. As previously stated, Germans prefer to watch news from trusted sources such as professional experts and established news sites, rather than from anonymous or lesser known bloggers. A successful approach would be to introduce a reputable publication with a well-researched article about the providers, certifications, and accreditation. This can be an effective marketing strategy.

• Logic and rationality.  Germans tend to make purchases based on logic and rationality, rather than emotion. To this end, it is important to create advertising that is first and foremost informative, giving specific, accurate and reliable figures and facts. 

• High quality visualization. It is essential to create the highest possible quality of creatives and landings. Consider that the more attractive the design, shooting, recording, the more appealing it will be to the audience. It is advisable to hire professionals to prepare creatives rather than produce photos for advertising in a “subpar” manner or even more recklessly copy from spy services.

• Convenience should be considered, as in Germany citizens face numerous responsibilities such as taxes and utility bills, which can be fairly expensive. As a result, consumers are less likely to make impulse purchases. To encourage purchases, it is important to highlight the benefits of the product and emphasize how it can be of value to the consumer.  Germans are particularly fond of discounts, promotions, and bonuses, thus offering these can be an effective way to motivate them to make a purchase. Additionally, setting deadlines for discounts can create a sense of urgency and further encourage consumers to buy the product.

• Patriotism and attributes of national culture. Germans have a strong sense of patriotism and value their national culture, including traditions. To effectively target this audience in advertising campaigns, consider personalization based on geo, highlight German cities, show the flag, local landmarks in the creative. Situational marketing, such as promoting products during festivals like Oktoberfest, can also be effective.

Conclusion

Germany is an excellent location for promoting nutra offers. This geo has a high ROI and generates a significant volume of traffic. However, it is also crucial to keep in mind that the competition among affiliates is extremely intense, which makes it imperative to come up with new approaches and bundles to work with.

TerraLeads aims to provide its partners with materials and support that, combined with knowledge of the country and its people, will enable them to prevail in the battle for their share of the market. By following these tips, you can create high-quality bundles and convert more locals into leads.