LinkedIn vs. XING in the DACH Region: B2B Authority Platforms
LinkedIn has officially overtaken XING in the DACH region: 28 million versus 22.5 million members. LinkedIn generates 80 percent of all B2B social media leads and dominates for content distribution, thought leadership and international/tech company presence.
Key Takeaways
- ✓LinkedIn: 80% of all B2B social media leads
- ✓XING: Still relevant for local SME recruiting and traditional industries
- ✓Kununu: DACH leading employer review platform, integrated with XING
- ✓LinkedIn articles are increasingly cited by AI tools
- ✓
Die DACH B2B Social-Landscape hat sich 2025 entscheidend verschoben.
LinkedIn dominiert
28 Millionen DACH-Mitglieder, 80 Prozent aller B2B Social Media Leads. LinkedIn dominiert für Content Distribution, Thought Leadership und internationale Präsenz. LinkedIn-Artikel werden zunehmend von AI-Tools zitiert.
XING bleibt nischig relevant
22,5 Millionen Mitglieder. Stark für lokales KMU-Recruiting und traditionelle deutsche Industrien. Integration mit Kununu — DACHs führender Arbeitgeber-Review-Plattform.
Data & Statistics
LinkedIn: 28 Mio. DACH-Mitglieder vs. XING 22,5 Mio.
Plattform-Daten (2025)LinkedIn generiert 80% aller B2B Social Media Leads
B2B-Social-Studie (2025)“LinkedIn has become the single most important B2B distribution channel in the DACH region. Content shared there drives both brand awareness and referral traffic.”
— Rand Fishkin, CEO SparkToro, Co-Founder Moz