Public service Half of Swiss municipalities rely on social media
Swiss authorities are increasingly communicating via social media: according to a new survey, almost half of municipalities use at least one channel. This is a good 13% more than in the previous year, with Tiktok and YouTube also being included for the first time.
20.01.2026, 05:01
SDA
Almost 50 percent of municipalities across Switzerland have at least one social media channel, according to a study published by Gromann Partner on Tuesday. All 2121 Swiss cities and municipalities were included in the study.
In the previous year, this figure was 36.4 percent, in 2024 it was just under 30 percent. The communications agency concludes that this development represents a trend reversal: Social media is no longer the exception, but is slowly becoming the standard channel.
Facebook continues to be the most widely used channel among public authorities. According to the survey, just under a third of municipalities have a profile on this platform. Instagram and the business platform Linkedin follow in second and third place.
Cultural differences
While the Rhaeto-Romanic language region has made particular gains on Facebook and Instagram in the past year, the presence on Linkedin is increasing in German-speaking and French-speaking Swiss municipalities in particular, as Gromann Partners found.
There are also differences between urban and rural areas. Centrally located municipalities tend to be more active on social media than peripheral ones. Rural, peripheral municipalities, on the other hand, have a particularly high number of followers in relation to their population.
According to the study, the short video platform Tiktok, which is particularly popular with young people, hardly plays a role in any of the regions. Only just two percent of municipalities have an account. The city of Thun has by far the largest community with more than 9,000 followers.
