Status: 22.09.2023, 04:59 a.m.
By: Bjarne Kommnick
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If you are well versed in the world of social media, you can easily make a profit from it. A prime example of this is Wolfgang Grupp and his company Trigema.
Munich/Burladingen – Just a few years ago, entrepreneur Wolfgang Grupp was literally at loggerheads with social media. Today, his company Trigema has also made a real name for itself on the Internet and among young people – and the 81-year-old himself is likely to have made a significant contribution to this.
"Should be our Chancellor": Fans celebrate Trigema boss Wolfgang Grupp on social media
If you look at the comments of the videos of the clothing manufacturer from Baden-Württemberg, you will quickly see how many fans Grupp has already been able to win over for himself and his company. "This man should be our Chancellor," it is not uncommon to say, as one user writes under a video. Another commented: "Wolfgang Grupp would be the best economics minister in the history of Germany."
Owner Wolfgang Grupp is likely to have played a significant role in Trigema's success on social media. © Bernd Weißbrod/dpa
But what has helped Grupp, who had recently described today's world as "crazy", to this reputation among young people? After all, as recently as 2010, he said in an interview about the use of social media platforms: "I don't deal with it. Twitter is just stupid to me and the people who use it are idiots to me. Don't people have anything better to do than write about trivial stuff?"
"Having a brand as a company is important": Trigema boss Grupp presents himself on TikTok
If you look at the social media appearances today, such as Trigema's TikTok account, Grupp in particular appears as the main actor of the account. In addition to advertising, insights into production and other company-related matters, it often seems as if this is Grupp's private account. From romantic videos with his wife Elisabeth to statements with a clear attitude, he gives free rein to his thoughts and provides insights into his person.
But how did this change of heart with regard to social media come about? In the podcast Biz and Beyond on the TV channel RTL, he explained: "Having a brand as a company is important," said the 81-year-old. "Because when you have a well-known brand, it's much easier to do business than when you're anonymous."
Wolfgang Grupp on social media: Controversial statements go viral
Since nowadays there is hardly a better advertising channel than the Internet, it seems to have become a kind of corporate duty for a successful entrepreneur to open up to social media. Trigema often relies on the feel-good factor. A familiar working atmosphere with joy at work, a lot of humor as well as a sustainable company philosophy and production are suggested.
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But in most cases, that alone is no longer enough to go viral on TikTok and Co. these days. The mix is likely to be decisive here. In addition to pleasant insights into his company and his life as a boss, Grupp repeatedly appears with controversy on social media. Again and again, videos with millions of clicks appear in which Grupp shares his opinions with the public.
"One academic is one too many": Wolfgang Grupp polarizes with his opinions
A few years ago, for example, he polarized with his aversion to students: "One academic in the company is one too many," he explained in an interview with the Südkurier at the time. In addition, he also demanded that academics should retire much later in order to receive the same entitlements as non-academics.
With his statements, he also repeatedly shoots against politics. Most recently, Grupp railed against today's traffic light government of the SPD, FDP and Greens, as well as former Chancellor Angela Merkel of the CDU. Even when Uli Hoeneß was in prison, he expressed his incomprehension to the Wirtschaftsblatt Bilanz. Also against the arms deliveries to Ukraine in a YouTube interview.
Wolfgang Grupp on TikTok – between hymns of praise and heavy criticism
Grupp also recently caused discussions in a video on YouTube with his attitude to colors "for seasoned men", as well as with his role model about today's woman, who, according to the Trigema boss, would want "men's jobs today".
It is obvious that Grupp has had such great success on social media, especially because he has a lot of presence. Because no matter what topic he talks about, it almost always sparks heated discussions, heavy criticism or even hymns of praise for Grupp. A behavior that seems to meet the zeitgeist of TikTok particularly well and is likely to often flush the entrepreneur into the algorithms of the users – at least measured by the number of videos and their clicks.
