Who Are Social Media Users in Poland?
According to the „Social Media 2023” report, prepared through collaboration between Gemius, Polish Internet Research, and IAB Poland, the gender ratio of social media users in Poland is nearly equal, with 51.8% women and 48.2% men. What should interest you is the gender breakdown on specific platforms. This data can help you choose the best medium for your business depending on whose attention you are trying to capture.
![Who Are Social Media Users in Poland?
According to the "Social Media 2023" report, prepared through collaboration between Gemius, Polish Internet Research, and IAB Poland, the gender ratio of social media users in Poland is nearly equal, with 51.8% women and 48.2% men. What should interest you is the gender breakdown on specific platforms. This data can help you choose the best medium for your business depending on whose attention you are trying to capture.
Source: “Social Media 2023” Report – Gemius, Polish Internet Research, IAB Poland
As you can see, women dominate activity on most social media platforms, making this demographic a valuable target for your organic efforts. It’s also worth considering the age of users, as over 60% are in their so-called productive years, mainly aged 35 and older. However, don’t forget about Generation Z, which is just entering the world of social media and will likely have the biggest influence on how your brand is perceived and whether it will survive in the market.
Source: “Social Media 2023” Report – Gemius, Polish Internet Research, IAB Poland Do you know who your audience is? Before moving on to the next point, take a moment to think about whom you want to reach. Check your statistics to see who most often engages with your content, and get to know your brand’s fans.
Which Social Media Platforms Are the Most Popular?
It won’t surprise you to hear that one of the most well-known social media platforms in Poland is Facebook. When thinking about social platforms, we rarely include Messenger or WhatsApp. Understandably so—social media platforms are typically associated with viewing or adding specific content. In Poland, Instagram, TikTok, and Pinterest are also quite popular [2]. I’ll focus on these four channels when discussing specific strategies. However, it’s clear they face competition from other platforms—it’s worth analyzing whether your target audience is on those as well.
Source: "Digital 2023: Poland" Report – DataReportal
How to Tailor Your Efforts to the Chosen Social Media Platform
Now that you know who your audience is and which platforms are popular among certain age groups, let me show you what you can do on these channels for free and what results you can expect.
Facebook
Currently, Facebook offers everything: information and entertainment in many forms, from longer blog-like posts to short videos. However, Facebook users primarily follow brands they are interested in. This provides an opportunity to engage—followers need reasons to stick with your brand. How can you engage your audience on Facebook? First and foremost: create engaging content. What does that mean? You can’t constantly post purely sales-oriented content.
Your posts should not only showcase products or services but ideally tell a story, highlight benefits, and show what the brand is truly about. Carousel posts, short animations, or videos are ideal for this. Engage your followers through polls and contests. The more reactions, comments, and shares you get, the more reach you’ll gain—completely free.
Instagram
Instagram started as a platform primarily for photo-based content. Users and brands alike shared images to communicate their message in interesting ways. Over time, it began to resemble TikTok, known for its video format. Today, Instagram is a blend of static and video content. It’s fair to say that there’s something for everyone here, so it’s best not to stick to just one format but rather experiment. By testing what resonates with your brand’s followers, you’ll gain confidence in which types of content to publish.
It’s crucial to accurately describe your posts and use relevant hashtags (make sure they’re related to the topic and your brand, not just the most popular ones). This will help you reach your target audience more effectively. Remember, adding detailed descriptions or tagging locations doesn’t cost a thing, but it makes it easier for users to find your brand on Instagram.
TikTok
TikTok is dominated by video—if you want your brand to make an impact here, you need to start recording! And do it frequently. According to TikTok’s own recommendations, it’s best to post daily, as this allows the algorithms to better learn who to show your videos to.
The second important tip is to clearly describe your videos. Both the title and description should give hints about the content and target audience. If you add captions to the video, ensure they are tailored to your target group. TikTok is also all about trends. Brands should react to emerging challenges and even initiate them.
Pinterest
Personally, I find this social platform to be very precise. It’s mainly used by people searching for specific products and services because it’s a place for inspiration. The content posted on Pinterest should encourage users to buy something they are already searching for. It’s worth noting how this search process works. Users enter specific keywords in the search bar, so the more detailed your descriptions are, the more content you have, and the better it’s tailored to your target group, the greater your chances of making a sale.
What works on this platform is aesthetically pleasing product presentation. Promotions and discount banners are less important—the main focus should be on visually appealing content.
Key Takeaways
Content and organic efforts are an opportunity to showcase your brand without additional budgetary resources—take full advantage of this opportunity!
All described activities should be regular. Even the best post won’t make an impact if your profile doesn’t consistently publish content.
Consistency is linked to planning. It’s worth creating a content calendar in advance and systematically publishing posts.
Actively respond to comments and reactions from your audience; stay in touch with them.
Create RTMs (Real-Time Marketing). The quicker and more creatively you respond to current events, the greater the chance that social media users will become interested in your brand.
Online Sources:
“Social Media 2023” Report, Gemius, Polish Internet Research, IAB Poland, available at: https://www.iab.org.pl/wp-content/uploads/2023/05/RAPORT_SOCIAL_MEDIA_2023.pdf
“Digital 2023: Poland” Report, DataReportal, available at: https://datareportal.com/reports/digital-2023-poland](https://yetiz.nl/wp-content/uploads/2024/10/organicblog1-1024x469.png)
As you can see, women dominate activity on most social media platforms, making this demographic a valuable target for your organic efforts. It’s also worth considering the age of users, as over 60% are in their so-called productive years, mainly aged 35 and older. However, don’t forget about Generation Z, which is just entering the world of social media and will likely have the biggest influence on how your brand is perceived and whether it will survive in the market.
Do you know who your audience is? Before moving on to the next point, take a moment to think about whom you want to reach. Check your statistics to see who most often engages with your content, and get to know your brand’s fans.
Which Social Media Platforms Are the Most Popular?
It won’t surprise you to hear that one of the most well-known social media platforms in Poland is Facebook. When thinking about social platforms, we rarely include Messenger or WhatsApp. Understandably so—social media platforms are typically associated with viewing or adding specific content. In Poland, Instagram, TikTok, and Pinterest are also quite popular [2]. I’ll focus on these four channels when discussing specific strategies. However, it’s clear they face competition from other platforms—it’s worth analyzing whether your target audience is on those as well.
How to Tailor Your Efforts to the Chosen Social Media Platform
Now that you know who your audience is and which platforms are popular among certain age groups, let me show you what you can do on these channels for free and what results you can expect.
Facebook
Currently, Facebook offers everything: information and entertainment in many forms, from longer blog-like posts to short videos. However, Facebook users primarily follow brands they are interested in. This provides an opportunity to engage—followers need reasons to stick with your brand. How can you engage your audience on Facebook? First and foremost: create engaging content. What does that mean? You can’t constantly post purely sales-oriented content.
Your posts should not only showcase products or services but ideally tell a story, highlight benefits, and show what the brand is truly about. Carousel posts, short animations, or videos are ideal for this. Engage your followers through polls and contests. The more reactions, comments, and shares you get, the more reach you’ll gain—completely free.
Instagram started as a platform primarily for photo-based content. Users and brands alike shared images to communicate their message in interesting ways. Over time, it began to resemble TikTok, known for its video format. Today, Instagram is a blend of static and video content. It’s fair to say that there’s something for everyone here, so it’s best not to stick to just one format but rather experiment. By testing what resonates with your brand’s followers, you’ll gain confidence in which types of content to publish.
It’s crucial to accurately describe your posts and use relevant hashtags (make sure they’re related to the topic and your brand, not just the most popular ones). This will help you reach your target audience more effectively. Remember, adding detailed descriptions or tagging locations doesn’t cost a thing, but it makes it easier for users to find your brand on Instagram.
TikTok
TikTok is dominated by video—if you want your brand to make an impact here, you need to start recording! And do it frequently. According to TikTok’s own recommendations, it’s best to post daily, as this allows the algorithms to better learn who to show your videos to.
The second important tip is to clearly describe your videos. Both the title and description should give hints about the content and target audience. If you add captions to the video, ensure they are tailored to your target group. TikTok is also all about trends. Brands should react to emerging challenges and even initiate them.
Personally, I find this social platform to be very precise. It’s mainly used by people searching for specific products and services because it’s a place for inspiration. The content posted on Pinterest should encourage users to buy something they are already searching for. It’s worth noting how this search process works. Users enter specific keywords in the search bar, so the more detailed your descriptions are, the more content you have, and the better it’s tailored to your target group, the greater your chances of making a sale.
What works on this platform is aesthetically pleasing product presentation. Promotions and discount banners are less important—the main focus should be on visually appealing content.
Key Takeaways
- Content and organic efforts are an opportunity to showcase your brand without additional budgetary resources—take full advantage of this opportunity!
- All described activities should be regular. Even the best post won’t make an impact if your profile doesn’t consistently publish content.
- Consistency is linked to planning. It’s worth creating a content calendar in advance and systematically publishing posts.
- Actively respond to comments and reactions from your audience; stay in touch with them.
- Create RTMs (Real-Time Marketing). The quicker and more creatively you respond to current events, the greater the chance that social media users will become interested in your brand.
Online Sources:
- “Social Media 2023” Report, Gemius, Polish Internet Research, IAB Poland, available at: https://www.iab.org.pl/wp-content/uploads/2023/05/RAPORT_SOCIAL_MEDIA_2023.pdf
- “Digital 2023: Poland” Report, DataReportal, available at: https://datareportal.com/reports/digital-2023-poland
