One of the biggest mistakes international brands make is assuming that good content works everywhere. It doesn’t. Polish consumers, journalists and creators respond to different formats and different storytelling. Here’s where global content strategies often need a local rethink.
Generic LinkedIn posts
Long posts full of buzzwords, vague reflections and stories that never get to the point rarely spark conversations. These types of corporate content on LinkedIn become something of a running joke. Polish LinkedIn users are looking for opinions, fresh perspectives and people who actually have something to say. If every post could have been written by any company, nobody would remember it.
What works instead
- Give your founders and experts something genuinely worth saying.
- Encourage employees to share their experiences.
- Comment on trends, news and industry changes from your perspective.
- Publish less often if it means publishing something people will actually want to read.
Branded YouTube channels
People subscribe to creators, not logos. That’s especially true in Poland. Even well-known brands often struggle to build engaged YouTube communities because viewers already have their favourite creators. Unless your videos genuinely educate, entertain or solve a problem, most Poles won’t come back for more.
What works instead:
- Collaborate with established Polish youtubers.
- Feature your experts on existing YouTube channels.
- Invest in long-term sponsorships (Take XTB as an example).
- Create educational or entertaining content Poles would watch regardless of the brand.
Hosting a podcast sometimes may be a better idea than a traditional YouTube channel – just look at KFD’s channel:
Press releases about minor brand updates
Most company news is only news inside the company. A new office, another industry award or a management change may feel like a big milestone. Journalists in Poland usually see it differently. Unless your announcement says something interesting about the market, consumers or a trend, it’s unlikely to attract attention. Readers care about stories, not internal updates.
What works instead
- Turn company communication into a story about people, consumers or the market.
- Publish original research or consumer insights.
- Comment on trends journalists are already covering.
- Add expert commentary that explains why the story is important now.
Educational (but boring) articles
The Polish internet doesn’t need another article that says exactly the same thing as the previous ten. Some brands still treat content marketing like homework. Search the topic.
Read the first few results. Rewrite them. Publish. For Poles, it’s boring. If you don’t have a new perspective, data or experience to share, there’s a good chance your audience has seen the same content somewhere else.
What works instead
- Turn your expertise into Instagram carousels people want to save.
- Write in-depth blog articles backed by your experience or research.
- Use internal or external data to support your conclusions.
- Publish content only when you genuinely have something new to add.
Sales-first social media content
Poles don’t mind brands selling. They just don’t want every post to feel like an advert. Most people open Instagram or TikTok to relax, get inspired or pass the time. Another product photo rarely makes them stop scrolling. Brands that build social media communities usually share ideas, visuals, useful tips or simply give people a reason to come back.
What works instead
- Mix promotional posts with educational and entertaining content.
- Create Instagram carousels people want to save.
- Share behind-the-scenes moments and the atmosphere around your brand.
- Let your products appear naturally on the feed.
Need help creating content for Poland? We help international brands localise their communication, write press releases and create content that connects with Polish audiences. Contact us and let’s talk!