Although TikTok is a relatively new social network – it is a great comms tool. You just need to know how to use its potential. Content that has so far worked well on Instagram or Facebook certainly won’t work there. So how do you use TikTok effectively for communications in Poland? Here are our tips and insights!

Table of contents

1) Understand your target audience

2) Create authentic and engaging content

3) Use popular trends and tags

4) Collaborate with influencers

5) Use paid advertising

1) Understand your target audience

The platform is used by a diverse range of users, so for effective brand communication on TikTok it is important to identify who you want to reach. The latest ‘TikTok 2022’ report by Get Hero shows that the app is already used by 13 million Poles (that’s only 3 million less than Instagram). What’s more, no other social media platform has attracted them for so long. The average Polish user in June 2022 spent 18 hours and 31 minutes per month on it!

By knowing who the target audience for your product or service is, you will be able to explore:

  • What interests them.
  • What trends are prevalent among them.
  • What content is most popular.

2) Create authentic and engaging content

What are Poles looking for on the platform and how can you use this knowledge to promote your brand on TikTok? It turns out that 22.3% of users come there to have fun, 21.3% say the app makes them feel better and 14.4% are mainly looking for creative content.

42.5% of surveyed Poles are expecting fun and entertaining content from the app. Interestingly, 25% of them admit that aesthetic execution and video editing are important to them. As many as 16.3% of Poles say they dislike controversial content. So how do you keep Poles on a brand’s TikTok? It has to be fun, entertaining, and quality!

On TikTok, people are looking for authentic and creative content. It is better to avoid an overly salesy tone and focus on creating funny, emotionally evocative, or inspiring videos. Remember that communications on TikTok is all about engagement, not classic salesmanship.

Examples of content that works on Polish TikTok

Stories from behind the scenes

Show behind-the-scenes of the production of videos or photo shoots, the process of creating a product, or preparing for an advertising campaign. Sharing such moments makes the audience perceive brands as more ‘authentic’ and less fake.


The “duet” option, popular on TikTok, allows you to create collaborative content with current or potential customers or influencers.

Express tutorials

Dynamically edited tutorials with trending music and interesting transitions are one of the most effective ways to promote a product on TikTok, especially for beauty and lifestyle brands.

3) Use popular trends and tags

How do Poles perceive TikToks created by brands? It turns out, quite positively. More than half of those surveyed (53.3%) say that it is the TikTok content itself that is more important to them, not the creator. In other words, it doesn’t matter to them whether the video comes from a person or a brand. This means that you only need (and as much as) good content to win the hearts of Poles. This makes TikTok for Business in Poland a much more effective platform than, for example, YouTube, where content created by brands is usually consumed reluctantly.

Joining popular challenges or trends will help brands gain more visibility, and more importantly, engagement. Monitor popular tags and sounds to create on-trend content. In Poland, trending sounds and music in Polish work well. But beware – it is better not to do it yourself. Entrust to professionals who are up to date with trends in Poland, understand the nuances involved, and can effectively use them.

4) Work with influencers

Promoting effectively on TikTok while collaborating with influencers is an insanely effective way to reach more users and build brand trust and engagement. Just be sure to choose influencers who fit your brand and share similar values. 

Here are some steps on how to find one:

  • Search popular trends, tags, and keywords related to your sector.
  • Check which influencers are already working with competing brands.
  • Review the profiles of potential influencers, look at the TikToks they create, and check their quality.
  • Analyse their level of engagement, i.e. the number of likes, comments, and shares under the videos – high engagement indicates that the influencer has an active community. You can use tools such as Hype Auditor for this exercise.
  • Find the influencer’s profiles on other platforms and see what they post on them and the numbers they generate.
  • Influencers usually share their account statistics (such as number of impressions, percentage of engagement, and audience demographics). Ask for those.
  • Scour the Internet to see what kind of reputation an influencer has and whether they have ever been at the centre of a high-profile controversy.

Examples of influencer marketing on TikTok in Poland:

A product challenge

This could be a competition or a challenge to encourage followers to get involved and create their TikToks.

Product review

Authentic and enthusiastic reviews quickly build trust in the brand among consumers.

Duets or joint TikToks

Ask the influencer to create a TikTok in the form of a duet or joint video with the brand, or other creators.

Creative task

This is about using a product unusually or originally. To attract attention and build engagement, of course.

5) Use paid advertising

Only 7% of Poles surveyed say they do not like ads on TikTok. What’s more, one in three users is open to shopping directly through the app. And please remember, as much as 47% of the increase in sales from advertising depends on the creativity of the material.

There are many pluses to investing in paid advertising on TikTok:

  • Still relatively low competition.
  • Ability to reach different age groups (more and more older users).
  • Lots of targeting options for ads.
  • Extensive opportunities to analyse effectiveness.
  • High chances of audience engagement – due to attractive formats that encourage interaction.

TikTok offers a plethora of advertising options available in an auction or booking model – from TopView, Brand Takeover, OneDay Max, and the Brand Effect option. Remember, however, to tailor your ads to the laid-back nature of the platform. The second important thing is the format of the material used in the ads. As many as 99.1% of Poles admit that they use TikTok mainly on their phone. Your ads must display correctly on mobile devices with screens of different resolutions.

Do you feel that your brand could make waves on Polish TikTok, but you lack ideas, experience, local approach, or time? Get in touch with our specialists – we’d be happy to talk to you about the opportunities available!

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