Table of Contents:

  • Who are the Polish millennials?
  • Polish millennials and their approach to brands
  • Millennials and Polish social media
  • What to communicate to millennials from Poland?

Millennials are currently the largest age group in Polish social media. What’s more, it is also a group with a huge purchasing potential – millennials positively react to online advertising, willingly engage in brand communication and look for information about products primarily on the Internet. How to reach out and what to say in social media to the Polish millennials in order to gain their loyalty?

Who are the Polish millennials?

According to the most frequently repeated definition, a millennial is a person born between 1980 and 1995. Millennials are therefore the average 20 to 30 year olds who are either already working or are just entering the labour market. This is the so-called “digital generation”: the average millennial in Poland did not have access to technology in early childhood, but they could observe the development of the Internet, smartphones and social media with their own eyes. In Poland, universal access to technology took place a bit later than in Western European countries, but the millennials from Poland find their way into the virtual world today – usually using it on a daily basis also in their professional work. According to many stereotypes, millennials in Poland are addicted to the Internet, do not seek professional stability, move away from their parents later than previous generations and take care of work-life balance. It is also an age group strongly involved in climate protection, aware of ecology and less religious than their grandparents or parents. How to reach them with marketing messages?

Polish millennials and their approach to brands

According to research, millennials in Poland are not as strongly attached to brands as previous generations. This is good news for companies new to the market – Polish millennials are very open if they like the product or service enough. Moreover, they closely follow all kinds of promotions and take advantage of discounts. They are much more aware of the marketing “catches”. They are also characterised by greater resistance to advertising banners (the so-called banner blindness). There is no point in counting on a large, colourful banner on the web guaranteeing more sales for you. Polish millennials are also happy to engage in all kinds of charity campaigns – even those initiated by brands. Among this age group, one can also notice a strong attachment to cult or sentimental products and companies.

Millennials and Polish social media

Regardless of whether it is a person born in the 1980s or already in the 1990s, the average Polish millennial spends at least a few hours a day on the Internet. If we look at the data, the millennial generation dominates many social media platforms such as YouTube, Facebook, and LinkedIn.

Facebook Ads

Millennials in Poland seem to be the last generation for which Facebook is still popular. As the latest research on social media in Poland shows, people born after 1995 dominate platforms such as Instagram, Snapchat and TikTok (although, of course, millennials also have a large representation on them). So if you plan to invest in advertising on Facebook, maybe it will be worth doing synergistically also on Instagram? This is where the youngest representatives of the millennial generation in Poland are relocating.

Demographics of Facebook users in Poland (red means women, grey – men

YouTube videos

There is no doubt that millennials have dominated Polish YouTube. No wonder – they were the first to discover and co-create what this platform looks like in Poland today. As the data shows, 28% of Polish millennials systematically watch YouTube content. It is also worth noting that this group has no problem watching longer materials. Therefore, it is worth devoting short, dynamic content to the younger generation of Z.

Comparison of the representation of individual age groups in Poland on YouTube

Business communication via LinkedIn

If you want to communicate with Polish business clients through LinkedIn – millennials will be the largest age group you will find there. Over 30% of all users of this platform are people between 25 and 35 years of age. Almost half of them have higher education. It is a fantastic way to reach young Poles with job offers, B2B advertising. or sharing specialist knowledge.

Influencer marketing

Campaigns with influencers on Instagram and YouTube are one of the most popular ways to reach a wide group of Polish millennials today. This type of marketing is particularly effective in the beauty, clothing, computer games and technology industries, and even interior design or food.

Advertising of the Revolut card on the YouTube channel of youtuber’s Fifty na pół

Content marketing

Content marketing, that is, acquiring customers by publishing valuable content, is a fantastic method of building millennial engagement. Millennials much more willingly than the younger Z generation read longer blog entries, expert articles, use extensive guides and collect e-books. In turn, unlike their parents, older siblings or grandparents, they search for information almost exclusively on the Internet. An appropriate content marketing strategy will support website positioning, and a valuable blog may become an important factor in the future purchase of your product or service by a Polish millennial. This advice should be especially relevant for online stores!

User generated content

Fan engagement is something that every company communicating with clients on Polish social media should fight for. Polish millennials are very eager to exchange opinions – also on the profiles of the brands they like. One of the very effective ways to engage your profile (and at the same time strengthen customer loyalty) is to use user generated content. There are many methods: sharing stories on Instagram, organising contests for the best photos or slogans, sharing customer reviews, blog posts, and even memes. Polish millennials love memes!

What to communicate to millennials from Poland?

Finally, a few words about what currently works in the daily communication of brands with Polish millennials. Here are the most popular trends and topics:

  • Diversity – the Polish millennial is not racist, nor homophobic. It can be easily identified with an advertisement with a person with a different skin colour.
  • Social commitment – millennials in Poland usually assess it quite well when a brand raises its voice on important social issues or events in the country.
  • Environmental awareness – Polish millennials grew up learning about ecology. Today, they are usually conscious consumers, pay attention to whether companies are ethical, cruelty free, and product packaging is recyclable. If this is in line with your company philosophy, don’t forget to communicate it!
  •  Minimalism – the idea of minimalism has taken over Polish millennials in social media. It is especially visible on Instagram. Fashion has returned to minimalist interiors, a minimalist wardrobe and a minimalist cosmetic bag.
  • Mental health – the Polish Internet is talking more and more about mental health. Millennials like city life, but yearn for nature, which is reflected in the strong fashion for potted plants – a frequently used theme on Instagram from many brands.
  • Pop culture icons – millennials in Poland have a deep fondness for the pop culture heritage of their childhood. The average millennial from Poland loves Harry Potter, watches the series “Friends” and is not ashamed of stacking LEGO.
Netflix Polska and a post to Millennials related to the Friends series.
  • Memes – of course their relevance depends on the industry in which you operate. Using the language of the Internet and using memes or slang in Internet communication is generally very well received by Polish millennials. It was they who created the first memes on famous platforms a few years ago.

Millennials still dominate Polish social media, and their presence prevails on many of the most popular platforms. It is a very interesting, but also diverse age group. Unfortunately, this may prove to be a trap for marketers. If you want to communicate to Polish millennials, prior target group research is necessary. You need help? Contact us – communication with millennials in Poland is our everyday life!