Social media marketing agency in Poland
With almost 29 million active users, social media is one of the most powerful ways to reach Polish customers – but only with the right strategy. As a trusted social media management agency, we help brands connect with local audiences and turn them into clients.
The Polish social media market is growing
Social media in Poland are becoming more and more popular. At the start of 2024, there were 27.9 million social media users in Poland – around 68.8% of the population. By 2025, that number had risen to roughly 29 million. Around 50.4% of Polish social media users are women, and 49.6% are men.
Polish social media has strengthened its position and remains one of the most dynamically growing sectors of online advertising. Invariably, the most popular and the most engaging social media platform for Poles is Facebook. Over 88% of Polish Internet users have an account on Facebook.
Endless possibilities of social media
Currently, it is common for consumers to send messages to brands or a company, directly through Messenger. It’s the fastest and sometimes even the only possible way of receiving an answer.
However, Polish social media is not just Facebook. As Internet marketing specialists, we will help you develop your Polish fanpage and indicate what other channels will work for your brand. There are a lot of possibilities: Instagram, Snapchat, YouTube, Pinterest, Twitter, LinkedIn and many more.
We will show you which of them are worth investing money in and which should be skipped. Social media are not only a way to be closer to your fans and engage them, but also a way to find new customers just by using effective social advertising. We can plan it for you!
Social media in Poland – who is using it?
Although trends in social media marketing in Poland are similar to those prevailing in Western countries such as the UK or Germany, it is worth being aware of the differences that divide them. Social media in Poland are changing dynamically and surprise marketers who keep up with them every year. However, there is no doubt that social media are the most effective, and at the same time, the safest promotional tool you can reach for if you want to conquer the Polish market – regardless of the industry, or the size of your company.
Interestingly, the largest number of social media profiles belongs to people over the age of 55 (around 6.6 million) but it’s the younger age groups who are the most actively engaged. Kids and teens aged 7 to 14 spend an average of up to 3 hours and 24 minutes per day on social platforms. According to data from Gemius, young people spend the most time on TikTok (1 hour 27 minutes daily), followed by YouTube (1 hour 14 minutes), Facebook and Instagram. Facebook, on the other hand, sees the highest interest and engagement among users aged over 55.
The most popular social media in Poland
Poles choose smartphones as their main tool for browsing the web and social media. As many as 93% of Polish Internet users aged 16-64 access the mobile internet on a smartphone. They use computers mainly for work, and are more likely to use Facebook or Instagram on their phone after hours.
The social media scene is still dominated by YouTube and Facebook – each reaching around 85% of the population. They’re the heavyweights, used by pretty much everyone across age groups. Just behind them are Instagram, with a reach of 50.8%, and TikTok at 45.1%. X (formerly Twitter) plays more of a niche role these days, with just under 30% of internet users on board.
As for user numbers:
- Facebook has around 17.1 million users in Poland,
- Instagram – roughly 11 million,
- TikTok (18+) – 11.5 million,
- LinkedIn – about 6.7 million members.
Looking at the gender split, there’s an interesting pattern. Facebook and TikTok are fairly balanced, with just over half of users being women (53.2% on Facebook and 50.4% on TikTok). Instagram, on the other hand, clearly leans female – 59.7% of users are women. X is the most male-dominated, with women making up only 40% of the user base.
Facebook on the Polish market
Facebook is not only the favourite social media platform in Poland, but also the most popular. Poles use Facebook for all sorts of things – checking out events, browsing Marketplace, joining groups, following local news or scrolling through viral posts. Short videos (Reels) are getting more attention, and shopping directly in the app is becoming more common.
If you are planning to enter the Polish market and want to start advertising here, it is worth starting with Facebook. For most of our clients, Facebook is the solid core of social media communication in Poland. It is a great medium for communicating with customers. It helps to build a positive image and is also effective as a tool for distributing content from external sites.
From a social media marketing agency perspective, Facebook offers a wide range of advertising tools. You can run campaigns focused on reach, traffic, engagement, conversions, leads or online sales. Targeting is flexible – from basic options like age, gender and location to more advanced ones like interests, behaviours, custom audiences and lookalikes.
Even though younger users are less active here than before, Facebook still works well for reaching older age groups. It’s a good platform for building brand awareness, re-engaging with your audience and running campaigns linked to your website or online store. Since it’s connected to Instagram and Messenger, running cross-platform social media advertising campaigns is also easy and effective.
Instagram on the Polish market
Instagram is the second most popular social media platform in Poland – especially among women and younger audiences. Around 59.7% of Polish Instagram users are women. The platform is especially popular with younger adults, mainly those aged 15 to 34. So if you’re targeting Gen Z or Millennials, this is where they hang out.
Instagram is all about visuals – photos, short videos, and Stories. Since 2021, the biggest growth has come from Reels (short, catchy video clips). That said, Poles spend less time here compared to TikTok or YouTube – roughly 23 minutes per day on average. Content tends to focus on lifestyle: fashion, travel, food, design and art. And it’s a major hub for influencer marketing strategy. Many Polish content creators have a strong reach and high engagement on this platform.
Instagram is a must for brands targeting younger consumers and women. To make the most of it, we focus on high-quality visuals, work with influencers, and use interactive formats like polls, quizzes, and short-form videos. Instagram Ads are great for both driving engagement and ad campaigns, especially for e-commerce. Ads run through the same system as Facebook so the tools and formats are very similar. You can advertise in the main feed, Stories, the Explore tab, or with Reels Ads.
TikTok on the Polish market
It has over 11.5 million adult users in Poland, giving it an advertising reach of nearly 35% of the 18+ population. It’s the most engaging platform in the country – the average user spends a whopping 1 hour and 27 minutes a day scrolling through short, fast-paced content like music clips, comedy skits and hashtag challenges.
While it remains hugely popular among Polish Gen Z, its 13.6% year-on-year growth shows it’s also gaining traction with older users. For brands, this is a playground for light, authentic and often humorous content – the kind that doesn’t feel like a traditional ad. TikTok’s creative formats help you connect with users in a natural way. The platform’s algorithm does the heavy lifting from there.
According to research, almost all users of this platform shop online (they mainly buy clothes, beauty products and electronic equipment). This social media platform in Poland is definitely worth attention, but it requires knowledge of how to communicate so as not to come off as too pushy. It is worth remembering that most Poles open this app mainly in search of entertainment.
X (former Twitter) on the Polish market
X is now more of a niche platform than a mass one. In Poland, it’s used by around 5.8 million people – that’s fewer than 1 in 5 internet users. Still, it remains a valuable tool for brands that want to react quickly, comment on current events or maintain real-time dialogue with their audience.
X works particularly well for companies in tech, sports or politics. Ads are mostly native content that blends into the feed, and targeting allows for precise reach based on interests and keywords. If your brand is in the news, expert or trend-driven space, it’s worth having a voice here. Even if the reach isn’t massive.
LinkedIn on the Polish market
It is the number one platform for professional networking. Its Polish user base stands at around 6.7 million – mostly specialists, managers, recruiters and business owners. While its reach is similar to X (16% of internet users), the quality of connections makes a huge difference.
Over the past year, LinkedIn gained more than a million new users. People post educational content, industry insights, celebrate career milestones, recruit talent and build personal brands. For companies, the platform’s laser-focused targeting – by job title, company, sector, experience level and more – is a key asset. The most effective campaigns are lead generation, employer branding or content-driven ones (think expert posts and webinars). On the Polish market, a well-executed LinkedIn campaign translates into real business connections and a strong expert reputation.
Polish social media agency – which industries do we work with?
As a UK-based Polish social media company, we have already worked with brands of all sizes and from almost every sector of the Polish market. We love challenges and enjoy taking on collaborations that allow us to rediscover the client’s intriguing industry ourselves.
We handle social strategies for brands in industries such as:
- food
- medical
- tourism and telecommunications
- energy
- publishing
- cosmetics and beauty
- fashion
- legal and financial
- gaming and new technologies.
Polish social media for the fashion and beauty industry
Do you run a fashion or beauty brand and want to enter the Polish market with it? Or do you already sell products in Poland, but your activities are not having the desired effect? In typically feminine sectors, activities on Polish social media are a real must-have! Our social media ninjas have many years of experience in planning and implementing comprehensive social media campaigns for the fashion and beauty industry.
We do everything for our clients: from building a strategy and choosing platforms, to creating tailored communication, scheduling with posts and setting up advertising. As a UK-based Polish social media agency, we specialise in creative communication on Instagram; collaborating with Polish fashion and beauty influencers, as well as developing advertising campaigns focused on selling products.
Polish social media for the service sector
We support global service brands in effective social media communication in Poland. We help them choose the most effective platforms, tools and advertising formats to achieve their business goals faster – increasing brand awareness on the Polish market, building a professional image, creating an engaged community and increasing conversions.
We work with service brands in a variety of sectors: from technology companies, to travel services, telecommunications, energy, medical (e.g. online medical services), to legal, tax or financial services. Our social media ninjas build communication strategies in Polish social media, efficiently combining various platforms to achieve spectacular results. Do you need a one-off advertising campaign on Facebook? Professional communication on LinkedIn? Or maybe a creative campaign on Instagram? Our digital marketing agency will manage all of it!
Polish social media for the food industry
When it comes to food, Poles are a rather difficult target to reach. Most appreciate local Polish products and are quite closed to new flavours or unusual culinary solutions. At the same time, they are strongly attached to well-known brands. Systematic, well-optimised, visually original and consistent communication in social media in Poland is one of the most effective ways to reach these most ‘resistant’ customers.
However, without knowledge of the grocery habits of Poles, it is difficult to achieve success. That is why when building a social media strategy in Poland for the food industry, it is essential to work with people who understand the target group well. An additional challenge arises in the case of alcohol brands. In addition to the restrictions imposed by the platforms themselves, Polish law introduces further requirements that advertisers are forced to comply with. If you want to make sure that your company’s social media is run not only effectively but also legally, it is worth consulting with Polish experts.
Polish social media for the legal and financial sector
Advertising in the legal, banking and financial sectors are strictly regulated by Polish law. Without knowledge of the intricate legal acts, it is difficult to run a profile in Polish social media in a fully legal manner. One careless move (such as the lack of necessary information in the advertising message or too small a font on the graphic) can even lead to the blocking of the company account. How to guard against this? This is where working with a UK-based Polish social media agency that has experience working for brands in this sector will prove useful!
As valued experts, we are up to date with Polish law and know exactly how to communicate on social media legally and safely. Additionally, we support our clients in increasing sales of financial, banking or legal services on the Polish market – we plan advertising campaigns, select the most effective platforms to contact potential customers and are responsible for moderating private messages and profile comments.
What services in Polish social media can we offer your brand?
- Social media management on a selected social media platform (preparing posts and Stories, creating graphics, coordinating competitions, proposing ideas for diversifying communication, following social media trends).
- Professional advice on Polish social media (selection of an effective platform, research into target groups).
- Audit of the brand’s existing communication in social media and target audience research.
- Creation of a communication strategy and social media copywriting.
- Planning and execution of dedicated advertising campaigns in social media.
- Publication of posts and moderation of the profile (responding to comments and messages, engaging fans in discussions on the fanpage).
- Systematic delivery of reports on the actions taken, along with an analysis of the effects.
Need a hand with Polish social media presence, digital marketing or video content creation for social media? Contact us today! The earlier we start, the earlier you will see results!
You can read more about running social media in Poland on our blog:
