What trends will dominate Polish social media marketing in 2023? An insightful answer to this question is able to give your brand a decisive advantage in the coming year. And thus help it stand out against strong competition. So what are the predictions for the coming year?
Table of contents
- Authenticity as a pillar of effective communication
- Ethics, ecology, inclusiveness and diversity
- iCommerce on Tik Tok
- Short video formats
- Online events
- Chatbots a strong trend in customer service
- International online trade
- Demand for content creators
1. Authenticity as a pillar of effective communication
After years of seeing idealised content, photos and filters on social media, Poles are saying enough. In 2023, authenticity in Polish social media marketing will become more of a requirement than a mere expectation. What exactly is hidden under this word?
Authenticity, which is so sought after by Polish consumers (especially the younger generations) in the media, is understood not only as the abandonment of edited photographs and videos. It also refers to a consistent and clear brand message about the reality around us.
Over the past year, Poles have encountered a huge wave of fake news in the media – whether about the ongoing war in Ukraine, the possible effects of the financial crisis, or the return of the Covid-19 pandemic. Many are tired of having to juggle between what is false and what is true. They therefore appreciate communication based on authenticity. When building a brand in the Polish market in 2023, it will be worthwhile to make a bold statement about high-profile social events. It will prove profitable from a brand perspective to be transparent about production methods or staff employment conditions.
Poles are turning away from brands whose content they cannot identify with. In social media, they are looking for content without filters – real personalities, leaders, and real-life situations. A good example of the development of this trend is the surge in popularity of the BeReal platform – an app that allows people to share 2-minute reports published in real-time. Live, shown here and now content is starting to stand out strongly against traditional filtered posts.
BeReal app – the answer to the need for authenticity in 2023?
2. Ethics, ecology, inclusiveness and diversity
According to a study conducted by LoveBrands Group and SW Research, as many as 30% of Polish consumers have abandoned a product from a brand that acts irresponsibly in terms of environmental protection. Fewer than 40% declare that brand ethics have a real impact on their purchasing decisions.
The latest Ekobarometer developed by SW Research shows that in the current economic situation, ecology is giving way to economics. Poles are implementing most pro-environmental habits mainly because of the savings they entail.
The conclusion? Poland in 2023 will still be facing the effects of inflation and the economic crisis. The communication of brands for which ecology is the foundation of their brand should therefore also include purely pragmatic elements. Choosing green products or services will have to be profitable for the customer (if not in the short term, then in the long term).
Poles’ expectations of inclusivity in the content around them are slightly different. According to Wirtualnemedia.pl, on the basis of a survey conducted by Mindshare Polska, almost 60% of Poles believe that it is important for the theme of equality and inclusiveness to appear in the media. 40% of them emphasise that they would like to see more people with disabilities in media messages. Messages highlighting the equality of people regardless of gender, age, weight, or skin colour are also equally needed. So if you want to plan effective social media marketing in Poland in 2023 – ESG activities are still the way to go.
3. iCommerce on TikTok a key trend for 2023
TikTok is recognised as the biggest driver of culture and commerce in consumers’ lives today. The Influence Trends You Should Care About 2023 report by agency Ogilvy shows that these figures do not only apply to younger Generation Z customers – 36% of the portal’s users are over 30. According to predictions, the platform’s popularity could increase by up to 15% in the coming year. Projections indicate that by 2024, global ad revenue on TikTok will even beat that of YouTube.
These figures confirm that one of the key trends in 2023 will be iCommerce, or the influence economy, which is thriving on TikTok. The hashtag “#TikTokMadeMeBuyIt”, which has already gained more than 29.3 billion impressions, can serve as a perfect example. The trend of testing purchased products live is positively received by brands and consumers alike. It provides insight into the campaign at every stage and is extremely effective. Why. People trust other people more than brands -It allows you to reach the customer directly and build a thread of authentic understanding.
4. Short video forms
Short videos have become a popular phenomenon among younger audiences. Generation Z is the driving force behind the trend, which continues to play a key role in the market. The format has three key advantages – it is easy to create, inexpensive to make and is excellent at attracting attention.
Short video is also being used by brands that want to connect more closely with their customers. This form is already available on most social networks – from TikTok to Instagram (reels) to YouTube (shorts).
The video format is also appreciated by global B2B marketing professionals. According to the latest report 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023, 78% of content marketers say that video will be the main area they invest in in 2023. This is almost 10% more than last year.
Investments in content for 2023
5. Online events are becoming increasingly popular
In Poland, we can also expect to see an increase in interest in online events. The pandemic has forced many companies to hold their product launches, consultations, or other types of events. And although after a time of isolation most of us welcomed the opportunity to meet face-to-face again, interest in online events is not going to wane. The webinar format has been greatly refined over recent times.
Many social media features have evolved so that online meetings can be conducted even more efficiently. Instagram Live Rooms can serve as an example. This format is great for realising Q&A content or private consultations.
Consumers appreciate the convenience that online events provide. This trend is set to continue in the coming year – we are likely to see even more online webinars, trainings, launches, and meetings.
6. Chatbots – a strong customer service trend
One of the key trends in the coming year will be the strengthening of social media as a customer service channel. It is important that the exchange of messages between the brand and the customer is as fast as possible – a direct line of communication allows potential problems to be resolved instantly. This in turn creates an opportunity to build a positive brand image. Helping customers publicly and answering their questions is a great part of a PR strategy.
Among the most popular tools for enabling customer service on social media are automated responses and chatbots. And it is chatbots that are likely to become even more popular in 2023 – mainly due to the development of their personalisation. They will not only greet customers but also instruct them, helping to solve problems. Chatbots will also be tasked with promoting products tailored to the consumer’s needs in a smooth and natural way, so that the consumer has the impression of talking to a real salesperson.
Chatbots are an ideal tool not only for contact automation but also for up-selling and cross-selling – also in the international version. Cross-selling is another trend for 2023 that chatbots will be used for. With their help, brands will be able to contact foreign customers in their native language.
7. International online commerce on the rise
The e-commerce 2022 report by Gemius Poland clearly shows that Poles have grown fond of online shopping. They perceive online shopping as fast, convenient, and safe. The report shows that as many as 77% of Poles use this form of shopping, 75% of which use a mobile phone for this purpose. The growing popularity of e-commerce is generating new needs. Both online shops and social media are looking for new solutions that can effectively support sales. One of the resulting trends in e-commerce is cross-border, or international trade.
Local markets are increasingly proving insufficient for entrepreneurs, so they are choosing to expand sales abroad. More and more platforms are trying to meet this need by making it easier for brands to enter cross-border with profiled tools. Smart translations, integrations with marketplaces, couriers, or logistics service providers make it possible to sell in markets all over the world. This presents a huge opportunity for brands that want to expand and conquer the Polish market.
8. Demand for content creators
According to CMI’s research, the demand for content creators in 2023 will grow. Copywriters, graphic designers, photographers, or video creators for social media will be among the specialists most sought after by brands.
Paid social media advertising prepared by specialists also guarantees much better results. It is therefore no surprise that more than half of brands are planning to increase their social media advertising budget in 2023. Interesting case studies or ephemeral content only available for a limited time will help you increase your conversion rate.
Marketers count Facebook, YouTube, and LinkedIn among the most effective platforms for achieving business goals. Experts predict a further increase in advertising traffic on these portals and, consequently, an increased demand for content creators. If you want to learn more about effective promotion on LinkedIn in the Polish market, we encourage you to read our article on the subject.
We hope this blog post has helped you plan effective marketing activities for your brand for 2023. And if you’d like more tips from experts specialising in communications in the Polish market – get in touch.