Trendy w polskim social media marketingu, które zdominują 2023 rok

What trends will dominate Polish social media marketing in 2023? Content personalisation, short-form video, ESG-based strategies, or perhaps the next iteration of AI? An insightful answer to this question is able to give your brand a decisive edge 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 TikTok
● Short video formats
● Online events
● Chatbots as a strong trend in customer service
● International online trade
● Demand for content creators

Authenticity as a pillar of effective communication

After years of seeing idealised content, photos, and videos edited to the limit, 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 Polish consumers (especially the younger generations) are looking for so much in media, is not only understood as the abandonment of edited photos 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
image in the Polish market in 2023, it will be worthwhile to make a bold statement about 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 life situations. A good example of the development of this trend is the jump 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.

2. Ethics, ecology, inclusiveness, and diversity – ESG activities

According to a survey conducted by LoveBrands Group and SW Research, as many as 30% of Polish consumers confirm that they would give up a product of a brand that acts irresponsibly in terms of environmental protection. Just under 40% declare that brand ethics have a real impact on their purchasing decisions.
From the latest Ekobarometer – a report compiled by SW Research – we can learn that in the current economic situation, ecology is giving way to economics. And 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 image 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). The mere fact of
choosing an organic product may not be sufficient.
Poles’ expectations of inclusivity in the content around them are slightly different. According to, 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. As many as 40% 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 Tik Tok a key trend for 2023

TikTok is recognised today as the biggest driver of culture and commerce in the life of today’s consumer. The Influence Trends You Should Care About 2023 report by the Ogilvy agency 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 in 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 formats

Short films have become a popular phenomenon among younger recipients. It is the Z generation that is the driving force of the trend, which still plays a key role in the market. The format has three basic advantages – it is easy to create, inexpensive to make, and perfectly attracts consumers.
Short video is used by brands that want to make closer contact with clients. This form is already available on most social networking sites – from TikTok, through Instagram (reels) to YouTube (shorts). Facebook, Twitter or LinkedIn,
improve the available video functions to keep up with new trends.

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 in which they will
invest in 2023. This is almost 10% more than last year!

Inwestycje w treści na 2023 rok

5. Online events becoming increasingly popular

In Poland, we can also expect an increase in interest in online events. The pandemic has forced many companies to hold their product launches, consultations, or other types of events online. And although, after a time of isolation, most of us have welcomed the opportunity to meet face-to-face again, interest in online events will not wane. The format of webinars 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 perfect for realising question-and-answer content or private lessons and consultations.
During the pandemic, online solutions were considered more of a temporary ‘fallback option’, but have now become the new standard. 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, training, launches, and meetings. How can you use them to promote
your brand in the Polish market? You can find out in one of our previous articles.

6. Chatbots – a strong trend in customer service

One of the strong trends in the coming year will be the strengthening of social media as a customer service channel. The pandemic reality has accustomed Polish customers to contacting brands via social media. It is a quick and convenient way that is now a key element influencing a positive user experience.
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 excellent opportunity to build a positive brand image. Helping customers publicly and answering their questions is a great part of a PR strategy.
Some of the most popular tools for customer service on social media are automated replies 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, thus helping to solve problems. Chatbots will also be tasked with promoting
products tailored to the consumer’s needs, in such a smooth and natural way that the customer has the impression of talking to a real salesperson.
Chatbots are an excellent 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 trade goes from strength to strength

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. An increasing number of 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

The demand for content creators in 2023 is set to grow, according to CMI research.
Copywriters, graphic designers, photographers, or video creators for social media will be among the professionals most sought after by brands and organisations. But can’t we use the increasingly popular AI generators? We can but with rather poor results. Generically created content still fails to meet the demands of the audience. They are often inaccurate, full of linguistic and factual errors, and not aligned with the brand’s communication strategy.
Paid advertising in social media prepared by specialists guarantees much better results. It is therefore no surprise that more than half of companies are planning to increase their social media advertising budget in 2023. The most popular content nowadays includes graphics and video formats, which is why you need to be creative when planning your advertising content.
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 their 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.

Leave a Reply