Do you manage a foreign brand and want to reach customers from Poland using social media? Firstly, you have to know that applications that are popular in the US or Great Britain will not necessarily be used equally by Polish consumers. Our guide to social media in Poland – which channels are worth advertising on, and how to start….
According to a survey conducted by Hootsuite “Digital 2020” from the beginning of 2020, the most popular social media in Poland is … YouTube (it is Facebook all over the world)! In Poland, YouTube is used by 92% of all Polish internet users each month. So if you want to quickly reach as many customers in Poland as possible, focus on video advertising. You can also create your own brand channel on YouTube in Polish or with Polish subtitles. However, make sure that the content is interesting for the recipients, because Poles are very sensitive to promotional messages and eagerly use Internet plug-ins to block ads.
1. The most popular social media platforms in Poland
Source: Hootsuite report “Digital 2020
2. How to communicate with women, and how with men?
Women in Poland are much more active in social media than men. Women constitute 53% of Polish Facebook users, 58% of Instagram users and 57.6% of Snapchat users. Moreover, in one month they leave more reactions and comments on their posts and click on ads far more often than men. If you want to advertise primarily to women on social media, bet on interactive ads that will engage. In normal communication, be sure to ask them questions and elicit a reaction.
Source: Hootsuite report “Digital 2020
“Male” social media channels in Poland are Twitter (men constitute as much as 65.7% of Twitter users) and LinkedIn (53.3%). Men in Poland better “absorb” business content and short messages. Remember, however, that the aforementioned platforms are not as popular as Facebook or Instagram. It is also worth knowing that the popularity of Twitter in Poland has been declining recently, while LinkedIn is growing.
3. How to reach generations X, Y and Z in Poland?
Generation X, those born between 1965 and 1979, are ardent Facebook users. So if you want to reach potential customers from generation X via the Internet, focus on communication and Facebook advertising. Generation Z (born before 1995) are also vigorous users of Facebook, but also Instagram and YouTube. It is also this group of people who are most active on LinkedIn. If, in turn, you care about the interest in your brand of the Y generation (born after 1995), give up Facebook for video advertising – go for YouTube or, TikTok (under 18’s are over 90% of TikTok users in Poland) which currently, is the third most downloaded application in Poland! However, remember that video ads for a younger audience need to be short and catchy. The younger the audience, the shorter the time to focus on advertising content.
4. You have chosen the right channels – what next?
There are many surprises waiting for you when you communicate and advertise to potential customers in Poland. Poles have no problem writing their opinion about the company on its social media profile. Before starting the campaign, make sure that everything works as it should (is the website functioning properly, have you explained why you are collecting data about them, etc.). Poles also do not like being bombarded with advertising content. So, bet on quality, not the amount of content about your brand. Maintain a good reputation for your brand, and try to avoid mishaps at all costs. A good online reputation in Poland is the main factor leading to increased trust in the brand! Positive customer feedback comes second. It is worth making sure that customers leave positive opinions about you, for example on Facebook or Google’s profile. Third place is taken by quick customer service. The shorter the response time to customer enquiries – the better for you.
If you are looking for a marketing agency that will deal with your social media communication in Poland, please contact us. We have already helped many foreign companies reach Poles!