Contents
Social Media Report 2024 – the latest data on social media in Poland
Demographics and Most Popular Social Media Platforms
User Engagement – What Emotions You Get in Social Media?
Social Media Marketing and Target Group Matching
The Growing Popularity of Paid Business Promotion
What should be the Social Media strategy for companies? Recommendations for SMEs
Social Media Guide for Businesses – Summary
Social Media Report 2024 – the latest data on social media in Poland
Various social media platforms are now an essential part of the marketing strategies of most companies, regardless of their size. For small and medium-sized enterprises in Poland, whose goal is not only to stand out from the competition but also to effectively reach their customers, choosing the right channels can be crucial to the success of their marketing activities.
The "Social Media 2024" report , developed by Gemius in cooperation with PBI and the Social Media Working Group at IAB Polska, provides detailed data and analyses that allow for a deeper understanding of the market and easier finding one's way in the world of social media.
Want to plan your own Social Media strategy? We've prepared a special summary for busy people, in which we've analyzed the latest statistics presented in the report. At the end of the article, you'll also find some tips to help you plan your communication on Facebook, Instagram, or TikTok.
Demographics and Most Popular Social Media Platforms
How do we use Social Media in Poland? All platforms reach 27.5 million real users. At this stage, we can already speak of noticeable stagnation.
The largest channels, such as YouTube and Facebook, have a reach of 85% of the population. This makes them attractive choices for companies looking to reach a wide audience. However, reach data alone is not everything! It is worth looking at user demographics to better tailor your company's communication strategy. Here are the key pieces of information.
Largest age group: People aged 55-75 constitute the largest segment of social media users in Poland, numbering 6.6 million. These are internet users who are particularly active on Facebook and YouTube, where their numbers are 6.2 million and 5.8 million, respectively.
Younger Age Groups: Younger users, especially those aged 7-14 and 15-24, spend the most time on TikTok, at 2 hours and 8 minutes and 1 hour and 46 minutes per day, respectively. This makes the Chinese platform an ideal channel for brands looking to advertise to a younger audience.
Read also: Facebook Multi Ads - new Facebook advertising format!
Does the “aging” of Facebook users mean its end? Is the most popular social media among Generation Z and Alpha exclusively TikTok and possibly Twitch? These are certainly far-fetched conclusions, but when choosing channels to promote your business, it is worth considering the demographics of the audiences of each platform and their engagement. We discuss the latter aspect below.
User Engagement – What Emotions You Get in Social Media?
When analyzing Internet user engagement across social media channels, TikTok clearly stands out from its competitors . The average user spends 1 hour and 27 minutes using the app per day, which is the highest among the social media platforms studied. YouTube comes in second with a time of 1 hour and 14 minutes. Facebook is much worse in this respect – we use this service an average of 50 minutes per day.
While this cannot be considered a general rule, it is worth noting that when examining the online community and its engagement, a division can be made into more feminine social media (Facebook and Instagram) and more masculine ones (Twitch and YouTube).
As the experts who prepared the report emphasize, Social Media platforms dynamically adapt to user preferences, which may affect their continued engagement. By introducing short formats, sharing video materials, and using artificial intelligence, communication conducted in social channels continues to enjoy great popularity.
Read also: Facebook groups – how to create and develop them?
Social Media Marketing and Target Group Matching
The use of social media offers huge opportunities – you can build an image, advertise products, share information and news about the company or promote valuable content. But you should not forget to adapt your social media strategy to your audience.
So consider that YouTube and Facebook have an Affinity Index of around 100, meaning they reflect the structure of the population. Other social media sites, however, clearly overrepresent certain demographic groups:
Pinterest and Snapchat: women overrepresented (Affinity Index of 138 and 112, respectively).
Twitch and X (Twitter): male overrepresentation (Affinity Index of 154 and 118, respectively).
Snapchat and Twitch: high overrepresentation of younger users (Affinity Index over 200, and in the 7-14 group even 300).
The Growing Popularity of Paid Business Promotion
In terms of advertising, Facebook leads with 12.1 billion ad contacts, and YouTube with 72.1% of advertising reach.
However, it is also important to pay attention to the quality of the contact in the case of paid promotion. For example, the average advertising contact time on YouTube is 11 seconds, which is the longest among the social media sites studied.
More interesting data can be found in the full version of the report . We invite you to read it!
What should be the Social Media strategy for companies? Recommendations for SMEs
Do you have a small or medium-sized business and want to implement effective social media marketing? Based on the latest data and our own experience, we have collected some key tips. Here's what you need to remember when conducting online marketing on Facebook, Instagram or YouTube.
Matching to the target group
When choosing a platform to run your company’s social media, pay attention to user demographics and engagement. If your target audience is younger, TikTok and Instagram may be more effective. For older groups, Facebook or YouTube may work better. Choosing the right content for your audience is also important.
Quality of contact
Is the number of likes in Social Media the most important? No, it's not! When conducting marketing activities, focus not only on reach or interactions, but also on the quality of advertising contact .
Also read: How to Recover a Banned Facebook Ad Account?
YouTube offers the longest contact time, which can bring better results in advertising campaigns. And if your content marketing is not yet based on video materials, then try to create messages that will engage users for longer (educational, with a positive story or a dose of humor).
Multi-channel
As a small or medium-sized business owner, you certainly don't have too much free time. So remember that you don't have to be on all the popular social media to gain contacts.
However, multi-channel will allow you to reach users who use different services. When choosing your social media, consider supplementing your strategy with smaller but more profiled platforms, such as LinkedIn for professionals or Pinterest for women.
Engaging content
What content to create on Social Media? Focus lebanon phone number resource on content that engages users. On TikTok, it is worth creating short, dynamic videos, while on YouTube, longer video forms work better. Don't forget that the publication of posts should always be thoughtful and adapted to the platform.
Monitoring results
No report or guide to Social Media will tell you as much about what will work for your company profiles as regular analysis of the effectiveness of your activities. So systematically analyze the results of your campaigns and adjust your strategy based on data on reach, engagement and quality of ads.
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Social Media Guide for Businesses – Summary
Social media marketing provides small and medium-sized businesses with a wide range of opportunities to reach diverse audiences.
However, the key is a strategic approach that takes into account both reach and engagement, as well as demographic matching of selected
