Thinking of entering the Polish market? Or scaling your presence here?
Social media in Poland plays by different rules than in the UK, the US or even Germany. Audience habits, channel performance, influencer trust levels – they all have a local flavour. That’s why global campaigns often underperform when “copy-pasted” into Poland.
Let’s fix that.
Here’s your no-fluff, insight-packed guide to launching successful social media campaigns in Poland – with examples, pitfalls, and strategic takeaways for brands who want to do it right.
Platform Popularity – What Works, What Doesn’t
Facebook still reigns supreme in Poland – but not in the way you might think.
Yes, it’s the largest platform in terms of active users. But it’s also seen as a space for groups, marketplace listings, and local communities. Facebook Ads? Still powerful, but require local context. Copy that works in London might fall flat in Kraków.
Instagram is the go-to for lifestyle brands, beauty, fashion, and food. Aesthetics matter here – Polish users are discerning. Local creators set high visual standards.
TikTok is exploding. It’s become a key discovery platform, especially for Gen Z. And it’s not just about dancing – think skincare tips, mini travel vlogs, and comedy that reflects Polish culture.
YouTube shouldn’t be overlooked. Long-form content is alive and well here, especially among men aged 25-45. Tech, automotive, fitness, and gaming perform particularly well.
LinkedIn is growing fast. But it’s still more traditional than in Western Europe. Thought leadership posts need to be backed by real experience – flashy posts without depth don’t build trust here.
X (formerly Twitter) has a very niche audience – mostly media professionals, politicians, and a few B2B verticals. It’s not mainstream.
Before launching any campaign, it’s essential to understand where your audience actually is. The chart below shows the estimated number of users across the most popular social media platforms in Poland as of early 2025.
Source: DataReportal – Digital 2025: Poland
It’s not just about trends, it’s about reach. YouTube continues to dominate, while Facebook, Instagram, and TikTok each play a significant role in shaping Poland’s digital landscape. LinkedIn and X (formerly Twitter) remain more niche but relevant in specific B2B and media circles.
Polish Social Media Habits – Scroll Behaviour, Not Just Demographics
Polish users don’t binge content the same way users in the UK or the US do. Instead of endless swiping, there’s a more intentional style of scrolling.
- Users interact more in evening hours (19:00-22:00) – post timing matters.
- Weekends are less productive for engagement, unless it’s lifestyle, food, or leisure-focused content.
- Poles follow fewer accounts on average – getting a follow is harder, but more meaningful.
- “Save” and “share” metrics tend to be stronger indicators of content value than likes.
Source: NapoleonCat Statistics for Poland in 2025
If your brand uses engagement-based algorithms to measure campaign success, calibrate those KPIs for Poland.
CSR and Sustainability – A Rising Priority Among Younger Audiences
More than ever, Polish consumers, especially Gen Z and Millennials, expect brands to stand for something beyond profit.
Environmental impact, fair labour, inclusivity, and local sourcing – these themes now shape purchase decisions and brand loyalty.
It’s not enough to add a green logo or a one-off charity post.
What works:
- Showing real progress – e.g., behind-the-scenes content on eco-packaging or fair supply chains
- Partnering with credible voices – such as sustainability influencers or NGOs
- Making it part of your identity – not a seasonal campaign
Younger audiences are sceptical. Greenwashing is spotted fast. But when CSR efforts are authentic and consistent, they strengthen brand trust and boost content engagement across platforms.
If you want to grow in Poland, showing up responsibly isn’t optional anymore – it’s expected.
The Role of Community – From Local Loyalty to Digital Tribe
While “community” is a global buzzword, in Poland, it has a deeper meaning. From neighbourhood Facebook groups to hobby-based communities (bookstagram, slow fashion, zero waste, etc.), Poles build tight-knit digital tribes.
Successful brands tap into these organically. Instead of shouting loud, they listen, respond, and co-create.
For example:
- Outdoor brands partner with Polish hiking communities on Facebook.
- Book publishers send pre-launch copies to Polish BookTok creators with niche but passionate followings.
- Vegan skincare brands co-host online events with sustainability influencers.
Legal & Disclosure Framework – What You Must Know
Influencer marketing in Poland is now under the scrutiny of UOKiK – the local Office of Competition and Consumer Protection. In short, ads must be labelled clearly, or brands face penalties.
Here’s what matters:
- Posts must use standardised disclaimers like “Advertising campaign with [brand]” or “Sponsored material”
- Hiding #ad in Stories or using unclear language (e.g., “partner post”) is no longer enough.
- Paid partnerships must be disclosed even if the creator received just a gift or free service.
Failure to comply? It’s not just the creator that’s liable – the brand is too.
Polish Consumer Psychology – Trust, Value, and Pragmatism
If you’re used to fast conversions, get ready for a slower funnel.
Polish consumers are value-driven. They love good deals – but they’re not impulsive. They do price comparisons, read reviews, and check multiple sources before buying.
Messaging that works:
- “Why it’s worth it” > “Why it’s cool”
- “How it helps you” > “Why others love it”
- Real testimonials from people like them > celeb endorsements
Storytelling needs to be helpful more than inspirational. Aspirational still works but only if it’s relatable.
As Jacek Kotarbiński, a respected Polish marketing strategist, aptly puts it:
Social media in Poland is not just about showing off; it’s about providing value. Brands that understand this and offer solutions, knowledge, or true connection will build lasting relationships.
This captures exactly what Polish consumers value most – meaningful content over passing fads.
E-Commerce Integration – Social Shopping Is Catching On
While social commerce (e.g. Instagram Shop, TikTok Shop) is growing in the West, it’s still emerging in Poland.
However:
- Facebook Marketplace is wildly popular, especially for second-hand items.
- Polish users are getting used to Instagram product tags, but still prefer to finalise purchases on actual e-shops.
- Live shopping is gaining traction in beauty and fashion, but it’s in its early stages.
If you plan to drive direct sales via social, make sure:
- Your online shop is in Polish.
- Payments support BLIK (a hugely popular Polish mobile payment system).
- Delivery options include InPost parcel lockers – a default shipping method here.
Local Collaboration Models – Not Just Sponsored Posts
The Polish creator economy is shifting from transactional partnerships to long-term collaborations.
Top creators are now asking for:
- Affiliate programs with performance-based incentives
- White-label product lines
- Creative freedom and co-ownership in content production
Brands that offer flexibility, trust, and joint value creation are winning the game.
Common Mistakes International Brands Make
Let’s be blunt. Here’s what we see too often:
- Global campaigns translated into Polish with zero localisation
- Influencer picks based on follower count, not engagement
- Ignoring TikTok because “it’s just kids”
- Trying to go viral instead of building trust
- Using overly corporate, stiff language that turns users off
Polish users feel when a campaign was made “for them” – and when it wasn’t.
As Anna Sójka, founder of SoBirds, explains:
The biggest mistake international brands make in Poland? Thinking they can just translate their message. Localisation isn’t just language – it’s cultural relevance, platform strategy, and timing. Polish audiences can tell the difference instantly.
Entering the Polish Market? Don’t Go In Blind
You don’t need to reinvent the wheel, but you do need a local compass.
That’s where we come in.
Work With SoBirds – The Partner Brands Trust to Scale in Poland
We’re a boutique social media agency with deep roots in the Polish digital space. We don’t just “manage profiles” – we help brands speak the language, feel the culture, and connect meaningfully with the right audiences.
Whether you’re:
- Expanding your e-commerce to Poland
- Launching an influencer campaign that actually converts
- Or simply want to stop wasting budget on ads that miss the mark…
Let’s make your brand fly here. 🚀
Because in Poland, strategy speaks louder than slogans.
You may also be interested in other articles:
8 Influencer Marketing Platforms That Actually Deliver Results
Influencer Marketing Agency vs. Direct Collaboration
Effective PR Measurement. What Are the Key Metrics for 2025?
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