po polsku
illustration: Bing/CopilotEvery day in Poland, an average of 5 billion short videos are watched, and users of social media platforms spend an average of 43 minutes a day viewing them. In 2023, 61% of internet users in Poland watched short social videos, marking a 15% increase compared to 2022. The percentage of creators recording such formats stands at 23%, reflecting a 10% year-on-year increase.
The most popular formats of short videos are humorous, educational, and musical. More and more individuals are also using short videos to promote their products and services.
Where to Watch, Where to Publish?
The most popular platforms for watching and creating short videos are YouTube Shorts, TikTok, and Instagram Reels. These videos are typically shot in a vertical format and last up to 60 seconds.
- YouTube Shorts is the most popular platform for watching short videos in Poland, with a 52% market share.
- TikTok ranks second with a 38% market share.
- Instagram Reels is in third place with a 10% market share.
Who Watches the Most?
The audience for short videos mainly consists of young people aged 18-34. They are typically active on social media and eagerly use platforms such as YouTube, TikTok, and Instagram.
- 73% of short video viewers are aged 18-34.
- 62% of short video viewers are women.
- Short video viewers are generally active on social media and use a variety of platforms.
Marketing Perspectives
It is no surprise that this gaining popularity format is increasingly being used by the advertising and marketing industry. Reaching a wide audience, building brand awareness, increasing customer engagement, and generating leads and sales are benefits that cannot be overlooked.
- 80% of marketers plan to use short videos in their marketing campaigns in 2024.
- 72% of marketers believe that short videos are an effective way to reach new audiences.
- 65% of marketers find that short videos are an effective way to increase customer engagement.
The full IAB Poland report titled "Short Social Videos - IAB Poland 052024" can be found at
https://www.iab.org.pl/wp-content/uploads/2024/05/Short_Social_Video_IAB_Polska_052024.pdf
COMMERCIAL BREAK
New articles in section Marketing and PR
AI marketing versus AI-powered marketing
Karolina Łukasiewicz
How to distinguish a buzzword from artificial intelligence that actually increases business efficiency? Is every marketing strategy using algorithms truly driven by AI? No, because in many cases, AI marketing is merely the automation of specific, previously known processes.
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
See articles on a similar topic:
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
