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:
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
