24.06.2024 Marketing and PR
Short Social Video. IAB Poland Report on Short Videos in Social Media
Krzysztof Fiedorek

Every 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
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
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.
See articles on a similar topic:
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
Customers Flirting with Service Bots. What Contact Center Research Says
Krzysztof Fiedorek
Research by Infobip shows that nearly 20% of Americans engage in flirtatious conversations with bots while handling standard customer service issues. This trend is particularly evident among people aged 35 to 44, where more than half of respondents admitted to flirting with a virtual assistant.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
Artificial Intelligence, Real Results in Marketing. HubSpot Report
BARD
Although AI is a term that can sometimes evoke concerns, the "AI Trends Report 2024" compiled by analysts at HubSpot shows that for many, artificial intelligence is the future of marketing.