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 will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
See articles on a similar topic:
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
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.
