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Social media, for many people, is a source of entertainment, inspiration, and knowledge about the world, as well as a place where they seek information and opinions about companies and their products or services. According to the report Digital in 2023: Poland, as many as 27.5 million Poles used social media in January 2023 (0.3 million more than the previous year). This is a truly impressive number, giving us about 72% of Poland’s population. The ever-increasing importance of social media marketing makes it increasingly clear that brands that are absent from these platforms simply do not exist.
What is social media marketing?
Social media marketing, also known as social media marketing, is one of the pillars of online marketing. It consists of a totality of paid and free activities using social media, such as: Facebook, Instagram, Twitter, etc. This includes, but is not limited to, advertising campaigns, contests, social media content creation and other forms of interaction with users.
The main purposes for which social media is used in marketing can include increasing brand recognition and building a positive image. In this case, the key is to ensure the frequency of contact between the brand and potential and existing customers. By establishing relationships with the audience and building a community that will interact with our company, we can generate more traffic to the website, thus increasing sales and the number of loyal customers.
Examples of the most-used social media platforms
Facebook is one of the most popular social media platforms in Poland (17.85 million users) and worldwide. For this reason, many companies have their own page, which, in the case of some brands, replaces the website entirely. This allows for easier contact at the brand-customer level.
Right after Google, Meta is also the second largest advertising platform on the Internet.
Instagram is a platform that belongs to the Meta Group. It is a service that focuses on the visual aspect – the basic type of content is posted in the form of photos and increasingly popular video content (Reels). It has as many as 10.4 million users in Poland.
The big advantage of this platform is that users can easily interact with the brand and engage in its marketing activities. Instagram is especially important for those companies that base their communication on graphic materials, short videos and influencer marketing
The platform is a great way to promote the brand’s marketing.
TikTok
It is a relatively young mobile application, founded in 2016, that allows users to create and share short (usually up to 15 seconds) video spots. The portal also allows users to interact with others by commenting on and adding reactions to the videos they watch.
What distinguishes TikTok from other social media is its users’ age range. They are definitely young people, mainly representatives of the „Z” generation and the Alpha generation. However, as its popularity grows (in Poland, it has 10.14 million users), more and more older users are also appearing on this platform. Still, considering what kind of audience TikTok has, brands with a very innovative and creative approach to marketing and those companies that collaborate with influencers will find it best.
It is a business social network (5.5 million people use it in Poland), allowing you to share your expertise or make new contacts. It is also an important tool for recruiters, who, through it, can reach the right candidates for given positions.
LinkedIn also has its uses in marketing, especially in B2B marketing. It allows you to increase visibility, helps build your brand image as an expert in your field, and works well for getting sales leads.
It is the world’s most popular microblog, which has existed since 2006, and is used for instant communication with others using so-called tweets. These are short text messages to which photos and website links can be attached.
In Poland, Twitter has 4 million users. Although it is not as popular as Facebook or Instagram, it is also a great social network. Especially for those brands that do socially engaged or creative marketing (especially „real-time marketing”).
YouTube
Founded in 2005, the platform allows users to share videos for free, broadcast live (conducting so-called „live shows”), and rate and discuss published materials.
Today, YouTube is the most popular website in Poland. As many as 27.5 million users use it. Hence, a presence on YouTube is particularly important for those brands that conduct video marketing activities. It is definitely the platform where you will find the audience most interested in such a format.
Pinterest is a social network that focuses on visual content. However, what sets it apart from the popular Instagram is that the most commonly shared content is photos or videos downloaded by users from the Internet rather than their own content.
Mainly used by the public (in Poland, it is used by 5.42 million people) as a source of shopping inspiration, it will therefore be a good choice for those brands that boast an inspiring and aesthetically pleasing visual presentation of their products in the sector of clothing, furniture, jewellery, ornaments, etc.
Why is it worth betting on social media marketing?
Well-run social media marketing can bring many benefits to brands in various areas. Some of the primary advantages include:
Wide reach and reaching a well-defined audience
Every day in Poland, millions of people use social media. This allows us to reach a really wide audience organically. However, we can reach a specific target audience with our message thanks to advertising campaigns and precise targeting options for social media ads. Thus, you can sell your products or services specifically to those customers who are most likely genuinely interested in them.
Building image and trust
Through social media, a brand can present itself how it would like to be perceived by people. Publishing substantive and useful content that positions your company as an expert in its industry works well here. Also, responding to users’ needs and answering their inquiries will also work well here. Therefore, the key to audience trust is well-crafted content.
Direct customer contact
Social media definitely facilitates contact at the brand-customer level. There are numerous possibilities for communication, from private messages to comments under posts to encouraging contact through websites.
It’s worth remembering that recipients are also your brand ambassadors. They can share and share the content you post, increasing the reach of your profile in the process. However, for this to happen, you need to make sure that you regularly interact with your customers on your profiles.
Effectiveness analysis
Statistics that are available on the company’s social media profiles allow us to easily monitor the effectiveness of our actions and modify them in those aspects where it is needed. In addition, thanks to social media activity, we can better understand the current trends and thus better adapt our marketing strategy to them, as well as our offer.
Grow your Social Media with us!
We know from experience how important it is to have a social media presence, so we will create a strategy for you that will attract attention, engage users and strengthen your brand on every platform.
How to do social media marketing?
Social media marketing, regardless of which social media sites you decide to appear on, is governed by its rules. Therefore, if you want to run your social profiles, you should consider some important points.
Selecting the right platforms
Many brands believe that there is a need for a company to have a presence on all possible social networks. This is, unfortunately, a fairly common mistake. Your brand should be present in those places where your customers are. Therefore, when choosing a channel, it is worth defining your target audience initially so you can choose the right socials based on it. It is also worth remembering that it is better to be active on several portals than to be present everywhere possible but at the expense of regularity.
Identical names and profile pictures on all accounts
An identical name across all social media allows users to find your brand and identify it more easily. Also, no one will spend extra time to ensure who is behind a particular account. The same principle applies to your profile picture. Most of us are visual people, and it is most often by a given logo that audiences search for brands.
Size graphics to fit your website
Most social media users pay attention to the visual creation and then to the post’s content. Therefore, the graphic or video size must meet the particular site’s technical requirements.
Each portal has different recommended graphics dimensions. Below, I will present the most popular of them:
Facebook:
- Profile photo – 170 x 170 px
- Profile background photo – 820 x 360 px
- group background photo – 1640 x 856 px
- background photo of the event – 1200 x 628 px
- horizontal post – 1200 x 628 px
- square post – 1080 x 1080 px
- stories/reels – 1080 x 1920 px
- vertical post – 800 x 1000 px
- video post – 1920 x 1080 px
Instagram:
- Profile photo – 110 x 110 px
- horizontal post – 1080 x 566 px
- square post – 1080 x 1080 px
- stories/reels – 1080 x 1920 px
- vertical post – 1080 x 1350 px
LinkedIn:
- Profile photo – 400 x 400 px
- background photo (private profile) – 1584 x 396 px
- background photo (corporate profile) – 1128 x 191 px
- horizontal post – 1200 x 627 px
- square post – 1080 x 1080 px
- vertical post – 768 x 960 px
- graphic for the article – 744 x 400 px
Current social media monitoring
The key to running your social media accounts is to check mentions of your brand systematically. I don’t just mean monitoring activity only on your profile but also what’s happening outside of it. You can use popular tools like Brand24 or SentiOne for this, or you can check on your own the reviews and comments about your brand that users leave outside your socials. Such actions will allow you to react quickly to possible crises and will also make it easier for you to communicate with users.
Interact with users
As I mentioned a moment ago, it’s worth talking to your watchers. Doing so lets you get information about what your customers like and what needs possible improvement or enhancement. If they are inactive, you can start a conversation with them yourself with a well-chosen CTA. You can ask them a question, ask for feedback, give them a choice of what you want the new product to look like, etc.
You must also remember to respond to users’ comments, including negative ones. This will make your brand more credible and trustworthy and give you a better image in the eyes of observers.
Summary
Social media marketing undoubtedly gives us plenty of opportunities. We need to remember that before starting any activities, it’s a good idea to prepare a proper brand communication strategy at the very beginning. After all, effective social media marketing requires time and effort – planning, promoting, measuring the effectiveness of activities, and studying the competition are just some of the activities needed to achieve success. However, this investment can be extremely profitable in the long run.
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She has been involved in internet marketing for two years, but despite her relatively short presence in the industry, she has already conducted advertising campaigns for small and large companies, both on the Polish and foreign markets. He treats digital marketing not only as a job, but also as a passion, which is why he tries to expand his knowledge and skills every day. She joined Up&More in January 2023, where she manages projects in Facebook Ads, Google Ads and Apple Search Ads.