Over the period presented, the share of social media in the total online advertising market in Poland has gradually increased. In 2022, social media accounted for 16.4 percent of the online advertising market in the country.
Social media advertising in Poland
In 2023, the social media advertising expenditure amounted to 485 million U.S. dollars. According to the Statista Digital Market Outlook, the spending will continue to increase and reach 623 million U.S. dollars by 2028. Polish users between 25 and 34 years old constituted the highest share of the country’s social media advertising audience; women made up the higher share in each age group. In the same year, YouTube was the leader in terms of social media advertising reach, with a 66 percent reach. Facebook and Messenger followed.
Influencer marketing in Poland
As a form of social media advertising, influencer marketing revolves around endorsements and product placements from online creators. Polish influencers mostly choose Instagram as their main communication channel. Facebook and YouTube also figure among the most popular platforms for influencer advertising. Regarding advertising categories, about three in 10 Polish influencers promoted beauty products; relatively few advertised animal- and literature-related products and services. A survey conducted in 2022 showed that exaggerated and overly pushy product presentation was the leading mistake made by influencers.
Share of social media advertising in the online advertising market in Poland from 2015 to 2022
Characteristic
Share in the online ad market
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IAB Polska. (September 5, 2023). Share of social media advertising in the online advertising market in Poland from 2015 to 2022 [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/
IAB Polska. "Share of social media advertising in the online advertising market in Poland from 2015 to 2022." Chart. September 5, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/
IAB Polska. (2023). Share of social media advertising in the online advertising market in Poland from 2015 to 2022. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/
IAB Polska. "Share of Social Media Advertising in The Online Advertising Market in Poland from 2015 to 2022." Statista, Statista Inc., 5 Sep 2023, https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/
IAB Polska, Share of social media advertising in the online advertising market in Poland from 2015 to 2022 Statista, https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/ (last visited July 22, 2024)
Share of social media advertising in the online advertising market in Poland from 2015 to 2022 [Graph], IAB Polska, September 5, 2023. [Online]. Available: https://www.statista.com/statistics/1294612/poland-social-media-ad-share-in-online-ad-market/