Share of social media advertising in online advertising market in Poland 2015-2023

 Over the period presented, the share of social media in the total online advertising market in Poland has gradually increased. In 2023, social media accounted for 16.5 percent of the online advertising market in the country.   

Social media advertising in Poland

    In 2024, the social media advertising expenditure amounted to 522.09 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 18 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 68.8 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 figured 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.